Footwear developer Fila's new Filativa line with Coremetrics e Marketing platform

16 Jun '05

4 min read

Since entering the sports apparel market in 1973, Fila has built a global reputation as an authentic and elite sports brand. With the launch of Filativa, Fila chose to bring Web site design and eCommerce functionality back in-house to focus on a new one-to-one marketing strategy. The company immediately began evaluating Web analytics solutions in order to find one that would provide a full understanding of online consumer and visitor behavior for marketing, merchandising and site-design purposes.

Coremetrics stood out for its LIVE (Lifetime Individual Visitor Experience) Profiles, which capture and store full clickstream data on every site visitor. McClellan said, "We looked at some of the aggregate Web analytics tools that provide basic traffic, navigation and site metrics. I've used those solutions before and was always frustrated by my inability to answer the 'OK, that's interesting, but now what do I do?' question. In contrast, Coremetrics gives us the ability to run detailed, profile-based marketing and merchandising campaigns to drive close customer relationships and grow a highly profitable online channel."

Fila, which is marketing the Filativa brand through a variety of online and experiential campaigns, will utilize data provided by Coremetrics in a number of ways:

- Combining Coremetrics' behavioral data with ExactTarget's email marketing solution to develop highly targeted email campaigns based on expressed interests and online behavior
- Inll utilize data provided by Coremetrics in a number of ways:

More Coremetrics, inc. News... More Information Technology News - United States Of America...