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Evaliant and Compete Partner to Provide Next Generation Ad
Effectiveness Capability Companies will co-develop products and services to enable marketers and their advertising agencies to accurately plan and measure online investments BOSTON, MA (February 19, 2002) -- Evaliant Media Resources LLC and Compete, Inc. today announced a new service that enables companies to plan and evaluate their advertising campaigns by integrating competitive intelligence, page-level customer activity, and rate card data into a targeted service offering. The partnership will bring together Compete's market-leading customer and competitive intelligence services with Evaliant's deep experience in online campaign tracking to provide marketers, advertising agencies, and media buying firms with the ability to measure the return on their advertising investment with unparalleled speed and accuracy. "Marketers have struggled to gain a complete picture of how their advertising campaigns, and their competitors', impact the shopping and purchase behavior of customers at a segment-by-segment level," said Man Jit Singh, CEO of Compete. "Our partnership with Evaliant addresses the advertising industry's core challenge, namely 'How do I ensure that I am getting the most out of my advertising dollars?' By providing marketers the information that answers this question, we're helping them make more informed decisions about how to allocate their advertising dollars."
Marketers can now assess true acquisition costs for themselves and their competitors The companies will initially introduce the new service to industries where the competition for customers is the fiercest - financial services, automotive, and consumer electronics. In the consumer PC market, for instance, this offering would allow PC maker Compaq to monitor competitive campaign activity on a weekly basis for Dell, Sony, and Apple, specifically identifying the effective CPM for individual ads on particular sites - and also the number of visitors who viewed product pages and ultimately completed a purchase. By identifying the total amount spent per campaign, and matching it with the sites that converted the highest number of customers for each competitor, Compaq could use this information to launch and manage a highly targeted counter-campaign of its own. "Clients have been asking for the service we created with Compete," explained Leon Liebman, chairman and co-chief executive officer of Evaliant. "With ever-increasing demands on their marketing resources advertisers need to know how to get the greatest return on their marketing investments to stay competitive in their dynamic markets. By analyzing competitors' campaign results and online customer activity, and linking it with precise pricing metrics, we can increase efficiency and cost-effectiveness at every stage in the game."
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