Alterian Rolls Out Tracker for Individual Visitors

In the UK, software provider Alterian has launched WebJourney, a web behaviour analytics solution which provides information on individual visitors' interactions with content on an organisation's site.

Alterian's 'Integrated Marketing Platform' combines campaign management, web content management, e-mail and social media monitoring tools, to help marketers deliver relevant messages in real-time.

The firm's new WebJourney tool combines traditional 'click' data with rich information such as what a visitor hovers over or selects, and how long they spend with specific items on web pages.

John Lovett, at independent industry consultancy Web Analytics Demystified, explains that the new tool differentiates itself from traditional web analytics solutions, by offering detailed behavioral tracking of individual visitors to provide insights which are actionable at an individual level.

Through Alterian's platform, resulting information can be used to deliver more 'relevant and engaging' information to each visitor. With appropriate permission, this can be combined with other information in an organisation's marketing database - such as purchase history, preferences and demographic information - to inform marketing activity in other channels such as e-mail and social media.

'We are delighted with the response and feedback we have had from our customers and partners to WebJourney,' states CEO David Eldridge. 'Turning the web site into an engaging communication channel helps the visitor as well as the organisation, and making other communications more engaging and timely as a result is a tremendous benefit.'

Web site: www.alterian.com .