Coremetrics Adds Segmenting By Context
Coremetrics 2008 is a Web analytics and multichannel campaign management suite. The upgrade adds new browser and OS functionality (to support Mac and Firefox users) and the ability to streamline data from sites that take orders in multiple currencies. Marketers can now segment customers based on multiple criteria, including participation in such social media activities as posting reviews or watching video content.
The company is touting Coremetrics 2008's "contextual marketing" feature as the improvement that will have the greatest impact on advertiser ROI. Contextual marketing goes beyond targeting consumers based on their last recorded behavior, allowing companies to analyze them based on a wide variety of criteria (from opening emails and clicking on ads, to actual purchases) that can be layered to develop very refined segments.
Over the past year, Coremetrics has launched a cross-sell recommendation engine, targeted email and advanced marketing attribution, said John Squire, senior vice president of product management for Coremetrics. Contextual marketing pulls all these pieces together and provides marketers with the tools and information they need to gain the competitive edge.
"Coremetrics helps me understand which marketing channels are working for which target groups," said Susan Urban, online marketing manager at PayScale, the market leader in real-time salary data.
"For example, I can look at our blogs, expert articles and research pages that address nurses' salaries, define a segment based on that content, and then determine how that segment of visitors came to our site. Moreover, I can understand how valuable that segment of visitors that views this content is to my business. That insight allows me to maximize my budget across all channels." --Tameka Kee