February 22, 2007, 12:00 AM

Anthropologie ties search to analytics for a $100,000 gain in one month

Anthropologie partners with Coremetrics Search to manage keywords and bids. Knowledge gained from campaign success will allow Anthropologie to bring search management in-house.

A search marketing campaign with a strong analytics underlay increased sales by $100,000 in a single month at Anthropologie.com, the online arm of women’s apparel retailer Anthropologie. Anthropologie partnered with web analytics provider Coremetrics Inc. to create, manage and optimize the campaign, which also brought in an estimated 40% of customers who were new to the site. Anthropologie is a unit of Urban Outfitters Inc., which is No. 152 in the Internet Retailer Top 500 Guide.

Coremetrics and Anthropologie worked together to achieve those results, with Coremetrics focusing on search engines and key word optimization, while Anthropologie focused on customer experience, designing customized landing pages and creating exclusive merchandising sections which are not normally accessible to site visitors. Key to the campaign’s success was the ability to integrate paid search management with web analytics. Coremetrics Search Marketing leverages Coremetrics LIVE profile data, which stores all visitor interactions with a site in visitor-specific profiles.

The campaign’s success and the experiences gained by Anthropologie in connection with the campaign will allow the retailer, as planned, to bring search marketing campaign management in-house. “Coremetrics worked closely with us, knowing that we wanted to eventually bring our paid search program in-house," says Ranjana Sharma, Anthropologie’s director of e-commerce. Sharma adds that the experience has taught the retailer which metrics to evaluate in selecting keywords and bid price for paid search.

Anthropologie plans this year to quadruple its investment in search marketing and doubling the number of people managing the program, while continuing to use the Coremetrics Search application.

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