Coremetrics’ flexible approach leads to increased sales through improved insight into keyword performance

San Mateo, CA – December 10, 2007 – Coremetrics, the leading provider of digital marketing optimization solutions, today announced that Rugs Direct, a multi-channel retailer of area rugs, is making more intelligent investment decisions in its paid search campaigns by leveraging Coremetrics’ attribution management solution.

Prior to using Coremetrics, Rugs Direct was attributing online sales based on the “last click,” an approach commonly used by marketers. The last click approach attributes a sale or conversion to the last marketing tactic that influenced the buyer. For example, if a potential customer originally visited a web site by clicking on a paid ad, then visited a second time by clicking on a banner ad, and finally purchased when they clicked on a link in an email, the sale would be attributed to the email campaign alone, as this marked the last click recorded.

The last click approach does not accurately measure the effectiveness of all the various marketing activities that drove the eventual sale (and neither does a simple “first click” approach). Coremetrics’ flexible attribution management platform enables marketers to view transactions in the context of multiple customer interactions over time, providing a comprehensive picture that allows them to allocate digital marketing investments appropriately.

Using Coremetrics attribution management, Rugs Direct was able to identify that 35 percent of its branded keyword sales were originally influenced by other keywords. Rugs Direct also discovered that 11 percent of sales were not being accurately reported as having been impacted by paid search. In many of these scenarios, a consumer would discover the Rugs Direct site after clicking on a paid search ad during the comparison shopping phase of the buying cycle. Shortly thereafter, the consumer would make a purchase after clicking on an affiliate ad, which resulted in the affiliate taking credit for the sale. With more accurate data and insight, Rugs Direct has been able to refine its ad campaigns and make sharper decisions on keyword investments.

“Coremetrics gives us a complete picture of how to attribute value to our keywords,” said Randy Kremer, president of Rugs Direct. “Sales have consistently increased ever since we started using its analytics platform. For the month of August, sales were up 30 percent compared to the same period last year, and this is during a down market.”

“Rugs Direct illustrates how a small or medium-sized business (SMB) can leverage technology to compete effectively with much larger companies,” said John Squire, Chief Strategy Officer at Coremetrics. “Rugs Direct’s sophisticated approach to marketing investment is propelling its growth.”

Targeted specifically for smaller, fast-growing companies that need a full-featured Web analytics solution, Coremetrics SMB Solutions feature:

• Pre-built report templates and metrics that allow for ‘self service’
• Built-in best practices
• Support in interpreting and acting on the data
• Out-of-the-box analytical tools for segmentation and drill-down
• Flexible customization of additional reporting
• Ease of implementation and maintenance
• Fast time to ROI
  
  

About Coremetrics
Coremetrics is the leading provider of digital marketing optimization solutions. Its solutions generate high return on online marketing investment and continue to pay daily dividends in improved marketing performance. Over 1,000 online business sites, transacting over $15 billion this year, are now using Coremetrics’ Software as a Service (SaaS) solution to optimize online marketing efforts. Coremetrics’ solutions encompass advanced online analytics and precision marketing applications, including search engine bid management, email marketing and cross sell applications to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. Clients have recognized over $300M in documented ROI and 87% of clients recognize ROI in 12 weeks or less. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners and is headquartered in San Mateo, California. To learn more about Coremetrics, visit http://www.coremetrics.com or call 877-721-CORE.