When You Need More Than Clickstream Data
The system even can “auto-sense” campaigns, and it supports a number of customer-cost models, including pay-per-click and cost-per-acquisition. And you can do on-the-fly segmentation, for example, query all customers in Canada who browsed for a certain product type and didn’t find it.
Exporting data from HBX to Excel is a snap. You can run exports on a set schedule and automatically e-mail reports of the results. If needed, there are application programming interfaces to allow third-party service providers to access data for specialized analysis. For business-to-business merchants, HBX integrates with Salesforce.com to follow up on sales leads in a timely fashion. For more, visit: www.websidestory.com.
* Another hosted solution, Coremetrics, is strong in marketing and merchandising, and it’s relatively easy to set up and maintain. Smart tags placed by the user, for instance, automatically can sense which marketing campaign drove each visitor to specific Web pages, without predefining campaigns or segments, as most other systems require. A “virtual analyst” helps you set up most reports and explains how they work.
A primary feature of Coremetrics is LIVE, which stands for Lifetime Individual Visitor Experience. This feature stores all clicks and activities for each customer and visitor.
When users log in, they see a user-definable snapshot of how the site is performing (e.g., sales vs. forecasts by product type; month-to-date sales vs. targets). Detailed reports can be aggregated into groups such as top-line metrics, marketing, merchandising and segmentation, each with its own drop-down lists to help you drill into the data.
You also can select the type of data you want to see superimposed on Web pages, from orders by campaign to sales by time period.
A marketing management module allows even more data slicing and dicing, particularly when you’re analyzing conversions by campaign, e-mail conversions and average order value. As with HBX, you can export these data to Excel on a predefined schedule and automatically e-mail it to designated managers.