DoubleClick Site Analysis Tool Scores Recommendations

NEW YORK Fathom Online, a search-engine marketing firm that provides campaign planning, management and optimization, and Acceleration, an e-marketing services firm, have signed on to recommend to their clients DoubleClick’s Web site measurement and analysis tool.

Called SiteAdvance, the tool helps marketers track campaign performance, customer behavior and conversion metrics on their Web sites, providing them with actionable information to boost their results. Flagship clients include Buy.com, Verio and Crate and Barrel.

The tool integrates with New York-based DoubleClick’s ad serving and e-mail marketing tools, so advertisers can adjust their campaigns accordingly. For instance, an online merchant can retarget a customer who has abandoned a shopping cart with a message tailored to that user’s past Web site behavior.

“With this tool, we can more precisely improve the customer site experience for our clients, which ultimately produces an increased return on investment,” said Chris Churchill, founder and CEO of San Francisco-based Fathom, which works with clients like Hilton, Virgin Mobile and Washington Mutual.