Webtrends Acquires Real-Time Analytics Firm

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Webtrends has acquired Reinvigorate, a company that developed a tool to track website analytics in real-time. Webtrends bought the firm from Media Temple Ventures.

According to Reinvigorate's website, its technology permits companies to see website activity, such as page views, shares, and referrers to the site, as it's happening – rather than wait several hours or until the next day. It also has data visualization tools such as heat maps, link maps, and visitor path analysis, also in real-time.

Sean McNamara, founder and chief executive at Culver City, CA-based Reinvigorate, will relocate to Portland, OR, and assume the title, "chief architect of real-time analytics" at Webtrends, according to a Webtrends spokeswoman. Reinvigorate, founded in 2002, launched its first product in 2010, according to its website.

Other firms offering real-time analytics services include Chartbeat, Woopra and Clicky. Webtrends executives did not disclose the purchase price, number of employees at Reinvigorate, or other details of the deal.

In recent years, Web analytics companies have raced to enhance their products on several fronts. They are working to marry on-site data with information from off-site channels, as well seeking out better ways to track and monitor brand mentions on social networks.

For instance, IBM last month rolled out a product based on technologies from its acquisitions of analytics firm Coremetrics and marketing automation firm Unica. Adobe, which acquired Omniture, plans to offer a social analytics tool, in addition to its multi-channel, audience segmentation, and other tools.

Webtrends executives said they will continue to offer the Reinvigorate solution to that company's existing 3,000 customers.