Rockport Selects Primary Knowledge for Integrated Solutions

Footwear, apparel and accessory leader Rockport has chosen Primary Knowledge for its outsourced customer data management and analysis platform. Rockport will use Primary Knowledge for e-Commerce to integrate Web site log files, customer demographics, and sales transaction data into a single customer data warehouse to be used for decision support and database marketing.

According to David TenBarge, Managing Director at Surge Interactive, Rockport's e-commerce agency and a Primary Knowledge alliance partner, Primary Knowledge was chosen because of its turn-key solution created exclusively to meet the needs of companies selling goods and services over the Internet. "Primary Knowledge for e-Commerce can deliver the insights Rockport needs to optimize the new commerce platform we created for them," Jeff Mancini, Director of Internet Strategies at Surge Interactive said. "With Primary Knowledge, Rockport will be able to identify high-value and low-value customers, measure the impact of Web content on sales, gauge the profitability of their marketing and merchandising efforts, and understand the affinity between different products for cross-promotion."

The Primary Knowledge solution also has the built-in flexibility to provide different levels of data access for different people at Rockport, according to their specific needs. "It is critical that everyone in our company who needs information get exactly what they need, when they need it," said Stefanie Lucas, vice president of Marketing at Rockport. "With Primary Knowledge, our executives have guaranteed access from any Web browser to dozens of actionable reports every day. And our marketers with advanced needs can use the Web-based analysis tools to conduct ad-hoc queries, uncover trends, segment our customer base, and generate targeted lists for database marketing activities."

Over the last year, leading analysts at research companies including Forrester, Jupiter and the Yankee Group, have urged businesses to not only quickly implement customer intelligence solutions, but to outsource them as well. According to Jupiter Communications' recent study, Commerce-Reporting: ASPs Relieve Reporting Headaches, retailers often fail to track metrics necessary for understanding customer behavior because of "difficulties in data source integration or lack of resources for data analysis."

Because Primary Knowledge provides a hosted platform for integrated customer data management and analytics, the company has dozens of partnerships with leading e-CRM and marketing technology providers in order to make data integration a seamless process. Additionally, Primary Knowledge offers a full set of services -- from client implementation and customer support to training and analytical consulting -- so that its clients can quickly and easily get the maximum value from their solution.

Primary Knowledge Chairman and CEO, Peter Adams said, "Rockport is an innovative retailer that understands the importance of customer data. They are also aware of the risks and potential pitfalls of building and maintaining an in-house customer data warehouse. With Primary Knowledge, Rockport can focus on making smarter decisions about their customers and their business -- not building reports and managing data."

About Rockport

Rockport.com is the online store for Rockport, a global leader in footwear, apparel, and accessories. Founded in 1971, Rockport was the first company to use advanced materials and technologies in traditional shoes to create lightweight comfort and the first to engineer walking comfort in all types of dress and casual shoes. Today, the company continues to be an innovator, working with cutting-edge engineers, designers, components, and technologies.

About Surge Interactive

Surge Interactive, a unit of AG Worldwide, develops highly creative communications strategies for the interactive marketplace. The company provides holistic, on-line, offline branding solutions to support and advance the equity of the Brand and further its marketing and communication efforts. Surge provides interactive branding, e-strategy consulting and on-line relationship marketing services. The company has an impressive interactive client rooster such as Universal Music Group, Rockport, Cuervo, Playboy.com, Tommy Hilfiger, Dimension Films, Clear Channel Communications, Philip Morris, Con Edison, and more.

About Primary Knowledge

Primary Knowledge provides scalable infrastructure for integrating, managing and analyzing customer data, empowering businesses to optimize customer relationships and improve profitability. The outsourced solution includes a 24/7 data warehousing and management service, and guaranteed access to data through report packages and best-of-breed analysis tools. Primary Knowledge clients benefit from the insights and flexibility of a world-class data solution without the risk, expense or time commitment of an in-house effort. Primary Knowledge is headquartered in New York and can be reached at www.primaryknowledge.com or 212-233-2110.

Contact Norma Romeo of DEF PR, 212-779-7779, for Primary Knowledge.