Fathom Breaks Into Analytics

Competition between search engine marketing and Web analytics firms is heating up, in a civil fashion. Fathom Online is expected today to announce its entry into the analytics arena, introducing a Web-based system that allows advertisers to integrate their sales, Web site and affiliate data.

The system, called Triton, provides agencies and advertisers with a dashboard where they can view and analyze the results of their online marketing efforts. Using APIs (define) or more manual means, the system aggregates results from more than 30 search engines, online publishers, and tracking and optimization companies. Data sources include Google, Yahoo, MSN, DoubleClick DART and ValueClick’s MediaPlex. In cases where data collection is still manual, Fathom has worked out a streamlined process on the back-end so users no longer compile reports by hand.

Though Fathom acknowledges its product overlaps with those of Web analytic firms, the company says it will work with these players if clients have existing accounts.

“Some of the race is on, we’ll compete in some ways, work together in other ways,” Chris Churchill, CEO and founder of Fathom Online, told ClickZ News.

The service, called Triton, will be operated by a standalone business unit called Fathom Data Solutions. Subscriptions will run $3,500 per month. It will launch later this month.

Triton has been in beta for the past few months with participation from 23 clients including prominent agencies who tested active campaigns. Fathom expects to add many clients to its existing base of testers with its internal sales force.