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In beta as of press time, Mountain View, Calif.-based Google’s upgraded AdWords interface touts itself as faster, due to the decreased number of pages to load; easier to use, because of increased in-page functionality; and more integrated, allowing a user to navigate to any campaign or ad group from any page in an account.
Another change is the ability to do “in-place editing”—specifically, users who want to change keywords can highlight them and change them.
Beta testers expressed approval of the interface’s new alert function. The new interface allows marketers to set, for instance, specific keyword conversion thresholds and to be alerted when those parameters are reached.
www.google.com/adwords/newinterface/resources.html
Direct Mail
RST Marketing of Forest, Va., already provides marketers the option of hand addressing done by humans, but the direct mail production facility decided to provide yet another option—the Real Pen. The mechanical arm dots I’s and crosses T’s with individual strokes in any of more than 900 fonts. The Real Pen addresses envelopes and can write notecards, letters and sticky notes.
RST says the technology costs half of what hand addressing does, “and we can also spray [on] a barcode so you will still get maximum postal discounts.”
Marketing Analytics
SPSS of Chicago announced its improved and renamed software offerings, PASW Modeler 13 (formerly Clementine) and PASW Text Analytics 13 (formerly Text Mining for Clementine), provide complementary analytics capabilities.
PASW Text Analytics 13 allows marketers to translate unstructured data into usable data. PASW Modeler 13’s features include a drag and drop graphical user interface, automated data preparation, auto clustering, a user comment section, and the ability to be completely integrated with PASW Statistics. Marketers can analyze data and statistics simultaneously.
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