IBM and ABC Interactive said they are
working together to provide an e-business solution enabling Web site owners to
better understand their return on investment for online advertising and
identify visitor buying habits and behaviors.
ABC Interactive is the interactive auditing unit of the Audit Bureau of
Circulations.
IBM Global Services’ SurfAid Analytics provides customers
with Web site analysis tools for understanding visitors and site content
usage. ABC Interactive’s auditing services will help satisfy requirements for
independent audit reports for online advertisers.
“Seamless integration of activity measurement and verification functions by
organizations such as IBM and ABC Interactive means greater convenience for
sites that want to provide their advertisers with the accountability necessary
to sustain and grow this medium,” said Mike Lavery, president and managing director for ABC Interactive.
SurfAid is an analysis tool that allows customers to focus on understanding
their visitors behaviors as well as content usage and what attracts them to a
Web site. It can profile a Web site’s users into usage groups to help identify
niche behaviors or buying patterns, which in turn can be used as a base to
develop marketing strategies and customer targets.
The combination of SurfAid and ABC Interactive provides “a unique solution
that gives customers a competitive advantage,” the companies said.