One to One Interactive plans to introduce firm’s first Web based/client side reporting & analytics solution: code name HELIX
July 30, 2002
One to One Interactive is targeting the 4th Quarter of 2002 to roll
out the firm’s first web based/client side reporting and analytics
solution to its Interactive Marketing clients. Code named HELIX,
the solution will allow marketers to access their campaign
performance data 24/7 via a web browser or through a robust client
side software interface. Powered by the Alterian Engine, it will
consolidate campaign performance data from all relevant sources
(i.e. Third Party Ad Servers, Rich Media Ad Servers, Mobile Ad
Servers, iTV Ad Servers, E-Mail Transmission Vendors, Online Media
Properties, Web Site Log Files, Web Cookie Data, etc.) and provide
a single reporting and analytic interface. Data from offline
sources can also be added to further enrich the customer view.
The Alterian Engine (formerly known as Nucleus) is a
client-server database engine, which has been developed
specifically to analyze large volumes of data rapidly. It
eliminates the need to pre-aggregate information, and includes a
flexible utility to enable data to be loaded easily.
While it is similar to a Relational Database Management System
(RDBMS) in that the Alterian Engine stores the actual value of
every field for every record, it differs in that it can achieve
speeds of analysis usually associated only with an On-Line
Analytical Processing (OLAP) Engine. In addition, the engine can
analyze any dimension of any record - not just those pre-calculated
by the OLAP. This gives unprecedented power to carry out real world
analysis of data.
One to One Interactive seeks to help their clients understand
the entire analytic blueprint of their Interactive marketing
campaigns, establishing HELIX as the standard method for delivering
and analyzing campaign data moving into 2003. The firm plans to
establish a single setup and licensing pricing model for the web
based application. Customization of HELIX, as well as access to the
client-side software application, will be available for additional
fees.
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