IBM and ABC Interactive to Offer Web Site Analysis

IBM and ABC Interactive said they are working together to provide an e-business solution enabling Web site owners to better understand their return on investment for online advertising and identify visitor buying habits and behaviors.

ABC Interactive is the interactive auditing unit of the Audit Bureau of Circulations.

IBM Global Services’ SurfAid Analytics provides customers with Web site analysis tools for understanding visitors and site content usage. ABC Interactive’s auditing services will help satisfy requirements for independent audit reports for online advertisers.

“Seamless integration of activity measurement and verification functions by organizations such as IBM and ABC Interactive means greater convenience for sites that want to provide their advertisers with the accountability necessary to sustain and grow this medium,” said Mike Lavery, president and managing director for ABC Interactive.

SurfAid is an analysis tool that allows customers to focus on understanding their visitors behaviors as well as content usage and what attracts them to a Web site. It can profile a Web site’s users into usage groups to help identify niche behaviors or buying patterns, which in turn can be used as a base to develop marketing strategies and customer targets.

The combination of SurfAid and ABC Interactive provides “a unique solution that gives customers a competitive advantage,” the companies said.