WebTrends Debuts Marketing Lab 2

  |  July 31, 2007   |  Comments

Latest version of the WebTrends product suite aims to track user engagement through a dynamic scoring system.

Online engagement tends to elude measurement. With the release of its Marketing Lab 2 (ML2), WebTrends believes it's adding features that will help marketers pin it down.

In the new version of the company's year-old product suite for parsing visitor-level data, user behaviors are assigned points that can accrue to tabulate engagement using a WebTrends Score. For example, a visitor to a travel site will accrue points for conducting searches for particular destinations and visiting associated pages. Post-visit contact, including e-mail, can then target the user with an offer based on recent visits and determined likelihood to convert.

"It helps you look at engagement in a way not defined by some of the traditional parameters," said Tim Kopp, chief marketing officer at WebTrends.

The new scoring system reflects a trend in metrics to measure user activity, rather than just page views. Nielsen//NetRatings recently pushed a metric based on time spent while comScore last week said it would separate heavy from medium and light Internet users. ComScore also plans to make active time-spent data available to clients. The advantage of WebTrends Score is clients can set their own criteria, creating a dynamic metric to guide communications with customers.

A separate component, called WebTrends Visitor Intelligence, is a multi-dimensional reporting analysis tool. Clients can create customer segmentation to study visitor behavior across multiple channels and visits.

"It allows customers to get very deep into the understanding of their customers," said Matt Langie, director of product marketing at WebTrends. "Start with analytics, apply Score to understand unique visitors of the site, to understand level of engagement. Then with Visitor Intelligence, or multi-dimensional reporting and analysis, [ML2] allows customers to get deep in the reporting and understanding."

The two features, Score and Visitor Intelligence, are bundled into the ML2 interface, which hosts a customizable "My WebTrends" home page where users can access the reports, bookmarks and site reports they most often track.

Web reporting can be tied to data from offline properties, including Microsoft Dynamics CRM. WebTrends plans to launch a partner program to provide bi-directional data and feeds from online and offline sources.

Kopp said the new system is "using things like analytics... to listen to what customers are telling you online. Increasingly marketers are doing a better job of listening."

WebTrends said it will release ML2 at Ad:Tech in Chicago this week. While the new product is just being rolled out, some of the Web analytics firm's customers have already had access to the latest version prior to its release.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...