CommerceTrends Upgrade Boosts 'VRM' - InformationWeek

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CommerceTrends Upgrade Boosts 'VRM'

The measure of success for E-commerce sites is moving from counting eyeballs to tallying revenue and profits. WebTrends Corp. today began shipping CommerceTrends 3.0, the latest release of the E-business-analysis toolset that is aimed at what the vendor calls "visitor-relationship management"--turning Web-site visitors into paying customers. WebTrends also disclosed partnerships with Oracle, Vignette, Sybase, and others to integrate Commerce Trends with software from those vendors.

WebTrends is boosting the analytical capabilities of CommerceTrends by integrating the new release with Hyperion Solution Corp.'s Essbase online analytical processing server. CommerceTrends collects clickstream data for site-traffic analysis, marketing-campaign evaluation, and revenue forecasting. The addition of Essbase, to be sold as an add-on component called the CommerceTrends OLAP Manager, will let users perform in-depth, multidimensional analysis of data about Web-site visitor behavior. CommerceTrends 3.0 is priced starting at $25,000. Pricing for the CommerceTrends OLAP Manager starts at $12,500.

Under WebTrends' deal with Oracle, CommerceTrends will be integrated with Oracle's Darwin data-mining tool, allowing users of that software to uncover associations and patterns within data collected by CommerceTrends. Similar integration work is under way with Angoss Software Corp. and its KnowledgeStudio data-mining tool. The deal with Vignette involves integrating CommerceTrends with Vignette's V/5 Web-site personalization engine, letting Web-site operators analyze the personalization results. And the WebTrends software will be linked to Sybase's portal and business-intelligence software.

The Patent and License Exchange Inc. recently bought CommerceTrends 3.0 for its core capabilities. The Pasadena, Calif., startup, an online clearinghouse for patents, copyrights, and other intellectual property, began running the software last week to understand who is visiting its Web site, where visitors are coming from, and what kinds of business they're conducting. "It really had the functionality we were looking for," says Greg Van Dyke, marketing VP at Patent and License Exchange. Because sales cycles for intellectual property can run as long as six weeks, tracking customers is a challenge. Van Dyke says that makes tracking and understanding customer moves a critical task for the company.

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