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BizReport : Advertising archives : April 06, 2010

Webtrends adds deeper targeting capabilities

A new addition to the Webtrends Visitor Data Mart, releasing today, gives marketers the ability to segment consumers one to one. Through email, on-site, through CRM or even data warehousing, marketers can use the product to create more deeply seated audience segments for campaigns.

by Kristina Knight

By segmenting the consumer base to the individual level marketers have a better chance of engaging and converting that customer because the ads, messages and information presented will be of use to that specific consumer rather than a broader base of consumers who appear to have some of the same attributes.

Alex Yoder, CEO, Webtrends said, "Webtrends Segments, which sits on top of Visitor Data Mart, is an incredibly easy-to-use and intuitive interface that allows for defining simple and complex segments, discovering new segments through visual ad-hoc analysis and then easily pushing those customers into your action systems such as CRM, e-mail, on-site targeting, data warehouse, or any application of choice."

The segmentation addition gives marketers the ability to isolate individual consumer action, offering more insight into what type of targeting, offers or product information the consumer wants to convert.

The ultimate goal for marketers is to find the right customer segments and communicate with them effectively. Our customers today want to do this segmenting across all of their digital channels with deep customer behavior, not simply aggregate trends," said Alex Yoder.

Tags: ad targeting, audience segementation, audience targeting, segmentation, Webtrends

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