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Google Buys Channel Intelligence for $125M to Make Google Shopping Smarter

February 6, 2013
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In it's never-ending quest to take on Amazon.com, Google has snapped up Channel Intelligence, a company that offers a variety of products to drive online shopping sales, for $125 million. Channel Intelligence announced the news on its website this morning. The company was a launch partner with Google Shopping, and it claims that it tracks nearly 15 percent of U.S. online transactions and drives $2 billion in annual sales online....

 

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With so much consumer activity moving online, retailers must be strategic in the ways in which they market products to internet shoppers. A significant part of those strategies will center on comparison shopping engines (CSEs) such as Google Shopping, PriceGrabber, Shopzilla and others. However, marketers are still struggling to make informed, profitable decisions about which CSEs are worthy of their budgets. Too many retailers look first at the cost per click (CPC) and never dig deeper to determine actual CSE value. In reality, it's the revenue-per-click (RPC) data that should influence retailers’ CSE investment decisions. Marketers that know how much revenue each click generates can then determine the return on investment by considering the CPC.

 
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