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November 15 2007
comScore’s new comparative search tool
comScore’s Interactive Search Intelligence service Marketer is now live and gives you the ability to benchmark your search performance against your competitors search marketing campaigns.
comScore has launched what it describes as “a powerful new interactive search intelligence service”. The Marketer product enables search marketers and web site owners to benchmark performance against competitor sites and to optimize the ROI from search marketing efforts, it also gives users the amount of paid and organic search traffic competitors receive by term and by engine.
Using Marketer, comScore claims businesses can:
- Create more efficient and cost-effective campaigns using paid and organic search terms.
- Identify high performing search terms at a site and category level.
- Analyze searchers and the use of search terms by demographic segment.
- Discover high-potential consumer segments and pinpoint the optimal search sites and search terms to reach them.
- Find out who is competing on search terms to identify prime affiliate marketing partners.
- Maximize the ROI of search and online marketing investments.
The product has been through what comScore describes as “rigorous testing” with beta clients and is now live and available to all.
Unfortunately for comScore the press release and the
customer reviews give very little away in terms of its effectiveness.
“Search engine marketing offers businesses critical opportunities for their direct marketing efforts, but also to influence consumer perceptions of brands, products, and services,” said Rafael Zorilla, Director of Interactive Marketing for Bankrate, Inc. and a beta user of comScore Marketer. “Integrating strong competitive intelligence with visibility into organic and paid search creates a powerful measurement tool for our initiatives in the fast-paced, constantly changing search space.”
“comScore Marketer has an intuitive interface and provided us with useful information about the competitive landscape,” added Kerry Breitenbach, Marketing Analyst for Progressive Insurance.
Nathan Yan, Senior Web Analyst at Smarter Travel Media observed, “comScore Marketer provides an impressive array of searcher demographic information, and you can drill all the way down to the keyword level.”
Here at IR towers we will reserve our judgement until we see it in action. However it sounds extremely useful, and combined with something like Hitwise I can see this having a profound effect on the way businesses buy search terms.
For more info then go to comScore
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