Broadbase Gives CRM Direction to randmcnally.com

Robyn Greenspan

Updated · May 02, 2001

Customer-focused solutions provider Broadbase Software, Inc. will be mapping the way for the visitors of randmcnally.com, the online component of Rand McNally & Company.

By implementing Broadbase’s customer interaction technology, randmcnally.com hopes to identify complex data about traffic and the activities of the customers that utilize the site’s online mapping, driving directions and customized road trip planning features. This information will enable randmcnally.com to offer the products, services and promotions that customers most desire while also increasing revenue, streamlining customer-facing processes and maximizing customer loyalty.

"Broadbase products offer a customized solution enabling randmcnally.com to have a 360-degree view of our site and understand complex data that was not previously accessible," said Chris Heivly, president of randmcnally.com. "Broadbase enables us to drill down to specific details about our customers and makes it possible for randmcnally.com to build one-to-one relationships with our users."

Broadbase and randmcnally.com have been down the road before together. Two Broadbase products were in use when randmcnally.com re-launched its Web site in July 2000 – the E-Marketing product for efficient and targeted direct marketing and relationship-building information, and the E-Commerce product to analyze a visitor’s complete commerce experience, through tracking trends, order fulfillment and online performance.

Headquartered in Menlo Park, Calif., Broadbase provides critical e-commerce infrastructure to more than 500 customers, including ADP, BEA Systems, Cisco Systems, Compaq Computers Ltd., Credit Suisse, Eddie Bauer, EDS, Fidelity Investments, Hewlett Packard, Kodak, Palm Computing, Polycom, United Airlines and Verizon.

Rand McNally & Company is a global provider of geographic information in both print and electronic media for travel, reference and education. randmcnally.com, the Internet business unit of Rand McNally, offers online mapping, driving directions, customized road trip travel planning and an online travel store.

Robyn Greenspan
Robyn Greenspan

Robyn Greenspan, an independent researcher and speaker, is interested in innovation, market trends and information technology. She was a participant in the AI Summit and also took part in the IEEE International Conference on Edge Computing, International SOA Symposium series and the International Cloud Symposium series. She graduated from Temple University. She was previously the communications and research manager for the AMS, an internationally recognized professional association that advances knowledge in the IT and business management areas.