Briefs

By Matthew G. Nelson, The ClickZ Network, Nov 1, 2007

Microsoft has quietly opened a beta version of its soon-to-be-free Web analytics system, Project Gatineau. It allows users of Microsoft's adCenter paid search to track how customers get to a Web site, where they go, and how they leave.

In development following Microsoft's acquisition of DeepMetrics in May 2006, Project Gatineau will provide marketers with information on whether users came to a Web site via e-mail, paid search, banner campaigns, offline campaigns, or other means. Funnel reports provide insight on how they left and what pages they requested. The system also ties information to personal profile information gathered through the Live ID system if the visitor has one. Previously known as Microsoft Passport, Live ID stores data on users including sex, age, income and location. The overall goal according to Ian Thomas, director of customer intelligence at Microsoft, is to allow marketers to accurately track which campaigns see the highest conversions.

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