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BizReport : Advertising archives : October 05, 2009

Fetchback, Coremetrics partner for simpler retargeting

If you think retargeting ads to consumers who have left your ecommerce site is too hard, think again. Advertising retargeter Fetchback has partnered with marketing optimization firm Coremetrics to give marketers even more control over retargeting ads. The new platform gives online businesses the ability to syndicate information about site visitors to Fetchback's Retargeting tool by dragging and dropping the information.

by Kristina Knight

By simplifying how businesses share this information the partnership cuts expensive IT implementations at campaign launch, saving more money for the advertisers.

For online marketers the partnership is about saving but also about better targeting abilities. Although this partnership cuts out the additional monetary investment in IT implementations, the real benefit of retargeted advertising is better information for ">engaging consumers. By having information such as time spent on-site or even generic information about the pages most visited pages prior to a purchase, marketers have a keener idea of what is attracting in-market consumers. This partnership will further allow workers who, in the past, had to spend a lot of time implementing the IT aspects of retargeting campaigns will now have that time freed up to concentrate on other matters.

"Retargeting -whether it's sending an email to people who left your site without completing a transaction or promoting supplemental, high-margin products to return customers--is extremely effective, but it used to be time consuming," said John Squire, chief strategy officer, Coremetrics. "This partnership makes it super simple for any online marketer to launch highly effective, targeted campaigns to specific groups of people using solid analytics data."

One Fetchback report shows that shopping conversion rates increased by 53% when retargeted ads were shown to consumers.

Tags: Coremetrics, FetchBack, online advertising, retargeted advertising, retargeting, targeted advertising

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