Best Buy tracks web customers with new analytics tool

Best Buy Co. Inc. says it will use a new web-based analytics tool to track and respond to customer online buying behavior. The hosted HitBox Commerce application from WebSideStory Inc. provides Best Buy with real-time reports on sales and marketing campaigns.

Scott Bauhofer, senior vice president at Best Buy, said the system’s "real-time information will allow Best Buy to track and constantly enhance our customers` click-and-mortar experience."

The HitBox Commerce application combines clickstream analysis with purchasing data to provide reports on merchandising activity, such as which brands and categories are selling at any particular time; analysis of online and offline marketing campaigns; cross-selling opportunities; and sales conversion rates for individual products and shopping cart checkouts.