May 24, 2007, 12:00 AM

Fathom Online’s new platform dives deeply into cross-channel marketing data

Fathom Online has begun selling its Fathom Analytics product that measures the response to both offline and online marketing and can integrate retailers’ own data about what customers do in response to ad campaigns.

 

Fathom Online has begun selling its Fathom Analytics product that measures the response to both offline and online marketing and can integrate retailers’ own data about what customers do in response to ad campaigns.

Fathom, a San Francisco-based advertising and search marketing company, announced Fathom Analytics in the fall and has been testing it since then with nearly 10 customers, says Dean DeBiase, the company’s chairman and CEO. The product, aimed at retailers and other companies with substantial advertising budgets, is now generally available.

To drive the sales team for Fathom Analytics, Fathom Online has hired Garrett Mullins as vice president of sales and solutions. He previously worked at IBM Global Services as a senior project executive managing sales, interactive sales and customer care and before that at Interland Inc., where he managed sales and operations of web tools and large-scale hosting services.

Fathom Analytics provides a customizable dashboard that can track such metrics as spending on each type of advertising campaign, clicks, conversions, cost-per-click and return on investment. What’s new is that it tracks spending and results across multiple types of advertising, such as newspaper, television, and Internet, DeBiase says. That can help a retailer show that a TV ad at 2 p.m. results in more keyword searches than a commercial that airs at 10 p.m., or that a newspaper advertising campaign was more effective when coordinated with paid search spending, he adds.

Retailers can also tie Fathom Analytics into the data they collect in stores, at call centers and online. A retailer might look at shopping cart aborts and drill back to the marketing campaign that drove the customer to the site, then look at the banner ads the site presented to the customer, the keyword that the customer searched for and the copy on the search ad.

“We can integrate with the data you’ve got so you can make better decisions, not just on how you spend for acquisition marketing but also what happens to the customer on the site and how do you learn from them and bring up the ROI for the next visitor,” DeBiase says.

DeBiase says pricing for Fathom Analytics starts at under $1,000 per month for clients that just want a dashboard that tracks marketing campaigns to as much as $20,000 per month for those who wish to integrate large amounts of customer data with the data Fathom tracks about marketing efforts.

 

 

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