WebTrends last week introduced an e-mail campaign management tool and a set of marketing and reporting components for its Web site visitor tracking technology.
The company claims that the additions to its CommerceTrends Visitor Relationship Management Platform provide real-time insight into Web visitor behavior.
WebTrends' CommerceTrends Reporting Server enables marketers to access reports that evaluate online shopping trends by measuring shopping cart purchases, cart abandonment and checkout failure rates. It can also compare the effectiveness of various marketing campaigns in attracting visitors who purchase online, said Coleen Carey, director of product marketing at WebTrends, Portland, OR.
The e-mail tool, eMarketing Server, will be shipped later this month. It works as an e-mail campaign manager that allows direct marketers to create, manage and analyze their own e-marketing campaigns. According to the company, the server offers detailed campaign segmentation and message personalization.
“Direct marketers can automate the execution of multiple e-marketing campaigns. They can create the segment and plan and schedule the campaign,” Carey said. “As the campaigns are being responded to, we're doing analysis at two different levels — how many people are looking at opening the campaign and how many are responding.”