Retail & Commerce Sites

INDUSTRY GUIDE

Retail & Commerce Sites

• KEY TRENDS • ESSENTIAL KPIs• CASE STUDY• RESOURCES

THE LEADER IN WEB ANALYTICS AND ONLINE BUSINESS OPTIMIZATION

page �1.877.722.7088 [email protected]

KEY TRENDS


KEY TRENDS: RETail & CommERCE SiTESTamara mendelsohn, reTail analysTForrester research

1. experience-based differentiation as online retail competition grows fierce, online

sellers look for ways to differentiate their sites and build unique experiences for their consumers. online retailers need to focus on providing not only superior levels of service, but also site usability and more relevant merchandising to retain customers and drive loyalty. The next level of merchandising will go beyond zoom and dynamic color swatch-ing to offer experiences that make consumers feel more comfortable with the online channel by mimicking in-store experiences. Features like Flash-driven shopping carts that enhance the consumer experience and persona-driven navigation experi-ences that address site conversion problems but also leapfrog the experiences offered by com-petitors. all of this will further grow the need for extensive a/B testing and analytics tools because retailers will need to focus on added functionality that truly leads to higher conversion rather than distracts from the shopping experience.

2. Content many retailers are giving renewed attention to content— reviving the initial

promise of the Web to combine content and commerce. online retailers are using content to establish themselves as knowledge experts in their category and to keep consumers from having to leave their site in search for more information. Enhanced product information, expert advice, relevant articles, as well as customer reviews and ratings are all content tools that retailers can use to help their consumers feel more confident and comfortable with their purchases. For example, when browsing digital cameras on staples.com, buyers can find tips for setting up a digital imaging studio or a piece explaining the significance of megapixels. Homedepot.com presents a buyer browsing faucets with information on how to install faucet fixtures and fix common plumbing problems.

3. Privacy and security concerns Customer acquisition will always be a big goal of online marketers. other

than poaching market share from online competitors, the lowest-hanging fruit is the “holdout segment,” the 30% of online shoppers who have never bought on the Web. While security concerns are the most pressing, a signifi-cant portion of shoppers in this segment don’t even own credit or debit cards. To tackle this tier of consumers, retailers will look to alternative payment methods like Bill me later and PayPal (which serve as an intermediaries for consumers and credit card companies) and eCheck (which addresses the cardless crew). With consumer privacy and security concerns becoming more prevalent, it will be critical for retailers to address the issue. Retailers will con-tinue to work with companies like Scanalert, VeriSign, and even the major credit card companies to introduce mainstream services like certification and verification that plug potential security gaps.


ESSENTial KPis


RETail & CommERCE SiTES—KEY PERFoRmaNCE iNDiCaToRS

overviewin an online market, with relatively low barriers to entry, it is essential to understand what drives success. There are hundreds of critical elements that lead to victory in a top performing online business, but there are also a few that provide a clear, high level view of overall per-formance. What are these Key Performance indicators (KPis), and how can you leverage omniture products to measure and take action? This document will outline industry best practice examples of KPis for the Retail market, and will act as a quick-start guide to help you continue to leverage omniture products to improve your marketing effectiveness.

retaIl objectIvesSell, Sell, Sell! Right? Well, maybe, if orders are result-ing in overall profit. Retail is differentiated through success related to the sale of products to consumers; and is measured in conversion of visitors to buyers, and customer retention for higher profits. So, how do you know if your site and marketing efforts are driving profit? There are hundreds of elements that influence profit, and while each is important and deserves atten-tion, your efforts can be appropriately directed through focusing on just a few Key Performance indicators.

Key perFormance IndIcators (KpIs)Key Performance indicators are the critical gauge of a site’s success or failure. monitoring and acting on infor-mation from these metrics will allow you to steer your business from a higher vantage point. as metrics shift, you can make necessary adjustments to compensate and improve performance.

