Chart your Web site's success
Four Web analytics solutions deliver deep analysis of site performance
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Another Coremetrics 2005 advantage, called LIVE (Lifetime Individual Visitor Experience), stores a complete record of every click and activity for every customer and visitor to your Web site. In contrast, other products sometimes amalgamate this data, thus losing most details.
This solution’s browser interface conveniently groups reports -- including top-line metrics, marketing, site analysis, and segmentation -- within main drop-downs. Plus, when users log in they see a snapshot graph of how the site is performing. For instance, a retail client might see month-to-date sales compared with targets, as well as projections for the remainder of the month. I easily set up these charts by making a few menu selections.
Although not a capability exclusive to this product, Coremetrics’ LIVEview browser plug-in allowed me to quickly switch the type of data superimposed on a Web page. Readouts range from page views for selected time periods to sales and number of orders.
I found this solution’s marketing and merchandising analysis especially complete. Using the Marketing Management Center module, I displayed reports that broke down channels, such as search and e-mail. With a few clicks I drilled into each channel, getting information such as referrals by Google and Overture search (both paid and natural), sales that were the result of an e-mail campaign, and average order value. These prepopulated reports that summarize site performance can be downloaded to Excel or be e-mailed on predetermined schedules.
Yet where Coremetrics really outclasses other products is in its LIVE profiles. Using a wizard, I created a new customer segment on the fly based on RFM (recency, frequency, monetary) analysis. After a few steps I was able to see all visitors who had returned three or more times to the site, had purchased more than $300 in electronic equipment, and had entered the site via a Google keyword campaign. I could even drill down to an individual visitor and see what they did, click by click.
For this and other tasks, Coremetrics includes Virtual Analyst. This souped-up help function gives you very detailed instructions and answers to questions -- much as you’d get during a live conversation with a member of the company’s professional services staff. In testing, this expertly explained how to create intricate segment reports and what these reports mean.
For retailers, customer data is invaluable -- and Coremetrics 2005 appears to have the best method for employing LIVE repositories for both cross-selling and multichannel marketing. Although I didn’t test these features in depth, several Coremetrics clients report that the system uncovered cross-selling opportunities beyond the ordinary.