Tuesday, July 31, 2007
WebTrends Analysis Digs Deeper
Web analytics firm WebTrends has updated its Marketing Lab software suite to version 2, adding two modules for quantifying visitor engagement, and I was briefed on what it adds to behavioral analysis.WebTrends Score lets companies create their own scoring system for measuring the value of activities on their websites. For example, making a purchase can be worth 10 points, viewing a video 5, or requesting more information 3. These scores can be applied retroactively and allow companies to create their own metrics to decide the effectiveness of a campaign. There is no metric for measuring time spent on a page, but you can track individual's activities over a day, week, or month.
WebTrends Visitor Intelligence is a tool for correlating the relationship of different events within a visitor experience, such as tracking people who put products in shopping carts but didn't buy and compare their activities across a variety of other variables including offline transactions, frequency of purchasing, etc. This kind of cross tabulation lets you get inside the numbers to see opportunities and weaknesses in your marketing strategy and website design. It lets you find out what people with undesired behaviors have in common, and what separates them from your best customers, valuable information indeed. WebTrends developed a new UI for this application including the ability to annotate reports, and has standardized on it for the entire product suite.
Pricing for the products is based on the level of analysis and the traffic volume of the websites.
Posted By John Gartner at 09:43 AM
Permanent Link: WebTrends Analysis Digs Deeper
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