Cabela's hires Webtrends for analytics

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Outdoor gear multichannel retailer Cabela's has selected Webtrends as its analytics vendor, replacing Coremetrics.

A key factor in Cabela's decision to hire Webtrends was the firm's ability to give the retailer free access to its data through an open API framework.

“The Internet is an area that Cabela's is very focused on,” said Tony Uhlir, Internet customer experience manager at Cabela's.

“[The company] is able to have real-time access to data and build business processes integrated with the data,” he continued. Uhlir added that the capability will enable the multichannel merchant, for example, “to aggregate information in new ways” and do analyses on individual items. Previously, Cabela's wouldn't have done such work because of the manual labor required.

Cabela's will use Webtrends' Analytics 9 and Marketing Warehouse solutions to measure online data and integrate this data with its offline data warehouse.

Cabela's named Thomas Millner CEO, president and a member of the board in March. Millner succeeded Dennis Highby, who became vice chairman of the board.

“[Cabela's has] matured in their needs and now require more flexibility, quick time to business value and data portability,” said Alex Yoder, CEO of Webtrends. “The market is changing dramatically and simple content tracking is no longer sufficient. Retail and other customer-centric organizations want to integrate customer information to improve their complete experience.”

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