Avenue A / Razorfish Launches Custom Reporting Solution to Optimize Rich Internet Applications

  
    
  
  
    
      Avenue A | Razorfish (NASDAQ:AQNT), one of 
      the largest interactive services firms in the world, today announced the 
      launch of RIAx, a highly flexible reporting solution that informs 
      marketers how consumers are engaging with rich internet applications 
      online, including media, microsites and Web sites. No other digital 
      advertising agency delivers an offering like RIAx, which uses a 
      combination of insights and technology to analyze, measure and optimize 
      media performance.
    
    
      Avenue A | Razorfish clients are already 
      leveraging the benefits of RIAx. To date, over 40 implementations 
      of RIAx have been completed for a range of clients across 
      different industries and business verticals.
    
    
      Rich internet applications are being widely used in the industry, 
      rendering many traditional Web metrics irrelevant. For example, the 
      concept of a ‘page view’ 
      has weakened as many rich internet applications provide a more 
      comprehensive user experience within a single Web page. Through a unique 
      tagging technology, the RIAx solution solves the issue by 
      providing the flexibility to track complex interactions enabled through 
      rich internet applications, such as mouse-overs, hovers and video 
      interaction.
    
    
      Designers and Developers are taking advantage of the increased 
      flexibility of rich internet applications by creating new ways for 
      consumers to engage with the Internet. Each implementation presents 
      unique challenges in determining what behaviors to track and how to 
      glean insight into whether the rich internet application is influencing 
      a consumer. The RIAx solution combines the technology and service 
      to generate metrics, collect data on a wide array of behaviors, and 
      optimize the rich internet application for better performance.
    
    
      “Our clients hold digital media to a higher 
      standard,” states Lee Sherman, senior vice 
      president of Global Solutions at Avenue A | 
      Razorfish. “They demand to know whether their 
      media, microsites and Web sites are delivering a great brand experience 
      and a return on investment. If existing technologies and metrics don’t 
      meet our clients’ needs, then it’s 
      our job to invent a solution that does.”
    
    
      In addition to the adaptive tagging technology, Avenue A | 
      Razorfish has integrated survey technology to collect attitudinal 
      information from the consumer about their online experience. With that 
      insight, the firm can provide more detail about specific interactions 
      that drove brand favorability or intent to purchase, and can use that 
      information to optimize a Web site. Another important feature of RIAx 
      is the seamless integration between media data and Web site data. The 
      benefit to the marketer is that they can optimize media campaigns to 
      achieve superior engagement with a rich internet Web site.
    
    
      How does it work?
    
    
      RIAx is a Web-based solution. Since software is not required, it 
      can be enabled quickly, providing access to clients on a daily, weekly 
      or monthly basis. The solution is capable of tracking all rich internet 
      applications and formats, and is fully integrated with the Atlas Digital 
      Marketing Suite. RIAx is adaptable to all major Web analytics 
      solutions.
    
    
      Avenue A | Razorfish analysts work with 
      clients to determine the specific goals that are accomplished by using 
      rich internet applications and to provide direction on tracking 
      implementation to ensure the results match the business goals. The RIAx 
      technology is then configured by Avenue A | 
      Razorfish to report on the precise metrics and views defined by the 
      client and analyst. Avenue A | Razorfish 
      collects the Web data and provides a dashboard along with 
      recommendations on how to optimize the rich internet application or 
      media campaign to better meet the marketing goals.
    
    
      Sherman added, “Marketers are deploying a new 
      generation of Web sites that require new technologies and approaches to 
      measurement and optimization. We need to re-think what we measure; we 
      need to be smarter about the relationship between those interactions and 
      the ultimate marketing objective; and we need to accelerate how we act 
      on those insights to optimize the online experience.”
    
    
      RIAx is available immediately to all Avenue A | 
      Razorfish customers globally. Prices will vary based on the reporting 
      structure and level of analysis.
    
    
      About Avenue A | Razorfish
    
    
      Avenue A | Razorfish is one of the largest 
      interactive marketing and technology services agencies in the world. The 
      company helps industry leaders such as Kraft, Dell, The New York Times 
      and Starwood Hotels use digital channels to acquire and service 
      customers. Avenue A | Razorfish's full suite 
      of digital offerings includes online advertising, Web site design and 
      development, email and search engine marketing, emerging media 
      strategies, and enterprise portal development. Its award-winning client 
      teams have a great understanding of customer needs and provide solutions 
      through distinct business disciplines, which include: analytics, 
      strategy, technology, media, creative design and user experience. An 
      operating unit of Seattle-based aQuantive, Inc. (NASDAQ:AQNT), Avenue A | 
      Razorfish has offices in markets across the United States, and global 
      operations in Australia, China, France, Germany, Japan and the United 
      Kingdom. Please visit www.avenuea-razorfish.com 
      for more information.
    
    
      In the company name Avenue A | Razorfish 
      noted in this news release, a pipe symbol appears between Avenue A and 
      Razorfish. This symbol may not appear properly in some systems.