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BizReport : Advertising : October 08, 2008
Coremetrics rolls out updated analytics platform
Coremetrics 2009 is out and touts better reporting capabilities and more detailed mobile stats as part of it's updated analytics platform. The new platform could help online and mobile marketers as the US economy continues to soften heading into the holiday shopping season.
One update could be especially important to marketers. The bid management system has been changed so that paid search keyword bids are tied into client inventory databases. This means that marketers can raise, eliminate or lower keyword bids automatically as in stock inventory is eliminated.
Also for search marketers, real-time data is available for automatic bid changes. This means, especially for retailers, that as soon as their stock for certain products is bought out, the keywords for those products will be discontinued until the stock in replenished.
"The economy is forcing our clients to think very carefully about how much they're spending to drive new customers to their sites," said John Squire, Chief Strategy Officer for Coremetrics. "Being able to see whether they're performing on par with their peer set can provide insight into where they can pull back on spending and where they might need to spend a bit more."
For mobiles, the new platform allows marketers to "see" the types of phones used to view mobile sites, screen sized and how mobile consumers are landing on certain pages. As well, marketers can determine how long consumers are staying on-site, which can determine how engaged users are with certain mobile content and ads.
Tags: advertising metrics, Coremetrics 2009, online advertising
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Comments
It's great that the Coremetrics 2009 platform now incorporates mobile analytics and enabling online marketers to “see” the types of phones used to view mobile sites. But is it missing vital information on how their sites are performing. How many unique visitors did they have? Which mobile marketing campaigns performed best? While, the unique visitor count may be easy to determine for iPhones and BlackBerry devices, it’s much harder for the majority of mobile devices. Unique visitor number is critical if you want to understand the value of your website and your marketing campaigns. This is just as true on the mobile web as it is on the PC web! More at http;//analyticsonmobile.com Regards, Sarah Keefe, VP Marketing at Bango
Posted by: Sarah at Bango on October 8, 2008 22:32