Coca-Cola’s C2 brand had a brief shelf life after its launch four years ago, despite a Super Bowl ad and a Yahoo takeover, due to a strategic oversight.
“Search was conspicuously absent from the launch,” Carol Kruse, Coca-Cola vice president of global interactive marketing said this week at the Search Engine Strategies conference in New York.

Palo Alto, Calif.-based SearchRev has beefed up its paid search management product with LifeCycle, a feature that tracks the entire search and conversion process-giving marketers insight “beyond the last click.” LifeCycle reports on the multi-keyword search process, so that marketers can see searches as they move from information-gathering queries like “laptop,” down through specific terms like “Sony laptop,” “Sony VAIO laptop,” and then a specific model number, price, and ultimately a conversion.