Blue Martini is bolstering its personalization and merchandising offerings with a service designed to help companies measure and analyze Web clickstream and purchasing data. The E-Business Intelligence Service collects data and imports it into a data warehouse at Blue Martini's headquarters in San Mateo, Calif. Blue Martini consultants mine the data, perform statistical analyses, and develop reports that include such things as clickstream stats, business rules, and customer profiles.

Gloss.com, an online magazine and E-commerce site that sells prestige cosmetics, is testing the service so it can better identify customer buying patterns and demographics to see if its sales and marketing plans are on the mark. Gloss.com has found that it's reaching shoppers from rural areas--a goal it set in its overall business strategy. "While we were getting a large percentage of urban shoppers, we were also getting a large percentage of rural shoppers," says Doug Dalton, chief technology officer at Gloss.com. "Blue Martini helped us identify that our strategy is actually working well for us."

The service is available now by subscription; pricing depends on the length of the contract and the volume of data analyzed.

Evity recently began offering SiteAngel 2000, a service that sends "angels," software that acts as a customer, to online sites so companies can better understand the user experience. SiteAngel 2000 lets companies direct the angels to perform vital functions and measure the results against business rules. The service starts at $12,000 annually.