WebTrends Announces Marketing Lab Partners to Deliver More Measurable, Automated Relationship Marketing

Business Wire, Feb 14, 2007

Deep Integrations with Leading Email Marketing, On-Site Behavioral Targeting and Consumer Opinion Vendors Drive Profitable Customer Interactions

PALM DESERT, Calif. -- WebTrends Inc., the market leader for web analytics and Marketing Performance Management solutions, today at eTail 2007 announced partner integrations with leading digital marketing vendors, including email marketing firms ExactTarget, Responsys and Silverpop; on-site behavioral targeting firms Kefta and Touch Clarity; and consumer opinion and customer voice firms ForeSee Results and OpinionLab. Unlike other integrations in the market, WebTrends delivers highly valuable, deep solution integrations with best-of-breed offerings, leveraging the cross-channel visitor-centric insight and real-time targeting capabilities of WebTrends Marketing Lab[TM] to enable retailers to more quickly execute highly targeted, business-specific actions tailored to individuals' behaviors and preferences. These unique capabilities allow retailers to drive more engaging and profitable customer interactions through customized relationship marketing initiatives.

According to Forrester Research, consumers primarily shop online for low prices and, in the face of waning customer satisfaction, retailers must shift from promotional-only strategies to build trust and loyalty with shoppers (Online Retailers Face a Tough Road Ahead, April 10, 2006). Further, Forrester's report "Trends 2006: Multichannel Retail" states that "retailers must engender consumer loyalty by providing consistent cross-channel experiences, using targeted messaging, improved data collection and analysis and broader availability of communication channels, among other strategies."

"The integration of Kefta Dynamic Targeting and WebTrends Marketing Warehouse goes far beyond pre-built interfaces to offer retailers a fast and effective way to deliver highly targeted, optimized user experiences," said Philippe Suchet, CEO, Kefta. "The flexibility and customization of our integrated solution will prove to be key advantages for our joint customers, enabling them to instantly segment and target highly specific online and multi-channel behaviors to create deep customer relationships."

On-site behavioral targeting companies such as Kefta and Touch Clarity leverage highly configurable integrations with WebTrends Marketing Warehouse[TM] to take advantage of its comprehensive, multi-channel visitor profiles to deliver targeted content. For example, retailers using Kefta or Touch Clarity can leverage highly customizable information on the behavior of individual visitors over time that WebTrends Marketing Warehouse collects, such as browsing activity, campaign response, products browsed and products purchased, to deliver targeted content to those visitors. In addition, retailers can evaluate the success of their personalization efforts with complete visitor-centric insight including significant cross-channel events such as online-influenced purchases -- those purchases researched online but completed in other channels.

Email marketing companies, including ExactTarget, Responsys and Silverpop now have the ability to integrate with WebTrends Marketing Warehouse to automatically retarget visitors who don't convert and automatically remarket to visitors in high-value target segments that perform specific behaviors. To optimize conversion rates and customer lifetime value, retailers can define dynamic email rules to target specific shopping or research behaviors, as well as cart abandoners or those that abandon in another channel, such as click-to-callback. Other rules may focus on proactively engaging a business' most valuable customers, targeting high lifetime value customers that have recently downloaded product videos or utilized in-store kiosks, or those whose visit or purchase frequency is beginning to decline.

Industry research has shown that targeted messaging is as much as nine to 10 times more effective than non-targeted. WebTrends highly customizable integrations with leading on-site behavioral targeting and email marketing firms offer the comprehensive, cross-channel insight and testing and targeting capabilities to dramatically improve results -- delivering the right message at the right time with pinpoint precision.

Customer loyalty requires a high level of satisfaction, and to better understand and influence this, WebTrends offers solution integrations with leading consumer opinion firms such as ForeSee Results and OpinionLab. By combining WebTrends cross-channel visitor profiles with qualitative satisfaction metrics and voice of customer qualitative information, retailers can better gauge their business performance in cultivating high satisfaction responses and their contribution to business results. Retail marketers can pinpoint the activities that result in high or low levels of satisfaction and target visitors that perform a combination of online and offline behaviors to optimize user experiences and to deliver targeted relationship marketing campaigns that boost customer loyalty and retention.