Coremetrics Adds Lifecycle Behavioral Tracking

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Coremetrics has upgraded its digital marketing suite with a new release, Coremetrics 2008, that adds improved tracking of consumer behaviors. Rather than provide historical insight in the form of an isolated purchase or other action, the software will now track an individual over time to provide a more complete picture of his or her intent. The company is calling the approach “contextual marketing.”

The Coremetrics 2008 system is intended to identify and target valuable customers based on both individual traits and lifetime visits and behavior. Instead of tracking and reacting to a single sales event, such as a woman abandoning her online shopping cart with a red dress, the Coremetrics system will also provide the site owner with her previous purchase of jeans and shirts and her shipping preferences, all of which will allow the business to create a highly targeted e-mail offer to bring her back to the store.

Coremetrics 2008 also includes a simplified exporting system to share collected data with other CRM or e-mail systems, along with architectural enhancements to handle additional scale of up to five billion page views per month on a single site. Other enhancements include converting order data in any one of 151 currencies to a single currency for reporting and analysis and supporting U.S. English, U.K. English, French, Spanish and German.

A three week beta test begins this week, with general availability slated for October 8. John Lazarchic, VP of e-commerce at PETCO, said his company intends to use the system to improve the e-mail offers sent to not only the pet store company's online visitors, but to better lure them to its brick and mortar stores as well.

He said plans for Coremetrics 2008 include using its ability to report on consumers’ activity over time “to generate e-mail, or site promotions or offers, based upon a richer profile than we've had access to previously.”

He added, “We react quite often to single events, when we do interactive marketing, which has been successful, but now we can react to that event with knowledge of prior activity. It will be more impactful because we know more about them."