Pay-for-performance online marketer Performics inked a partnership with Web analytics company Coremetrics to offer an integrated analytics capability for online marketing campaigns.
The partnership calls for integration of the two companies technologies, allowing mutual customers the opportunity to track and measure their e-mail, search and affiliate campaigns through a single interface that automatically converts Performics’ tracking information to display in Coremetrics’ Marketing Management Center (MMC).
“We think this alliance is a really powerful thing for our common customers,” said Chris Henger, senior vice president of sales and marketing at Chicago-based Performics. He said the ability to have a deep view of what’s working and what’s not in their marketing programs would give its pay-for-performance customers an easy way to alter their programs on the fly to drive better sales.
Burlingame, Calif.-based Coremetrics rolled out the MMC last November, adding it to its Marketforce suite of ad tracking and measurement technology as a dashboard for marketers to gauge the performance of the many parts of their marketing campaigns with a single dashboard.
The partnership is a sign of the growing importance of Web analytics technology in online marketing, as businesses seek more information on the overall effectiveness of their numerous and disparate campaigns. A month ago, leading paid listings provider Overture snatched up Web analytics company Keylime Software to provide customers with better analysis of their keyword campaigns.
“This alliance really closes the loop for our mutual clients and gives them powerful analytics,” said John Squire, vice president for business development at Coremetrics. “I think the market is finding that the analytic piece is something they’re looking for.”
So far, the company has signed up CompUSA to try the integrated service. Henger said Performics and Coremetrics shared 11 clients, and they also hope to cross-sell the services to their non-overlapping client base.
Performics runs customer-acquisition campaigns for more than 180 retailers and direct marketers, including Eddie Bauer, Kohl’s and RedEnvelope. Coremetrics’s clientele includes Victoria Secret, Columbia House and Williams-Sonoma.