Orion Telescopes & Binoculars Boosts Profits with Webtrends Dynamic Search
Dramatic Increases Obtained in Consumer Click-Through Percentages and Search Advertising Revenue
PORTLAND, Ore. - July 30, 2007 - Webtrends Inc., a leading provider of marketing analytics and visitor intelligence solutions, today announced that Imaginova Corporation's Orion Telescopes & Binoculars has successfully deployed Webtrends Dynamic Search™ to manage the company's paid search campaigns. Since deploying Webtrends Dynamic Search in November 2006, total clicks have gone up by 20 percent and click-through percentages have risen by more than 25 percent, while the cost of each click has been reduced by nearly four percent. In addition, non-seasonal search advertising revenues have been higher than ever, marked by a 35 percent increase during its first quarter of 2007 as compared to the same time period in 2006.
Orion Telescopes & Binoculars, North America's largest multi-channel optics brand, sells directly to amateur astronomers and outdoor enthusiasts through direct-mail catalogs, online and via retail outlets. Prior to selecting Webtrends Dynamic Search, the company's paid search campaigns were managed in house. Analysis efforts included generating monthly and ad hoc reports to report on program profitability. Underlying these efforts were resources such as spreadsheets with coded links and keywords, a proprietary statistics package, and Orion's proprietary backend ERP system to analyze customer origin and downstream sales data.
"Last year, there were days I would do nothing but research keywords and create new campaigns - and that was when I was managing only 200 keywords. Today, Webtrends Dynamic Search automatically manages up to 25,000 keywords daily," said Frank Johnson, website marketing manager at Imaginova. "The results we've experienced with Webtrends have been immediate and quantifiable, and it's extraordinarily helpful to look at the online reporting to see all the results in real-time in a single snapshot. By eliminating the arduous evaluations of campaign performance and the manual effort needed to make changes across the search networks, I've been able to refocus my efforts on other corporate initiatives."
Webtrends Dynamic Search is the industry's most sophisticated search marketing solution, automatically optimizing paid search advertising to maximize return on investment. Through continuous automated performance analysis and multivariate testing, Dynamic Search identifies and creates winning keyword-headline-network-landing page combinations that best achieve goals that marketers establish. The solution then automatically reallocates ad spend to the best performing variable combinations across the major networks including Google, Yahoo, MSN and Ask.com.
"The significant results Orion has achieved using Webtrends Dynamic Search is indicative of the power of the technology and the ability for Dynamic Search to help your business profitably scale," said John Rodkin, vice president and GM of digital advertising solutions, Webtrends. "Whether an organization is looking to move beyond resource-intensive manual keyword management as Orion has done, or achieve better performance through optimization, Webtrends delivers unprecedented levels of automation to drive ROI."
About Imaginova
Imaginova is a leading content and commerce company focused on science and technology. Its highly regarded brands reach a large, intellectually curious audience. The Imaginova Media Network features websites owned and operated by Imaginova and its affiliates; Imaginova also syndicates and licenses its original content to major online portals and education publishers. The company's portfolio of brands include: LiveScience.com, the critically acclaimed website for engaging science and technology news and content; Space.com, the premiere online destination for space science, astronomy and exploration; LiveScience Store (LiveScienceStore.com), the online retail destination for innovative products and gadgets; Orion Telescopes & Binoculars (OrionTelescopes.com), the largest multi-channel marketer of telescopes, binoculars and accessories; Starry Night (StarryNight.com), the world's leading developer of digital astronomy content for consumer and education markets; and Space News (SpaceNews.com), the foremost space industry news weekly covering civil, commercial and military market segments. Founded in 1999, Imaginova Corp. is based in New York City with offices and news bureaus in Virginia, California, Toronto and Paris. For more information about Imaginova and its businesses, please visit Imaginova.com.
About Webtrends Inc.
Since 1993, Webtrends has provided the market with web analytics solutions that help marketers measure and improve web sites and online marketing. Today, Webtrends Marketing Lab delivers comprehensive analytics, dynamic advertising optimization and deep visitor intelligence to drive customer engagement and power targeted marketing. Thousands of leading global organizations, including General Mills, IKEA, Microsoft, Reuters and Ticketmaster have chosen Webtrends solutions and proven client services expertise to optimize their marketing initiatives. For more information, visit www.webtrends.com.
Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners.
