Columbia House Co., a direct marketer of music, DVD and video home entertainment products, has selected Coremetrics to provide customized analysis of online customer behavior for Columbiahouse.com's entertainment clubs, Columbia House said yesterday.
According to Coremetrics, San Francisco, its business intelligence solutions will allow Columbia House, New York, to increase advertising effectiveness, maximize direct marketing efforts and improve Web site usability.
Coremetrics' Core Data Platform and eLuminate Commerce will allow Columbiahouse.com to measure the success of online advertising campaigns, enhance user experience and determine the most valuable affiliate relationships.
Columbia House will use eLuminate Commerce and customized reports from Coremetrics to analyze the clickstream patterns of customers to ensure that the online browsing and buying experience is efficient and rewarding. ELuminate Commerce is a Web analytics service that provides dynamic segmentation, allowing Columbiahouse.com to understand its customers better based on any number of variables and generate highly targeted promotions.