The retail market has many KPis, which may vary depending on products and business model. This document will describe the critical, high-level KPis. it is important to note that these metrics are directed at high-level strategy. more specific metrics are required for more tactical measurements. This document is not intended to outline metrics for all levels of application. For more information on the listed KPis, and on specific metrics for tactical applications, please contact omni-ture Best Practices.

hIghlIghted In thIs documentKey Performance indicator

1. Revenue2. average Revenue per Visit3. orders4. average order Value5. order Conversion Rate

For each KPi, this document will describe:

• How to Setup and measure• Quick Wins (What to look For, actions to Take)

revenue

it is tempting to dismiss Revenue as so obvious that it shouldn’t be listed as a KPi. Revenue is the gauge that is generally looked at first, and while it can’t point to specific reasons for success or failure, it is an essential indicator and should be at the top of your KPi list.

hoW to measure

• Calculation: Total value of all income before costs (automatically calculated by omniture Products)

sample report:

it is suggested that once you configure the date range and reporting style to your liking, that you create a dashboard view of this report and save it under the category of “Strategic KPi” for easy viewing and scheduled delivery. You may also consider creating an alert to notify you or key stakeholders of any significant changes in this metric.


QuIcK WInsCertainly the goal is to increase revenue over time. Rev-enue will naturally fluctuate with traffic, but it should be relatively consistent when compared to visits (discussed in average Revenue per Visit). Because of the daily variations, it is important to look at both trended and historical revenue. if revenue shows historical fluctua-tions, reference the other KPis to understand why.

When revenue fluctuates, it is typically due to traffic volumes, conversion rates, and/or average order value:

• Traffic Patterns – Start here. Compare revenue trends to traffic trends. if these run relatively paral-lel to each other, then the revenue change is likely tied to traffic. in this case, look into methods of increasing traffic through campaigns, press, and affiliate programs.

• Conversion rates – if traffic patterns do not match revenue patterns, you will need to consider whether your site is properly converting visitors to custom-ers. if trends in conversion rates reflect those of revenue, bingo. Why are conversion rates chang-ing so much? look at usability and promotions to improve conversions.

• revenue per order – Converting visitors to custom-ers is not enough. Revenue will increase if custom-ers purchase more products together, and if they are driven to purchase without leaving and return-ing to the site multiple times. if trends in average order Value and average Revenue per Visit parallel revenue, try improving cross-sell and up-sell efforts.

average revenue Per visiTas noted above, revenue alone, while important, does not establish a frame of reference. By itself, revenue cannot point to an underlying cause for variation. Com-bining revenue with visits however, provides insight into how qualified your visitors are, and how effective your site is at up-selling to these visitors. Because this metric is snapshot, and is not persistent between sessions, it provides a view into effectiveness within one session. The higher your average Revenue per Visit, the more likely that:

• Your marketing is reaching its target and drawing qualified visitors

• Your site is effectively selling to the qualified leads

another dimension of this KPi is time. average Rev-enue per Visit should be relatively granular, (usually to the day), but should be compared to historical data. For example, it is important to understand this metric comparative to the same day one year, one month, or one week earlier.

hoW to measure

• Calculation: Revenue/Visits

sample reports:


QuIcK WIns

The goal is to increase average Revenue per Visit, but this number will natu-rally fluctuate depending on current promotions, product cross-selling, usability, current events, etc. Since this is metric is so closely tied with what is happening “now” (events that were occurring during the user’s visit), you will need to con-sider this KPi in relation to what was happening with your site, in your company, and even in the world at the time of the report. To make this easier, omniture products include calendar events to help establish this reference. Calendar events can easily be added through the settings section of the interface. Consider using calendar events to build a frame of reference for this KPi.

• Qualified Traffic – average Revenue per Visit will increase if the visitors to your site are qualified. These visitors are looking for something and if pre-sented reasonable options, will purchase. Campaigns and affiliate programs may be driving this show. Compare this KPi to campaigns to understand which are bringing in the most qualified visitors then optimize around these.

