Integrated SEM,SEO,Adserving + data to increase targeting and optimization across our ecosystem

This is an interesting trend and direction in the market. Moving towards integrated data that feeds intelligence back and forth from SEO,SEM etc to ad campaigns running on and offline. As a future part of our ecosystem it would be very beneficial to have our different systems and solutions passing data back and forth to enhance the clients campaigns and media performance from advario to SEM, SEO to Advaliant. Since they are all sitting on the same platform this can be done and would be EXTREMELY powerful and unique. The ultimate targeting and optimization!!! Food and product for thought and future development as an ecosystem module/function.

Range Online Launches 'Next-Gen' Search Reporting/Modeling Tool

by Tameka Kee, Tuesday, Aug 21, 2007 6:00 AM ET

RANGE ONLINE MEDIA, A FORT Worth, TX-based search and digital marketing company, has launched the second generation of its Strategic Results System (SRS)--a reporting and measurement platform that merges data from paid and natural search efforts, feeds and other emerging media, as well as third-party analytics and ad servers like Bluestreak. Clients like Cole Haan, Toshiba and The Container Store can use the SRS tool to evaluate their digital marketing campaigns, with analysis ranging from keyword-specific paid and organic search details to cross-vertical reports on campaign performance trends and search activity seasonality. The ability to incorporate data from third parties like Google and Eyeblaster was integral to Range's upgrade of SRS. According to Misty Locke, Range's co-founder and president, "SRS' ability to merge data from any source that a client is working with means that we can better help them gauge the health of their business as a whole. They get a clearer view with fewer reports to look at." The scalability also allows Range to pair online campaign data with off-line strategy info. "From email campaigns, to TV spots, clients can plug in data from wherever they're running media and see how all the channels are working together," said Locke. "The data also lends itself to creative testing." While Range clients have direct access to the SRS data warehouse, the software is seen as a complement--not a replacement--for human insight. "With massive amounts of data, you need automation for speed and efficiency, but not without human insight to make business decisions," said Locke. "Our clients want more than a black box solution, because there's no technology that can effectively analyze the customer intent that underlies SEM, SEO, and overall market trends." Tameka Kee can be reached at tameka@mediapost.com