Fireclick extends its product offerings further

Fireclick Inc., which has made a name in content acceleration, web analytics and web measurement and monitoring with its NetFlame2 product, today is releasing NetFlamePlus to extend the range of its offerings. NetFlamePlus incorporates a geo-tracking function, which identifies the location of site visitors’ Internet server, a path-analysis tool it calls Segment Insite, which allows retailers to monitor visitors’ activities by a number of criteria, such as those who responded to e-mail, came through clicking a banner, are second-time visitors in a week and so on, and order and visitor frequency reporting.

"Although most people get excited about geo-tracking, what they’ll use most often is Segment Insite to do promotion and advertising effectiveness tracking," says Steve O’Brien, vice president of marketing.

Fireclick, a 3-year-old company with 30 employees and 50 customers, offers NetFlame in a hosted environment only. NetFlamePlus is an add-on to NetFlame2 at an additional cost. Customers include Novica United Inc., an online retailer of world goods associated with National Geographic, women’s apparel seller Ann Taylor Retail Inc., and lingerie sites BareWeb Inc.’s Bare Necessities and Victoria’s Secret.

O’Brien notes that the new services are extensions of existing services. For instance, once a retailer speeds up delivery of content, it wants to know how effective the acceleration was or what the further barriers to shopping are. Such product extensions make related services available from a single vendor and relieve some of the burden of shopping for all the pieces.