• up-sell/Cross-sell – Complimentary products are the fastest way to increase revenue for visitors. Campaigns may be driving customers, but offering com-plimentary products to these customers will generate more revenue.

• Big Ticket – Sometimes this KPi will spike. Did one visitor in a session make an enormous purchase? Was a site or campaign optimization change so successful that conversions increased and visitors bought more during a visit? Understand the current events, then pinpoint which event(s) positively influ-enced the average and optimize future events around the success.

• usability – Changes in navigation and site design can have huge impacts on average Revenue per Visit. Consider a/B and multivariate testing to improve us-ability which might influence visitors to purchase more items for higher revenue.


ordersas with revenue, the orders KPi is a high-level indica-tor which may reflect a need to reference other KPis when it fluctuates. it should be considered a long-term trended KPi for the same reason that revenue is. as traffic fluctuates, orders will also naturally fluctuate. other factors need to be considered if traffic and order patterns are inconsistent.

hoW to measure

• Calculation: Total orders

sample reports:

it is suggested that once you configure the date range and reporting style to your liking, that you create a dashboard view of this report and save it under the category of “Strategic KPi” for easy viewing and sched-uled delivery. You may also consider creating an alert to notify you or key stakeholders of any significant changes in this metric.

QuIcK WIns

orders should increase over time, but not at the ex-pense of revenue. For this reason, it is important to look at orders and revenue together. as noted above, orders should generally follow similar patterns to traffic. if this is not the case, order trends may be impacted by quality of traffic, and user experience on your site.

• Traffic Patterns – Start here. Compare order trends to traffic trends. if these run relatively parallel to each other, then the order change is likely tied to traffic. in this case, look into methods of increas-ing traffic through campaigns, press, and affiliate programs.

• Conversion rates – if traffic patterns do not match order patterns, you will need to consider whether your site is properly converting visitors to custom-ers. if trends in conversion rates reflect those of orders, you may have located the reason. Why are conversion rates changing so much? look at us-ability and promotions to improve conversions.

• revenue per order – it is a good move to reduce order numbers if it means higher revenue per order. it is even better to increase orders and revenue per order. look into what repeat customers are purchasing. Could these items have been presented as complimentary up-sell offers? This may increase revenue per order, and it may also increase customer loyalty and total orders.

average order valueare your customers just purchasing your promotional items, or are your cross-sell and merchandising efforts driving higher revenue per order? Trends show that new visitors generally purchase fewer items together than return visitors. How do your new vs. return visitor metrics look today? From a perspective of strategy, it is not practical to constantly monitor these specific metrics, however, from a high level, it is practical to monitor trends in your average order Value. if there is an indication of a negative trend, take action by looking into the specifics and mak-ing appropriate adjustments.

hoW to measure

• Calculation: Revenue/orders

sample report:


QuIcK WIns

much like page views and other variable metrics, average order Value will fluctu-ate on a daily basis. While is important to understand daily variances, it is more important to measure and monitor trends over time. if this KPi demonstrates a more than comfortable decline from one week to the next, it may be an indica-tion that action is required.

• Customer loyalty – look first to new vs. returning visitors and customer loyalty. New visitors are not as likely to purchase multiple or big ticket items together. a level of trust must first be established and this generally happens after a suc-cessful initial purchase. Find ways to encourage future purchases or through improved user experience, incentives, etc.

• Qualified Traffic – look at promotions and campaigns. Which are convert-ing best and driving the highest order value? Keep pushing these, and similar drivers.

• Big Ticket items – are customers purchasing big ticket items, or are they clamoring for the low-cost promotions? Consider combining promotional items with complimentary products. SiteCatalyst Cross-sell reports can be an excellent resource for understanding which items sell well together.


