*NetGenesis Soups Up Analytics Platform
"We help them accelerate the iterative process of marketing on the Web site. We establish an analytic base line understanding of who the visitorship is and what they look like," said Anne Estabrook, vice president of marketing at NetGenesis Corp., Cambridge, MA. "Then we help them target and tailor their different marketing and promotional initiatives and then come back in and measure the results to see whether their effort worked."
E-Metrics can help marketers develop a complete understanding of how their customer acquisition and conversion programs are working. They can determine, for example, whether e-mail marketing campaigns are generating high-quality leads.
Other important aspects, including how well consumers can navigate the site and the effectiveness of affiliate partnerships, also are measured.
The findings are presented via its InfraLens marketer's dashboard. The results are compiled in graphical forms or in easy-to-read tables. A marketer can make the findings available to anyone with a Web browser or can keep them in private folders.
A financial company used NetGenesis 5 during its test phase to measure the activity of five segments created based on a ratio of user activity on its site. If a visitor's research-to-trade ratio was 4:1, he was placed in the "philosopher" category. If visitors were predominantly traders, they were placed in the "sharks" category.
Using NetGenesis 5, the company was able to measure how many philosophers vs. sharks were acquired via banner, e-mail, partner networks or affiliate sites as well as other important criteria.
The NetGenesis Developer Kit will allow marketers to add additional functionalities such as CartSmart. This application, which helps users understand how a customer moves from a browser to a buyer to a repeat buyer, will be available in the near future.
Another upcoming product is the E-Metrics Vision Engine, which will apply data-mining algorithms and predictive models to predict what consumers are likely to buy. A yet-unnamed partner company will provide the predictive technology.
Additionally, NetGenesis will launch its Activator Solutions. This functionality will automatically trigger a marketing campaign based on consumers' activity on a site.