comScore,SEMDirector Partner For Full-Scale Search Analytics

SEMDirector and comScore have partnered to launch a search marketing analytics suite that combines in one central dashboard comScore's qSearch data with client-supplied metrics, competitor activity and search engine info.

The joint venture comes less than two months after San Diego-based SEMDirector, a search marketing software and analytics company, partnered with NEO@Ogilvy to deliver a multi-language search marketing management solution.

"Much of the recent industry partnership and merger activity has been around ad networks and agencies," said Russ Mann, CEO, SEMDirector. "But there are few, if any, that have been focused on providing advertisers with visibility and profitability metrics--as well as the actionable next steps for their search marketing campaigns."

As one of the largest digital media measurement firms, comScore's research provides marketers with a broad view of online user behavior--including qSearch, which quantifies search activity. By adding the scope of qSearch data to SEMDirector's automated analytics platform, both companies now have a tool that offers a comprehensive, ROI-centric view of client search campaigns.

"SEMDirector's software-based delivery platform for managing large scale paid and organic search campaigns is a great complement to the deep understanding comScore has amassed on the trends and performance of search marketing globally," said James Lamberti, senior vice president, comScore.

While SEMDirector approached comScore about the partnership, the two companies had "a high degree of synergy" with regard to previous client projects, according to Mann. And although the initiative is currently focused on search, SEMDirector sees such a wealth of data as being applicable to all forms of Internet advertising in the future.

As SEMDirector continues to forge strategic partnerships, industry speculation has grown about the company's independent status. Mann declined to comment directly on any impending mergers, saying, "while this is such a dynamic space and there are lots of things being discussed, SEMDirector is committed to working to define the future of search and marketing analytics."

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