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03.20.08
SES: Widemile Launches Optimization Platform
 By
Manoj Jasra
Widemile Inc., recently announced the beta availability of its third-generation optimization platform, a browser-based application which helps online marketers maximize campaign performance by testing and optimizing landing pages and other web content for higher conversion rates.
Widemile also announced thirteen (13) industry partners who will use the new platform on behalf of their clients. Partners participating in the initial platform rollout include Ascentium, Avenue A Razorfish, Brand Digital, Closed Loop Marketing, DDB in Seattle, Palazzo Intercreative, POP, Portent Interactive, Red Bricks Media, SolutionSet, Stratigent, TMP Directional Marketing, and ZeroDash1.
Late last week I had a great chat with the CEO of WideMile, Robert Bergquist regarding the new optimization platform:
[Manoj]: Please start with an overview of the optimization platform including the main benefits.
[Robert Bergquist]: Widemile is introducing its third-generation optimization platform, a browser-based application which makes every advertising dollar work harder and become more productive by increasing conversion rates, overall campaign performance, and return on ad spend. For interactive agencies, benefits include:
(1) Extension of their services offerings to include optimization and realize incremental revenue
(2) Enhanced performance of their client campaigns
(3) Inclusion of process and methodology - critical to client success
(4) Cost-effective licensing and business model that scales with their business activity
(5) Eliminating demands on IT staff for implementation and support
[Manoj]: Who is the target market for your platform?
[Robert Bergquist]: Interactive agencies, SEM and SEO firms, and other marketing service organizations serving online advertisers.
[Manoj]: How does the Widemile platform integrate with a person's web property?
[Robert Bergquist]: A small encrypted JavaScript tag is attached to the page to be optimized, typically residing on the advertiser's domain. This tag provides the instructions for the calls to the Widemile platform for tracking and rotation of content elements, which are overlaid onto the page in a matter of microseconds. Each user sees one specific content combination, which is consistent upon subsequent visits. The testing program is invisible from a user perspective. Importantly, SEO quality scores and activities will not be impacted.
Continue reading this article...
About the Author:
Manoj Jasra has been in the search marketing industry since 2002 with Enquiro Search Solutions. His role as the Director of Technology at Enquiro involves him developing strategic relationships with technology vendors, overseeing web analytics and designing cutting edge solutions for clients. Manoj's background in software development and experience in search marketing/web analytics gives him the ability to provide strategic consultation throughout the entire online marketing process.
Manoj's blog, Web Analytics World focuses on insight in Search Marketing, Blogging, Web Analytics and Technology; it is also one of the top read web analytics blogs. You can frequently find Manoj's writing at popular marketing publications.
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