Columbus, OH (PRWeb) April 14, 2008 — Brulant, Inc., an interactive marketing firm, and ClearSaleing Inc, an online advertising technology company, today announced they have entered into a formal partnership in which Brulant will license ClearSaleing’s online advertising web analytics and optimization technology for use across its search engine marketing client base. With ClearSaleing’s patent-pending online advertising web analytics platform, Brulant will be able to provide its clients with improved measurement, comparison and optimized profit (ROI) across their online advertising portfolios.

“The partnership with ClearSaleing greatly improves our ability to deliver advanced results for client’s online advertising,” said Len Pagon, Brulant’s CEO. “The ClearSaleing technology is ahead of the curve in the search engine marketing industry and will allow us to increase our value proposition to each of our search engine marketing clients.”

The partnership will allow Brulant to seamlessly integrate ClearSaleing’s market-leading, online advertising technology with Brulant’s corporate systems and campaign management processes. Brulant clients will now be able to receive website analytics that measure the full consumer online experience, from initial inquiry to product acquisition. These web analytics deliver greater online intelligence for an extended consumer research and buying experience.

“We are very pleased that one of the premier interactive marketing agencies in the Midwest has done a thoughtful review and chosen to use our advertising analytics and optimization platform to provide added value to its customer base,” said Mike Lanese, ClearSaleing CEO. “Traditional and interactive agencies represent an important, new indirect channel for our technology.”

About Brulant
Brulant is one of the nation’s leading interactive marketing firms infused with deep technology horsepower. Brulant is currently ranked the second largest independently-owned interactive agency in North America and the 3rd fastest growing, overall. Brulant’s capabilities are wrapped around our deep industry knowledge within retail & consumer products, financial services, healthcare, hospitality, manufacturing and services. We understand the unique challenges and goals within these key industries and deliver solutions to help our clients create more meaningful and longer lasting customer relationships, establish a business channel that is highly profitable, and enable the growth of our client’s businesses through the online channel. Some of our clients include Borders, Citizens Bank, Dirt Devil, Fifth Third Bank, Hallmark, Helzberg Diamonds, Kraftmaid, ICI Paints, Marriott, Medical Mutual, National City, Nationwide, Things Remembered, and Tractor Supply Company.

For more information, visit us at www.brulant.com
Brulant
3700 Park East Drive, Suite 300
Beachwood, Ohio 44122

About ClearSaleing
ClearSaleing is an advertising analytics and optimization company that helps Internet retailers and direct marketers improve the performance of their search engine marketing campaigns and conclusively prove their results through a technology that measures and optimizes profit – the only metric that matters. Located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

Pay-per-action advertising is a new pricing model that allows you to pay only for completed actions that you define, such as a lead, a sale, or a pageview, after a user has clicked on your ad on a publisher’s site. You’ll define an action, set up conversion tracking, and create ads that publishers in the Google content network can then choose to place in new ad units on their site.

Andy Beal thinks that the development of the PPA beta represents a serious threat to the affiliate networks such as Commission Junction and Linkshare.

A lot has already been said on this announcement, so we won’t spill more much ink. But a few items are worth commenting on:

1. We agree with Andy Beal that this development will challenge the affiliate networks. But don’t underestimate their ability to adapt and refocus their efforts on value added service that Google probably won’t provide.
2. CPA is only being offered on the Content Network on a limited basis. It’ll take some time for advertisers and publishers to figure out the nuances before they can make a significant commitment to the new model. Until then, CPC will continue to be the dominant component of advertising & probably for years to come.
3. For more sophisticated advertisers, there’s really nothing new in a CPA model. If you advertise with a CPC model, you already have an implicit CPA based on your CPC conversion rate (even if you don’t realize it). If you’re tracking your sales down to the granular, profit level, then you can and should be deriving the CPA you can really afford, in addition to managing your spend by profitability.
4. If you choose a CPA based on percentages, a retailer with higher average sales prices will, all things being equal, always rank higher than you.
5. If you choose a straight CPA based on sales, then you’ll still have to account for a variable profit margin. If you’re not tracking your sales back to your keywords, you won’t be able to determine which keywords deliver the best orders.
6. We believe CPA will help many advertisers who had to abandon the content network due to low quality traffic. The CPA model will help them get back into the content network, but they will require detailed tracking to determine which CPA type works best for their mix of products and services and their average sale price and actual profit per order.
7. We also like CPA for lead generation, but as with any lead gen activity, you MUST have a system that can track off-line conversions. Without the connection to an off-line sales system, you won’t be able to accurately assess the quality of the leads being delivered through CPA ads.