December 11, 2003, 12:00 AM

New alliance measures search campaign revenues

A single view of paid and natural search plus direct-feed results through a Coremetrics interface lets iCrossing adjust spending among campaign vehicles in real time.

Search marketing agency iCrossing Inc. has teamed with analytics provider Coremetrics in a strategic alliance that integrates search engine optimization and ROI analysis into a single, real-time interface for the clients of both companies.

ICrossing’s search management services help drive more targeted visitors to a web site, while Coremetrics provides detailed analysis of resulting online customer behavior. The technical integration between Coremterics and iCrossing lets clients easily measure detailed conversion and revenue results for all of iCrossing’s search engine optimization campaigns, the companies say.

As iCrossing president Jeffrey Pruitt explains, “On the paid search side, iCrossing manages bids for retailers and other clients according to what conversion metrics the client has set up. The client wants to maintain a certain cost of sale and can only spend so much online to achieve a specific conversion rate. As iCrossing manages that campaign spending, we look at what’s converting within those metrics, and we are then able to efficiently pull keywords and content that’s not converting and replace with keywords and content that are.”

The interface from Coremetrics, called the Marketing Management Center, tracks results from paid search, direct feed and natural search campaigns in one place. By being able to see results from all campaigns in one location via the interface, iCrossing can quickly make adjustments in spending among the various search vehicles to maximize its client’s search marketing budget, Pruitt adds.

“We’re able to automatically track all of our iCrossing search engine initiatives in a single interface with the Coremetrics Marketing Management Center,” says Feather Hickox, e-commerce manager for Restoration Hardware, which uses the integrated service. “This relationship ensures that we are driving qualified traffic to our web site, increasing online sales and spending our marketing dollars effectively.”


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