*NetGenesis Soups Up Analytics Platform

Share this content:
E-customer intelligence solutions provider NetGenesis today is expected to announce NetGenesis 5, a Web-based application designed to help marketers better digest and leverage online consumer data.


"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.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above