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BizReport : Advertising archives : August 30, 2011

Platform releases may simplify analytics, campaign planning

Moving in to the holiday advertising season, brands are looking for ways to simplify campaign creation and tracking. Two platform releases may help marketers create more relevant campaigns.

by Kristina Knight

First, from BlueKai, the release of TrackSimple RAD 360 is taking analysis in to a centralized hub. The platform analyzes all audience and performance data within a single interface, making it simpler for brands to see connections, better plan and target campaigns; it is part of BlueKai's data management platform (DMP).

"[It's] bringing a layer of spohisticated analytics to the data to find out what it's telling you," said Jon Ingalls, BlueKai BMO. "We created TrackSimple RAD 360 Analytics with the user in mind. Great analytics is one thing but being able to transact an insight is the key here - put new insights in motion."

With the platform marketers can:

  • Understand the values of differentiated assets

  • Improve targeting efficiencies

  • Model target audiences and profile visitors
  • Meanwhile BrightEdge has released Collaborative SEO, a platform which enables workers from different company offices to work together on campaigns. In short, an employee in the New York office could immediately see and interact with an employee in a Los Angeles office so that there is no disconnect within the overall strategy. Working within the parameters, workers can assign tasks, turn recommendations into tasks and track progress.

    "SEO is a shared process that inherently touches all parts of the business. . .but we wanted to create an end-to-end solution that would remove the barriers to working efficiently toward key SEO recommendations and ensure a higher ranking," said Jim Yu, CEO of BrightEdge. "[It] simplifies task management for all enterprise stakeholders involved, and it's particularly useful for global companies, for whom SEO is a process that crosses multiple time zones and regions."

    Tags: BlueKai, BrightEdge, search marketing, SEO optimization, social marketing

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