• usability – Run fallout and traffic flow reports. if customers can’t navigate the site, and are not finding value, average order Value will suffer. Consider a/B and multivariate testing for site opti-mization and usability improvements.

order Conversion raTeThe order Conversion Rate KPi has similar characteris-tics to average Revenue per Visit. This metric measures the average number of visits per order for your site, or in other words, the likelihood of a visit turning into an order. Since orders are compared to visits, the order rate is influenced by short-term events in the same time frame as the visit. The result of the calculation wouldn’t normally be influenced by variations in traffic: instead, because revenue will fluctuate with the visits, the order Conversion Rate should be relatively independent of traf-fic trends. This KPi is valuable because it provides insight into audience target and usability (site efficiency).

hoW to measure

• Calculation: orders/Visits

sample report:

it is suggested that once you configure the date range and reporting style to your liking, that you create a dashboard view of this report and save it under the category of “Strategic KPi” for easy viewing and sched-uled delivery. You may also consider creating an alert to notify you or key stakeholders of any significant changes in this metric.

QuIcK WIns

The goal is to increase order conversion rates. The more qualified the traffic, and more effective the site, the higher the order conversion rates will be. Watch order conversion rates closely when site design or ar-chitecture change. This metric is valuable for real-time feedback. The rate is only influenced by activity within a visit (unique visitor session), so reports should point to more granular levels like days instead of weeks.

• usability – Run a/B and or multivariate tests to improve user experience. Path flow and fallout reporting can also point to problems with usability. The easier it is for customers to find products, add to cart, and checkout, the higher the order Conversion Rate will be. in particular, focus on the checkout process. This is gen-erally the highest source of dropout. if users feel comfortable with the checkout process, they are more likely to complete a transaction.

• Traffic Quality – a window shopper will not convert as quickly as a cus-tomer with a purpose. Compare trends in campaigns and traffic drivers to success in conversion. optimize campaigns around those that drive higher converting traffic.

CoNClUSioN

Key Performance indicators are comparable to the gauges on the dashboard of an automobile. They do not provide all the answers, but they do offer enough information to strategically manage operations. Based on indications from these metrics, you can quickly understand the direction of your online business, and if adjustments are needed you can look to more diagnostic metrics.

Use KPis to drive action. Your business will be successful if you use information to your advantage. KPis give an early indication of success and failure. Take advan-tage of this information to make the move before your competition does.

in addition to leveraging omniture products, you may want to consider services from omniture’s Best Practices consulting team. This team is made up of indus-try experts from all fields. along with helping you with strategic KPis, they can customize actions around diagnostic metrics according to your unique business needs. For more information, please contact your omniture account manager.

Call 1.877.722.7088 [email protected]


CaSE STUDY

CaSe StuDy

Overview

Alienware was founded in 1996 by two friends who started out building customized, high-end computers for their fellow gaming enthusiasts. Armed with technical smarts, the pair saw a need to ratchet up the quality and capability of high-end PCs in the marketplace and soon formed their own company. Based in Miami, Florida, Alienware is known for its unique, innovative PC designs, with systems coming in a variety of sizes, shapes and colors with certain products inspired by the look of the extraterrestrial creatures in the classic science fiction movie, Alien. The company has quickly become a key industry player, manufacturing high-performance desktop, notebook and media center computer systems in the U.S. and Europe, and employing several hundred people. Once in a niche gaming market, Alienware has expanded into mainstream markets including home and home office, education, government, mobile computing, and creative services.

retail/manufaCturing

Alienware Transforms Business with Omniture

$100 M aChieveD Over $100 in annual Online SaleS

1.877.722.7088 [email protected]

ChallengeGain deeper insight to analyze online channel

Optimize online channel to drive company growth

Gain competitive advantage through advanced analytics

Improve e-mail marketing effectiveness

•

•

•

•

reSultSOver $100 million in annual online sales

Average online transaction near $3,000

35 percent annual growth in unique site visitors

105 percent annual increase in online holiday sales

$160,000 incremental revenue through DARTmail remarketing campaign

•

•

•

•

•

SOlutiOnOmniture SiteCatalyst selected for its best-in-class, hosted analytics solution

