Fathom Campaign Tool Integrates Varied Search Data

Share this article:
Search engine marketing firm Fathom Online today debuts a technology allowing advertisers and agencies to analyze campaign data from 30 search engines and tracking companies, such as DoubleClick DART.


The Triton technology differs from other programs in its expansiveness, tracking campaigns across search marketing companies such as Coremetrics, engines including Google and Yahoo and other types of search firms such as Miva, Efficient Frontier and Kanoodle.


Moreover, it is not just a tracking system and is not limited to tracking impressions, click-throughs and cost per clicks.


"It is a standalone data integration system," said Chris Churchill, CEO of Fathom, San Francisco. "Not only do we have more than 30 media partners, but we are able to normalize the data they send to us and make adjustments if one is performing poorly."


Triton reports on online activity, including search engine clicks, impressions, cost per click, cost per acquisition and keyword pricing. A special feature tracks campaign spending over and under budget, alerting media managers in time to make corrections.


Triton automatically collects data 24 hours a day by directly connecting to the application program interfaces of search engines and tracking companies. Typically, the industry relies on manual pulling of data, which is costly, labor intensive and "plagued by inaccuracy," Fathom said in a statement.


Triton also integrates advertisers and publishers' sales information so they can determine budgets and revenues.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.