New Coremetrics system allows richer consumer profiles

Reports are out that Coremetrics is releasing a new digital marketing suite called "Coremetrics 2008", aimed at tracking consumer behavior to build a rich profile.

by Helen Leggatt

Coremetrics's aim is to provide marketers with a more in-depth look at which customers are the most profitable to target. The analysis is based on a consumer’s previous purchasing habits and delivery preferences and gives a more 3-D picture of the customer.

“We react quite often to single events, when we do interactive marketing, which has been successful, but now we can react to that event with knowledge of prior activity. It will be more impactful because we know more about them,” said PETCO’s VP of e-commerce, John Lazarchic, via Clickz.

This more “rounded” profile of a consumer will enable marketers to more accurately target emails and on-site promotions.

“Analytics without segmentation gives a false sense of insight,” said Bill Gassman, research analyst at Gartner, in a recent Coremetrics announcement. “The more you know about a customer and the composite of actions they have taken in the past, the better you can craft your marketing actions to a segment or individual.”

Coremetrics 2008 will be available at the beginning of October, once it has gone through around three weeks of beta-testing, starting this week.