In its second-largest acquisition, Amazon buys the company for $970 million.
The latest feature added to the Marketfish platform delivers the unique ability for digital marketers to analyze their campaigns using not just open and click-through rates, but also cost-per-click (CPC) and cost-per-open (CPO) metrics.
SEATTLE, June 20, 2012—Marketfish, a fully automated lead generation platform for list marketing, today introduced the Marketfish Conversion Tracker. The latest feature added to the Marketfish platform delivers the unique ability for digital marketers to analyze their campaigns using not just open and click-through rates, but also cost-per-click (CPC) and cost-per-open (CPO) metrics —automatically and in real time. These capabilities, in addition to an ROI calculator and a feature to track the cost-per-action (CPA) of a campaign, combine to deliver the industry's first tool that replaces the traditional manual calculations and cumbersome Excel spreadsheets used to determine campaign effectiveness.
"The ability to analyze a digital marketing campaign's effectiveness is of utmost importance for any business, but it's certainly a tedious task that requires a significant amount of time," said Joanne Ooi, cofounder of Plukka, an e-commerce site focused on high-end designer jewelry. "Marketfish brings incredible value to the table by delivering the tools we need to automatically gain insight into our campaigns, which ensures we have enough time left over to focus on other initiatives equally important in running our business."
Savvy marketers know that open and click-through rates alone won't reveal much about a campaign's success. Yet, while most currently available solutions offer a means to determine open and click-through rates, none help calculate the ROI and other campaign performance metrics such as CPC, CPO and CPA — the information critical to determining campaign effectiveness. Historically, this task is done manually, and typically takes an inordinate amount of time to complete. In fact, a simple Google search brings up a number of articles with laborious step-by-step instructions for working through the math to calculate this information.
The Marketfish Conversion Tracker makes this tedious process a thing of the past by running the numbers in real time, thus providing an effortless way to gain deeper insight into campaign performance. Once a campaign performance report is run on the Marketfish platform, the CPC and CPO are automatically calculated. Users can even determine the CPA of their campaigns using DoubleClick, another capability integrated into the platform. The final component of the Conversion Tracker feature is the ROI calculator, which can be used to model CPC and CPA before a campaign is even deployed. Altogether, Conversion Tracker presents a powerful tool for evaluating and anticipating the performance of email campaigns without spending precious time on manual calculations or in Excel. Moreover, these valuable metrics will help marketers expedite the comparison of email versus other lead-generation tactics.
"With Marketfish Conversion Tracker, we are again showcasing our commitment to the continued evolution of email marketing," said Dave Scott, CEO of Marketfish. "Our goal with each feature release is to solve the problems that every digital marketer faces, and consistently raise the bar in the list marketing industry."
The Marketfish Conversion Tracker is available immediately. Visit our website for more information.
Marketfish is the only fully automated lead-generation platform that offers free access to an online marketplace of permission-based, third-party marketing lists, the ability to build and execute a marketing campaign in under 30 minutes, and a cutting-edge suite of analytics tools that deliver detailed customer insight in real time. Founded in 2008, Marketfish services more than 600 agency and enterprise clients. The company is funded by Rustic Canyon Partners, Javelin Venture Partners and Accelerator Ventures. For more information or a free test drive of the platform, please visit http://www.marketfish.com. To gain a better understanding of the challenges list marketers face, please view our video: www.marketfish.com/video/promo.html