SendTec Launches Highly Advanced Tracking Tool Available for SEM
FOR IMMEDIATE RELEASE (11-2007)
New Action Cycle Tracking Follows Consumer Purchase Cycle from First Inquiry
St. Petersburg, Fla.—November 2, 2007—SendTec (OTCBB: SNDN), a pioneering Search-Centricsm multichannel marketing agency, today announces the beta version of their new Action Cycle Tracking (ACT) tool, an added feature to their SearchFactz™ 3.0 SEM management system. This proprietary technology is the first of its kind to take a “first in, last out” approach to measuring keyword search dynamics, offering marketers both a more comprehensive way of quantifying the effectiveness of search-based advertising campaigns and a better understanding of consumer behavior from the initial search action through the final purchase.
The stages of an online search generate what industry professionals refer to as a “search funnel,” a gradual narrowing of terms from general to specific. General search terms, such as “digital cameras” or “men’s suits,” can be perceived as ineffective to the SEM campaign and are frequently undervalued in the bidding process or eliminated from keyword bidding, as the expense of the click does not yield an immediate purchase result. SendTec’s new ACT tool technology facilitates time-delayed tracking, following a searcher from the initial search term—the first in—through to the final purchase—the last out—whether the process takes seconds or weeks. Through beta testing of ACT, SendTec found that keywords which would have been removed or re-bid because of a perceived ineffectiveness, are now identifiable as part of an inherent string of actions that ultimately lead the consumer to a last-out keyword resulting in a purchase.
“The ACT tool’s breakthrough approach to tracking online consumer behavior represents an enormous change in the way online marketers will structure their search marketing campaigns,” says SendTec president Eric Obeck. “As SendTec gets deeper into the SEM industry, we are always looking for ways to push the envelope and seal the holes in search campaigns. We strive to provide our clients with the best possible metrics to maximize their return on investment. Being able to actually quantify how a consumer begins a search and what influences them to follow through on the call to action will provide key insights into buyer behavior and aid our clients in formulating an effective campaign that meets their specific needs.”
The ACT tool augments the keyword efficiency measurement SendTec already offers through their SearchFactz position management system by focusing on the time between the commencement of a search and the purchase. “This new tool closes the gap in understanding of how and why searches eventually lead to purchases, particularly when those searches take place over a number of days,” says Obeck. The ACT tool can also measure this first-in, last-out effect across multiple search platforms.
The final release of the ACT feature will be during the first quarter of 2008. For more information, please visit http://www.SendTec.com.
SendTec, Inc. is a Search-Centricsm, multi-channel marketing company, deploying traditional agency resources as well as innovative technology solutions for the benefit of ROI-minded advertisers. SendTec is widely recognized for integrating and optimizing online and offline marketing campaigns, most of which leverage SendTec’s expertise in Search Engine Marketing and Direct Response Television.