Coremetrics, a provider of hosted Web analytics solutions, said yesterday that TaxBrain (www.taxbrain.com) has deployed Coremetrics to optimize the company's multimillion-dollar investment in online media spending.
TaxBrain provides online tax preparation and filing solutions.
The company is using a customized version of the Coremetrics Marketing Management Center to rapidly view analysis of thousands of simultaneous marketing programs in order to compare, optimize and negotiate revenue-based pricing for all online marketing initiatives.
The Web-based interface integrates impression, click-through and cost data from each partner through a daily data import, letting TaxBrain calculate multiple “key event” conversion rates and ROI for each vendor, campaign and placement to reduce or reallocate its online marketing spend before, during and after tax season.
“Due to the extreme seasonality of our online tax services business, we must aggressively manage and optimize our online media spending in order to acquire and sustain customer relationships year over year,” said Craig Petz, vice president of marketing at TaxBrain. “Until Coremetrics, we relied heavily upon marketing reports supplied by various partners. While these reports were useful for monitoring the performance of a single marketing channel, they did not provide a comprehensive view of marketing activity.”