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Aprimo, WebTrends partnership delivers campaign management

Web analytics and marketing performance management solutions provider WebTrends Inc. and Aprimo Inc., an enterprise marketing management software provider, have announced a strategic partnership that combines multichannel campaign management capabilities with insight into online customer behavior to drive targeted online and offline campaigns.

Indianapolis-based Aprimo provides software that translates the value of the brand into market value for the enterprise. Its Aprimo Marketing is an integrated enterprise marketing management product for leading marketing organizations around the world. Aprimo Marketing empowers leading brands in financial services, telecommunications, life sciences, automotive, entertainment and media, retail, consumer goods and business to business. Companies it serves include the Bank of America, Cingular, Home Depot, Johnson Bank and Johnson Insurance, Toyota, Time Warner Cable and Warner Bros.

Portland, OR-based WebTrends is a provider of web analytics software and on-demand solutions for customers such as General Mills, IKEA, Microsoft, Reuters and Ticketmaster. With WebTrends Marketing Lab, the company has expanded its analytics platform to offer data exploration, dynamic advertising optimization and customer targeting solutions fueling relationship marketing.

According to both companies, the partnership enables marketers to drive greater efficiencies and ROI across all facets of marketing, from planning and budgeting, to campaign execution and evaluation.

By integrating Aprimo Marketing with the WebTrends Marketing Lab product suite, marketers can acquire more customers by proving and improving marketing investments across online and offline channels. In addition, deep customer-centric response and behavioral information enables marketers to precisely target campaigns to the unique needs, preferences and motivations of customers and grow lifetime value.

With a unified interface and common campaign IDs across the solutions, marketers can produce integrated campaign, commerce and clickstream reports to evaluate campaign effectiveness and measure key performance indicators by demand channels, products, campaign creative and more.

Automated feeds through the WebTrends Visitor 360 web services enable deep segmentation details and offer marketers an up-to-the-minute understanding of consumer response and behavior across online and offline channels.

With unlimited exploration and segmentation of offline and online customer actions, marketers can easily zero in on customer segments most likely to fulfill their objectives. For example, marketers can determine which customers responded to a direct mail campaign by going online for more information, demonstrating a high-degree of interest. Those customers can then be further segmented by the content they viewed online in order to tailor subsequent marketing messages to their interests. Marketers also can use event triggers to automatically launch e-mails or serve dynamic Web content to customers performing key behaviors, such as those that abandon application forms or those whose visit frequency is declining.

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