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AdKnowledge Unveils ROI Measurement Tool

AdKnowledge introduced AdKnowledge Advisor, a tool providing a way to measure and optimize return on Web advertising that tracks consumers' complete response to ads, including buying patterns.

Advisor is the latest component of the AdKnowledge System, which automates the Web advertising process. Advisor is seamlessly integrated into the AdKnowledge System, which takes the customer from pre-planning all the way through to the measurement and optimization of ROI.

The company said AdKnowledge Advisor applies sophisticated analytic tools that enable advertisers to understand customer actions, which, over a specified period of time, are reported and correlated back to the ads to which they responded. Advertisers can act on those ads, target work and make changes in a campaign as it runs.

Post-click tracking defines advertising results more accurately than click- through, because it reports on what customers do after they click on an ad and calculates customer conversion rates based on criteria such as downloads, purchases, or time spent on a Web site.

"Using Advisor, we build a data warehouse for advertisers of what is working with which user types and where, and then use proven data mining practices to maximize the effectiveness of Web marketing campaigns over the long term," said Scott Kauffman, president and CEO of AdKnowledge.

The AdKnowledge System includes planning, buying and trafficking, targeting and serving, reporting, and now post-click tracking and return on investment.

The AdKnowledge System is available on an annual subscription basis. Billing is based on percentage tiers that correlate to monthly advertising billing volume. In addition, Advisor's basic reporting function is available now for a set-up charge and fixed monthly fee.