Fathom, Acceleration Endorse DoubleClick's SiteAdvance
The agreement will allow Fathom, which provides keyword campaign management, design optimization, and site analytics services, to use DoubleClick data in building landing pages for clients pursuing cost-per-acquisition analytics. "From the advertiser standpoint, removing the barriers to conversion is important," said Chris Churchill, founder and CEO, Fathom. "Users want to reduce the number of pages they see on their way to the shopping cart. This type of software helps us analyze that."
DoubleClick's SiteAdvance is a hosted, Web site measurement and analysis tool designed to help online marketers understand the relationship between user experience on a site and transactions.
"Our clients are always very interested in tracking campaign performance and analyzing its impact on their bottom line," said Eri Golembo, executive vice president, Acceleration.
Fathom's clients include Universal McCann, which services the Microsoft Corp. account; Hilton Hotels; and Intel Corp., for which it handles international search. "Most of our revenues come from pay-per-click, local search, and contextual," Churchill said.
Working with DoubleClick's SiteAdvance will allow Fathom to gain a more holistic view in analyzing click-to-conversion tracking. "We want to improve the user experience. [We know that when it's good] users tend to convert and spend more money," Churchill said, adding: "This will give us the capability to do that now."