The certification program provides Digitaria, San Diego, with expanded optimization and analytics information to better measure clients’ cross-marketing tactics.
“Our clients really need what I call a 360 [-degree] perspective on who their online users are,” said Daniel Khabie, CEO of Digitaria.
Digitaria plans to leverage HBX to integrate information about customers across Web-based initiatives like e-mail, Web sites and offline drives to sites. It tracks customer response to trends and allows the company to better consult its clients on effective Web use.
Also, Digitaria implements software to align and integrate information and provides consulting reports based on that information.
The immediate benefit is to the joint clients of the Digitaria and WebSideStory. Due to the certification, Digitaria has specific access to data collected by WebSideStory and can run analytics on how to better merchandise a site. Digitaria is in the process of engaging other analytic firms to pursue certification or other alliance programs.
Overall, Mr. Khabie said the move helps customers better account for their online spending and understand their own customers’ needs.
“We are allowing our customers to get valuable data about their customers,” he said.