WebTrends Unveils WebTrends Marketing Lab, Maturing the Web Analytics Category into Marketing Performance Management

Business Wire, March 14, 2006

PORTLAND, Ore. -- New Product Family Expands Market-Leading Analytics with Easy-to-Use Performance Dashboards and an Enterprise Marketing Data Warehouse for Relationship Marketing

WebTrends Inc., the market leader for web analytics and Marketing Performance Management solutions, today announced the launch of WebTrends Marketing Lab(TM), 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(TM) 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 preferred OEM 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(TM), 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.