Marketing services group Indicia has expanded its proposition with the launch of a Web analytics business. E-customermetrics links real customer data to anonymous cookie-based Web reports. By linking online and offline information, clients will gain a better insight into the customer journey.

Steve Farquhar, managing consultant, e-customermetrics says: "Unlike Web analytics software, which just provides you with Web reports, we use our customer analytics expertise to combine raw data from websites with offline information about customers to give more accurate profiling, customer segmentation and campaign management."