San Francisco-based SF
Interactive and Straight UP!, a pioneer in online
marketing
measurement solutions, have established a marketing partnership.
SF Interactive now uses Straight UP! to track its own Web site. The service
will also be offered to SF Interactive clients to track the return on
investment for their online advertising, interactive direct response
campaigns, co-branded partnerships,
audience development efforts and customer retention e-mail programs.
Straight UP! provides marketing measurement beyond the click, down to the
specific transactions that customers make with their clients. Financial
arrangements were not disclosed.
“We seek to provide our clients with insight into the tangible business
results of online advertising and marketing efforts–to go much deeper than
click-through rates and get to something useful in determining ROI,” said
Bruce Carlisle, president and chief executive officer of SF Interactive.
“Straight UP! is one of
the very few solutions that tracks a wide variety of advertising and marketing
content to the level of accountability that we require…”
“SF Interactive took one look at our solutions and instantly ‘got it,'” said
Rob Erlichman, president and CEO of Straight UP! Information Services. “We’re
thrilled to initiate our S.M.A.R.T Partner program with SF Interactive…”
Straight UP!’s real-time tracking and reporting service allows marketers to
measure clicks, revenues generated, cancellations and returns, follow-on
sales, total
unique visitors, total page views and repeat visits, among other things.
SF Interactive’s clients include Discover Brokerage, Netscape Communications,
Hewlett-Packard, VeriSign, Symantec and Marketwatch.com, among others.
