ShopNBC using WebTrends to drive relationship marketing

ShopNBC will be using WebTrends Inc., a Web analytics and marketing performance management company, to drive relationship marketing.

Shop NBC will use the WebTrends Marketing Lab product suite, including WebTrends Analytics for deep marketing performance analytics and WebTrends Marketing Warehouse for rich consumer-centric insight and real-time targeting capabilities.

Home shopping network ShopNBC is doing this in an effort to grow its business through direct marketing using e-mail and direct mail as well as its Web site, ShopNBC.com.

The company recognizes that the Internet is now the fastest growing portion of its business, accounting for about 25 percent of total company sales. ShopNBC will improve marketing investments using WebTrends Marketing Lab by leveraging complete customer response and behavioral information across all of its channels so they can deliver relevant offerings to customers.

With WebTrends Analytics, ShopNBC will have insight into the performance of its marketing campaigns and Web site to drive overall optimization efforts.