In the e-Beginning...

NetGenesis' e-Metrics software targets CRM

Cambridge, MA  April 25, 2001  NetGenesis this week announced a slate of customers for its "e-metrics" software and consulting services, including General Electric, Sun Microsystems, National Instruments and iPlanet.

NetGenesis' E-Metrics Solution Suite allows companies to measure customer behavior in e-marketplaces within the context of the broader business, enabling companies operating such e-markets to create coordinated supply chains and to devise pricing models that maximize customer satisfaction, organizational efficiency and profits.

"A key National Instruments goal is to be the primary source for measurement and automation information on the Web," said John Pasquarette, director of strategic Web development at National Instruments. "With tools such as NetGenesis, we can gauge the effectiveness of our marketing campaigns with URLs that direct Web visitors to the tens of thousands of pages on our site with one click. With NetGenesis' customized reports, we can acquire relevant data about our customers, and our internal users can easily access the data to track results for their specific Web communications efforts."

According to technology consultancy Forrester Research, online business trade in the United States will reach $2.7 trillion by 2004, but competition in the overcrowded dot-com industry will leave fewer than 200 B2B sites standing in 2003. The research suggests that companies conducting online business will eventually visit only those sites tailored to their specific needs. B2B e-commerce companies face the challenge of connecting their Web presence to each customer touch-point channel, to view online customers within the context of an entire business.

NetGenesis provides a combination of software and analytic consulting that it says will enable businesses to customize their sites specifically to the customers' needs and to evaluate and synchronize behavior with key partners, creating coordinated supply chains and optimizing order cycle chains. NetGenesis provides a holistic view of online customers across both online and offline channels.

NetGenesis calls E-Metrics a "new business language" that expresses the relationship between customers, Web site and financials, providing e-businesses with the information they need to turn intelligence about customers into better customer relationships.

Other companies involved in online commerce and employing NetGenesis' E-Metrics solution include 3Com, First Energy and Medtronic.