July 28, 2003, 12:00 AM

Neiman Marcus launches web-based tool to analyze online shopping behavior

The upscale retailer is implementing a customer analysis application from Coremetrics, which gathers clickstream activity on individual visitors to produce lifetime experience profiles that support marketing campaigns.

Kurt Peters

Executive Editor

Neiman Marcus Online is implementing a web-based customer analysis application from Coremetrics Inc., which gathers clickstream activity on individual visitors to produce lifetime experience profiles that support marketing campaigns for Neiman`s three retail web sites, NeimanMarcus.com, ChefsCatalog.com and housewares merchant Horchow.com.

The Marketforce for Retail system will better enable Neiman to make marketing decisions based on site performance and individual user experiences, said Michael Crotty, vice president of marketing for Neiman Marcus Online, the direct-to-consumer division of The Neiman Marcus Group. "We selected Coremetrics because Marketforce for Retail was designed and developed with a retailer in mind," Crotty said. "It works well within our infrastructure and didn`t require us to change our development or merchandising processes in order to meet our customer needs."

Marketforce for Retail operates on Coremetrics` Core Data Platform, a hosted, dynamic data warehouse. The platform, based on a patent-pending browser-based data collection technology, anonymously gathers and stores behavioral information directly from visitors` browsers and records interactions in real time to build visitor profiles. Data on click activity and sales conversion rates are available for viewing and analysis through a single reporting interface, enabling retailers to determine which visitors would be most influenced by particular marketing campaigns, Coremetrics says.

 

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