Quadstone Inc. is expected to release Customer Conversion today, a software to help e-tailers create effective Web sites and marketing programs by allowing them to understand and predict customer behavior.
Through the software’s CC: Transform feature, marketers receive a significant profile of Web site customers. This is accomplished using data captured during e-commerce transactions, click-stream data, Web-traffic analysis and other customer-data sources.
“People who don’t profile don’t have a real understanding of who that customer is,” said Mark Smith, senior vice president of marketing at Quadstone, Boston. “These days, companies pass their marketing efforts onto agencies. Agencies have preset views of the types of people on the Internet. The company ends up spending millions promoting to the stereotype of the Internet shopper.”
The rapidly changing nature of i-marketing creates a need for such profiling and customer-analysis software, Smith said. “E-businesses need to move on from counting heads and visitors to actually understanding customers and their behavior,” he said. “It’s about turning eyeballs into money.”
The software also offers a CC: Mining feature to predict customer behavior.
The package costs $50,000 to $250,000 for most e-businesses, depending on products and services used.