Alterian’s New WebJourney Web Analytics Solution
Successfully Enters Final Stages of Testing
Web journey delivers web behavioural data to enable marketers to
improve customer engagement
London, November 4, 2009 Alterian (LSE: ALN)
the leading international integrated marketing platform provider,
today announced that WebJourney, an analytics solution that
analyses each visitor's interaction with content on a website to
help marketers deliver more relevant and engaging experiences to
individuals, has successfully entered the final stages of
testing.
As a new core component in Alterian’s
Integrated Marketing Platform, WebJourney delivers web behaviour
data in a format that can be used for much more than just
optimising overall website design and reporting aggregate data on a
website’s performance, which is the focus of many traditional web
analytics tools.
Alterian’s WebJourney represents the evolution
beyond page views, into contextual analysis that reveals the
behaviors of individual visitors on an organisation’s
website. In essence, it allows the analysis of what is on the
page, what the user sees and how they interact with individual
parts of the content. This data can be used to tailor the
information the visitor sees on the website to be more relevant and
engaging, even if they are anonymous, and with the appropriate
permission can be included in an organisation’s marketing database
to provide a more complete picture of the individuals’ interests
and needs. When included in the marketing database, an
organisation can analyse this data, alongside demographic,
transactional and other interaction data for an individual, to help
optimise relevance and engagement across all channels of
communication with that individual.
“As websites are filled with more dynamic
content, measuring page views becomes far less relevant and does
not provide an accurate representation of visitor engagement,” said
Mike Talbot, Chief Technology Officer, Alterian. “The core benefit
of WebJourney is to bring web analytics to the most granular level
of content and, where appropriate, to include this in the
organisation’s overall marketing database, so marketers can use
actual user behavior to optimise engagement on websites and through
other marketing channels based on a deeper understanding of that
individual and their needs and wants.”
Alterian is working closely with select beta
testers across travel and leisure, retail, internet retail and
other sectors, helping these organisations maximize customer
engagement. Alterian is planning for a full release of
WebJourney in early 2010.
Thomas Funk, CEO, Global Data Solutions, of
leading customer engagement agency RAPP commented, “The web is a
critical channel for many of our customers, and there is a strong
requirement to improve relevance and user experience for
individuals as well as integrate web activity with other forms of
marketing communication. Traditional web analytics tools are
great for helping to design, monitor and optimise web sites in
isolation, but rarely give marketers the ability to use individual
level information. WebJourney, as part of the Alterian
Integrated Marketing Platform, enhances web site optimisation and
helps integrate the web as a marketing channel.”