Latitude Group Relaunches Cobra Campaign Management Tool

June 19, 2008
by Simon Whittick

This investment allows Latitude to develop and enhance the analytical capabilities of Cobra, giving the company’s skilled staff greater insight into clients’ campaigns and allowing them to make better informed decisions to maximize campaign performance.

“Latitude is committed to providing its customers with state-of-the-art functionality,” says Rob Shaw, Latitude’s Chief Technology Officer.” We take their campaigns very seriously, and want to show we are raising the bar on what is available in terms of search technology. Clients choose to work with us because they know we go above and beyond in terms of both service and technological innovation”.

Since Cobra is a proprietary product, there are two key points to note. First, all the development work has been done based on customer requirements—not simply to sell the software in the open market. Also, as all intellectual property rights are owned solely by Latitude, there are no license costs to pass on to customers.

Specific developments to the system include:

• Updates to all interfaces with the search engines (Google, Yahoo!, MSN and MIVA) to improve the performance of the application as well as to ensure its relevance and value as the company continues to grow;

• A new scaleable, infrastructure to host the system and grow with the needs of clients’ campaigns;

• New functionality to automate volume tasks — valuable staff time can instead be dedicated to campaign analysis rather than routine administrative tasks;

• An expanded product feature set to provide better insight and analysis on the performance of search campaigns;

• Improved customer reporting portal;

• New interfaces to integrate Cobra with 3rd party applications.

Cobra was key to the securing of Latitude’s Microsoft Gold partner status in 2006.

Latitude Media Enquiries to:

Joy Remuzzi

PR & Events Manager

Latitude Group

T: +44 (0) 207 952 8033

M: +44 (0) 7791 915 429

Fax to Email: +44 (0) 870 868 3633

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