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Nuts & Bolts - Tech Talk : Ad Tracking in the Mobile World

January 2008 By Kate DeBevois
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Ad Tracking in the Mobile World
Seattle–based M:Metrics, a mobile media provider, recently unveiled a competitive tracking service for mobile ads called M:AdTracker. The monthly syndicated data service continuously monitors clickable display advertising from a broad representative set of mobile Web destinations and then classifies the data by industry/sector, company, division and product/service to reveal leading advertisers in and across market segments. Marketers can gather insights on competitors’ seasonal tactics and other campaign rotation activity via weekly, monthly, quarterly and annual tracking.
Web: www.mmetrics.com

Better Budgets
MarketingPilot Software, a developer of marketing resource management and agency management software in Evanston, Ill., has released the latest version of its self-named product, MarketingPilot 5.0. The new version includes several new features such as: budget management, online event registration, CRM, list management, time tracking, new timers and spreadsheet features. Specifically, users now can create budgets for jobs, campaigns, products, brands, events, clients, departments, divisions and locations.
Among the 200 enhancements to the program are upgrades in features related to e-mail, event management, financial management, jobs, help tool content, media buying, tasks, reports and time tracking.
Web: www.marketingpilot.com

Keyword Tool for Small Search Advertisers
AdGooroo, a Chicago–based provider of search engine marketing competitive intelligence and keyword tools, has introduced AdGooroo Express, a search analysis tool for marketers operating with small search budgets. Ideal for advertisers spending less than $5,000 per month on search, the program automates data collection and analysis of users’ paid and natural search efforts.
AdGooroo Express is designed to monitor Google AdWords campaigns (looking for 35 common problems); find competitors’ top keywords; automatically monitor organic search rankings; and identify trends based on continual campaign data analysis.
Web: www.adgooroo.com

A Broader Search Focus
St. Petersburg, Fla.–based multichannel marketing company SendTec has launched a beta version of its Action Cycle Tracking (ACT) tool, an added feature to the firm’s SearchFactz 3.0 SEM management system. The tool takes a “first in, last out” approach to measuring keyword search dynamics, tracking search activity across a broader set of touchpoints. Using time-delayed tracking, the ACT tool allows marketers to better assess the value of general and brand search terms in overall SEM campaigns. Marketers also can use ACT to measure keyword effectiveness across multiple search platforms.
 

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