Leading UK new media agency Syzygy has launched a Website evaluation service, in response to growing client dissatisfaction with the Web’s lack of accountability.
Syzygy, last week named Agency of the Year at the Yell UK Web Awards, has linked up with research group Millward Brown to promote the service to UK and US clients.
According to Chris Robson, managing director of Syzygy: “If you are starting to spend 100,000-plus on the Web, you should spend some of that money on finding out whether what you have done is working. Clients in other media wouldn’t consider doing things without some form of evaluation.”
Website owners already regularly use in-house log data to track which parts of their sites are proving popular and unpopular with surfers.
Robson claims the new service will allow site operators to track reaction to different creative executions of Websites more accurately, and properly test out new Website strategies.
A panel of Internet users has been recruited by Millward Brown in North America and Europe to help operate the service.
The agency also intends to use the panel to offer a “benchmarking” evaluation service, which will track attitudes towards changes on the client’s own and competitors’ Websites.