• October 4, 2004
  • By Colin Beasty, (former) Associate Editor, CRM Magazine

Profiles in Web Behavior Give Clients Courage

Coremetrics, a provider of Web analytics, marketing, and merchandising solutions, has announced its newest release, Coremetrics 2005, which gives clients an automated marketing system that aims to enable users access to detailed analytics covering on-site search activity, real-time reporting against key performance indicators, and user interface improvements. Additionally, the company and Responsys, an email marketing solutions provider, have announced an integrated email marketing and analytics solution for online marketing campaigns. Coremetrics 2005 will be available in early November, and the email analytics solution is available now. Coremetrics 2005 also enables clients to use LIVE (lifetime individual visitor experience) Profiles to analyze profile-based marketing campaigns for online shopping sites. The application is designed to help users build a better understanding of customers' tendencies and shopping profiles by keeping track of an individuals' movements online and establishing a customer profile, improving online sales results, marketing and merchandising effectiveness, site optimization, and target marketing. A new marketing ROI feature gives users the ability to configure cost data, open rates, and impressions into one presentable format so that users may better understand their ROI from any campaign. John Squire, vice president of products management, says that "Coremetrics clients capture individual customers...and use the analytical information they acquire to better service and market to [them]. It really enables a company to establish a profile for each customer that visits their Web site." Coremetrics and Responsys' new email marketing and analytics solution for online marketing is designed to enable retail marketers to better target email campaigns based on a customer's action on the Web. Everything from recent browsing habits to displayed preferences is taken into account to provide the marketer with accurate, real-time information about a specific customer. Coremetrics will automatically feed online customer behavioral data into the Responsys marketing system, so retailer users can create and deliver fully automated email campaigns based on each customer's behavior, including such behaviors as browsed categories, cart abandonment, highest categories visited, and most frequently searched categories. Animal products supplier
Petco is one of the first retailers to use the new joint tool. According to Heather Blank, director of e-commerce and business development for Petco, application is a valuable addition help to break the barrier of marketing to the masses. "This enables us to head in the direction of one-on-one customer marketing," Blank says. "The transition have been an easy one. Our conversion rate is up 100 percent. The past four weeks have been very promising." Related articles: Online Sellers Still Lack Customer Visibility
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