Webtrends has updated its Optimize online testing system to include data from its Streams real time analytics package, the company announced at the Internet Retailers Conference in Chicago this week.
Precision Targeting + Segment Discovery
Optimize was positioned as a strong performer by Forrester in its latest online testing tool report, a category led by Adobe and Autonomy, among others. Forrester liked Optimize's rigorous, statistically trustworthy approach, and now Optimize is getting an injection of real time analytics from one of Webtrends' newset products.
Streams debuted in late 2012, and its real time analytics and data visualization tools look to be some of the most advanced in the industry. John Harrison, Webtrends VP of client experience, called Streams a gamechanger in a recent CMSWire interview, but other companies are getting on the real time bandwagon as well.
Now, Webtrends is trying to stay ahead of those vendors by integrating Streams data into its Optimize system for online testing.
Optimize has updated its precision targeting tool with in-session and behavioral visitor data from Streams so companies can customize website visits through full session scoring. Likewise, the Optimize segment discovery tool has been updated to use behavioral data to identify the most valuable targets.
Integrating with Streams allows Optimzie to score that data in session, that way those visitors don't have to be remarketed. Instead, they are marketed to in real time, Micheal Wilson, optimization senior director of product strategy, said in an interview
Campaign + Engagement Optimization
In company websites, departments often have different looks within the pages, Wilson said, and Optimize works to try and solve that. Customers expect more from websites than ever before, so experiences have to be relevant, and using real time data is big part of the Webtrends strategy in that department.
Optimize uses conversion oriented scoring like downloads and items placed in the shopping cart, but other KPIs are also important, Wilson said, and those are now also taken into consideration. Things like time spent on site, what pages are visited and average order value are taken into account so experiences can be customized.