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WebTrends Upgrades to Measure Online Engagement
Web analytics firm WebTrends has upgraded its Marketing Lab2 product, with additional options aimed at helping clients optimise site performance, build customer engagement and drive more effective and targeted marketing.
The new version adds two new tools to its existing suite of business solutions:- WebTrends Score - allowing companies to create their own scoring system for measuring the value of activities on their web sites. Scores can be applied retrospectively so that companies can create their own metrics to demonstrate the effectiveness of a campaign. There is no metric for measuring time spent on a page, but an individual's activities can be tracked over a day, week, or month.
- WebTrends Visitor Intelligence - correlating the relationship between different events within a visitor experience, such as tracking people who put products in shopping carts but then don't buy, and comparing their activities across a variety of other variables including offline transactions and frequency of purchasing. This cross tabulation highlights those attributes that people with undesired behaviours have in common, and allows marketers to spot opportunities and weaknesses in their marketing strategies.
'Marketing is undergoing a fundamental shift, focusing on results and on connecting with customers in the most relevant way,' said Greg Drew, WebTrends CEO and President. 'The unveiling of WebTrends Marketing Lab 2 demonstrates our continued focus on unlocking the power of comprehensive customer-centric insight in order to optimise online marketing results, increase consumer engagement, and power targeted marketing.'
The new scoring system follows the growing trend to measure user activity, as opposed to page views. Last week comScore launched a new tool which segments Internet users by their overall time online (www.mrweb.com/drno/7108.htm ), while earlier in the month Nielsen//Netratings announced the addition of 'Total Minutes' and 'Total Sessions' metrics to its syndicated audience measurement service NetView (www.mrweb.com/drno/news7026.htm ). In the words of Bill Gassman, Research Director at Gartner, 'As web sites get more complicated, business managers need analysis tools that offer a thorough view of every customer, knowing who they are and what they have done, no matter what the channel.'
WebTrends was founded in 1993. In June this year, it announced its intention to buy Stockholm-based web analytics services firm Webcontrol to establish a Nordic hub and centre of excellence (www.mrweb.com/drno/news6928.htm ). The firm is online at: www.webtrends.com.
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