InformationWeek
Defining The Business Value Of Technology
March 15, 1999
Bear Stearns: An Online ".edu"-cationBy Clinton Wilder
ome companies find that tracking Web-site usage data leads them to unanticipated benefits. Investment banking giant Bear Stearns & Co. uses the NetAnalysis reporting tool from Net.Genesis Corp. to keep tabs on traffic coming in to its Web site from colleges and business schools--the ".edu" domains--which helps in its employee-recruiting strategy.About a quarter of Bear Stearns' Web-user activity is job search-related, and the company noticed that traffic from a specific school tends to spike in the days before a planned on-campus visit by one of its recruiters. To help make those visits more effective, Bear Stearns monitors which areas of the company attract the most interest from specific schools.
"We can see, for example, that most site visitors from New York University hit the investment banking area rather than IT," says Dave Devera, a managing director in Bear Stearns' corporate marketing department. "So we can customize our presentation on that campus based on that data. [Tracking Web data] has really opened our eyes to widening the scope of our recruiting activities."
Return to main story, "Tapping The Pipeline."
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