Press Releases

Tracking Off-Site Behaviour, a First for Web Analytics

Widgets, Videos, Microsites and Display Ads No Longer Impossible to Track

Melbourne, 18 February 2009 – Coremetrics, the leading provider of online marketing and business optimisation solutions, today announced the launch of Coremetrics Impression Attribution™, the first solution to analyse the value of online marketing campaigns that occur outside a company’s website.

Impression Attribution effectively connects online behavior to the many marketing campaigns people are exposed to across the Web, even if that exposure includes
un-clicked campaigns. For the first time, a company will receive an integrated view of exactly what combination of display ads, widgets, syndicated videos, microsites or other online campaigns drove people to the company’s website and/or to complete a transaction. Impression Attribution will be available on 23 February, 2009.

Previously, the impact of un-clicked online marketing has proven difficult to measure, and therefore, difficult to optimise. However, with visitors and buyers taking longer than ever to complete an online transaction or purchase, they are being exposed to myriad online marketing campaigns before converting. Businesses are under extreme pressure to measure the efficacy of their online marketing campaigns, justifying investments based on results and adjusting accordingly. With Impression Attribution, companies will now be able to obtain a complete understanding of online visitor behavior and conversion patterns by tying online marketing exposure to website behavior.

Although the algorithm behind Impression Attribution is complex, the solution is simple for customers to implement. Coremetrics clients tag their display ads, widgets, syndicated videos, micro-sites and other content with the Impression code, which then maps the visitor’s impressions to activity on the Client site. This mapping forms the basis for multi-session attributed metric calculation and analysis, such as sales, orders, conversion events, and page views.

“Users of Web analytics tools constantly struggle with the question of attribution,” said Bill Gassman, Industry Analyst at Gartner, Inc. “New approaches are needed to increase the visibility of how content that is delivered off-site, such as advertising and video clips, drives behavior on-site.”

“Our customers have told us they struggle to understand how the millions of ad impressions they buy result in conversions on their web sites,” said Kevin Mackin, general manager for Coremetrics in ANZ. “These companies have aggressively expanded their Web 2.0 initiatives—widgets, micro-sites, syndicated videos—but can’t measure how often they are viewed or how they influence downstream conversion. Now with Impression Attribution, businesses will be able to track these impressions and click-thrus via a single interface, gaining deeper insight than ever into what drives people to their websites and what ads truly deliver value.”

About Coremetrics
Coremetrics is the leading provider of online marketing and business optimisation solutions. Its products help businesses increase revenues and find and retain their most profitable customers by maximising every online interaction. More than 1,500 online brands globally, transacting more than $20 billion this year, use Coremetrics’ Software as a Service (SaaS) to optimise their online marketing. Coremetrics’ solutions encompass advanced online analytics and integrated precision marketing applications, including search engine bid management, email targeting and cross sell recommendations to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. www.coremetrics.com.au

Media and Analyst Enquires:
Frances Ward
Solid Ink Communications
Tel: +61 (0)413 789 335
Email: frances.ward@solidink.com.au

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