DoubleClick launches measurement, analysis tool for online traders

DoubleClick, a provider of marketing tools for advertisers, direct marketers and web publishers, has launched SiteAdvance - a hosted website measurement and analysis solution designed for online merchants.

The tool, which complements DoubleClick's DARTmail and DART for advertisers' services, enables business decision-makers to understand the interaction between marketing programmes, site traffic and online transactions and provides actionable information to users to help them improve their online commerce results. SiteAdvance is based on four modules. Two of these, Site Statistics and Merchandising Effectiveness, are currently available. The remaining two which are Campaign Effectiveness and Customer Segmentation, will be available in the fourth quarter of 2002, says a company release.

While the Site Statistics Module provides merchant and publisher customers with information on visitors to their website, Merchandising Effectiveness informs traders which products are selling best to which group of visitors, which sections of a site are generating the best returns, when and why shoppers abandon carts, and what the average order size or items per order is by different groups of visitors.

Campaign Effectiveness enables merchant customers to judge the effectiveness of their outbound marketing and informs merchants which campaigns are working best to drive visitors to buy, as well as provide information on what happens when a campaign brings visitors to a site, and what drives conversion.

Customer Segmentation lets merchants determine the reach, frequency and monetary value of different customer segments. It will help merchants to successfully turn visitors into customers and customers into repeat customers, says the release.

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