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Word of Mouth / Web Analytics Link-Up
Another partnership announcement on two well-worn recent DRNO themes, word of mouth (WOM) marketing, and web analytics. WOM marketing specialist Bazaarvoice has announced partnerships with all four of the leading web analytics firms: Coremetrics, Omniture, WebSideStory, and WebTrends.
The partnerships will allow clients to quickly and easily incorporate word of mouth metrics into overall measurements of online performance, as well as quantify and compare the strategic impact of customer ratings and reviews versus other online initiatives. Bazaarvoice is the first word of mouth marketing solution to partner and integrate with all the leading Web analytics packages.
The partnership aims to give clients easy access to data on:- Conversion & Average Order Value - by importing customer ratings and review data into web analytics platforms to correlate web behavior and financial performance with word of mouth.
- Search Engine Optimization
- Customer Segmentation
- Product Management: Clients can analyze, segment and then correlate the customer voice to product volume, returns, and customer satisfaction to quickly resolve critical supply and merchandising questions.
- Review Community: Brands can measure aspects of the rating and review submission process to build a stronger review community.
According to Brett Hurt, founder and CEO of Bazaarvoice, 'My heritage is in Web analytics, and I founded Bazaarvoice with the goal of associating the ambiguity of word of mouth with tangible marketing ROI. By establishing relationships with the major Web analytics vendors, Bazaarvoice has made it much faster and easier for our clients to bridge the strategic gap between the customer voice and solid business metrics and performance.'
Bryan Eisenberg, Chairman of the Web Analytics Association, comments: 'These Bazaarvoice partnerships point the way towards a new type of web measurement that takes the customer voice into consideration. Marketing execs can now quantify customer-to-customer conversations into results that can be understood by the CEO and the Board.'
The company is online at www.bazaarvoice.com .
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