New Fathom Analytics meshes data from disparate transaction channels

Share this content:
Fathom Online launched Fathom Analytics, a marketing analytics platform that combines data from various transaction channels in an effort to optimize the performance marketing campaigns. The analytics platform combines Web analytics and Web site and call-center tracking applications into one online, customizable application.

"If you don't have a way to track, trace and monitor all of your advertising activities - direct marketing, broadcast, print, search - you don't have the marketing intelligence data you need," said Dean Debaise, chairman/CEO of Fathom Online, San Francisco.

Fathom Analytics collects and organizes data across multiple channels and multiple search engines, allowing marketers to perform analytics of paid search, online display advertising, remarketing, contextual and product information feeds.

It automatically aggregates data from dozens of sources targeted at various vertical industries and demographics like Google AdWords, Yahoo, MSN Keywords, Miva and Ask.com for paid search.

"The beauty of Fathom Analytics is that it allows you to see across all advertising channels, so you have a strategic and integrated marketing perspective and can easily make adjustments," Mr. Debaise said.

The Excel-like features and drag-and-drop interface in Fathom Analytics allows marketers to be able to manipulate data and plan ahead, or really get into a particular campaign, media buy or keyword.

The product eliminates the process of downloading data into spreadsheets or requiring IT staff to run queries. It tracks lead generation and sales performance across transaction channels.

"Fathom Analytics reflects the fact that search marketing has moved to the center of the marketing universe," Mr. Debaise said. "Many of the analytics lessons from search can help and are driving traditional advertising and direct marketing."

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above