Compete, Inc. and Evaliant Media Resources LLC today announced a new service that enables companies to plan and evaluate their advertising campaigns by integrating competitive intelligence, page-level
customer activity, and rate card data into a targeted service offering. In the consumer PC market, for instance, this offering would allow PC maker Compaq to monitor competitive campaign activity on a
weekly basis for Dell, Sony, and Apple, specifically identifying the effective CPM for individual ads on particular sites - and also the number of visitors who viewed product pages and ultimately
completed a purchase. By identifying the total amount spent per campaign, and matching it with the sites that converted the highest number of customers for each competitor, Compaq could use this
information to launch and manage a highly targeted counter-campaign of its own. For the first of several planned initiatives, Compete and Evaliant will integrate their two data sets.