Omniture Discover delivers in-depth reporting analysis

DARTmail Integration improves e-mail campaign execution

•

•

•

LOcatiOn: Miami, FloridaUrL: www.alienware.comindUstry: Retail/Manufacturing

prOdUcts: Omniture SiteCatalyst™, Omniture Discover™

ChallengeBefore deploying Omniture's online marketing services, Alienware had no real analytics solution in place. To learn about online activity or visitor behavior the company relied on crude Web log reports, which required manual processes of pulling and formatting raw data. “At that point, our online decisions were essentially based on guesswork, as true analytics didn’t really exist,” says Justin Metzl, associate director of e-commerce for Alienware. “We had no way to capture and view Web traffic and its related commerce data in real-time. We didn’t have the breadth of tools to evaluate the results of our online decisions.” The company had grown very quickly over a span of seven years, but was seeing Web site conversion rates gradually drop. “With 80 percent of our business conducted online, not understanding why customers were leaving the site without completing a transaction was becoming a huge missed opportunity,” declares Metzl. “As a rapidly growing company, every single sale counts. We needed a tool

that would give our stakeholders—at all levels—the insight to make quick, smart decisions.” In a ferociously competitive PC hardware market with companies such as, Sony and Gateway vying for market share, Alienware needed to find a way to break through the ceiling to continue its success trajectory in e-commerce.

SOlutiOnTo take their Internet retail business to the next level, Alienware turned to Omniture in 2003 for its leading Web analytics solution. “It was critical for us to find the right partner and tech-nology set,” says Metzl. “We wanted a best-in-class solution that would become a key foundation for growing our business. Our executives made the logical decision to invest in Omniture, embracing strategic e-commerce as a major priority for the company.” Subsequently, the company deployed Omniture SiteCatalyst, Data Warehouse, and Discover, creating a suite of analyt-ics that has dramatically impacted all aspects of the business. Recently,

Alienware has deployed Omniture's inte-gration with DoubleClick’s DARTmail service. “Omniture’s integration with DARTmail gives Alienware a truly pow-erful, comprehensive e-mail marketing platform, tied into the industry’s leading Web analytics tool, creating the oppor-tunity to develop truly effective segment-ed marketing,” says Metzl.

reSultS“The results have been phenomenal,” concludes Metzl. “Omniture provides incredibly robust tools that have had a profound impact on our business.” Today, Alienware is selling over $100 million annually through the online channel alone, with average transac-tions near $3,000. Unique site visitors are growing 35 percent year-over-year. “The investments we’ve made in Omniture have been completely justified in terms of ROI,” says Metzl. “We are constantly improving decision-making across such mission-critical functions as site design, email marketing, and online media. Omniture gives us the tools to optimize consumer demand-generation

Omniture DARTmail™ Integration, Omniture DataWarehouse™


With Omniture, we’ve gained tremendous insight into our customer base, which has literally transformed our business. We’re selling over $100 million annually through the online channel alone, and unique site visitors are increasing 35 percent a year.

JUstinMetzL,assOciatedirectOrOfe-cOMMerce,aLienwarecOrpOratiOn

and conversion activities.”

Omniture SiteCatalyst has given Alienware new insights and a deeper understanding of their customers, which has made them a more com-petitive company. “One of the great things about Omniture is that you can see—in real time—what your custom-ers are doing and what your customers are thinking. In the ‘offline world’, you often have to be clairvoyant—a mind reader—to understand what drives a customer to make a purchase or not. In the ‘online world’—with Web analytics—you can identify the fac-tors that lead to a purchase decision. With the right tools, you can monitor customer activity, from the initial visit to a purchase or abandonment, every step of the way. There’s an opportunity for direct learning from every visitor who comes to our site. With Omniture, we’ve gained tremendous insight into our customer base, which has literally transformed our business. Having the ability to look at real-time data in a highly intuitive, graphical format has allowed Alienware to maintain our competitive advantages over our well-heeled competitors.”

