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NetSuite unveils "social commerce" offering

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9th Jun 2010
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NetSuite has upgraded its software-as-a-service-based ecommerce offering to include social media and search engine marketing functionality.

On the social media side of the equation, the vendor’s aim is to provide marketers with the tools to understand how their customers are responding to purchases in order to profit from such information.

The new functionality, which NetSuite is dubbing "social commerce", enables marketers to correlate content from blogs, forums, product reviews, gift registries and live chat with existing customer activity and purchase history information and feed it into their CRM and product databases for analysis purposes.

"Merchants can analyse trends in forum, blog and comment discussions about needs, wants and preferences and recalibrate marketing campaigns and inventory to match customer demand," the company said.

On the search engine marketing side, meanwhile, the supplier has integrated technology from partners Kenshoo and myDials to enable customers to understand how profitable their campaigns are being.

After users define targets such as visitor generation, revenues or product sales, the Kenshoo software automatically realigns keywords and changes spending patterns in real-time to ensure that goals are being achieved.

The MyDials technology, on the other hand, provides direct feeds of the results of Google AdWords campaigns into a NetSuite dashboard to enable marketers to evaluate their profitability in real-time.

A customisable checkout function, developed by NetSuite, also enables users to define rules and procedures for undertaking promotions, discounts, inventory selection and to comply with global tax rules.

This means that: "Shipments can be quickly allocated to the right warehouse to meet cost or service considerations based on each shopper’s address or other key order characteristics," the company said.

A workflow management offering, SuiteFlow, likewise enables marketers to create point-and-click-based workflows to automate and streamline common business processes such as product fulfilment and fraud reviews without the need for intervention by the IT department.

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