New product family expands market-leading analytics with easy-to-use performance dashboards and an enterprise marketing data warehouse for relationship marketing
PORTLAND, Ore - March 14, 2006 - WebTrends Inc., the market leader for web analytics and Marketing Performance Management solutions, today announced the launch of WebTrends Marketing Lab™, its new product family that revolutionizes marketers` ability to improve the performance of online campaigns and direct marketing. This marks the industry`s first Marketing Performance Management (MPM) solution, which includes a consistent metrics framework for all demand channels, easy-to-use, goal-based performance dashboards for broad adoption and the industry`s most powerful data exploration and customer targeting capabilities for relationship marketing. By expanding on its industry-leading web analytics expertise and adding a broader set of enterprise-class MPM capabilities, including a first-of-its-kind marketing data warehouse offering unlimited exploration and segmentation of unique visitor-level data and offline and online customer events, WebTrends has made it dramatically simpler to manage and improve performance across demand channels, the web site and customer marketing programs.
Online marketing is the fastest growing advertising medium, projected to exceed $55 billion globally by 2010 (Piper Jaffrey, Industry Note, December 5, 2005). The majority of marketing executives indicate the Web will be the hub of their organizations` marketing strategy in 2006. But 84 percent rate their organization`s ability to measure online marketing performance as having room for improvement, weak, or non-existent (WebTrends CMO Web-Smart Survey, February 2006). This challenge is due to a lack of consistent, goal-based metrics to measure reach, frequency and conversion across all online campaigns, as well as the inability to target customers with relevant marketing messages due to siloed marketing tools that only provide aggregated analysis such as page views and visits.
"Marketing is going through a seismic shift driven by the need for greater accountability and greater relevancy to more effectively engage prospects and build profitable customer relationships," said Donovan Neale-May, executive director of the Chief Marketing Officer (CMO) Council (www.cmocouncil.org). "To navigate marketing`s shift successfully, companies need a consistent metrics framework for all of their campaigns and, more importantly, the ability to target their customers so campaigns and messaging are relevant."
Evolving Web Analytics to Marketing Performance Management
WebTrends Marketing Lab overcomes marketers` challenges and the limitations of traditional web analytics solutions by providing organizations a consistent metrics framework to measure all their online campaigns based off the direct marketing standard—actual unique customers, obtaining a true picture of ROI across their initiatives, as well as superior revenue attribution to campaigns over time—a must given the increasingly fragmented media landscape.
As the foundation of WebTrends Marketing Lab, WebTrends Analytics™ 8 builds off of the company`s acclaimed operational analyses for optimizing conversion scenarios and campaign and merchandising performance, by enabling the whole organization to more easily monitor top-line Key Performance Indicators (KPIs) and more quickly utilize those metrics to determine opportunistic and corrective actions to take. Based on interactive visual analytics from Business Objects through a technology agreement also announced today (www.webtrends.com/businessobjects), WebTrends Performance Dashboards offer the web analytics industry`s only integrated goal-driven dashboards to monitor and model performance. All business users, from marketing executives to business analysts, can easily establish goals and set KPIs thresholds, instantaneously view past and current top-level performance benchmarked against those targets in real-time, and quickly drill into operational details and evaluate multiple "what-if" scenarios to identify the acquisition, conversion or merchandising strategies that will help ensure those targets are met.
Powering Unparalleled Data Exploration and Targeting for Relationship Marketing
Organizations can now go beyond the aggregate, "canned" reporting of traditional web analytics by leveraging WebTrends Marketing Warehouse™, an enterprise-class data warehouse that offers unparalleled, on-the-fly data exploration and segmentation of valuable customer and online business event data. Marketers can now utilize rich customer-centric information to drive highly targeted and relevant communications with opt-in customers through email marketing campaigns and on-site and off-site marketing programs tailored to their unique preferences and site behavior.
According to a recent JupiterResearch survey, emails targeted based on web site clickstream data offer a three times to nine times revenue improvement over broadcast emails, making this level of analytic flexibility and powerful targeting extremely attractive for all types of marketers seeking to be more relevant in their efforts to engage and convert prospects.
"The shackles of traditional web analytics reporting are coming off. The WebTrends Marketing Warehouse gives marketers an unbelievable level of flexibility and power to build better relationships with opt-in customers, and to manage and optimize marketing performance," said Greg Drew, CEO and president, WebTrends Inc. "Marketers can now easily and immediately increase their ROI, not just through highly effective campaign spending or optimized conversion scenarios, but by targeting and engaging those customers most likely to complete the action they desire. This essentially shifts the focus from improving the industry standard conversion rate of 2-5 percent, to the larger opportunity of how to convert the other 95-98 percent of prospects."
Pre-built algorithms highly tuned for real-time data exploration and customer segmentation enable WebTrends Marketing Warehouse users to develop sophisticated multi-dimensional queries and define, create and analyze an unlimited number of customer segments on the fly, to identify targeted customers for opt-in relationship marketing. For example, if a retail site wanted to target customers most likely to buy a new product line for a special promotional offer, they could easily determine which customers show the greatest interest and "intent" by segmenting registered customers and prospects based off of a combination of their web site behavior and powerful predictive attributes such as recency, frequency and lifetime value. A marketer might choose to focus on those customers that have viewed the new product line and the product comparison page, and visited the site three times or more in the past week but have not yet made the purchase online or in the call center. Further segmentation, drilling into campaign responses or abandonment points, as well as lifetime value and product affinity analysis, could drive the creation of several variations of emails, direct mailings and outbound telesales scripts to target customers with highly relevant messages speaking to their needs, motivations and objections.
Availability
WebTrends Analytics 8 and WebTrends Marketing Warehouse are both available as software or as hosted on-demand services. Software will be available on March 20th. On- demand will be available in April. A webcast detailing the new product family will be available on March 23; visit www.webtrends.com/marketinglab?cid=701300000003lW1 to register or to obtain more information.
About WebTrends Inc.
As the acknowledged global web analytics market leader for more than twelve years, WebTrends is now leading the category into Marketing Performance Management. With an uncompromising focus on delivering the most accurate and actionable metrics, WebTrends enables thousands of web-smart organizations to easily improve campaign performance and web site conversion as well as build stronger relationships with their customers. With the evolution of the enterprise solutions into the WebTrends Marketing Lab, the company stands alone in offering comprehensive, flexible and scalable web analytics as well as sophisticated, on-the-fly data exploration and customer targeting solutions for relationship marketing. Companies such as Ticketmaster, IKEA, Reuters, General Mills, US Bank and more than half of the Fortune and Global 500 rely on WebTrends as their trusted standard, not only for the award-winning technology, but also for a full range of consulting services and unmatched industry expertise across the broadest range of vertical markets. Through software and on-demand options and a full range of data collection methods, WebTrends stands alone in its ability to meet any analysis objective with leading data integrity, privacy and security best practices. For more information, visit www.WebTrends.com.
WebTrends, WebTrends Analytics, WebTrends Marketing Lab, and WebTrends Marketing Warehouse are registered trademarks of WebTrends Inc. in the United States and other countries. All other trademarks mentioned are the property of their respective owners.
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