RAPAPORT... Digital marketing optimization provider Coremetrics signed-on jewelry retailer Shane Co. to overhaul the jeweler's online channel marketing initiatives. 

The Shane Co. website serves multiple functions as an e-commerce offering, an online customer service function, and jewelry education resource for potential buyers. Shane will replace its Omniture solution with Coremetrics to provide actionable data-driven insight in multiple areas and various departments of the company.

Coremetrics offers industry specific benchmarking technology, which provides comprehensive historical analysis of site visitors' behavioral data within targeted subsets of the retail industry.

Sarah Bowler, user experience manager for Shane, said Coremetrics' web analytics would help track visitor behavior to better understand customer activity. "We can then leverage this data to further refine our marketing activities targeted at the unique buying behaviors of the jewelry sector."

"For example, online behavior in the jewelry business tends to have a high number of page views overall and a much longer buying cycle. Shane Co. has made a strategic decision to work with Coremetrics' planning, measuring, and tested integrated marketing efforts to emphasize our strengths as an online jewelry marketplace and reliable source of information," Bowler said.