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You’ve probably heard Gartner’s prediction that marketing spending on technology at many companies will surpass IT spending by 2017. Consider, too, the buzz around cloud-based applications and big data analytics. These are three of the hottest trends in enterprise technology.
Enter Quantivo, a cloud-based analytics vendor that specializes in Web data analyses–particularly marketing analyses. Quantivo’s platform is used for a variety of data sources, but the company’s sweet spot is delving into high-volume Web data from Web analytics systems like Adobe Omniture, Google Analytics, and WebTrends.
“The big Web analytics packages can do summarizations and give you the number of visits at the page level, but we’re helping our customers develop profiles of customer behavior,” Quantivo’s CTO, Paul O’Leary, told InformationWeek. “They’re looking to do things like develop seasonal-buyer profiles, and then take those segments and figure out what else they buy and how often they buy.”
Quantivo customer Manheim Auto Auctions studies segments of customers made up of wholesale car buyers (dealers and distributors) who frequent online sales events. Manheim needs to know how they’re responding and how they’re likely to respond. The company uses WebTrends for general-purpose Web
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