SF Interactive Partners With Straight UP!

San Francisco-based SF Interactive and Straight UP!, a pioneer in online marketing measurement solutions, have established a marketing partnership.

SF Interactive now uses Straight UP! to track its own Web site. The service will also be offered to SF Interactive clients to track the return on investment for their online advertising, interactive direct response campaigns, co-branded partnerships, audience development efforts and customer retention email programs.

Straight UP! provides marketing measurement beyond the click, down to the specific transactions that customers make with their clients. Financial arrangements were not disclosed.

“We seek to provide our clients with insight into the tangible business results of online advertising and marketing efforts–to go much deeper than click-through rates and get to something useful in determining ROI,” said Bruce Carlisle, president and chief executive officer of SF Interactive.

“Straight UP! is one of the very few solutions that tracks a wide variety of advertising and marketing content to the level of accountability that we require…”

“SF Interactive took one look at our solutions and instantly ‘got it,'” said Rob Erlichman, president and CEO of Straight UP! Information Services. “We’re thrilled to initiate our S.M.A.R.T Partner program with SF Interactive…”

Straight UP!’s real-time tracking and reporting service allows marketers to measure clicks, revenues generated, cancellations and returns, follow-on sales, total unique visitors, total page views and repeat visits, among other things.

SF Interactive’s clients include Discover Brokerage, Netscape Communications, Hewlett-Packard, VeriSign, Symantec and Marketwatch.com, among others.