UK Group Adds Web Analytics Firm

UK-based marketing services group Indicia has launched a specialist web analytics firm, e-customermetrics, and appointed online customer analytics expert Steve Farquhar to run it as Managing Consultant.

The Group already includes Entire, Marketing Databasics and econometric modelling consultancy MarketingReality - the last of which was launched earlier this month.

e-customermetrics will link real customer information to anonymous cookies in order to provide clients with a deeper understanding of each individual customer, promising to turn 'cookies into customers'.

Farquhar has ten years' experience of senior roles in marketing insight and analysis in banking and life & pensions, including Senior Consultant and Project Manager at Sainsbury's Bank, Customer Insight Manager and Manager of Business Analytics at Intelligent Finance, and Senior Product Analyst at Scottish Widows.

Comments Farquhar: 'unlike web analytics software, which just provides you with web reports, we use our customer analytics expertise to combine raw data from your website with offline information about your customers, to give you more accurate profiling, customer segmentation and campaign management.'

Indicia CEO David Perkins says both the September launches aim 'to provide clients with on & offline media performance measurement combined with in-depth customer understanding. By joining together these analytic skills to what we already offer in the group we can understand the whole customer journey, helping drive marketing insight and ROI.'

Web sites are at www.e-customermetrics.com and www.indiciagroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.