Webtrends InfinityTM is a new big data platform for capturing, processing, storing and interrogating unlimited datasets for companies that want actionable customer intelligence to fuel their marketing programs. It’s a new approach that takes the promise of big data (which has been around for 10 years already) and transforms it into a tangible, meaningful and practical solution for the endless seas of digital information that companies have struggled to take full advantage of.
So why bring Infinity to the market now? With the rate of change in the digital world continuing to accelerate, there’s been a confluence of two powerful dynamics:
- The move to marketing in a digital world
- The viability of big data technologies
Digital Marketing Has Transformed to “Marketing in a Digital World”
The line has blurred between traditional marketing and digital marketing. Consider these related market drivers and challenges:
- Channel proliferation and the Internet of Things
The number of marketing channels and the complexity of consumer touchpoints continue to grow. The path to purchase almost always involves a variety of different channels, and often is a combination of digital and non-digital. On top of this, the Internet of Things expands the definition of a digital touchpoint beyond a human to devices, appliances and any network-enabled object. Handling this data overload has become a ubiquitous challenge.
- Power shift to consumers and the need for highly relevant and contextual experiences
The digital world has moved the power to consumers. With greater access to quality content and information, consumers are well informed and demand top-notch experiences with brands. They want relevant and valuable experiences at all times, which has challenged brands to understand the discreet needs of individuals along their cross-channel journeys.
- Individual data privacy
Consumers now hate to have you intrude on their privacy, but yet, they expect you to know more! It’s a dilemma for marketers: Know me, but don’t know me. The solution is to exude brand trust by communicating: If you come into my house (website), I will treat you with respect, I won’t share your data, etc., but the more I know about you, the better I can make your next visit (interaction).
Big Data Technologies are Now Viable
With a very active community, big data has matured rapidly in the last 10 years. The big data ecosystem provides a set of open source technologies that enable us to take advantage of massively parallel processing at a reasonable cost. Massively parallel technologies have been around for a long time, but now big data allows us to deliver this in the cloud as a reliable and maintainable service.
And, new technologies must eventually solve real problems for the broader market to become mainstream and that’s what’s happened with big data. That is where Webtrends Infinity comes in – at the confluence of marketing in a digital world and the viability of big data. Webtrends Infinity leverages big data technologies to uncover actionable customer intelligence needed to deliver truly personalized experiences.
So What Is Webtrends Infinity?
Webtrends Infinity empowers marketers to leverage the power of big data to be more competitive in the digital world. It addresses a number of market demands, including:
- Supporting the massive scale and flexibility needed to collect behaviors across the Internet of Things
- Providing fast access, making ALL data and intelligence available in real time for immediate decision making
- Unifying analytics by bringing together aggregate and visitor-level data in a single easy-to-use experience for both analysts and marketers
- Enabling end-to-end data privacy and security via encryption of individual data in transit and at rest
- Leveraging the latest algorithms to deliver accuracy at scale, i.e. accurate, reliable visitor data and analysis with absolutely no sampling
- Making all the data exportable to the broader marketing ecosystem for personalization and deeper analysis
As I mentioned, Webtrends Infinity is built to support the data challenges presented by the Internet of Things. It does so by providing an object-centric big data store coupled with unlimited data accessibility and exploration. Being object-centric goes far beyond web analytics and “person” behaviors to collecting and understanding interactions from devices, sensors and any other networked object. Webtrends Infinity leverages the Hadoop ecosystem to deliver an end-to-end streaming data pipeline for collecting, processing, storing, interrogating and consuming large volumes of unstructured behavioral data.
And it’s this core of our Infinity platform that will ultimately make the applications we build on top of it stand out in a competitive market. With the highest levels of integration, security, scale, customizability, data freshness and performance, Webtrends Infinity is brand new – not an adjunct to an existing technology platform.
To sum it up, our team at Webtrends believes that technology needs to solve real problems and push the limits of what’s possible to help marketers gain the insights they need to meaningfully engage with their customers. We are confident that this new big data foundation will provide a fundamentally new way to do analytics and will satisfy the future needs of our clients to market successfully in a digital world. Infinity Analytics™ is the newest application built on the Webtrends Infinity platform.