SEMDirector Offers Accountability to Enterprise SEMs
Summary
SEMDirector, a hosted software developer that spun out of enterprise systems integrator Silicon Space nearly two years ago, is aiming to help large-scale search marketers to manage their campaigns, and to tie them back to enterprise-wide goals. Advertisers who employ these tactics will not only cut costs, but will also create efficiency by pinpointing the most effective, rather than most expensive, keywords for search marketing campaigns, he said. SEMDirector focuses on the first two areas, offering a management dashboard to monitor and optimize campaigns, and serving as a complement to existing analytics tools. The company has developed relationships with Web analytics providers like Omniture, WebSideStory, and Unica, and with agencies like Greater Than One, Business Online, and Red Door Interactive. The software is not trying to reverse-engineer the ranking algorithms used by search engines, Mann said, but to identify problem areas of a site that need to be addressed and develop long-term best practices.
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