Indicia, the marketing services group headed by David Perkins, continues its expansion with the launch of web analytics specialist e-customermetrics. The news follows the recent launch of econometric modelling consultancy MarketingReality in early September 2008.

e-customermetrics links real customer information to anonymous cookie web reports in order to provide clients with a deeper understanding of each individual customer. By uniquely connecting online web behaviour to offline customer data, e-customermetrics will provide clients with a clearer insight into the different routes and offers customers take on their purchase journey with a brand. And by shifting the focus of information from web pages to the customer, e-customermetrics aims to help their clients find out more about their customers and use this information to drive extra sales and profits.

e-customermetrics will be headed up by online customer analytics expert Steve Farquhar. Farquhar has held a range of senior marketing insight and analysis positions in both banking and life & pensions over the past 10 years. These include senior consultant and project manager at Sainsbury’s Bank, customer insight manager and manager of business analytics at Intelligent Finance, and senior product analyst at Scottish Widows.

Steve Farquhar, Managing Consultant, e-customermetrics said: “Unlike web analytics software, which just provides you with web reports, we use our customer analytics expertise to combine raw data from your website with offline information about your customers, to give you more accurate profiling, customer segmentation and campaign management. So what was just an anonymous cookie turns into unique actionable insights about individual customers.”

With the addition of e-customermetrics, the Indicia Group, encompassing Entire, Marketing Databasics and MarketingReality, will be able to offer their clients a wider range of services.

David Perkins, CEO of the Indicia Group explains: “Our objective in launching both e-customermetrics and MarketingReality is to provide clients with on & offline media performance measurement combined with in – depth customer understanding. By joining together these analytic skills to what we already offer in the group we can understand the whole customer journey, helping drive marketing insight and ROI. We place our clients and their customers at the heart of everything we do, the fact that all the companies in the Indicia group are complementary means we offer unbiased advice and recommendations across the whole spectrum of multi-channel media performance. Whatever the channel, online or offline, our range of companies means we can help our clients to find customers, understand them, target them, engage them, and retain them. By analysing each media channel’s performance ensure every customer contact counts.”

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About e-customermetrics

e-customermetrics is a digital & data consultancy that turns ‘cookies into customers’ by analysing web reports and combining this with customer database information . Linking customer information to web analytics, e-customermetrics turns web reports into unique insight and compelling information about individual customers.

Headed by Steve Farquhar, e-customermetrics connects online web behaviour to offline customer data to help you find out more about your customer, the different routes they take on their purchase journey with your brand and then use that information to drive extra sales and profits.

e-customermetrics is part of the Indicia family – a complementary collection of marketing companies that believes ‘Every Customer Counts’.

For more information please contact Amy Lawson, Kate Moloughney or Matthew Shaw on 0207 201 0600 alternatively feel free to e-mail, or

Published on: 12:00AM on 30th September 2008