Alterian Launches WebJourney
WebJourney delivers a new form of web behavior analysis
enabling marketers to improve customer engagement
London, UK – 30 March 2010 – Alterian (LSE: ALN), a leading
international integrated
marketing platform provider, has today announced the launch of
WebJourney, its new and eagerly anticipated web behavior analytics
solution. Following a successful period of Beta testing with a
range of partners and end users, WebJourney is now being made
generally available.
WebJourney delivers new
and valuable information on individual visitors’ interactions with
content on an organization’s website. Taking not just
traditional ‘click’ data, but also rich information such as what a
visitor hovers over or selects, and how long they spend with
specific items on web pages in view, WebJourney’s customizable
‘experts’ turn this into detailed metrics and triggers for each
individual visitor. Through Alterian’s marketing platform,
this information can be used to deliver more relevant and engaging
information to that visitor, and with appropriate permission it can
be combined with other information in an organization’s marketing
database – such as purchase history, preferences and demographic
information – to inform marketing activity in other channels such
as email and social media.
Websites are increasingly one of the most
important sources of information for customers and prospects, but
many organizations treat their website as an online brochure, and
few consider their websites as an integrated part of their
marketing mix.
Alterian’s recent survey of over
1,000 marketers revealed that 42% of respondents don’t yet
incorporate any form of web data into their customer database, let
alone web behavior data. In the same survey, almost 60% of
respondents revealed that ‘engaging individuals on the website’ was
one of their top areas for investment for 2010, demonstrating that
organisations understand the opportunity to engage with visitors at
a time when they are proactively seeking information – interacting
with them rather than interrupting them.
WebJourney enables marketers to be more
engaging. Delivered on a Software as a Service model it
includes:
- Web behavior data
capture
- A fully customizable set of
‘experts’ which turn the behavior into useful metrics and triggers
for each individual, based on the business needs of the site
owner
- Access to the detailed data
using Alterian's award-winning marketing analytics solutions,
including
Data Discovery and Visualization
- Delivery of the analysis via
Alterian’s
dashboard products
Having the data, analysis and delivery all
within the Alterian
Integrated Marketing Platform enables informed decisions, as
well as allowing actions to be taken across multiple channels such
as email, direct mail and social media which are included in the
platform, to deliver more relevant and timely customer
engagement.
John Lovett, Senior Partner & Principal
Consultant at independent industry analysts and consultants,
Web Analytics
Demystified, commented on Alterian’s WebJourney offering,
“Alterian WebJourney is successfully differentiating itself
from traditional web analytics solutions. By offering detailed
behavioral tracking of individual visitors, and customizable
‘experts’ that turn behavioral data into meaningful insights which
are actionable at an individual level, WebJourney overcomes many of
the roadblocks associated with traditional analysis and
optimization.
Additionally, the integration of this
web behavior data into Alterian’s marketing platform opens up the
possibility for marketers to not only improve their segmentation
and reporting, but also to expedite decisions and automate actions
across a range of channels including direct mail, the web, email
and social media. WebJourney is an exciting step toward
putting web behavior at the center of a truly comprehensive
engagement platform.”
Alterian’s Partner network has received the
news of WebJourney’s launch very well. RAPP Singapore has been
using WebJourney for a major client in the retail sector. Wee
Lee Yeo, Head of Technology for RAPP Singapore commented,
“Websites are often the first instance of customer
engagement with a brand, so there is strong requirement to improve
relevance and user experience. WebJourney, as part of the Alterian
Integrated Marketing Platform, enhances a website’s optimisation
through the detailed information gained from the moment a potential
purchaser enters the website. This enables us to adapt our
campaigns and engage with our customers on a new
level.”
Trae Clevenger, Vice President, Strategy &
Innovation, at leading direct marketing agency, Targetbase commented, “We
see the web as critical for the success of our clients, and in
order to take full advantage of that channel, we have to understand
visitor engagement with the content on the site. Traditional web
analytics tools are great for helping to design, monitor and
optimize web sites in isolation, but rarely give marketers the
ability to use individual level information.
Because we are always looking for
innovative tools, we’ve been testing out Alterian WebJourney during
the Beta period and are enthusiastic about its application to
enhance engagement on our clients’ websites and beyond. We can use
the data from WebJourney to fuel decisions about the website and
their broader marketing programs.”
We are delighted with the response and
feedback we have had from our customers and partners to
WebJourney.” Said David Eldridge, CEO of Alterian.
“Turning the website into an engaging communication channel
helps the visitor as well as the organization, and making other
communications more engaging and timely as a result is a tremendous
benefit. We look forward to working with our partners and
customers to realize the benefits of WebJourney as part of the
Alterian Integrated Marketing Platform.”
WebJourney is available now. For more
information please visit www.alterian.com/webjourney.
About Alterian
Alterian (LSE: ALN) empowers organisations to create relevant,
effective and engaging experiences with their audience that help
build value and reinforce commitment to their brand, through the
use of the Alterian
Integrated Marketing Platform. Alterian drives the
transformation of marketing and communications, making it practical
and cost-effective for companies to orchestrate multichannel
engagement with the individual.
Alterian's unprecedented integration of analytics, content and
execution through industry leading tools, such as the Dynamic
Messenger email platform, SM2 Social Media Monitoring platform and
the award winning Content Management solutions, enables companies
to build integrated communication strategies which create a true
picture of the individual.
Alterian works with marketing services partners, system
integrators and agencies who recognize the need to plan and deliver
coordinated customer engagement services in partnership with their
clients. For more information about Alterian, products within the
Alterian Integrated Marketing Platform or Alterian's Partner
Network, visit www.alterian.com or the Alterian
blog at www.engagingtimes.com.
For more information, contact:
Beth Handoll
Bite PR
+44 (0)20 8741 1123
alterianuk@bitecommunications.com
Karen
Gibbons
Alterian
+44 (0)117 970 3200
karen.gibbons@alterian.com