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Webtrends Analytics Platforms Aim for More Tech Disruption

3 minute read
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The Digital Analytics Association's most disruptive technology innovator is causing more disruption. At its client event Engage 2013 in London today, Webtrends previewed new big data capabilities. The company claims the two platforms —Webtrends Lifetime Streams and Webtrends Explore — will help organizations understand consumer behaviors and intent acrossthe entire customer journey.

Unlimited Data

The new platforms are designed to help companies explore unlimited amounts of data and then takeaction at the moment needed. They will be generally available in thefirst half of 2014.

customer experience, Webtrends Analytics Platform Aims for More Tech Disruption

Webtrends Explore

Explore is an add-on to the Webtrends Analytics platform andis included for existing customers. The provider did not disclosepricing, but indicated to CMSWire.com that Explore is intended to helpusers create robust segments, filter results on the fly and createunlimited nesting dimensions atop its first-party data collectioncapabilities.

What's the "wow factor" with Explore? According tothe company, customers'ability to mine, without bounds, the fullbreadth of their collectedWebtrends data. The distinguishing factorfrom othersin the industry is that Webtrends "takes a differentapproach to datacollection," said Jeff Seacrist,vice president ofproduct strategy at Webtrends.

Others,Seacrist added, mustput limits on the number of parameters they cancollect if they hope togenerate reports in "any sort of reasonableresponse time."

Streams Becomes Historic

Webtrends Lifetime Streams, meanwhile, plays off Webtrends Streams. Launched late last year, Webtrends Streams won the New Technology Award from the Digital Analytics Association (DAA) at the 2013 DAA Awards for Excellence Gala. The DAA hailed it as " … the most disruptive technological innovation made available to the Digital Analytics industry in over a decade. It is the only solution that optimizes the trifecta of customer centric information at the right time that is truly actionable."

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Webtrends Lifetime Streams

Learning Opportunities

Lifetime Streams enables organizations to deliver experiences to their customers across all digital channels based on the entire history of individual customer engagement, such as lifetime value, category affinity, recency, frequency and market segments.

"It combines an historical view with what's going on right now," Seacrist said. "It provides an even more tailored approach to Webtrend Streams."

No one has technology to match Streams, Seacrist boasted, and Webtrends continues to introduce functionality on an incremental basis. It's all about "data in motion," he added, and working on campaigns "going on right now."

Webtrends On the Move

Earlier this year, Webtrends expanded its real-time marketing data solutions with a partnership announced with ExactTarget. Webtrends Streams also debuted this year in the SDL Intelligent Marketing Suite and promised to eventually roll out to other SDL products.

And this week, Webtrends produced a new case study about its success with Twitter’s recently introduced Lead Generation Cards. The first use of the cards by a B2B company led to a more-than-impressive 996 percent increase in leads and a 500 percent decrease in costs — in just four weeks.