Broadbase Software Inc., Menlo Park, Calif., a provider of customer-centric analytic and e-marketing applications, says that online pet supply retailer Pets.com has adopted the Broadbase application suite as the basis of its strategy to integrate multiple data sources and create “actionable” information on consumers. Pets.com will use Broadbase to understand its customers’ shopping preferences, it says.

Broadbase Software applications power digital markets by analyzing customer data from multiple “touchpoints,” and use that information to execute marketing campaigns, improve online merchandizing and content, increase site stickiness and personalize all customer interactions, the firm says.

San Francisco-based Pets.com joins other Broadbase clients, including BizBuyer.com, Corporate Express, Driveway.com, Mercata.com, MVX.com, Onvia.com and Student Advantage.

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