Webtrends

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Webtrends
Type Private
Industry Web Analytics
Founded 1993
Headquarters Portland, Oregon, U.S.
Key people Joe Davis, CEO
Products Analytics, Testing, Targeting, Search and Social Marketing, Remarketing, Streaming Data Delivery, Audience Segmentation
Website www.webtrends.com

Webtrends is a private company headquartered in Portland, Oregon, United States. It provides web, social and mobile analytics and a number of other software solutions related to digital marketing. The company was founded in 1993 and serves approximately 2,000 enterprise-level companies.

Products[edit]

Discover
Solution Associated Products Description
Digital analytics Webtrends Analytics® Multi-channel digital measurement that provides a unified view of customer interactions with your brand.
Audience segmentation Webtrends Segments® Allows you to quickly identify and create customer segments based on characteristics and behaviors, making it easy to create effective marketing programs targeted to the right people.
Streaming data delivery Webtrends Streams® Delivers rich data on each individual visitor at the very moment he or she interacts with your brand online, so that you can offer a personalized digital experience.
Convert
Solution Associated Products Description
Behavioral remarketing Webtrends Streams® and Webtrends Action Center and Single connector for integration to email service provider Provides instant access to in-session visitor-level data so that you can send the exact right email message at the exact right time.
A/B and multivariate testing Webtrends Optimize® Digital testing that identifies optimal online content to increase customer engagement and drive conversions.
Targeting and personalization Webtrends Optimize® In-the-moment, highly personalized content targeting based on in-session behaviors.
Search and social marketing Webtrends Ads™ (delivered as a managed service) In-house agency offers search and social campaign optimization to drive the right traffic to your digital properties.

Webtrends offers a variety of web analytics products, services, and solutions which focus on the collection and presentation of user behavior data for websites and mobile device applications.

The core product, Webtrends Analytics, is available in both software and software as a service (SaaS) models. Webtrends Visitor Data Mart provides comprehensive interest profiles combining a visitor's online behavior with offline customer data, such as CRM or demographics, to build insight into that person over time.

Data collection[edit]

Their software utilizes log file analysis and page tagging. Log analysis reads the files in which the web server records all its transactions. Via page tagging, parameter name-value pairs are appended (either automatically by a JavaScript "tag" or manual hand-coding) to the query string of a gif image which resides on a data collection server. When a visitor loads the page in a browser, the browser sends a request to the data collection server so that it may load the gif image. The data collection server receives the request and logs the parameters included in the query string of the gif image.

The software analyzes and organizes the captured data into reports for each configured 'Profile'. Reports are viewable by various means, most commonly through a web-based graphic user interface or a scheduled emailed export of the report in PDF or csv format. Collected data can also be viewed via raw log file delivery, REST and ODBC queries, and other solutions which utilize the Webtrends Data Extraction API. The web-based report presentation interface is highly configurable, allowing a Webtrends administrator to specify what information should be analyzed, where it should be presented, and to whom it should be available for viewing.

Corporate history[edit]

W. Glen Boyd and Eli Shapira founded the company in 1995 as "e.g. Software".[1] In 1999 they took it public, raising $45.5 million.[1] In 2001 California company NetIQ bought Webtrends for $1.1 billion in stock, then sold it to Francisco Partners four years later for $94 million.[1]

On October 31, 2007, three corporate vice presidents and the CEO were asked to resign.[2] Although there was initial speculation the company was to be quickly sold to its largest competitor, later reports indicated the change signaled a long-term move.[1] In May 2014, the company moved its headquarters to the U.S. Bancorp Tower in Downtown Portland.[3]

In 2009, Webtrends launched a transit ad campaign revolving around whether or not cyclists should pay a road tax. The ad asked, "Should Cyclists Pay A Road Tax?".[4] Both drivers and the cycling community reacted strongly to the ad, with strident opinion on both sides of the debate.[5] The aim of the campaign was to demonstrate the ability of the company's Web analytics to track the resulting online commentary around the issue.[5]

Acquisitions[edit]

Webtrends acquired ClickShift, an automated optimization solution in online advertising, in December 2006.[6] ClickShift's technology was integrated into Webtrends' Marketing Lab suite, which includes its analytics and marketing warehouse products. The offering was re-branded as Webtrends Dynamic Search.[7] In August 2008, the product was relaunched as Webtrends Ad Director.[8]

Webtrends acquired Seattle based Widemile, a provider of multivariate testing and targeting on July 30, 2009. The product was rebranded and relaunched as Webtrends Optimize the day the acquisition was made public.[9]

Webtrends acquired San Francisco based Transpond, a maker of social microsites and applications that can be distributed over the web or Facebook, on August 10, 2010. The product was rebranded as Webtrends Apps at the time of the announcement and was later rebranded as Webtrends Social.[10][11]

Webtrends acquired Reinvigorate from Culver City, CA based Media Temple Ventures. Reinvigorate developed a real time analytics web solution with visit heat mapping technologies. The product was rebranded as Webtrends Reinvigorate.[12]

References[edit]

  1. ^ a b c d Earnshaw, Aliza (2007-11-01). "Webtrends sale not imminent". www.bizjournals.com/portland. Retrieved 2011-10-16. 
  2. ^ Earnshaw, Aliza (2007-10-31). "Webtrends CEO gone". www.bizjournals.com/portland. Retrieved 2007-11-03. 
  3. ^ Rogoway, Mike (May 6, 2014). "Webtrends has new digs as it builds new image". The Oregonian. Retrieved 15 May 2014. 
  4. ^ "New full-train MAX ad asks: Should cyclists pay road tax?". The Oregonian. 2009-07-02. Retrieved 2009-07-03. 
  5. ^ a b Rogoway, Mike (July 2, 2009). "Ads on bike tax have cyclists fuming". OregonLive.com. 
  6. ^ "Webtrends Acquires ClickShift". www.bizjournals.com/portland. 2006-12-04. Retrieved 2008-01-31. 
  7. ^ "Webtrends Buys Optimization Firm ClickShift". MarketingVOX. 2006-12-05. Retrieved 2008-02-07. 
  8. ^ "Webtrends appoints new president-CEO". BtoB Online. 2008-08-19. Retrieved 2008-08-21. 
  9. ^ "Official Webtrends Company Blog - We acquired Widemile; a leader in multivariate testing, optimization, and targeting.". Retrieved 2010-11-25. 
  10. ^ "Webtrends Acquires Social Marketing Company Transpond.". Retrieved 2010-11-25. 
  11. ^ "Webtrends Announces Availability Of New Price-Shattering Social Suite.". Retrieved 2011-08-27. 
  12. ^ "Webtrends Acquires Reinvigorate - Combines Big Data Scalability with Real-Time Analytics.". Retrieved 2011-08-27.