Oneupweb rolls out a marketing analytics product
Search engine marketing company Oneupweb is getting ready to roll out a marketing analytics tool that lets retailers and marketers track results of their online marketing campaigns, including pay-per-click keyword buys on search engines, e-mail campaigns, banner ads and affiliate marketing. The product is aimed squarely at better understanding of marketing results. “This is an analytics tool for users of search marketing, it’s not a full-blown analytics tool,” says Lisa Wehr, president. “It’s a measure of all the marketing things that cost you cash.”
The product—ROI Trax—was launched a year ago to existing clients with little fanfare and has undergone refinement since then; the company is rolling it out to the rest of the market now and will offer it as a stand-alone product separate from the other search engine marketing functions that Oneupweb provides, Wehr says. Its metrics include responses, click-throughs, conversions, sales, cost per click, ROI for campaigns and other measurements that retailers want.
What’s unique about the product, Wehr says, is that it pulls together into one report results from different campaigns. For instance, a retailer who buys Google AdWords as well as Overture search terms can compare results from the two campaigns in one spreadsheet.
Wehr acknowledges that web analytics programs have marketing analytics information in them, but she contends that most users don’t know how to use them, that the marketing reports get buried in reports on web site usage. Furthermore, she says, ROI Trax can be easily used and manipulated by a marketing staff without IT intervention.
Suttons Bay, MI-based Oneupweb offers ROI Trax as a hosted service. Fees start at $200-$1,000 a month, depending on the size of the site and complexity of marketing campaigns.
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