Celebrus Technologies Partners with VLDB Solutions to Power Pay-Per-Click (PPC) Bid Management Tool.Published: Thursday, 27 October 2011 14:07
VLDB Solutions, the leading provider of business intelligence, data warehousing and systems integration services, has agreed a strategic partnership with Celebrus Technologies, the online customer intelligence provider in order to improve the data fed into VLDB’s PPC bid management tools, such as Optimine.
The agreement will see Celebrus collect data on individual customers’ interactions with a client’s website, including their activities on the various pages and their immediate paths to the site. This data can then be analysed through VLDB’s PPC bid management tools to allow marketers to determine which search marketing activities are generating the best return on investment, automatically predict the most appropriate key search terms to bid on and also determine where investment may need to be re-directed.
The difference that Celebrus data provides is its individual-level and non-aggregated nature, which enables marketers to have a far more accurate insight into how their web visitors are reacting to their marketing campaigns, rather than relying upon ‘herd behaviour’ data which is often misleading as detail is hidden and unavailable.
Richard Jackson, Operations Director of VLDB Solutions, comments, “We made the decision to partner with Celebrus because the online customer intelligence technology delivers data to a level of detail that is simply unmatched in the industry. The advantages of using Celebrus data go beyond the fact that it is not aggregated and instead collected at the individual level – its strength also lies in the ability to show a complete picture of a user’s historical visits to the site and all of the routes that have previously been taken to arrive. This total insight allows marketers to therefore identify precisely when and how PPC investment potentially contributed to a conversion, rather than having to rely upon merely the last route taken to the website immediately before converting.”
Jackson explains further, “A visitor may have found one of our client’s websites via a paid-for key search term many visits before actually coming to the site in order to purchase. However, the visit that resulted in the purchase may have been triggered by an entirely different PPC search term. Using basic data, that conversion would be entirely attributed to the second search term, but by relying upon Celebrus’ data, we are able to show that the first term is of great value as it brought the visitor to the site in the first place. Were it not for this data, investment in that first term may be removed entirely, reducing the effectiveness of the entire PPC activity through simple ignorance of the full picture.”
Katharine Hulls, VP Marketing at Celebrus Technologies, concludes, “The practical applications of our data are extremely broad, but this is entirely because of the data we collect and the detail that we are able to provide. Simply put, the more detail you have on your visitors’ interactions with your websites, the more you are able to discern about their motivations and your conclusions – and therefore responses – can be more accurate. Our partnership with VLDB and OptiMine is a perfect example of this as we are able to show the stark contrast between what can be discovered with our data on customers’ complete histories and the limitations to what can be seen with a reliance on simplistic, aggregated data.”
About Celebrus Technologies
Celebrus Technologies delivers complete, real-time data, on online individual visitors’ behaviour, environment and experience, and processes that in real-time to power Customer Data Hubs, and drive cross-channel behavioural targeting, real-time personalisation & interaction management. With its tag-free content push, it can also provide a personalisation overlay for existing web sites and apps too.
Celebrus Technologies captures and analyses interaction at the user interface from any mobile or laptop browser, including Flash/Flex components, video players and many apps.
Celebrus Technologies’ systems have come to define a new approach to the integration of online applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, process and performance data from any internet, intranet or extranet application.
Celebrus Technologies delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include AXA, Belron (Autoglass), directgov, Rank Interactive, P&O Ferries and ghd. Celebrus Technologies’ partners include the SAS Institute, IS Solutions PLC, Teradata Corporation, OnMarc, Oracle, Microstrategy, Sybase and BIMA Consulting.
For further information, please contact:
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Jenny Williams / David Beesley
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801