AUSTIN, Texas, June 5, 2012 /PRNewswire/ -- Adlucent, a leader in retail search marketing and analytics, today announced their new Shopping Analytics capabilities to better understand the behavior of retailers' most valuable customer segments. By leveraging the technology, Adlucent client, Free People, has found statistical validation that non-brand campaigns generate proportionally more new customer sales than brand campaigns. These powerful Shopping Analytics insights allow retailers to optimize their customer acquisition and paid search strategies by customer segment, as well as improve business functions such as inventory planning and merchandising.
"Adlucent's Shopping Analytics offering allows us to test hypotheses for AOV and CPA standards by customer segment," said Jed Paulson, Director of Marketing, Free People. "This helps us more confidently refine our overall paid search and customer acquisition strategies, as well as improving merchandising, inventory planning and other areas of the business."
Adlucent's Shopping Analytics offering, coupled with product-centric campaign management tools, allows retailers to use paid search data to more thoroughly understand the intent behind customer purchases and adjust strategies quickly and accurately. Retailers receive custom reports detailing the keywords and categories driving the most converting new customers to their site, including brand vs. non-brand comparisons by customer segment. They can also visually analyze AOV differences and promotional responsiveness between customer segments.
"We are extremely excited to be able to offer this unprecedented level of intent-related analytics to our retailers," said Jon Armstrong, Adlucent CEO. "Being able to more deeply understand the needs and values of each of our retailers' customer segments gives our account teams the ability to manage campaigns to specific metrics, including new customer acquisition, lifetime value, or other client-defined success measures. We can then easily layer in product performance at the category/subcategory, brand, style, or even SKU-level to support a more targeted merchandising strategy."
Adlucent is a marketing technology and analytics agency based in Austin, Texas, focusing solely on retail and eCommerce companies. Leveraging its Deep Search® search marketing and retail analytics platform, Adlucent's experts help the smartest retailers acquire new customers and grow revenue profitably through digital marketing. Expanding from a decade-long relationship with Amazon.com, Adlucent's current client base includes eTail and multi-channel brands such as Oriental Trading Company, Buy.com, Anthropologie, Jewelry Television, and Free People.