Firm sets standard for quantifying effectiveness of Web campaigns
SEATTLE – May 1, 2007 – Avenue A | Razorfish (NASDAQ: AQNT), one of the largest interactive services firms in the world, today announced the launch of RIAx, a highly flexible reporting solution that informs marketers how consumers are engaging with rich internet applications online, including media, microsites and Web sites. No other digital advertising agency delivers an offering like RIAx, which uses a combination of insights and technology to analyze, measure and optimize media performance.
Avenue A | Razorfish clients are already leveraging the benefits of RIAx. To date, over 40 implementations of RIAx have been completed for a range of clients across different industries and business verticals.
Rich internet applications are being widely used in the industry, rendering many traditional Web metrics irrelevant. For example, the concept of a ‘page view’ has weakened as many rich internet applications provide a more comprehensive user experience within a single Web page. Through a unique tagging technology, the RIAx solution solves the issue by providing the flexibility to track complex interactions enabled through rich internet applications, such as mouse-overs, hovers and video interaction.
Designers and Developers are taking advantage of the increased flexibility of rich internet applications by creating new ways for consumers to engage with the Internet. Each implementation presents unique challenges in determining what behaviors to track and how to glean insight into whether the rich internet application is influencing a consumer. The RIAx solution combines the technology and service to generate metrics, collect data on a wide array of behaviors, and optimize the rich internet application for better performance.
“Our clients hold digital media to a higher standard,” states Lee Sherman, senior vice president of Global Solutions at Avenue A | Razorfish. “They demand to know whether their media, microsites and Web sites are delivering a great brand experience and a return on investment. If existing technologies and metrics don’t meet our clients’ needs, then it’s our job to invent a solution that does.”
In addition to the adaptive tagging technology, Avenue A | Razorfish has integrated survey technology to collect attitudinal information from the consumer about their online experience. With that insight, the firm can provide more detail about specific interactions that drove brand favorability or intent to purchase, and can use that information to optimize a Web site. Another important feature of RIAx is the seamless integration between media data and Web site data. The benefit to the marketer is that they can optimize media campaigns to achieve superior engagement with a rich internet Web site.
How does it work?
RIAx is a Web-based solution. Since software is not required, it can be enabled quickly, providing access to clients on a daily, weekly or monthly basis. The solution is capable of tracking all rich internet applications and formats, and is fully integrated with the Atlas Digital Marketing Suite. RIAx is adaptable to all major Web analytics solutions.
Avenue A | Razorfish analysts work with clients to determine the specific goals that are accomplished by using rich internet applications and to provide direction on tracking implementation to ensure the results match the business goals. The RIAx technology is then configured by Avenue A | Razorfish to report on the precise metrics and views defined by the client and analyst. Avenue A | Razorfish collects the Web data and provides a dashboard along with recommendations on how to optimize the rich internet application or media campaign to better meet the marketing goals.
Sherman added, “Marketers are deploying a new generation of Web sites that require new technologies and approaches to measurement and optimization.” “We need to re-think what we measure; we need to be smarter about the relationship between those interactions and the ultimate marketing objective; and we need to accelerate how we act on those insights to optimize the online experience.”
RIAx is available immediately to all Avenue A | Razorfish customers globally. Prices will vary based on the reporting structure and level of analysis.
About Avenue A | Razorfish
Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as Kraft, Dell, The New York Times and Starwood Hotels use digital channels to acquire and service customers. Avenue A | Razorfish`s full suite of digital offerings includes online advertising, Web site design and development, email and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include: analytics, strategy, technology, media, creative design and user experience. An operating unit of Seattle-based aQuantive, Inc. (NASDAQ: AQNT), Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom. Please visit www.avenuea-razorfish.com for more information.
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