Google tools enhance hosted e-trade suite
IT Week
11/21/05

Hosted software specialist NetSuite is using Google tools to boost e-commerce analytics capabilities. The new features allow firms to improve web operations through optimisation tools built specifically for Google in order to improve search engine rankings.

Customers can also analyse leads driven by Google to see how visitors arrive at their sites and what trends resulted in sales and most revenue for the seller. Factors analysed include referrals, natural search terms and paid keywords. Conversely, details of shoppers who abandon transactions can be integrated into follow-up direct-mail campaigns.

Separately, NetSuite has also added capabilities that let merchants export their products into price comparison engines such as Shopping.com and Froogle. The PayPal international payment service has also been integrated and NetSuite users can view payment status details. UK users can also benefit from integration with another payment service, SECpay.

In a related announcement, NetSuite said it is now offering integration with UPS and FedEx courier systems even for small retailers. The service, which includes label printing, tracking numbers and rate generation, was previously restricted to larger customers. "When customers visit retailers' sites they expect an Amazon-like experience and that's why we've gone gaga for Google," said NetSuite chief executive officer Zach Nelson. "The Holy Grail is to find out which keywords turn into money."

NetSuite, which is backed by Oracle founder Larry Ellison, plans to float on the stock market in late 2006, Nelson said.