WebTrends Expands Beyond Web Site Analytics Into Marketing Performance Measurement

Web site analytics vendor WebTrends Tuesday debuted a new line of marketing performance management software to help businesses measure and improve the effectiveness of online direct marketing campaigns.

Spending for online marketing and advertising is expected to exceed $55 billion worldwide by 2010, according to Piper Jaffrey. WebTrends sees online marketing performance management as the natural evolution of the Web site traffic reporting tools and services that have been its core business.

At the core of the new WebTrends Marketing Lab is WebTrends Analytics 8, a new release of the company's foundational Web analytics system with a key performance metrics dashboard and integration with third-party business intelligence tools. Marketing Lab also includes the new WebTrends Marketing Warehouse, a relational data warehouse that can capture Web site events at the individual customer level.

WebTrends Analytics 8 and WebTrends Marketing Warehouse will be available as software packages next week, and as hosted services in April.

WebTrends also announced an OEM agreement with Business Objects to integrate the latter's Crystal Xcelsius visual analysis tool into Webtrends Analytics 8's performance management dashboard.