China’s national TV network China Central TV (CCTV) will be using analytics firm WebTrends to generate insight about visitors to its web channels during the 2008 Olympics, and customize content for hundreds of millions of Chinese Internet users throughout the games.
WebTrends is tasked with examining visitor trends across multimedia and other web content on CCTV.com, the network’s official web site. This information will then be used to provide personalized information - for example, it could notify track and field enthusiasts about forthcoming races, or show basketball fans reels of that day’s best three-point shots or slam dunks.
The firm will track online video and other content during CCTV.com’s more than 3,800 hours of live Olympics webcasts and more than 20,000 additional hours of news, replays and video-on-demand programs within the mainland of China and Macau.
WebTrends CEO Dan Stickel says the ability of the software to help optimize web sites at virtually any scale, and track visitors across virtually any form of online media, make it ‘the ideal online analysis solution for the world’s largest sporting event, in the world’s most populous country’.
This will be the third time broadcasters have used WebTrends’ technology to help optimize Olympic online content, as hundreds of NBC network TV affiliates around the US used the system during the 2004 Summer Games in Athens, Greece, and the 2006 Winter Games in Turin, Italy.
WebTrends is just one of many firms analyzing this year’s Olympic audiences: AGB Nielsen will be measuring the size of TV audiences in 38 countries on five continents, NBC Universal will be using the games as a testing environment for a more rounded measurement of media consumption, and CSM Media Research has been testing Arbitron’s Portable People Meter (PPM) to measure radio audiences.
WebTrends provides web analytics and online marketing solutions to optimize marketing campaigns and customer engagement. The firm recently partnered with web content management firm SDL Tridion to launch Enabler; a product offering marketers the ability to continually improve the experience of their web site visitors.
Web sites: www.webtrends.com and www.CCTV.com .