E-marketing intelligence

For e-tailers (retailers selling through a Web site) understanding the effectiveness of your marketing campaigns, tracking the preferences of your consumers and building loyalty are critical issues. There are a variety of techniques available to assist from the use of "cookies" (small fragments of code planted by your server on a visitor's computer) to the use of invisible pixel calls (server side includes), all of which seek to track what visitors are doing on your site.

The more visitors you have the more complex becomes the analysis and there is the real danger of being overwhelmed by the data. Data mining tools can help but these may not be appropriate for all.

In recent months a number of new products have been developed to address the problem such as "eLuminate" which in April 2000 won a "best in class" award at the Internet Commerce Expo in Boston.

eLuminate, developed by Coremetrics an e-marketing intelligence ASP (Application Service Provider) is the industry's most comprehensive Web visitor analysis service for the effective tracking and analysis of online consumer behaviour. eLuminate is quickly activated and enables online retailers to accurately measure overall marketing and merchandising effectiveness, lower customer acquisition costs, and increase lifetime customer revenue. eLuminate is the first service to provide customised segmentation reports, allowing online retailers to easily identify the value of their visitors by analysing groups of customers and browsers based on user-defined criteria.

eLuminate's in-depth reports are based on best practice methodologies that profile all site visitors and correlate lead generation, customer acquisition and customer retention activities to provide a comprehensive view of the online consumer. Unlike competitive enterprise software solutions, eLuminate's (patent-pending) technology seeks to deliver more relevant and accurate data whilst eliminating the need for costly IT integration, maintenance and sometimes cumbersome data management.

Category judge Tricia Woods, president of a Boston-based Internet strategy and Web marketing company described eLuminate as "a dream come true for Web marketers responsible for ROI analysis, e-retailing, and customer acquisition and retention. The service unequivocally addresses the needs of e-marketers in a fashion that is truly innovative."

It has been difficult for e-marketers to fully understand the trail of data left by Web visitors as they hop from one platform to another. Traditional web reporting solutions capture that data in separate unconnected databases but do not distil it into a single reporting source. The result for is a fragmented view of user activity. eLuminate, in contrast with traditional enterprise software solutions, identifies online browsers and buyers and intelligently tracks lifetime behaviour using a consolidated data-storage technology.

eLuminate is currently the only ASP based service to intelligently analyse the relationship between lead generation, customer acquisition and retention activities to provide a unified view of the online consumer. Significantly eLuminate claims to presents the results of this powerful analysis in the form of intuitive easy to interpret marketing reports delivered straight to your browser.

The reports provided include:

Top-line summary reports
Media analysis which identifies the lead acquisition source for every customer and tracks lifetime purchases to determine the ROI (Return on Investment) of online and off-line marketing campaigns
Detailed merchandising analysis providing comprehensive shopping cart activity including total and segmented analysis for generated revenue, abandonment rates and browser to buyer conversions
Click from & click to analysis. Unique pie chart navigation makes tracking click stream trends simple
Cross selling reports provide product specific analysis on the most popular cross-sell items including common buyers, same orders buyers, and overlap percentages for both
A top ten report highlights key merchandising and site points of interest including the most frequently visited pages, most common pages of departure and most browsed, purchased and abandoned items.

E-marketers can segment their Web audience based on customer value and potential needs in order to more effectively target each group. Whilst trend analysis on acquisition conversion and retention can be tied to profiles within three to four clicks.

An important point is that the system is non-cacheable and therefore there is no risk of missing data from large demographic groups which could otherwise be hidden behind large proxy mirrors and ISPs.



	E-Marketing Intelligence For e-tailers (retailers selling through a Web site) understanding the effectiveness of your marketing campaigns, tracking the preferences of your consumers and building loyalty are critical issues. There are a variety of techniques available to assist from the use of "cookies" (small fragments of code planted by your server on a visitor's computer) to the use of invisible pixel calls (server side includes), all of which seek to track what visitors are doing on your site. The more visitors you have the more complex becomes the analysis and there is the real danger of being overwhelmed by the data. Data mining tools can help but these may not be appropriate for all. In recent months a number of new products have been developed to address the problem such as "eLuminate" which in April 2000 won a "best in class" award at the Internet Commerce Expo in Boston. eLuminate, developed by Coremetrics an e-marketing intelligence ASP (Application Service Provider) is the industry's most comprehensive Web visitor analysis service for the effective tracking and analysis of online consumer behaviour. eLuminate is quickly activated and enables online retailers to accurately measure overall marketing and merchandising effectiveness, lower customer acquisition costs, and increase lifetime customer revenue. eLuminate is the first service to provide customised segmentation reports, allowing online retailers to easily identify the value of their visitors by analysing groups of customers and browsers based on user-defined criteria. eLuminate's in-depth reports are based on best practice methodologies that profile all site visitors and correlate lead generation, customer acquisition and customer retention activities to provide a comprehensive view of the online consumer. Unlike competitive enterprise software solutions, eLuminate's (patent-pending) technology seeks to deliver more relevant and accurate data whilst eliminating the need for costly IT integration, maintenance and sometimes cumbersome data management. Category judge Tricia Woods, president of a Boston-based Internet strategy and Web marketing company described eLuminate as "a dream come true for Web marketers responsible for ROI analysis, e-retailing, and customer acquisition and retention. The service unequivocally addresses the needs of e-marketers in a fashion that is truly innovative." It has been difficult for e-marketers to fully understand the trail of data left by Web visitors as they hop from one platform to another. Traditional web reporting solutions capture that data in separate unconnected databases but do not distil it into a single reporting source. The result for is a fragmented view of user activity. eLuminate, in contrast with traditional enterprise software solutions, identifies online browsers and buyers and intelligently tracks lifetime behaviour using a consolidated data-storage technology. eLuminate is currently the only ASP based service to intelligently analyse the relationship between lead generation, customer acquisition and retention activities to provide a unified view of the online consumer. Significantly eLuminate claims to presents the results of this powerful analysis in the form of intuitive easy to interpret marketing reports delivered straight to your browser. The reports provided include: Top-line summary reports Media analysis which identifies the lead acquisition source for every customer and tracks lifetime purchases to determine the ROI (Return on Investment) of online and off-line marketing campaigns Detailed merchandising analysis providing comprehensive shopping cart activity including total and segmented analysis for generated revenue, abandonment rates and browser to buyer conversions Click from & click to analysis. Unique pie chart navigation makes tracking click stream trends simple Cross selling reports provide product specific analysis on the most popular cross-sell items including common buyers, same orders buyers, and overlap percentages for both A top ten report highlights key merchandising and site points of interest including the most frequently visited pages, most common pages of departure and most browsed, purchased and abandoned items. E-marketers can segment their Web audience based on customer value and potential needs in order to more effectively target each group. Whilst trend analysis on acquisition conversion and retention can be tied to profiles within three to four clicks. An important point is that the system is non-cacheable and therefore there is no risk of missing data from large demographic groups which could otherwise be hidden behind large proxy mirrors and ISPs.