• August 21, 2007

San Diego-based SEMDirector announced two new partnerships at Tuesday's SES in San Jose, joining forces with DoubleClick and WebTrends to offer end-to-end search marketing services for large clients.

The search marketing automation tech and service firm's partnership with New York-based DoubleClick covers the creation and execution of search campaigns, enabling SEMDirector clients to leverage DoubleClick's DART Search tool for campaign management and creation. Meanwhile, DoubleClick's clients will have the option to use SEMDirector's Paid Insight tool for keyword performance tracking and multi-level campaign analysis.

The partnership had been in the works for more than a year, as the companies already have a number of mutual clients. Engineers had been working on the actual technology behind integrating their data platforms for six months, while employee training on both the sales and implementation of the combined services is ongoing.

"Our typical client usually has anywhere from tens to hundreds of thousands of keywords that they're managing, so this is a good partnership," said Dave Fall, vice president, search product management, DoubleClick. "SEMDirector has one of the most reliable, scalable systems, and they also have a great foothold in the same market base."

SEMDirector also partnered with Portland-based WebTrends, a consumer-centric Web analytics firm, for behavior-based search analysis and tracking. SEMDirector will have the option of bundling WebTrends' site traffic, visitor, and conversion data into their Paid Insight and Organic Insight products, while WebTrends' clients will have the option to leverage a number of SEMDirector's search campaign automation tools.

"WebTrends Dynamic Search has helped many customers double search marketing revenues and reduce costs through automated optimization," said Tore Steen, vice president of business and corporate development, WebTrends. "Combining our core strength in analyzing individuals' Web site interactions with SEMDirector's performance management technologies will build a competitive advantage for all types of marketers."

The companies already have some clients like First American CoreLogic (a member of The First American Corporation), that use both the SEMDirector Organic Insight and WebTrends tools. --

Tameka Kee