R.H. Donnelley Corp. (fka RHDCQ)

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Business.com Conversion Tracking Helps B2B Advertisers Optimize Online ROI
May 19, 2009 7:00:00 AM


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View Additional ProfilesOffered free to Business.com advertisers, new conversion tracking tool fills a critical web analytics gap affecting more than 90 percent of business-to-business web sites.


SANTA MONICA, Calif., May 19 /PRNewswire/ -- Business.com, the leading online resource for business purchasing decisions, today launched Business.com Conversion Tracking. This user-friendly tool provides B2B advertisers and their agencies with accurate Business.com pay-per-click campaign performance metrics unavailable through other web analytics programs. Following a successful beta test launched in late March, the company is now making Business.com Conversion Tracking available free to all Business.com advertisers.


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"B2B marketers are under intense pressure to optimize online marketing return on investment (ROI) but our recent study of more than 27,000 business-to-business web sites found that 93 percent lack the information necessary to optimize effectively," said Patricia Neuray, vice president, sales for Business.com. "Business.com Conversion Tracking solves this problem for our advertisers by giving them an easy-to-implement solution that uncovers the critical campaign performance data they need."


Business.com Conversion Tracking can be used alone or with other web analytics solutions, providing unique benefits to Business.com advertisers in each case:


For companies without a web analytics solution - Business.com Conversion Tracking is easy to implement and offers clear return-on-investment (ROI) metrics for their Business.com advertising.


For companies using Google Analytics, Urchin Software by Google other program attributing conversions to the "last click" - Business.com Conversion Tracking uncovers data often not available, or incomplete, in these web analytics programs where, by default, conversions are attributed to the last ad or link clicked. This includes the ability to monitor the true impact of Business.com campaigns on registrations, quote requests, purchases or other transactions.


Beta program participant G & K Services, a North American leader in branded identity apparel programs and facility services, runs the tool along side Google Analytics. According to Mike Beaverson, marketing manager for G & K, "The data from Business.com Conversion Tracking helps us make better marketing decisions, like when to increase spend on keywords that perform well or pause keyword campaigns that underperform. Plus, the insights on top performing keywords for Business.com's business buyer audience can inform the messaging we use in email marketing and banner advertising. It's a win across the board for our company."


For companies using Omniture, WebTrends, Coremetrics or other advanced conversion tracking solution - Business.com Conversion Tracking saves time by making campaign ROI metrics conveniently available within the Business.com account management system while offering a useful check against third-party systems.


"With Business.com Conversion Tracking we now have a quick, useful snapshot of how our account is doing whenever we login," Andrew Rogers, vice president of consumer strategy & business development at Service Magic, an online marketplace that matches private and commercial property owners with prescreened contractors. "We have always seen strong cost per action on Business.com and this new tool is a great time saver as well."


Business.com Conversion Tracking is currently available to all Business.com advertisers when they login to their Business.com account. For more information, visit http://helpcenter.business.com/faq-conversion-tracking/ or call Business.com at [phone] or [phone].


About Business.com

Business.com, a wholly owned subsidiary of R.H. Donnelley Corporation, is leading online resource for business purchasing decisions, serving more than 40 million business users and thousands of advertisers every month. Business.com helps business decision makers quickly find what they need to make informed purchasing decisions, and enables business-to-business marketers to reach these users on the Business.com site and across the business Internet through premier partners, including Entrepreneur, Hoovers, and Financial Times. Business.com has been named to the Inc. 500 as well as BtoB Magazine's Media Power 50.


About R.H. Donnelley

R.H. Donnelley Corporation (OTC: RHDC) is one of the nation's leading consumer and business-to-business local commercial search companies. The company delivers relevant search results for consumers and leads to small- and medium-sized businesses through its Dex-branded print yellow and white pages directories, Internet yellow pages site, mobile and voice search platforms as well as one of the largest pay-per-click ad networks in the U.S. It also operates the nation's leading business search engine and online directory through its Business.com subsidiary. For more information, visit www.rhd.com and www.dexknows.com.


Media Contact:

Dianne Molina
Senior Manager, Corporate Communications
Business.com
310-586-4150 office
310-586-4054 fax
[e-mail]





SOURCE Business.com



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Dianne Molina
Senior Manager
Corporate Communications of Business.com
[phone]
fax
[phone]
[e-mail]