Flycast Communications Corp. formally
introduced ValueTrak, a solution “for tracking and maximizing the lifetime
value of Web advertising campaigns.”
ValueTrak automates the complete marketing cycle from customer acquisition to
point of purchase and “marks the first time advertisers can use behavioral
information to achieve a higher return on investment in their campaigns,”
Flycast said.
Twenty-five client companies, including US West, E-Trade, FortuneCity, Prodigy
and DVD Express already have seen a decrease of more than 60% in cost per
acquisition, Flycast said.
The app not only measures actionable data over a large network of Web sites,
but also leverages the company’s patented real-time optimization technology to
adjust campaigns on the fly.
ValueTrak helps advertisers maximize ROI by using sales conversion data to
determine which sites and messages provide the greatest response, allocating
ads to those placements in real-time. ValueTrak also helps determine the
lifetime value
of customers that a campaign generates by tracking both first-time purchases
as well as all subsequent interactions with the site.
ValueTrak can track online registrations, measure e-commerce sales, test ad
creative and analyze the success of offline (traditional) marketing campaigns.
Flycast has partnered with Pandesic LLC’s electronic business solution
to provide Pandesic customers with integrated e-commerce and Web advertising
capabilities. Financial arrangements were not disclosed.
“Flycast’s focus on delivering cost-effective results for online merchants
matches nicely with our mission of enabling companies to establish effective
and profitable Web-based businesses,” said Jill Schaeffer, director of
marketing at Pandesic.
“We have been working with these 25 companies for several months and
found it adds significantly to the overall effectiveness of ad campaigns,”
said Lyn Chitow Oakes, vice president of marketing at San Francisco-based
Flycast. “ValueTrak reflects our mission of providing advertisers with
solutions that
optimize reach, response and results.”