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Finding Out Who Buys 11 CDs for a Penny

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Posted July 25, 2001 By Robyn Greenspan     Feedback

The CRM solutions from Coremetrics will help entertainment club giant Columbia House determine whether you should get the Sisqo or Sinatra CD.

Music, DVD and video direct marketer, The Columbia House Company, has chosen CoremetricsTM, Inc. to provide customized analysis of online customer behavior. With Columbia House's heavy reliance on targeted marketing, the data-driven business intelligence solutions from Coremetrics will allow for improved customer interactions and more specific promotions.

Says Bill Ostroff, president of Columbiahouse.com, "The in-depth analysis and customized reporting that Coremetrics provides will enable us to invest marketing dollars more effectively and reduce the cost of doing business. At the same time we expect that the insights provided by this analysis will enhance our ability to fine tune our online promotions and Web site design to better match the interests of our club members and prospects."

Columbiahouse.com will utilize Coremetrics' Core Data PlatformTM and eLuminate CommerceTM applications that measure the success of online advertising campaigns, enhance user experience and determine the most valuable affiliate relationships. Coremetrics' Core Data Platform is a rapidly deployed, outsourced data warehouse of comprehensive and accurate online customer behavior. eLuminate Commerce provides customized reports that analyze the clickstream patterns of customers to ensure that the online browsing and buying experience is efficient and rewarding. Combined the two applications hope to enable Columbia House increase advertising effectiveness, maximize direct marketing efforts and improve Web site usability.

Scott Kauffman, president and CEO of Coremetrics, says of his company's involvement with Columbiahouse.com, "Intimate knowledge of customer behavior is critical for companies striving to improve customer interactions and predict buying habits. Our business intelligence solutions provide highly customizable data capture and intelligent business analysis which enable sophisticated direct marketers such as Columbia House to run their business more efficiently."

Founded in 1999, San Francisco-based Coremetrics provides outsourced data capture, storage and decision-support services that formulate a complete model of online customer interaction online that is extensible for enterprise-wide use with third-party CRM and data mining applications. In addition to the Columbia House Company, clients include Hanover Direct, Sundance Catalog Company, Walmart.com and Wilsons Leather.

The Columbia House Company has more than 16 million offline and online club members in the United States, Canada and Mexico and provides direct-to-consumer marketing of more than 12,000 music titles and 7,000 video and DVD titles through its entertainment clubs. Headquartered in New York City, The Columbia House Company is a general partnership owned equally by Sony Corporation and AOL Time Warner, Inc.

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