Webtrends Unveils the Power to Measure Customer Engagement with Launch of Webtrends Marketing Lab 2
New Patented Technology in Solution Suite Puts the Consumer at the Center of Marketing
PORTLAND, Ore. - July 31, 2007 - Webtrends Inc., a leading provider of consumer-centric analytics and marketing intelligence solutions, today unveiled Webtrends Marketing Lab™ 2, an integrated suite of business solutions that optimize site performance, build customer engagement and drive more effective and targeted marketing. Joining an award-winning lineup of solutions including Webtrends Analytics™ and Webtrends Dynamic Search™, Webtrends introduces two new solutions that are powered by its open, enterprise-class data warehouse: Webtrends Score™, a patented technology that improves the way marketers quantify visitor engagement and measure the value and interests of customers, and Webtrends Visitor Intelligence™, a full-featured, multi-dimensional reporting and analysis solution for enterprise organizations that require deep visitor and marketing intelligence.
"The industry has debated the most effective ways to measure visitor engagement, whether page-based or time-based, but visitor engagement is not something you can measure using only a stopwatch," noted industry guru and consultant Eric Peterson, CEO, Web Analytics Demystified, Inc. "Webtrends Score offers a unique method to explore visitor engagement using criteria that makes sense to individual site owners, a reflection that 'engagement' means different things to different sites and that the components of engagement change from site to site and from campaign to campaign."
Webtrends Score is a patented technology solution that evaluates visitors' online behavior by quantifiably measuring the level of engagement or interest they have in content, products and services. By establishing rules that assign values to specific visit and visitor activities, marketers can go beyond conversion to evaluate the success of their efforts using realized and potential customer value. Score values can then be applied to consumer targeting activities, such as email, site personalization, offline direct marketing, as well as to campaign enhancement such as automated paid search optimization. This allows marketers to effectively target consumers and improve campaign performance.
After reviewing Webtrends Score, Jim Sterne, founding president of Web Analytics Association and director of eMetrics Summit said, "Not only is this right on the money, this is the money." With Webtrends Visitor Intelligence, organizations can go beyond what's possible with standard analytics solutions, performing unlimited multi-dimensional reporting and analysis and on-the-fly segmentation of visitor behavior across multiple channels and visits. Marketers can easily perform any number of correlations in a single report and generate visitor contact lists in real-time without any vendor or system administrator involvement, dramatically expanding the level of action that behavioral insight can drive. For example, marketers could examine visitors who recently added a product to a shopping cart but did not complete the purchase, and filter results against those visitors' lifetime value, offline transactions, and geographies, to determine the most effective means and messages to engage them.
"As web sites get more complicated and customers touch the business across multiple channels, organizations are challenged to measure and optimize the on-line experience to be relevant and in context," said Bill Gassman, research director at Gartner. "To get to the next phase of optimization, 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."
Additional new features delivered with Webtrends Marketing Lab 2 include:
- Access to all of the solutions from a single user interface.
- A customizable "My Webtrends" home page giving each user easy access to reports, bookmarks and site reports that they use most often.
- Enhanced auditing capabilities, giving administrators the ability to quickly identify the changes made to program configurations.
- The ability to compare paid to organic search terms in one report.
- Correlation and overlap of multiple segments across campaigns, content interest and search to identify new opportunities for better content or marketing messages.
- Use of a single data collection tag to simplify implementation and ongoing tag maintenance and customization.
"Marketing is undergoing a fundamental shift, focusing on results and on connecting with customers in the most relevant way. The unveiling of Webtrends Marketing Lab 2 demonstrates our continued focus to unlock the power of comprehensive customer-centric insight in order to optimize online marketing results, increase consumer engagement, and power targeted marketing," said Greg Drew, CEO and president, Webtrends.
About Webtrends Marketing Lab 2
Webtrends Marketing Lab 2 expands on comprehensive web analytics for real-time and operational reporting to offer extensive customer insight and dynamic advertising optimization. Comprised of Webtrends Dynamic Search™ the search marketing solution that leverages True Optimization™ to continuously monitor, measure, and tune the variables impacting the success of paid search advertising; Webtrends Analytics™, powerful collaboration tools and KPI dashboards that deliver insight across organizations to understand and improve how visitors interact with web sites and marketing initiatives; Webtrends Score™, a patented solution that reveals the true value, interests and engagement of visitors; and Webtrends Visitor Intelligence™, a full-featured, multi-dimensional (OLAP) reporting and analysis solution for enterprise organizations that need deeper visitor and marketing intelligence. Webtrends Marketing Warehouse™ is the enabling platform technology that offers an open, enterprise-class relational database that powers the data behind Webtrends Visitor Intelligence and Webtrends Score.
About Webtrends Inc.
Since 1993, Webtrends has provided the market with web analytics solutions that help marketers measure and improve web sites and online marketing. Today, Webtrends Marketing Lab delivers comprehensive analytics, dynamic advertising optimization and deep visitor intelligence to drive customer engagement and power targeted marketing. Thousands of leading global organizations, including General Mills, IKEA, Microsoft, Reuters and Ticketmaster have chosen Webtrends solutions and proven client services expertise to optimize their marketing initiatives. For more information, visit www.webtrends.com.
Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners.
