Press Releases

Coremetrics 3D Marketing Exposes 61% More Sales—Eckler's Discovers the Real Influence of Paid Search

Analysis of the conversion lifecycle reveals true value of paid keywords

San Mateo, Calif., – April 25, 2007 – Coremetrics™, the leading provider of on-demand web analytics and precision marketing solutions, today announced that its recently released 3D Marketing platform has empowered Eckler's, the specialty retailer of Corvette parts and accessories, to accurately attribute increased value to its paid search program. As a result, Eckler's recognized that paid search delivers 61% more revenue, through a fully automated, multi-dimensional analysis of how keywords influence shoppers during the buying cycle. Coremetrics proved that specific, targeted pay per click (PPC) keywords influence far more conversions and sales than previously believed.

The scientific, accurate tracking provided by Coremetrics' 3D platform conclusively proved what Eckler's had suspected—that products with long buying cycles (e.g., tires and exhaust systems) were impacted significantly by paid search, and that customers respond through multiple marketing channels as part of the sales cycle. Eckler's challenge was to identify the real, long-term value of paid keywords, such as "Corvette tires," which often initiated a buying cycle, but didn't directly lead to a sale. Eckler's is now able to identify, for the first time, how a given keyword is performing over time and in concert with all of their marketing programs, enabling the company to allocate its search investment accordingly.

"We intuitively knew that we were buying the right keywords for our products with longer sales cycles, even though they didn't always convert right away," said Tom Holodak, Eckler's vice president of information services. "Coremetrics 3D Marketing gave us conclusive proof that new visitors were coming to our site via paid keywords, evaluating products, returning multiple times through natural search or other marketing referrals, and then buying. Now we have concrete visibility into how all our marketing programs are working together and have 100% confidence in the value of our search program. Based on the insight we gained with 3D Marketing, we can optimize our marketing spend and correctly attribute significant new revenue to our paid search program."

The precision afforded by Coremetrics has resulted in the strengthening of Eckler's paid search strategy. Decisions that were previously based on intuition are now based on rigorous data, resulting in a reliable, repeatable process for evaluating keyword performance over time. Eckler's now assesses keywords based on a complete, long-term picture—taking into consideration visitor behavior over multiple visits.

"Our clients now have the capability to view marketing value attribution from multiple dimensions," said John Squire, senior vice president of product strategy at Coremetrics. "Clients can precisely target the sequence and time period over which their customers were impacted by all their marketing programs, telling them where their conversions are coming from and revealing the true value of every single campaign." At Eckler's, more scientific keyword buying decisions have driven 61% in additional revenue from paid search. Based on the business results driven by this insight, Eckler's is now expanding 3D Marketing to all their channels.

Coremetrics 3D Marketing enables marketers to simultaneously track the multiple influences that impact each consumer at any point in the sales cycle, providing unlimited insight into marketing campaigns along three dimensions: drawing new visitors to the site, nurturing them along the conversion cycle, and triggering action to purchase.

About Coremetrics
Coremetrics is the leading provider of on-demand web analytics and precision marketing solutions, offering the industry's only web analytics platform that captures and stores all customer and visitor clickstream activity to build LIVE (Lifetime Individual Visitor Experience) Profiles. Representing the single most accurate and comprehensive source of online customer data, LIVE Profiles serve as the foundation for all successful digital marketing initiatives. Coremetrics services more than 1,000 brands and has delivered over $300 million in documented ROI in the past two years. Coremetrics is also the integrated web analytics solution for IBM WebSphere Commerce, delivering a best-of-breed multichannel business analytics solution. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners and is headquartered in San Mateo, California. To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy.

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