A new tool launched by search marketing agency Impaqt, called the Search Management Ad-Hoc Reporting Tool (SMART), offers marketers the ability to create sophisticated, customized paid search campaign reports, providing the agency’s clients with greater control over their data.
The tool is an important evolution in an age of increasingly complicated data requests, explained VP of technology Kevin Amos. “As the data continues to get more complex, we’re seeing clients reaching out to companies to help them integrate information,” he said. “We’ve already done that so for marketers it’s a one-stop shop. They can get immediate access to data that’s changing every day.” For example, marketers can see conversions down to the keyword level and can trend information over a period of time.
Clients had begun to request so many different types of ad hoc reporting over the years, he added, that the agency began to figure out how to take the work of running sophisticated queries away from their data management team and allow clients to have access to their data. In fact, SMART is an enhancement to the company’s existing proprietary tool for data integration and reporting. “Now they can pull pretty sophisticated reports anytime they want them,” he said.