Alienware established a high-profile partnership with Lucas Films, whereby Alienware built and sold the first official Star Wars PC, the Aurora 7500 Star Wars Edition. The company invested heavily in this initiative with Lucas, building a custom-designed PC with a unique Star Wars look-and-feel. Customers could choose one of two models, a “dark side” model associated with dark characters in the movie or a “light side” model in a light color scheme. Alienware used Omniture to track visitor behavior with this strategic product, and quickly uncov-ered a startling insight: dark side systems were outselling light side models by a ratio of 15 to one. This fresh insight from SiteCatalyst rippled through Alienware and the company was able to quickly adjust its product development, supply chain assets, marketing and manufactur-ing plans to meet the demands of the marketplace and maximize sales. Using SiteCatalyst, Alienware had an overwhelmingly successful ‘Black Friday’ and ‘Cyber Monday’ shopping weekend

in November 2005. “This is the biggest online shopping weekend of the year, and we wanted to make the most of it,” says Metzl. And they did. Alienware increased weekend sales by 105 percent compared to the prior year’s five-day period. “With real-time data delivered through Omniture, we turned our strat-egies and tactics towards products or promotions that were really working well on the site to maximize sales,” says Metzl. “Using Omniture reports, key performance indicators, alerts and other tools within the system, we had real-time data to support decisions, changing and tweaking site content to optimize sales. We identified hot-selling products such as our high-end Area-51 notebooks, gave them better site vis-ibility and online media promotion, and watched sales spike before our eyes. We could also see what price point custom-ers were responding to, and make the appropriate changes.” Alienware had its best month ever, with record-break-ing site traffic, conversion rates, and revenue. “We were able to fully leverage our online media investments into maxi-mum ROI.”

Omniture payS Off in SpaDeSSiteCatalyst has been rapidly adopted by users throughout the enterprise, as it monitors the Miami-based site and other company sites in the United Kingdom, France and Germany. Metzl says there are approximately 30 total employees using the tool in Miami as well as in their Athlon, Ireland subsid-iary office—with even more stakehold-ers receiving specific reports delivered by email worldwide. With a dedicated analytics team as well as six to ten ‘power’ users throughout the company, SiteCatalyst is spreading insightful data to improve business perfor-mance. Viewing customized charts and reports through intuitive dashboards, Alienware’s executive team is engaging the tool and viewing analytics daily to keep their fingers on the pulse of the business. Customized dashboards are sent to executives via e-mail for simple, quick viewing. “Our executives are looking at Omniture reports every day,” says Metzl, “Dashboards are automati-cally sent every morning showing the previous days’ site activity and results,

along with a comparable period. For our busy executives, this ‘executive summary’ provides them easy access to the information they need. If they need to go deeper, more detailed real-time data is just a click away, so they can make on the spot decisions that can influence customer behavior in a matter of minutes.”

With Omniture, Alienware has been able to do more with less. “Omniture is so easy to run and so easy to use,” says Metzl. “We can access it from any Web browser. The tool allows us to do so much without additional overhead.” For a company its size, Alienware has a lean analytics department. “With a hosted solution, we don’t have to worry about software updates or main-tenance. We don’t need to become experts in building an analytics software platform. Instead, we can just focus on building upon the Alienware e-com-merce success story and getting the most out of the tool. We trust Omniture 24 hours a day, seven days a week, year-round to track the status of our global e-commerce business.”

“ We are constantly improving decision-making across such mission-critical functions as site design, email marketing, and online media. Omniture gives us the tools to optimize consumer demand-generation and conversion activities.”


can use Discover to determine causal reasons, which will lead to theories that will allow us to fix the problem faster.”

