Customers historically used Magento to build websites and measure page views and conversions based on a simple integration with Google Analytics. Today, requests are much more omnichannel in nature and include elements like how many users checked out online or chose a ship-to-store option.
Marketers also wish to factor price and availability of inventory into user acquisition campaigns – a challenge when retailers’ sales and merchandising systems didn’t talk to email or marketing automation platforms.
RJMetrics integrates with a range of solutions spanning ads (Google AdWords, Facebook and AdRoll), payments (Stripe) and CRM systems (Salesforce), which Lavelle believes will help its historically commerce-focused platform make inroads into analyzing paid media.
“This gets us into analyzing paid usage to CRM, order history, site metrics and outside social signals,” he said. “The ability to link inventory from a store to the proximity of a consumer based on digital [data] is probably one of the biggest [requirements] to make omnichannel real.”
Magento's bid for RJMetrics is the latest in a flurry of commerce deal activity. Oracle acquired NetSuite for a whopping $9.3 billion late last week, but only after Salesforce spent $2.8 billion on Magento competitor Demandware.