WebSideStory expects to announce a new partner program today that lets online marketing providers tie into its Web analytics reporting.
HBX Stream is available to all online marketing providers, including e-mail service providers, search and affiliate marketing firms and online ad servers. WebSideStory will make available application programming interfaces that let these providers tie in with WebSideStory's hosted Web analytics service. In return, participants agree to spend either $5,000 or $10,000 on marketing the service.
“What we've heard from our customers is that one of their main sources of frustration is these islands of information,” said Jay McCarthy, vice president of business development at WebSideStory, San Diego.
Through a Web analytics API, HBX Stream partners can add conversion data to their own reports. They also can use site behavior to plan and create campaigns.
WebSideStory has signed five e-mail service providers, including Responsys and Vertical Response, to use the service. McCarthy expects to partner with “hundreds” of online marketing providers, including bid-management providers and ad servers. He also anticipates WebSideStory's 550 enterprise Web analytics customers will encourage their vendors to join the program.
“I don't think the partnering will be a big hurdle,” he said.
WebSideStory rival Coremetrics this month announced integration with Responsys to tie its Web behavioral data with the Responsys e-mail platform. McCarthy said WebSideStory aimed to take this kind of integration a step further by tying together all kinds of online marketing services to create a single platform for measurement and management.