Case Study: SiteClarity, a flexible and integrated web site analytics solution

"The flexibility of SiteClarity's system was extremely useful to us. With other web site analytics providers, we were restricted to lengthy development schedules to accommodate our custom reporting requirements. SiteClarity scales to meet our unique data needs, on our timeline."

-Eric Welter, Senior Vice President of Marketing Services, J.Jill

Overview:
J.Jill, a multi-channel specialty retailer of women's apparel, required better insight into the behavior and purchasing habits of their online customers. Their current web analytics solution offered some basic behavioral information, but aggregating the data into a useful form required hours of manual manipulation each week. J.Jill sought a solution that could provide detailed custom reporting without draining J.Jill's internal resources.

Challenge:
Find a web analytics solution that could meet three primary objectives:

1. Provide custom reporting according to J.Jill's unique business processes
J.Jill has over 75 custom data points to describe where visitors originated, how they shopped, and what types of transactions they made.

2. Integrate multiple 3rd-party technologies onto one data platform
J.Jill uses CheetahMail for email marketing services, Performics for other online marketing services, RichFX for online catalog management, EasyAsk for onsite search, and Experian Marketing Services to host their multi-channel database.

3. Export visitor-level datafeeds for use in other systems
J.Jill views their customers across all sales channels by uploading key performance metrics from their web site into their Experian database. J.Jill also leverages their web site data to send targeted e-mails to customers.

Solution:
CheetahMail's SiteClarity combines detailed custom reporting with a flexible architecture for easy data import and export. Using the SiteClarity system, J.Jill was able to achieve their primary objectives while establishing a data infrastructure to meet future reporting needs.

J.Jill Goals Achieved Using SiteClarity:

1. Custom Reporting - SiteClarity provided J.Jill with the following custom reports:

a. Sales by online catalog vs. online store
b. New customer sales cycle including days from original visit and average number of visits before making a purchase.
c. Sales from existing shopping bags and information about the customer's previous visit when the bag was created.
d. Sales from the onsite search function and the specific terms that a customer entered before adding an item to their shopping bag.
e. Detailed shopping and purchase statistics for each item. Data can be sorted by any of the following attributes: product description, alias, sku, size, offer code, offer description, catalog vs. online store, and full price vs. discount.
f. Revenue by gross price or adjusted price

2. Integration - SiteClarity successfully integrated:

a. Opens, Clicks, Purchases and other web site activity broken down by mailing description, visitor segment, and other CheetahMail campaign attributes.
b. Clicks and other key performance indicators sorted by the Performics’ campaign attributes (e.g. placement, partner, promotion, creative).
c. Single view of all inbound traffic sources defined as email (CheetahMail), Paid Campaign (Performics), Organic (free listings on engines), and Natural (visitors typing in the URL, bookmarks, etc).

3. Export - SiteClarity provided J.Jill with:

a. A daily data feed containing shopping and purchase information by individual customer automatically delivered through secure FTP to CheetahMail and Experian.
b. SiteClarity's Distribution Manager tool allows future data feeds to be scheduled for automatically export within minutes.

About J. Jill
The J. Jill Group is a multi-channel specialty retailer of women's apparel, including accessories and footwear. The company currently markets its products through retail stores, catalogs and its web site jjill.com. J. Jill is designed to appeal to active, affluent women age 35 and older.

About CheetahMail
CheetahMail, http://www.cheetahmail.com, a leading global online marketing solutions company specializing in email marketing and site analytics, serves category-leading clients in a variety of industry verticals including retail, technology, financial, publishing entertainment, B2B and travel. CheetahMail's technology and service offerings are designed for companies that want to increase their brand equity through customer retention and acquisition management. CheetahMail, a subsidiary of Experian (http://www.experian.com) was founded in 1998 and has offices in New York City, Los Angeles and London.