• by Phil Leggiere , September 22, 2006

"Clients have been telling us they've been overwhelmed by the incredible explosion in data about search. Their biggest need is more clarity in how to use it," says Rod Lenninger, executive vice president of iCrossing.

The latest version of iCrossing's Interest2Action attempts to address these concerns. The product's dashboard allows clients to compare conversion data from both paid and natural search on the same screen. Using customized filters for up to 500 search engines, it also allows marketers to track how users travel via search to a Web site and more accurately map their click path history, including a history of clicks on different "non-branded" keywords leading up to conversion.

Clients on the platform can track requests for product information, e-mail registration, price quotes, and 20 other criteria. In addition, Interest2Action allows clients to analyze "conversion latency" - the period between a user's initial click-through and eventual conversion - for up to 120 days. The product also seamlessly integrates into iCrossing's bid management system.

Clients of iCrossing's search analytics include Select Comfort, Advantage Rent-a-Car, Batteries.com, and Fairmont Hotels.