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CNET expands Web measurement tool

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San Francisco--CNET Networks Inc. announced Monday that it is expanding a new marketing measurement tool that allows marketers to evaluate their program performance at each stage of the buying cycle—which CNET defines as awareness, consideration, trial, purchase and post-purchase engagement.

Over the next year, CNET Networks said it will introduce versions of the tool, which was first introduced as “GameSpot Trax” to marketers using CNET Networks GameSpot Web site, for its enterprise-and commerce-related media sites.

The tool enables marketers to track in real-time the effectiveness of specific programs. For instance, a marketer could track an uptick in software downloads related to the launch of an ad campaign or the distribution of a press release. The tool also enables a marketer to do the same in tracking its competitors’ marketing efforts.

“We are already realizing the value this tool has in enhancing our relationships with our gaming marketers,” Barry Briggs, CNET Networks’ COO, said in a statement.“We're looking forward to refining this tool to serve the needs of our business technology and commerce partners.”

--Sean Callahan

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