New Player In Business Intelligence For CRM - InformationWeek

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New Player In Business Intelligence For CRM

Continuing its move into business-intelligence products for customer-relationship management, Hyperion Solutions Corp. says it's begun shipping software for collecting and analyzing data about the behavior of Web-site visitors. Hyperion joins MicroStrategy, NCR, Informatica, and E.piphany in this transition.

Hyperion's Web Site Analysis Suite, built on its Essbase online analytical processing server, helps E-commerce vendors understand where their Internet customers come from, what content interests them, and what prompts a buying decision. The software provides real-time analytical capabilities for quickly evaluating the effectiveness of marketing initiatives. This information can be combined with customer data from other channels, such as catalogs or stores, in order to gain a more complete view of a customer.

The analysis line is the second in a series of CRM analysis products that Hyperion is developing to analyze sales, marketing, and customer-service data. The company introduced a call-center data-analysis tool in April. The new software is available immediately, starting at $95,000.

Online bookseller FatBrain.com Inc. is pleased with the beta version of the software it has. Engineering VP John Olson says some site-analysis tools collect data directly from Web servers during transactions, which hurts system performance. "Hyperion's approach to operating on Web logs--rather than the transaction stream itself--allows operational transaction processing to be detached from reporting and analysis," he says. Hyperion's tools, Olson says, are also better at extracting nonstandard data from Web logs.

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