Cato Johnson's interactive communications group (icg@wcj) will begin selling its MediaTrak tool as a stand-alone product to both clients and non-clients. The proprietary system marries site-server data with marketers' customer-transaction databases to track efficiencies of various online marketing efforts. The tool has been available for Wunderman clients for about a year. Pricing varies according to sophistication levels of each client. "It's inexcusable for marketers to spend money, even on the Web, and not know how their communications impact their marketing goals," explained Hal Zwick, exec VP-director of product and business development at WCJ.
Copyright February 1997, Crain Communications Inc.