Panasonic converts to Coremetrics for online marketing optimization

Panasonic Corp. of North America has selected Coremetrics to provide insight into how it can maximize customer referrals from the Panasonic Web site to its network of official retail partners.

Secaucus, NJ-based Panasonic, one of the world's largest consumer electronics firms, manufactures and markets consumer products such as plasma and LCD HDTVs, high-definition camcorders, digital cameras, Blu-ray disc players, business products such as copiers, fax machines and printers, and industrial electronics products such as computer components and semiconductors.

Consumers often visit the company's Web site, www.panasonic.com, to research product purchases and to discover where to buy. Its goal is to work more closely with its retail partners so that potential customers who visit it - and express an interest in purchasing a Panasonic product - can quickly and easily find the channel that is most appropriate for them.

Panasonic is using San Mateo, CA-based Coremetrics' Spring 2007 release, and its Conversion Events feature is especially valuable to Panasonic.

While retail sites traditionally measure "conversions" by tracking online sales, other Web sites, including Panasonic's, need to measure them by tracking non-transactional activities - such as entering a ZIP code to find a local store, or searching for an online dealer.

Panasonic will use Coremetrics Conversion Events to define its site objectives, weight them appropriately and monetize their value to the company. By having access to this non-transactional data, the company said it would be able to gain a deeper understanding of consumer shopping habits and needs.