Analytics are a tricky part of any online revenue campaign or model. Some publishers or affiliates rely on the free Google Analytics package, while others spend a hefty amount every month on a proprietary or licensed solution and still others build out their own analytics package to fit their own needs. This is especially true for search agencies or larger search affiliates.

Industry leader comScore has just introduced comScore Marketer in order to help qualify and quantify the effectiveness of a search campaign for marketers and advertisers. I'm glad to see a major player becoming more involved in the search analytics category, which sorely needs independent 3rd party reliable analytics.

CNN Money has more:

comScore Marketer is a new service that gives marketers a powerful and comprehensive set of tools to assess their online marketing performance," said Dan Lackner, senior vice president of comScore. "The granular information on both searchers and search terms available through this service empowers users with actionable search marketing intelligence."

comScore Marketer provides search marketers the tools to:

-- Create more efficient and cost-effective campaigns using paid and

organic search terms.

-- Identify high performing search terms at a site and category level.

-- Analyze searchers and the use of search terms by demographic segment.

-- Discover high-potential consumer segments and pinpoint the optimal

search sites and search terms to reach them.

-- Find out who is competing on search terms to identify prime affiliate

marketing partners.

-- Maximize the ROI of search and online marketing investments.

Given comScore's healthy market share with large agencies, marketers and advertisers, it's a given that the service will be popular. Whether or not this will cause even more money to flow into the PPC and search marketing space is yet to be determined, but healthy analytics are definitely one of the features that are needed to make that happen.