The software company, Red Eye, claims to have developed the Holy
Grail for online advertisers - a package that gives them accurate
return-on-investment figures for web campaigns.
Called NetOutcome, the package monitors not only how many consumers make
a purchase online as a result of seeing a banner, but also how much they
Red Eye believes NetOutcome is the only off-the-shelf solution to
provide such detailed information, although leading e-commerce names
such as amazon.com have packages of their own. The system costs pounds
2,000 to set up and pounds 1,000 a month to run.
Online agencies gave the system a cautious welcome. Alan McCulloch,
managing consultant for interactive TV at Saatchi & Saatchi Vision,
said: ’It sounds like a useful tool, but if you are building an
e-commerce site you’d include something like this anyway.’
Many marketers track online sales by ’tagging’ the credit card form
consumers fill in when they make a purchase. This shows how many people
have bought a product, but not how much is spent.
But NetOutcome can also differentiate between consumers who click
straight on to an e-commerce site, or who click through a banner ad.
Red Eye clients such as easyJet, Mazda and Alfa Romeo are already using
the system. Alfa Romeo uses it to track how many consumers request a
brochure or ask for a test drive.