Wednesday, February 21, 2007

Oooh, you actually want to *use* your tracking system

In the 3.5 years I've been in post-bubble SEM, I've seen the two tracking system incumbents (Doubleclick and Atlas) quite often resort to extortion when asked by the advertiser to allow them to set up an ROI datafeed so that EF can use the advertiser's existing tracking investment to enable our optimization of their PPC campaigns.

Despite the fact that setting up & maintaining this feed costs $250 at best (one-time and ongoing), the above firms typically ask for $2500-$5000 *per month* to provide a feed that amounts to [keyword, revenue event, event date, event value].

Oddly enough, firms who haven't yet suffered from install base obesity (think Omniture, Coremetrics, Efficient Frontier and WebTrends) don't resort to such highway robbery.

Tracking incumbents: if my mom were alive she would give you one of those shame-on-you stares with the rasping finger.


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