Mountain View, California-based start-up Imparto Software Corp announced its entry into the marketplace yesterday, taking the lid off its first software product aimed at enabling companies to better market their wares over the internet. The company, formerly web consulting firm Tango Communications Inc, said its Imparto Web Marketing Suite integrates web marketing, campaign and audience management. It consists of five modules: Imparto Campaign, Audience, Website, Reports and Administration. At the moment the units are tightly integrated, but the company says it is considering plans to unbundle them some time next year. Imparto says its solution is better than its competitors’ because the software enables marketing managers, rather than IT staff, to design and publish web pages and analyze the results. It gives control of the web site to the marketing manager at his or her desktop, said Tim Bernstein, senior product manager for Imparto. He says competitive products rely heavily on technical staff to publish web pages and analyze patterns of user behavior. Our solution decentralizes that complexity and enables the marketing staff to create new campaigns or advertisements and publish them directly on the web site, track the behavior of users to the site and use the information to generate leads, he says. The company has also formed a partnership with sales force automation vendor, Clarify, to integrate the two companies’ products so that sales leads can be passed directly from the web site to Clarify’s front-office software. It has also inked a deal with CyberCash to integrate its e-commerce software with Imparto’s marketing software to enable companies to sell their products directly over the internet. Consultant firm Ernst and Young is also pushing the software. Imparto Web Marketing Suite is shipping as of today and costs between $100,000 to $450,000, depending on configurations and number of users. The product runs on Unix and Windows NT platforms.
