Fireclick Rolls Out Enterprise Analytics Tool

Web analytics company Fireclick announced Monday the availability of Netflame Enterprise, a site and marketing analytics platform designed for large companies.

Netflame Enterprise will complement Mountain View, Calif.-based Fireclick’s other hosted analytics offerings: Netflame Basic and Netflame Premium. The enterprise edition gives businesses the opportunity to drill deeper into their marketing and site analytics, to get more information on how their various online marketing campaigns are performing and how visitors are navigating their sites.

The analytics offering allows clients to figure out the return on investment for a clutch of online campaigns, ranging from keywords to banner ads to email marketing. Instead of relying on reports from vendors, they can see in real time their campaigns’ click-through and open rates and revenue generation.

“What’s been missing, really, is of all the people who came to the site, which people converted to customers,” said Steve O’Brien, Fireclick’s vice president of marketing.

With Netflame Enterprise, Fireclick will compete with the likes of NetIQ’s WebTrends, WebSideStory’s Hitbox and Omniture’s SiteCatalyst in the crowded analytics market.

O’Brien said Netflame Enterprise would win market share based on the breadth of its offering, as well as ease of use and cost.

“Our whole position is to be comprehensive, easier and cheaper,” he said.

He said Netflame Enterprise starts at $3,000, with pricing based on the amount of site traffic. Unlike some competing offerings, the hosted solution can be up and running in a day.

In February 2002, WebSideStory unveiled HitBox Enterprise Version 7.0. In January, NetIQ unveiled a WebTrends Reporting Series 6.0, which combines the ASP and software versions of the analytics offering.. A week ago, Omniture also unveiled new features for its hosted analytics offering, SiteCatalyst 9.0. WebSideStory said it expects to release a retooled version of HitBox Enterprise shortly.

With roots as a supplier of predictive caching for e-tailers, four-year-old Fireclick boasts relationships with a variety of online retailers, including Ann Taylor, Radio Shack and Woolrich.

In addition to the new campaign management functions, Netflame Enterprise boasts a geographic targeting function, which allows e-tailers to target marketing messages to visitors based on their location. Sites can also segment visitors through a variety of criteria. Netflame Enterprise comes with a product detail capability allowing businesses to gain more granular information on each product’s performance, including the number of times it was added or removed from a shopping cart.

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