Range Online Media Launches Second Generation 'SRS,' a New Cross-tactic Reporting and Measurement Platform

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Platform offers multi-faceted and customized reporting, trend analysis and attribution modeling

The future of digital marketing depends on the ability to measure all tactics and all campaigns comprehensively and without bias

Range Online Media has announced the launch of the second generation of its proprietary SRS platform. SRS, or Strategic Results System, is the company's reporting and measurement platform that provides clients access to up-to-the-minute and cross-referenced reporting across their range of online activities. The highly adaptable platform merges data from paid and natural search activities, media, feeds and emerging media. The SRS' data can be sourced from Range's proprietary bid tool and various tracking and revenue reporting systems, as well as client-side data sources and multiple third party bid tools, site analytics providers and ad servers.

"For our clients, search and online media are not just marketing functions, but also finance and management functions," said Misty Locke, co-founder and president of Range Online Media. "The ability to analyze our clients' campaigns in hundreds of different ways and to measure the success of their online strategy in one reporting system allows us to better gauge the health of their businesses as a whole. Whether our customers are in need of customized ROAS or revenue reports across their media tactics, seasonality and trend analysis or attribution modeling, the SRS system solves each of their unique needs and allows them to truly measure their success accurately and with increased efficiency."

The upgraded SRS technology platform consists of a data warehouse that allows direct client access as well as advanced analysis by the Range client services team. At the most specific level, it allows the marketers to view, in one place, how a specific keyword is performing across all search engines and in paid and natural listings. At the higher levels, it displays seasonality and trend analysis by keyword, media type and vertical. It also allows more accurate attribution modeling across keywords, campaigns, and media tactics.

"This groundbreaking technology platform is a result of Range's commitment to providing the best possible resources to each client on an individualized basis," said Ashwini Karandikar, Vice President of Client Services for Range Online Media. "We've tested this second generation SRS platform with a major travel marketer and a top-name athletic apparel retailer and have found that the system allows our client services teams more time to focus on strategic goals, in-depth analysis and our commitment to world-class customer service."

The dynamic reporting system was created based on feedback from clients experiencing a void in the marketplace of truly unbiased technology leadership and the ability to look at their multitude of reporting inputs and processes holistically. SRS has an unsurpassed scalability in its ability to merge data from sources ranging from Range tools to client data, Bluestreak to Google, and Eyeblaster to Omniture.

"The future of digital marketing depends on the ability to measure all tactics and all campaigns comprehensively and without bias," said Locke. "The days of agencies utilizing a cookie-cutter approach, or a "magic black box," for all their clients' varied and individual needs is long over. In order to move the industry forward, we must look at all possible data in a holistic and honest way. The SRS system is allowing marketers to analyze their strategic success in that way, and is a positive step not just for our clients but for the industry as a whole."

About Range Online Media
Range, founded in 2001, is a leading search and interactive marketing agency that delivers high-yield results for Fortune 500 clients through comprehensive, online marketing services, including pay for placement, natural search optimization, online media placement, strategic planning, performance optimization and more.

Range created and employs the Strategic Results System (SRS), a suite of technologies that our account teams utilize to constantly optimize results and exceed client goals. Range has received OMMA and Adrian awards, was named Supplier of the Year by a Fortune 500 company and has generated more than $1 billion in online revenue through search.

We currently offer strategic leadership and campaign management services to companies including Nike, L'Occitane en Provence, CompUSA, Hermès of Paris, The Sharper Image, The Sundance Channel, Toshiba, Wyndham Hotels & Resorts and many other smart clients. Range is headquartered in Texas and has offices in New York, California, Utah and Canada. Please visit our website at http://www.RangeOnlineMedia.com.

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