Many retailers today use advertising and other inducements on their Web sites to drive business to their brick-and-mortar stores. But few know how effective those efforts are. Only 28% of retailers track offline sales driven by online marketing efforts, says Yankee Group analyst Lisa Melsted. To provide that insight, NetGenesis 5.5 combines data from multiple Web sites and multiple sales channels for analysis--even when they're based on different technologies. "The more companies can integrate their sales channels, the more effective those channels can be," Melsted says.
The tool also provides new customer identification and privacy capabilities, and scalability enhancements. Available now, the software starts at $100,000.