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.”
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