BACKGROUND: Jewelry.com's corporate mission is to bring our customers exceptional jewelry at extraordinary prices. We do this by offering large discounts, relative to department and specialty stores, on very basic jewelry as well as the finest jewelry available. Jewelry.com only buys from manufacturers that provide the finest quality jewelry at aggressive prices.

PLATFORMS: MineShare utilizes an ASP model and is hosting the back end on Microsoft SQL server. We also use Pentium II, Windows NT, Windows 98, Microsoft Excel 98 and 2000.

PROBLEM SOLVED: MineShare put a complete system in place for us to manage our customer life cycle ­ from targeting and acquisition to segmentation and retention. Some of the capabilities MineShare provides are the ability to identify customer demographics, evaluate regional advertising strategies and analyze buying patterns. These capabilities immediately increased our conversion rates and customer acquisition rates because we understand our customers better and can provide a more tailored online experience for them.

PRODUCT FUNCTIONALITY: We have a direct connection to MineShare's ASP server via the Internet. MineShare allows us to perform detailed analysis of our online customers via the MineShare e-Marketing Workstation, a direct plug-in to Microsoft Excel. We can access the library of standard marketing and customer management reports. Then, with mouse clicks, we can slice and dice the data on an ad hoc basis. For example, the e-Marketing Workstation allows us to see our top customers, markets and products for any time period. MineShare also produces reports that categorize our customer base by demographic and lifestyle characteristics. In the future, we will integrate our clickstream data into MineShare to directly link conversion rates to Web traffic. We will also take advantage of MineShare's recency, frequency and monetary value (RFM) and campaign management functionality.

STRENGTHS: MineShare's e- Customer Management Solution provides us with the insights we need to understand and serve our customers. MineShare allows users to create reports and automate functional marketing processes within an easy-to-use Microsoft Excel environment and a robust, scalable architecture. The ease of use does not limit the functionality of the solution ­ we can still perform complex analysis with robust data mining capability. We also have the ability to share this analysis with remote users through the e-Marketing Workstation. One of MineShare's biggest strengths is its ability to categorize our platinum, gold and silver customers based on purchase history and demographic profiles. This information is extremely useful in determining our campaign management strategies.

WEAKNESSES: MineShare's documentation is not as strong as it needs to be, although MineShare's support team is very responsive and has filled the gaps adequately.

SELECTION CRITERIA: When comparing the MineShare e-Customer Management Solution with other products, we found that MineShare offered the most complete solution. Through their strategic partnerships, they offer expertise in every phase of the customer management life cycle. Our decision to choose MineShare was motivated by our need for quick implementation, low cost of ownership and ease of use without the need to involve our IT department. MineShare's ASP model met those needs.

DELIVERABLES: MineShare has a standard set of e-commerce reports that fit our needs. They provide production-ready reports that integrate our customer demographic data with our sales information. Some of the most frequently accessed reports include best customer analysis, customer demographics reports, traffic and orders reports, top ten reports and sales by metropolitan statistical area. In addition, the solution provides drill-down and drill-through functionality so we can analyze the information we wish to see in more specific detail.

VENDOR SUPPORT: MineShare's professional services team was quick to respond to both our technical and business requirements. We had a consultant dedicated to our project full time from pre-implementation through post-implementation. The consulting staff provided us with customized training due to our very limited schedules. Since the product is easy to use and the reports are premade, we don't have to depend on MineShare consultants to find the data we need.

DOCUMENTATION: MineShare provides online documentation in the form of easy to read .pdf files. The documentation could be improved, but the support line compensates for this shortcoming.

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