Covario Extends Marketing Action Platform to Support Global Advertisers and Their Agencies
Covario Marketing Action Platform enables marketers to drive additional efficiencies within search marketing programs
SAN DIEGO – February 4, 2009 – Covario, Inc., the leader in interactive marketing analytics, today announced the availability of the latest release of Covario™ Marketing Action Platform, an enterprise software solution that helps large advertisers and their agencies increase their efficiency, lower their operating costs and improve the Return-On-Investment of paid search advertising and Search Engine Optimization (SEO) programs. This latest version of the Covario Marketing Action Platform includes improvements to the Search Synergy Score™ — Covario’s patent pending system to comprehensively manage search, as well as a variety of product-specific enhancements that extend the value and use of Covario™ Organic Search Insight and Covario™ Paid Search Insight for Covario customers and their agency partners.
“As marketing and ad budgets continue to come under pressure, companies are focused on driving operational efficiencies and getting the most value from every dollar spent. Though our quarterly forecasts show modest growth for interactive marketing in 2009 — digital budgets are not exempt from the scrutiny,” explained Craig Macdonald, vice president of products and marketing at Covario. “To drive improved value, every facet of this release was designed to help our customers and their agencies lower operating costs and drive additional efficiencies within their interactive marketing programs.”
Covario has updated its process for deploying the Search Synergy Score, or S3, first released in summer 2008. S3 is used by Covario clients to help manage paid and organic search synergistically. “Every advertiser is trying to find ways to drive improvements in performance. S3 provides advertisers with specific strategies that help them ensure they are managing their paid and organic search programs optimally,” says Macdonald. “The issue of comprehensive search management has existed for a long time. Covario is delivering solutions that allow scalable deployment of integrated search optimization — something that we believe will drive strong value for customers.”
One of the most significant enhancements included in this release of the Covario Marketing Action Platform is a new ad-hoc reporting framework called ART that enables users to create, save and distribute customized reports and analyses. “It is imperative for marketers to be able to ask and answer critical business questions as they arise — allowing them to make the necessary changes to search marketing initiatives that will have positive impact on program ROI,” Macdonald continued. By simply dragging and dropping selected variables into the report area, Covario customers and their agency partners can now create powerful reports to analyze budget utilization, campaign effectiveness, segment performance and gain other key insights.
In addition to the ad-hoc reporting capabilities, this release of the Marketing Action Platform extends the core functionality of Covario Organic Search Insight to provide more actionable intelligence for link building through a new system called Link Builder. The Link Builder system within Organic Search Insight provides marketing professionals with automated, on demand visibility into the link strategy of competitors and advertisers that rank higher for key terms. “Link strategy is a critical component of Search Engine Optimization. This latest release of the Covario platform allows our customers and their agencies to spend time on strategic efforts like quality link building — instead of paying specialists to do link finding.”
Today, the Covario Marketing Action Platform provides interactive marketing analytics and business insights to more than 70 Fortune 1000 organizations and their agencies. Covario’s Marketing Action Platform has been recognized by a number of organizations such as The American Business Awards (“The Stevies”) and the Technology Industry Awards. Most recently Covario Marketing Action Platform was named a finalist at the First Annual Search Engine Strategies (SES) Awards.
To find out more about Covario Marketing Action Platform, please visit http://www.covario.com/products.shtml.
About Covario, Inc.
Covario, Inc. is the leader in Interactive Marketing Analytics (IMA) software. The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for display advertising, paid search advertising and organic search engine optimization across the enterprise and throughout the channel. Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels and languages. Headquartered in San Diego, Covario’s growing customer list include some of the world’s best known brands in high tech manufacturing, financial services, electronics, media and publishing and consumer packaged goods.