InformationWeek
Defining The Business Value Of Technology
November 29, 1999
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Upgrade lets users integrate online business data with legacy data
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ebTrends Corp. last week unveiled an updated version of its business-intelligence software that's designed to let companies integrate the customer data they collect from their online businesses with legacy data.CommerceTrends 2.0 lets companies gather Web-site visitor data and export it to Oracle8i and Microsoft SQL Server 7 databases. Such integration lets companies apply online analytical processing and other data mining tools to the information.
Wayne Eckerson, an analyst with the Patricia Seybold Group, says it's essential that companies track the impact their E-business strategies have on the rest of their business. Otherwise, he says, "they don't know if their E-business channel is cannibalizing or enhancing existing channels. They can't tell which pages or navigation paths lead to sales and which are dead ends. And they can't track the synergies between the channels, such as Web-site visitors who browse on the Web but shop in stores."
CommerceTrends 2.0 includes functions that help companies differentiate between casual visitors and those more likely to buy. It lets managers qualify customers in three levels based on their interest in the products the Web site offers; that data then can be combined with information on marketing campaigns that have been used to drive visitors to the site.
But there's still room for improvement, Eckerson says. For now, CommerceTrends only lets customers extract and store summarized clickstream data that can then be integrated with legacy data, he says.
Available now, the software starts at $25,000 for a single server. Software for each additional server cluster is priced at $5,000.
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