DoubleClick Inc. entered an alliance
with e-business analysis company Accrue Software Inc. to market and sell jointly an integrated ROI product to online marketers.
The partnership will combine advertising data and analysis from DoubleClick’s (DCLK)
products with site-specific data analysis and visitor segmentation through
Accrue’s (ACRU) products.
The solution offers customers an understanding of how successful various
advertising campaigns are through the combination of ad click-through analysis as well as
post-click analysis, including how visitors navigate through a site, from
where they leave the site and whether a purchase was made.
“We selected Accrue for this alliance because of the level of detail Accrue
Insight provides, the product’s ability to scale for complex, high-volume
sites, and the caliber of clients using Accrue Insight,” said David
Rosenblatt, vice president and general manager of DoubleClick Advertising
Technology Solutions.
Development teams from both companies are working together to deliver an
integrated product offering before the end of this year that will be sold by
both companies. Financial arrangements were not disclosed.
