Execs and Accounts for December 20, 2002

  |  December 20, 2002   |  Comments

Williams-Sonoma goes with Web marketing analytics player Coremetrics; Agency.com builds a site for client 3M's Scotch Tape brand; CyberSource names Perry Dembner vice president of marketing

Williams-Sonoma has picked Web marketing analytics player Coremetrics to capture, store and analyze online customer and visitor behavior for all three of the company's e-commerce sites. Under the deal, Williams-Sonoma will use Coremetrics' Marketforce product to obtain analysis of business performance and usability for williams-sonoma.com, potterybarn.com and potterybarnkids.com.

The specialty home products retailer said the move will enable it to make informed decisions for improving product merchandising, enhancing site functionality and increasing online sales. Additionally, Williams-Sonoma said it will use Marketforce to specifically identify and convert high value visitors, optimize shopping path design, and increase customer lifetime value.

"We selected Coremetrics over other vendors because of the ability of the business to use the product directly, the advantage of data tagging technology, and the speed to market through an ASP solution," said Mark Wales, director of e-application development at Williams-Sonoma. "We intend to use Coremetrics to further enhance the success of our customer-focused sites, and are looking forward to using the additional insight to improve our Web site design and development decisions."

Agency.com has created a Web site for its client 3M to support the launch of a new TV campaign for Scotch Tape, entitled "Mad About Plaid". Agency.com suggested the idea of creating a Web site to support the television effort and to magnify the impact and reach of the campaign.

Entitled "Mad About Plaid For The Holidays," the site is dedicated to helping last minute holiday shoppers. In addition to gift wrapping and packaging tips, the Web presence contains an exhibit of new Scotch TV commercials where consumers can vote for their favorite spot, as well as an archive of vintage Scottie McTape commercials and print ads featuring Bing Crosby and Bob Hope.

CyberSource, a provider of electronic payment and risk management solutions, has made Perry Dembner its vice president of marketing. Dembner was previously vice president of marketing at Applicast, an enterprise ASP offering hosted CRM and other outsourcing; and he co-founded and headed marketing for Honeycomb Software, an early developer of Web content management tools.

"Perry brings a combination of strategic marketing thinking and a strong execution process," said Bill McKiernan, CyberSource's chief executive officer. "We welcome the significant contributions I know he will make as we continue to build our marketing platform."

For more breaking news on account action and executive moves, visit ChannelSeven.com.


Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

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