Networking giant Cisco Systems is using clickstream analysis software from Informatica Corp. to get a better understanding of what interests customers who browse its Web site.
Cisco has licensed Informatica's eSite analytic application, a part of Informatica's eCRM software, which helps companies track customers' Web surfing and online purchasing behavior. Informatica's data analysis software also allows companies to integrate customer information across multiple channels to get a unified view of a customer. For instance, Cisco would be able to determine whether a customer researched pricing information for a product online, and then purchased the product in a retail store.
The latest version of eSite, which was introduced Tuesday, can provide the geographic location of a Web-site visitor. "A company can pinpoint geographically where a visitor lives, which will help the company to perform targeted marketing," says Marv Mouchawar, senior VP and general manager of Informatica's application business unit.
Schiff says that even though online privacy is a growing concern, tracking is necessary for companies trying to learn what their customers' priorities are when they go to their sites. "Man does not shop by Web browser alone," Schiff said. "Companies need to analyze what the customer is doing in all channels and tie it together to get the total view."