Instead, Dec. 15 is forecast to be the busiest online retail day this year…

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Ever since Global Sports Inc., now GSI Commerce Inc., appeared on the web retailing scene seven years ago, the company has made all the right moves to become the market leader in providing turnkey third-party e-commerce services to big chain retailers and consumer brand manufacturers.

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The last thing a customer wants is to be treated like a faceless number in a database. Ironically, that number may be connected to a wealth of information that instead helps companies provide personal service, more relevant communication, and a better experience-all while allowing those same organizations to increase wallet share and boost the ROI of their customer-focused initiatives.

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When PC Universe Inc. redesigned its web site last year, the company knew that just giving the home page a new treatment wasn’t enough to energize sales or take market share from competitors. It wanted a site with better features and functions that would grab shoppers’ attention and turn browsers into buyers.

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Despite a challenging economy, online commerce remains a primary driver of growth for businesses. While improved Web site performance is an obvious target for most retailers, the path to achieve this goal is less clear. Online advertising, if successful, will drive qualified visitors, but traffic is only half the battle. The Web site must quickly establish high relevance to user needs, direct users to desired products and provide value and information to support the sale.

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Travelocity, which launched its Travelocity Guarantee and Customer Bill of Rights last year to appeal to consumers’ desires for personalized service and offerings, is in the process of becoming even more relevant by moving to an active data warehouse.

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As the number of people who are new to the Internet dwindles and Web advertising costs increase, more companies are trying to retain their existing customers on the Web, rather than simply winning new ones. To do that, companies are turning to a host of technology tools-from measurement software to services that track Web-surfing behavior-to monitor the “customer experience” that consumers have when they interact with and make purchases on Web sites.

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Regular users know how difficult it can be to manage all of the different user names and passwords required by the many Web sites they frequently visit. Wouldn’t it be better if there were a simple and secure way to log on to all Web content?

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What would you do if you knew for a fact that 50 percent of all prospects who spend 10 minutes or more learning about your product line and view at least one of your competitive comparison charts go on to buy one of your products? You would focus your marketing efforts to drive this kind of behavior, or at least make it easier for prospects to find this information, right? Well not only does Web analytics make this kind of insight possible, but it also helps you determine if such sales are profitable in the short term and the long term.

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No matter what you want your online presence to do for your business, you won’t know if it’s doing its job unless you look at the numbers. Without numbers, you’re dealing in guesswork. In a best-case scenario, guesswork leaves out the information you need to get the most mileage out of your online presence. Worst case, it means pumping money into an inefficient online campaign.

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