TaxBrain has deployed Coremetrics web analytics to optimize the company&singlequot;s multi-million dollar investment in online media spending.

TaxBrain is currently using the Coremetrics Marketing Management Center (MMC) to rapidly view accurate, unbiased analysis of thousands of simultaneous marketing programs in order to compare, optimize and negotiate revenue-based pricing for all online marketing initiatives. The MMC is the industry&singlequot;s first hosted marketing analytics solution that auto-senses and seamlessly measures the performance of keyword, banner, affiliate, portal and e-mail campaigns in a single, sortable interface.

"Due to the extreme seasonality of our online tax services business, we must aggressively manage and optimize our online media spending in order to acquire and sustain customer relationships year over year," said Craig Petz, vice president of marketing at TaxBrain. "Until Coremetrics, we relied heavily upon marketing reports supplied by various partners. While these reports were useful for monitoring the performance of a single marketing channel, they did not provide a comprehensive view of marketing activity. Coremetrics provides a uniform marketing ROI measurement framework covering multiple key conversion points within our most important site processes. Furthermore, Coremetrics easily imports relevant data from each marketing partner thereby ensuring that the marketing analysis meets our unique needs."

TaxBrain leveraged Coremetrics&singlequot; unique custom reporting and data integration capabilities to deploy a customized version of the MMC. The Web-based interface integrates impression, click-through and cost data from each partner through a daily data import. This enables TaxBrain to calculate multiple Key Event conversion rates and ROI for each vendor, campaign and placement, integrating relevant partner data with individual visitor data captured by Coremetrics.

"Online marketers are running thousands of marketing campaigns, but they have a very hard time comparing performance across all the different mediums," said Joe Davis, president and CEO of Coremetrics. "We offer the industry&singlequot;s only online marketing management solution that automatically tracks the performance of every single online campaign in a uniform framework -- from e-mail, to natural and paid search. Companies like TaxBrain benefit greatly from our solution because they are able to quickly assess ROI, eliminate under-performing campaigns and negotiate appropriate rates to make their campaigns successful."

For more information, visit Coremetrics here.