An advertising watchdog’s report found dozens of claims that it says were false and deceptive. Wal-Mart blames suppliers.
Analytics provider Fireclick Inc. is rolling out the Fireclick Index, a service that will allow Fireclick customers to compare their metrics to the aggregated metrics of other Fireclick customers.
Analytics provider Fireclick Inc. is rolling out the Fireclick Index, a service that will allow Fireclick customers to compare their metrics to the aggregated metrics of other Fireclick customers. The Fireclick Index will report page views, sessions, conversion rate, revenue, number of orders, order size, shopping cart abandonment rate and page display times.
“All our customers ask how they compare to others,” says Steve O’Brien, vice president of sales and marketing. “We give them web analytics for the first time and it takes them about a day to figure out they don’t necessarily know what it means. Then they all ask the exact same question.”
The Index, which will be available on a monthly basis and will chart daily metrics, is an opt-in service in which customers of Fireclick’s Netflame product will allow Fireclick to include their metrics in the Index in return for receiving the aggregated information for comparison. The information will be reported as averages and will not include data that will allow users to identify the metrics of any participant, O’Brien says. Each customer`s report will show that customer’s own data in comparison to the index. The Fireclick Index will be provided at no additional cost.
"At the end of the day, all the data in the world is useless unless you can put it into context, compare it to something,” said Peter Meng, Internet manager for Knight`s Direct, which runs the online portion of several multi-channel retail businesses including HomeDecorators.com and SoftSurroundings.com. “Now with the Fireclick Index I can see what all this data means, and how we compare to other online businesses."
Fireclick Netflame customers include Lillian Vernon, American Eagle Outfitters, Patagonia, Urban Outfitters, Guess, J.C. Penney, Tower Records and Radio Shack.