Webtrends Announces Action Center for In-the-Moment Remarketing
Extends innovative Webtrends Streams to the digital marketing ecosystem, delivering industry-first solutions for real-time behavioral targeting
04/16/2013 | San Francisco, CA
Webtrends, the global leader in digital intelligence, today announced Action Center, a platform that enables the seamless integration of in-session and historical customer-level data into action systems including email, display ad networks, SMS messaging, CRM, mobile marketing, search engine marketing, marketing automation, and more. The first release of Action Center integrates Webtrends Streams directly into leading email service and cross-channel marketing solutions providers ExactTarget (Nasdaq: ET), Responsys (Nasdaq:MKTG) and Silverpop.
Action Center is powered by Webtrends Streams™, the first scalable streaming architecture pushing real-time visitor and event-level data into the marketing ecosystem to drive immediate action. Webtrends Streams tracks and responds to customer events and behavior without a time delay as data is pushed to the marketer as activity occurs, when responding in seconds matters. Additionally, high-value session summary information is made available in the Stream including the number of product views, events, purchases and abandonment status specific to that individual session.
Leveraging Action Center, marketers can now react in the moment to the intelligence provided by Webtrends Streams with personalized, relevant emails to drive conversion and build loyal relationships with customers. For example, if a customer abandons a cart, marketers can trigger a personalized message or special offer via SMS, email or social channel to reengage immediately and convert them to making a purchase.
A recent study by Listrak found that just 18.5 percent of merchants in the Internet Retailer 500 use email to reengage with cart abandoners. Yet, according to the Direct Marketing Association, email remains the highest performing channel, returning $40.56 for every dollar invested.
“Our goal has always been to provide solutions that enable our clients to deliver relevant, personal and valuable experiences to their customers. We created Action Center to empower marketers to take instant action on the insights provided by Webtrends Streams,” said Alex Yoder, CEO, Webtrends. “Statistics have shown that there is a direct correlation between immediacy and success of the conversion event. We are honored to have the best email service providers as partners for this launch. They clearly understand the value of arming digital marketers with rich data and the tools to act on that intelligence.”
“We are proud to be partnering with Webtrends to offer an integration with Streams. For too long, marketers have been searching for a way to have their digital intelligence fuel their email campaigns, not just immediately after an event happens, but as it's happening,” said Scott Olrich, chief marketing and sales officer, Responsys. “Webtrends is finally fulfilling the promise of as-it-occurs remarketing and our integration is the logical next step.”
“Silverpop and Webtrends’ vision of using customer’s behavioral data to increase marketing relevancy is perfectly aligned, so we are excited to be working closely with them to deliver new and powerful remarketing capabilities to our mutual clients,” said Will Schnabel, senior vice president of global business development, Silverpop.
Action Center for email remarketing will be available in early May. Clients do not need to use Webtrends Analytics for email remarketing with Action Center, making it an ideal solution for companies that are satisfied with aggregate analytics, but are looking for as-it-happens behavioral remarketing that uses visitor-centric data integrated directly with their ecosystem.
Action Center will integrate with CRM, data management platforms, advertising networks, marketing automation and SEM solutions, among others, in phased rollouts throughout 2013.
About Webtrends, Inc.
Webtrends helps companies make sense of their customer data to drive digital marketing success. By combining innovative technology with our team of trusted and creative advisors, our solutions are designed to provide actionable insights, increase customer engagement and boost revenue.
We partner with companies at all levels of digital maturity and offer solutions in analytics, audience segmentation, streaming data delivery, remarketing, online testing and targeting, as well as search and social marketing. We work closely with approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com, Mindjet and many more.