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BizReport : Advertising archives : November 16, 2010

SearchIgnite CEO: Why merchants need real time data

Just in time for the holidays, SearchIgnite is expanding their ad platform to give brands better tracking and optimization capabilities. The upgraded platform allows marketers to track display and search with SEO and social metrics from the same place so that they have the best information in a single glance.

by Kristina Knight

searchignite.gifThe upgrade includes:

• Automation of search and display ad optimization
• Transparency across both search and display
• Cross-channel analytics
• Scoring for search and audience targeted ads

This type of data is especially important when campaigns have short shelf lives, as holiday campaigns do. Knowing within the week of a campaign's launch how consumers are engaging - or not - means that brands can make changes on the fly to enhance campaign ROI.

"The value and importance of responding to real-time data is increased exponentially during the holiday shopping season," said Roger Barnette, SearchIgnite CEO. "The increase in volume means the impact of changes is seen - and can therefore be analyzed - much more quickly. Changes that may take weeks to measure during the rest of the year can be seen much more quickly, sometimes even same-day. The increase in volume also means the stakes are that much higher. An advertiser who responds quickly can get a huge advantage over a competitor who waits to make changes to their strategy."

What kind of time frame to brands need to work within to make those changes? Barnette says it is all in the preparation.

"Campaigns during this season are measured on an intraday basis and evaluated for competitive pressures, such as ranking and promotional copy," said Barnette. "This means that if a retailer has sufficiently planned for the contingencies like creative, landing pages and promotional tracking, they can adjust at any point during the holiday season. To that extent, if retailers have not planned sufficiently and do not have assets ready, then reaction times to adjust to changes will become much more pronounced."

Tags: advertising metrics, online advertising, real time analytics, Roger Barnette, SearchIgnite

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