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BizReport : Advertising : January 06, 2012

Releases to simplify search, offer more customer data

Two new releases out this week should help online brands get a better handle on early 2012 campaigns. From Ginzametrics, a tool which should help optimize content in real time and from [x+1], the release of Origin 3.0 which is set up to offer real time data across consumer touch points.

by Kristina Knight

First, Ginzametrics has released a new platform which allows brands to easily monitor search keywords and to the make changes and optimize content in real time. Through the platform brands can monitor which keywords are producing the most revenue to capitalize on search engine trends; the platform also helps to track conversions so brands know if search is pushing sales.

"Ecommerce companies can now use our platform to track site rankings on a keyword basis and the relate those searches to measurable revenue," said Ray Grieselhuber, CEO and Co-Founder, Ginzamarkets, Inc. "Our platform provides ecommerce players with an advanced tool to help...analyze and optimize content based on real time data."

Ginzametrics integrates with analytics platforms including Google Analytics and Adobe SiteCatelyst.

And, from [x+1], the release of Origin 3.0 which gives marketers the ability to see real time data across websites, landing pages, devices and offline direct marketing efforts.

"Fortune 500 marketers are seeking to accelerate the speed, flexibility, performance and multi-channel integration of their customer acquisition and retention plans," said John Nardone, Chairman and CEO of [x+1]. "With version 3.0 of [x+1] Origin, we've met all those goals with a system architected from the ground up to deliver the kind of synchronized message personalization and coordination that enhances customer experiences and drives repeatable, measurable results."

For example, if a cable company customer visits their website to look at movie packages, Origin would note that behavior and place that customer into an interest segment. From there, the engine would determine the best offer for the customer and would place that offer in their next email; relevant ads could also be served through display, on a tablet/smartphone app or through the website on her next visit. Alternative ads are then served if the customer does not respond after a certain amount of time.

Tags: advertising tools, Ginzametrics, online advertising, search marketing, search marketing tools, [x+1]

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