Overture Launches Tool to Track Campaign Performance

NEW YORK Overture’s performance marketing division today introduced Market Console, a product that lets advertisers measure the performance of their campaigns across all online marketing channels.

The software package, now available in the U.S. and likely to launch in international markets next year, tracks what campaigns, channels and creative executions are generating the most cost-effective leads and conversions.

It also monitors the performance of online advertising relative to standard marketing metrics, including cost per acquisition, revenue generation and return on advertising spend.

The Pasadena, Calif.-based commercial search company, which was purchased by Yahoo! in October, presently offers Conversion Counter, a product that provides conversion tracking on the Overture network only. Marketing Console will allow campaign management and tracking across multiple online marketing channels, including paid placements, e-mails, banners, paid inclusions and affiliate programs.

“Our goal is to help advertisers and agencies focus on the right metrics to make more effective marketing decisions,” said Steven Mitgang, senior vice president and general manager of Overture Performance Marketing, describing Marketing Console as a “dashboard [for advertisers] to track all of their online marketing spend in a comprehensive manner.”