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Jun. 5, 2008 at 10:15am Eastern by Greg Sterling
Analytics Provider Enquisite Differentiates With Offline Data
Analytics provider Enquisite just announced a funding round. The analytics space is tough and competitive. However, Enquisite, which has both a free and a "pro" (paid) version, seeks to differentiate with a number of interesting features. It offers visibility on where traffic is coming from offline by city and postal code. It also offers a program that helps detect whether clicks are coming from outside the geographic parameters of a search campaign and expedites refund requests for "invalid clicks."
The "PPC assurance" program (invalid click detection) should have considerable appeal especially since it makes the request for a refund or credit a one-click process:
For example, if you set your PPC campaign to display ads only to North American visitors and receive multiple clicks from the South Pacific, PPC Assurance will detect and record the activity. By analyzing logged click behavior and comparing it to your PPC-network reports, PPC Assurance sorts the good clicks from the bad and gives you and the search networks an accurate view of click activity.
PPC Assurance collects information on invalid click activity and presents it to the search networks at the click of a button ensuring they receive reports in the format they request and you get credited for any mistakes in PPC billing. The PPC Assurance refund request tabs now work for the Google AdWords and Yahoo Search Marketing networks.
But the offline traffic analysis feature is particularly interesting. The tool will show you, with city (or, in some cases, zip-level) precision, which markets are generating the most traffic and where a site is more competitive and where it's less competitive. It can also measure the effectiveness of traditional media campaigns: Is there a traffic spike, for example, after a radio, print, or TV campaign in specific geographies?
There are more such "online-offline" use cases, which become more and more valuable as marketers figure out how to better integrate traditional and Internet (and eventually mobile) marketing.
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By Greg Sterling
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