Omniture has provided all the support and training needed to help Alienware get the most out of its investment in Web analytics. Alienware’s relationship with Omniture has been enhanced by the outstanding results delivered by Omniture Professional Services. “The professional services group goes over and above the call of duty to help us make the most of the tool,” says Metzl. “As for development, the self-paced training library is an outstand-ing resource for new hires, and keeps our people up to speed on the product and all its capabilities. There are few vendors that have the resources that Omniture University offers, which means our team can keep learning and improving.”

“The devil is in the details,” concludes Metzl. “If you don’t have clear visibility into every investment you make on the Web, how can you possibly know if you’re improving or doing everything possible to drive the consumer experi-ence and conversion? Omniture per-meates everything we do here and we anticipate continuing a great working relationship going forward.”

Omniture at the Center Of the marketing ServiCeS eCOSyStemAlienware has also deployed DoubleClick DARTmail, which is tightly integrated with Omniture to provide new insight into e-mail marketing campaigns. The company can now analyze all e-mail campaigns through one interface: SiteCatalyst. “We’ve seen fantastic initial results. Our first month of use brought in several million dollars in revenue” says Metzl of the integrated solution. “We’ve also been able to determine—for the first time—what per-centage of our overall revenue is attrib-uted to DARTmail campaigns.”

In evaluating e-mail marketing vendors, the major selling point for Alienware was Omniture's strategic relationship with DoubleClick,” recalls Metzl. “With all the technical integration worked out between the two companies, deploying DARTmail was like turning on a light switch.” The tight integration enables better campaign execution and new analysis, closing the information gap between Alienware’s two most criti-cal online channels: Web and e-mail. “The integration opens up a whole new window of insight for us to under-stand user behavior around e-mail marketing campaign and drive incre-mental revenue,” says Metzl. “Without Omniture, DoubleClick could only tell me that someone bought something. But tied to Omniture analytics, I can now investigate how a visitor reached my site, what steps they took before purchasing—such as carting a product but abandoning before checkout—and then use this information to remarket to these customers by pumping custom reports from Omniture Data

Warehouse into DARTmail. We are now able to tailor permission-based e-mail remarketing campaigns based on visitor behavior, which enables us to push more relevant, targeted promo-tions with improved conversion rates.”

For example, in response to a DART e-mail campaign promoting two popu-lar Alienware notebooks, Metzl’s team used Omniture analytics to identify 36,000 respondents who were pas-sively interested in the offering (those who clicked on a prior e-mail link but did not ultimately purchase a certain high-end notebook). Metzl, sensing that these customers were very interested, crafted a ‘follow-on’ e-mail campaign to those individuals with a special incen-tive. The results were outstanding, as the campaign brought in over $160,000 in incremental revenue or $4.40 in rev-enue per every email sent. “This is the complete solution that online marketers have been waiting for,” Metzl said.

alienware gOeS Deeper with neweSt Omniture OfferingSAlienware is also using Omniture Discover to gain more insight into user behavior and maximize their online investments. “Discover takes us to the next level of data for more advanced analysis, providing us with a powerful business intelligence platform. With its intuitive interface, we can look at data to analyze our customers and their behaviors at a more granular level. It gives us access to information we can act on right away, improving our effec-tiveness. For example, if there are drops in conversions for a certain product, we

page 101.877.722.7088 [email protected]

RESoURCES

page 111.877.722.7088 [email protected]

RETail & CommERCE RESoURCES

organizaTions

amerIcan marKetIng assocIatIonwww.marketingpower.com

Web analytIcs assocIatIonwww.webanalyticsassociation.org

dIrect marKetIng assocIatIonwww.the-dma.org

inTerneT resourCes

Internet retaIlerwww.internetretailer.com

shop.orgwww.shop.org

marKetIngproFs.comwww.marketingprofs.com

marKetIng sherpawww.marketingsherpa.com

clIcKzwww.clickz.com

the standardwww.thestandard.com

analysT Firms

Forrester researchwww.forrester.com

gartner researchwww.gartner.com

Idcwww.idc.com

jupIterresearchwww.jupiterresearch.com

Documents

Retail & Commerce Sites