Webtrends has a handle on a pretty clever kit that could really shake up the digital marketing space. Its new Streams technology was on display at the Webtrends Engage conference, and the team put some live, real-time website data into some really futuristic and geeky visualizations that almost literally has to be seen to be believed.

As-it-Happens Behaviors in Real-Time

We try not to be hyperbolic about these things. We aren't cheering Webtrends on here. It's just that the team of data engineers and interface experts have pulled Streams data into some mesmerizing visualizations. 

The promise of real-time website data, of course, isn't new but it might help to remember that real-time isn't even the point. It's about understanding what customers are doing on a website, for example, and how to guide them toward a desired outcome. For most marketers, that would be enough, but Webtrends decided to put its stream of real-time data into a format that makes things like marketing reports almost obsolete.

Webtrends has taken its Streams analytics tool and given it a turbo boost that delivers as-it-happens customer behavior while people are on a webpage. That way, their time on a site can be taken advantage of instantly, while they are in the shopping mode, Rick Weithas, Webtrends senior product marketing manager said at the Engage conference.

This kind of real-time analytics allows for things like ad targeting and referrals nearly instantly, he said.

As-it-happens website data from The Telegraph UK shows people (the colored circles) on specific sites on the page.

The above image is actually a live demonstration from the Engage keynote. The smaller spheres around the large inner circle are shaking slightly on the screen as more or less people jump into and out of specific pages. Even more interesting, and one of the things a still image doesn't capture, are the other actions being taken on the news site. Of course, The Telegraph wants to know who's going where and what they are reading, but this display also depicts more specific interactions with little green blips in the middle of the large circle.

The blips then shoot off toward the page the person goes too, and the entire effect is a bit like the behavior of a shooting star. Put together with the constantly changing sphere's on the outside, and the knowledge these are all real people on the The Telegraph UK's website, it was an effective presentation.