NetGenesis Corp. (NASDAQ:NTGX), a leader in providing e-customer intelligence to Internet-enabled and Fortune 500 enterprises, today announced the industry's first support for analyzing customer behavior over wireless application protocol (WAP) servers, helping e-businesses that market to wireless devices analyze and improve the success of campaigns. NetGenesis' Wireless InfraMarketing(TM) reports enable e-retailers, content providers and financial and b-to-b sites, to improve wireless marketing campaigns, content and e-commerce programs by analyzing crucial wireless E-metrics and making better business decisions around them.
"Wireless devices are the next frontier for Internet access," said Larry Bohn, president and CEO of NetGenesis. "These devices are incredibly prevalent, and e-marketers are taking notice. As e-businesses spend more marketing dollars to win and retain customers via the wireless medium, NetGenesis will enable marketers to understand their customers channel dynamics and how to optimize their business for wireless access."
"The wireless Internet is poised for rapid growth. Analysis of customer behavior will be critical to gauge the effectiveness of marketing efforts for content, news and other M-Commerce providers," said David Jackson, senior analyst for wireless data & mobile Internet, Cahners In-Stat Group.
The Wireless Web--Leveraging the Prevalence of Cellular and PDA Technology
International Data Corp. estimates that there are nearly 75 million cellular phone users in the United States, versus 35 million homes wired to the Internet via a personal computer. At the same time, Ovum, an independent research and consulting company, estimates that wireless advertising will generate $16.4 billion in spending by 2005. The convergence of increased wireless Web access and forecasted marketing expenditures creates a demand for NetGenesis e-customer intelligence, which effectively mines and correlates the huge amount of customer data stored in WAP servers. Armed with this information, wireless businesses can better tailor their content to consumers; define the value of partners; and report on the effectiveness of wireless devices in driving traffic and sales at Web sites and brick-and-mortar locations.
InfraMarketing - eCustomer Activity Revealed
NetGenesis' InfraMarketing provides a clear snapshot of customer activity. It reveals customer behavior over time and provides predictive analysis, an analytic baseline to enable e-businesses to predict their customers' activity patterns and help them target their customers more efficiently based on these profiles. With predictive analysis, e-businesses can begin to anticipate what customers may buy and forecast purchase behaviors. InfraMarketing also allows e-businesses to measure InfraMetrics, the key metrics needed to succeed on the Web. InfraMetrics allow e-businesses to drill deeper into customer interests and segments to track individual behaviors and clickstream patterns for more effective marketing campaigns.
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