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Old Mutual uses NetTracker Web analytics to investigate the online behavior of their most valuable visitors: captured leads and customers — NetTracker's user-based reporting gives Old Mutual more intelligent insight into Web site usage by visitor segment —North Kingstown, RI – June 8, 2004 – Sane Solutions, developers of the NetTracker line of Web analytics software, today announced that Old Mutual plc, international financial services group, has implemented NetTracker to investigate and extract the most valuable online behavior information available, the clickstream paths of their captured sales leads and current customers. Old Mutual selected NetTracker to replace another Web analytics solution based on their need to advance from general site-based reporting to user-based reporting. "Our previous Web analytics tool only provided us with fixed monthly reports," explains Juliet Van Zyl, Old Mutual’s research analyst. "We needed more than the static set of reports, such as the top 50 pages viewed on our site. We needed to tap into much more actionable information. NetTracker provided us with more data mining features than any other Web analytics package that we tested." Key to NetTracker's ability to provide Old Mutual with user-based reporting is its use of Old Mutual's Microsoft SQL Server relational database and its open database schema. These features provide Old Mutual with open access to the NetTracker Web data warehouse in order to integrate their online behavior data with financial and demographic data for even more pointed analysis. To analyze content preferences affiliated with sales leads and customers, Old Mutual integrates the clickstream paths of visitors, collected and stored by NetTracker, with lead and sales data captured and stored in a self-built application. Similarly, Old Mutual integrates externally-stored customer demographics with online behavior provided by NetTracker to investigate actionable demographic patterns in site usage. Old Mutual has uncovered that customers with higher income levels, who tend to own more Old Mutual products, are the most frequent registrants on Old Mutual's secure site. "To introduce more of these desirable high-income users to our secure site content, we have created a campaign to drive unregistered users to become registered users of our secure site," says Van Zyl. Another important site usage pattern revealed by NetTracker is the importance of getting visitors to return to the Old Mutual Web site in order to increase leads. According to Van Zyl, "Visitors log on to the Web site, look at product information, leave the site, and then come back later to initiate the lead." "The most important first step for any organization is to identify who their most valuable Web site visitors are. Then they can investigate the Web site usage of these visitor segments," says Jim Rose, CEO, Sane Solutions. "NetTracker allows Old Mutual to easily sift through the clutter of Web site statistics that are available out-of-the-box in any Web analytics solution in order to reach the truly insightful online behavior data of their most valuable visitors." About Sane Solutions Founded in 1996, Sane Solutions develops and markets the award-winning NetTracker line of Web analytics solutions. The NetTracker line analyzes visitors' clickstream paths for insight into Internet marketing success, online product interests, visitor conversion patterns, Web content quality, visitor retention, and more. NetTracker products are used worldwide by Global 2000 corporations, educational institutions, government agencies and ISPs. Customers include: American Honda Motor Co., Inc., Fairchild Semiconductor, GEICO Direct, Goldman Sachs, Old Mutual, Otis Elevator Company, Yale University, and more. Sane Solutions' strategic partners include Best Software (SalesLogix), Business Objects, Cognos, MicroStrategy, Oracle, Macromedia (Allaire), Microsoft, Sun-Netscape Alliance, IBM, Hewlett-Packard and more. Sane Solutions, LLC, is a privately held limited liability company located in North Kingstown, Rhode Island. For more information please contact Sane Solutions LLC, 35 Belver Ave., North Kingstown, RI 02852; tel. 1-800-407-3570 or 401-295-4809; http://www.sane.com. ### NetTracker(R) is a registered trademark of Sane Solutions, LLC. My NetTrackerTM and Ask NetTrackerTM are trademarks of Sane Solutions, LLC. Other company and product names may be trademarks of the respective companies with which they are associated. ----------------------------------------------- |