Marketers: Drive Relationship Marketing Initiatives with Latest Version of WebTrends Marketing Warehouse

Business Wire, Nov 20, 2006

Cross-Channel Visitor Insight and Real-Time Visitor List Generation Wizard Builds Customer Loyalty and Improves Marketing Performance

PORTLAND, Ore. -- WebTrends Inc., the market leader for web analytics and Marketing Performance Management solutions, today unveiled WebTrends Marketing Warehouse[TM] version 2.0. With the latest release of the company's enterprise-class data warehouse for relationship marketing and business intelligence, marketers can easily capture visitors' online actions and correlate that with what they know about customers and prospects offline, such as demographic, psychographic and geographic information. Combined with the industry's most dynamic visitor list generation wizard, marketers can quickly launch highly targeted online and offline marketing programs and on-site behavioral targeting initiatives.

Historically, marketers have struggled to combine cross-channel information because visitor data is often kept in silos and analytics information is often focused on transactions rather than unique visitor insights over time. As a result, marketers were required to perform too many steps to deliver targeted, relevant messages to customers and prospects.

"WebTrends uniquely offers marketers the ability to generate targeted visitor lists in real-time, which is a tremendous benefit to email marketers," said Chris Baggott, co-founder and CMO, ExactTarget. "WebTrends Marketing Warehouse 2.0 delivers what our customers are clamoring for with rich visitor-level insight that opens the floodgates on their ability to reach prospects with highly relevant, targeted offersCogoing far beyond the level of optimization driven by today's transaction-centric metrics."

New features within WebTrends Marketing Warehouse include High Value Events, which capture unique and business-specific actions that visitors perform online without requiring marketers to reprocess data or make any changes to their web site. New Visitor 360 web services combine this critical behavior information with any other visitor information held in other systems such as account histories, demographics and brick-and-mortar purchases, creating a comprehensive multi-channel view of customers and prospects. Marketers can explore any combination of online and offline consumer behaviors, targeting visitor segments on-the-fly leveraging an enterprise-class relational database with Microsoft SQL Server 2005 Enterprise Edition (64-bit). The Visitor Quick List feature makes it easy for marketers to put this insight to use immediately, pulling lists of visitor IDs, email addresses and visitor attributes to feed other systems, such as email marketing and behavioral targeting solutions.

For example, a marketer could combine online behavior such as how frequently someone visits the site, how recently they have visited, and product interest they exhibited with important offline characteristics such as past offline purchases, age or satisfaction rating to create meaningful segments to target with relevant on-site offers or email campaigns. Additionally, a consumer products goods manufacturer could create a targeted list for a new product promotion, by identifying visitors who participated in an offline sweepstakes program that have been to the web site three times in the last week and viewed information about the new product, but have not yet downloaded a coupon.

"The possibilities behind WebTrends technology are expansive," said Larry Freed, CEO, ForeSee Results. "By combining behavioral data with ForeSee's qualitative satisfaction data, marketers can pinpoint the activities that result in high or low levels of satisfaction and adapt targeted campaigns to boost customer loyalty and retention. Marketers could also come at it from the other direction and target segments of users that have performed certain actions or meet a certain behavioral profile, feeding visitor attributes and customer IDs to ForeSee Results for further qualitative satisfaction analysis."

Scott Olrich, CMO, Responsys, adds that "by offering marketers full, self-service customization and the flexibility to pull in visitor information from other systems for analysis, WebTrends is making it even easier to understand and target the needs of their visitors. Marketers can develop more effective email segmentation strategies by pulling in Responsys segments and evaluating them against a complete range of online and offline behaviors."

"The ability to understand customers across multiple channels is something marketers have been striving to achieve for years," said Greg Drew, CEO and president, WebTrends Inc. "Without this ability, marketers have had a fragmented view of their customers, thereby spending inordinate amounts of time and money aimed at acquiring and re-acquiring customers. Our solution changes all that by tying offline and online behavior together, and providing the facility to easily and instantly act on the insight to drive stronger, more profitable relationships."

Availability

WebTrends Marketing Warehouse is available as software or as a hosted on-demand service. A webcast detailing the new release will be available on December 5, 2006; visit http://www.webtrends.com/warehouse to register and to obtain more information.