Coremetrics Studies Customer History

US web analytics firm Coremetrics has introduced a system that tracks customers' browsing behavior over the long term.

The new Continuous Optimization Platform uses the firm's Lifetime Individual Visitor Experience (LIVE) Profile to compile historical online and offline data drawn from web sites, e-mails, and across multiple ad networks. This data can be used across all Coremetrics products.

A long-term history of a customer's behaviour can be gained by combining this data with proprietary analytics. This enables the firm's applications to react to what users do after leaving a site, capture brand and marketing impressions, and serve content which is relevant to all their browsing behaviours.

'Our approach is based on an integrated platform where each individual tool harnesses a 360-degree view of the customer, bridging gaps across marketing programs and yielding a complete, multi-channel view,' explained CEO Joe Davis.

In April, results of a study conducted by the firm highlighted how online retail companies are struggling to understand visitor behaviour and to produce analytics they trust to give them a good picture of ROI.

Coremetrics, which is headquartered in San Mateo, California, is online at www.coremetrics.com .

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

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