WebTrends 7 EnterpriseREVIEWER: Michael Crowdes, manager of interactive marketing and e-commerce for Royal Appliance.

BACKGROUND: Royal Appliance is best known for manufacturing and marketing floor care products under the Dirt Devil brand name. Dirt Devil enjoys a 98 percent brand name awareness in the U.S. for its lineup of products. In 2002, Royal relaunched the Dirt Devil Web site to incorporate new tools and functionality aimed at helping consumers find the perfect vacuum. Included in the relaunch was a stepped up emphasis on selling replacement parts and accessories directly from the Web site. At the onset of the project, analysis was identified as a key component of Royal's Internet program that needed to be addressed.

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