Webtrends’ Advanced Analytics module has achieved certified integration with the SAP Web Channel Experience Management 2.0 app. The module provides analytics for campaigns, shopping carts and customer support, and is built on the Webtrends Analytics 10 Software-as-a-Service (SaaS) platform.

The Advanced Analytics module incorporates data obtained from tags, feeds, APIs and public data. The module’s extensible data model provides the ability for advanced segmentation, visitor scoring and integration with SAP’s Customer Relationship Management (CRM) and BusinessObjects software.

‘Real-Time Insights’

The certification with Web Channel 2.0, announced by Webtrends on Wednesday, was made by the SAP Integration and Certification Center.

The module enables customers to obtain SAP-specific analytics, including side-by-side comparisons of a variety of data through a visual presentation. The sources of the data can include mobile devices, social media, Web sites and marketing campaigns.

Webtrends CEO Alex Yoder said in a statement that his company’s solutions are integrated into the platforms of partner companies to provide “real-time insights” that match the solution’s needs. The company has joined both the SAP PartnerEdge program as a software solution and technology provider, and the SAP EcoHub solution marketplace, where SAP customers find complementary solutions to match their needs in using SAP products.

SAP App, Webtrends

The SAP Web Channel Experience Management app provides a common platform for multi-channel customer interactions on a self-service basis. SAP has noted that, with user experience in the age of social media blurring the distinction between B2B and B2C, its platform provides an “intuitive interface” so that consumers can make purchases and get support, and business customers have more options to manage relationships with vendors.

The SAP platform provides e-commerce, e-marketing, e-service and Web analytics, as well as one interface for catalog viewing, shopping, checking out, paying, tracking orders, returning goods, requesting service or making complaints, among other functions. It also offers reward mechanisms for self-service interaction to help keep customers coming back.

The Portland, Oregon-based Webtrends specializes in improving digital marketing results, through real-time analytics and customer experience management tools. The company said that its tools, for mobile devices, social media and the Web, enable marketers to “optimize campaigns, maximize customer lifetime value and deliver highly relevant digital brand experiences in real time.”

Brands that use Webtrends’ solutions include The New York Times, Microsoft, BMW, RIM, China Telecom, Hitachi, The Associated Press and Barclays.