Alterian Launches Web Journey

WebJourney delivers a new form of web behavior analysis enabling marketers to improve customer engagement

London, UK – 30 March 2010 – Alterian (LSE: ALN), a leading international integrated marketing platform provider, has today announced the launch of WebJourney, its new and eagerly anticipated web behavior analytics solution. Following a successful period of Beta testing with a range of partners and end users, WebJourney is now being made generally available.

WebJourney delivers new and valuable information on individual visitors’ interactions with content on an organization’s website.  Taking not just traditional ‘click’ data, but also rich information such as what a visitor hovers over or selects, and how long they spend with specific items on web pages in view, WebJourney’s customizable ‘experts’ turn this into detailed metrics and triggers for each individual visitor.  Through Alterian’s marketing platform, this information can be used to deliver more relevant and engaging information to that visitor, and with appropriate permission it can be combined with other information in an organization’s marketing database – such as purchase history, preferences and demographic information – to inform marketing activity in other channels such as email and social media.

Websites are increasingly one of the most important sources of information for customers and prospects, but many organizations treat their website as an online brochure, and few consider their websites as an integrated part of their marketing mix. 

Alterian’s recent survey of over 1,000 marketers revealed that 42% of respondents don’t yet incorporate any form of web data into their customer database, let alone web behavior data. In the same survey, almost 60% of respondents revealed that ‘engaging individuals on the website’ was one of their top areas for investment for 2010, demonstrating that organisations understand the opportunity to engage with visitors at a time when they are proactively seeking information – interacting with them rather than interrupting them.

WebJourney enables marketers to be more engaging.  Delivered on a Software as a Service model it includes:

• Web behavior data capture
• A fully customizable set of ‘experts’ which turn the behavior into useful metrics and triggers for each individual, based on the business needs of the site owner
• Access to the detailed data using Alterian's award-winning marketing analytics solutions, including Data Discovery and Visualization
• Delivery of the analysis via Alterian’s dashboard products
  
  

Having the data, analysis and delivery all within the Alterian Integrated Marketing Platform enables informed decisions, as well as allowing actions to be taken across multiple channels such as email, direct mail and social media which are included in the platform, to deliver more relevant and timely customer engagement.

John Lovett, Senior Partner & Principal Consultant at independent industry analysts and consultants, Web Analytics Demystified, commented on Alterian’s WebJourney offering,

“Alterian WebJourney is successfully differentiating itself from traditional web analytics solutions. By offering detailed behavioral tracking of individual visitors, and customizable ‘experts’ that turn behavioral data into meaningful insights which are actionable at an individual level, WebJourney overcomes many of the roadblocks associated with traditional analysis and optimization.

Additionally, the integration of this web behavior data into Alterian’s marketing platform opens up the possibility for marketers to not only improve their segmentation and reporting, but also to expedite decisions and automate actions across a range of channels including direct mail, the web, email and social media.  WebJourney is an exciting step toward putting web behavior at the center of a truly comprehensive engagement platform.” 

Alterian’s Partner network has received the news of WebJourney’s launch very well. RAPP Singapore has been using WebJourney for a major client in the retail sector.  Wee Lee Yeo, Head of Technology for RAPP Singapore commented, “Websites are often the first instance of customer engagement with a brand, so there is strong requirement to improve relevance and user experience. WebJourney, as part of the Alterian Integrated Marketing Platform, enhances a website’s optimisation through the detailed information gained from the moment a potential purchaser enters the website.  This enables us to adapt our campaigns and engage with our customers on a new level.”

Trae Clevenger, Vice President, Strategy & Innovation, at leading direct marketing agency, Targetbase commented, “We see the web as critical for the success of our clients, and in order to take full advantage of that channel, we have to understand visitor engagement with the content on the site. Traditional web analytics tools are great for helping to design, monitor and optimize web sites in isolation, but rarely give marketers the ability to use individual level information. 

Because we are always looking for innovative tools, we’ve been testing out Alterian WebJourney during the Beta period and are enthusiastic about its application to enhance engagement on our clients’ websites and beyond. We can use the data from WebJourney to fuel decisions about the website and their broader marketing programs.”

We are delighted with the response and feedback we have had from our customers and partners to WebJourney.” Said David Eldridge, CEO of Alterian. “Turning the website into an engaging communication channel helps the visitor as well as the organization, and making other communications more engaging and timely as a result is a tremendous benefit.  We look forward to working with our partners and customers to realize the benefits of WebJourney as part of the Alterian Integrated Marketing Platform.”

WebJourney is available now.  For more information please visit www.alterianforagencies.com/webjourney.