The move is part of Tesco's multi-channel retail strategy and will enable the company to analyse all aspects of its online customer acquisition, retention and conversion behaviour.
Tesco will use Site Intelligence's Visitor Behaviour Information System software to revamp its online business data, giving it a fuller understanding of how the online channel is used. The system should give Tesco the ability to analyse information from all of its online businesses and receive business reports that give greater customer understanding.
In addition, Site Intelligence claims it will help Tesco improve website design and marketing, leading to better conversion rates and improved customer retention.
Stuart Gregory, marketing manager of web analytics at , said: "We wanted a robust web analytics system that we could manage in-house and was flexible enough to meet the growing demands of all our business managers. Site Intelligence will provide us with online marketing intelligence ensuring all our marketing campaigns are measured, evaluated and consistently improved."
Because the Visitor system will run on the Tesco system, this means reports can be provided much quicker and further interrogation can be actioned instantaneously, providing invaluable marketing decision support.
David Pool, commercial director at Site Intelligence, said: "We are extremely pleased to be working closely with Tesco. We have extensive experience in the online retail sector and worked closely with Tesco to really understand what is important to the business and ensure the system addresses all Tesco's requirements now and into the future."
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