Webtrends Adds Automated Audience Profiling

Web analytics firm Webtrends has added a new segmentation tool to its 'Visitor Data Mart' product. It will enable marketers to pull data from web sites, social networks and e-mail campaigns, and profile individual customers in near real-time.

Webtrends Visitor Data Mart allows users to isolate individuals and their actions, to provide an understanding of their habits, behaviors and preferences.

The newly launched 'Webtrends Segments' tool, which sits on top of Visitor Data Mart, provides an interface that uncovers new segments through visual ad-hoc analysis, and then transfers those customer segments into systems such as CRM, e-mail, on-site targeting, or any application of choice.

'The ultimate goal for marketers is to find the right customer segments and communicate with them effectively, and Webtrends is the only company that provides a solution for this problem,' stated CEO Alex Yoder. 'Our customers today want to do this segmenting across all of their digital channels with deep customer behavior, not simply aggregate trends.'

In addition to its new Segment capabilities, Webtrends is also planning to update its Mobile Analytics module, to provide marketers with mobile application tracking; as well as its customizable traffic source reports to identify what sources are driving traffic to a web site; and custom reporting, with increased report measures.

Web site: www.webtrends.com .