The two new products, WebTrends 4 and Score will be included in WebTrends Marketing Lab 2. This will allow for more defined behavioral targeting which will not only benefit the advertisers, but the customer as well by showing them ads for things they have shown a vested interest in based on calculations of specific pages.

Time on a site is not necessarily an indicator that a viewer has been engaged. However, how they travel into the site itself will give marketers insight. VP of products for WebTrends Jason Palmer described that these products really listen to what the customer wants.

Based on the value given to key pages on a site, a user path will not have to be analyzed to find a meaning; the metrics figure it out for you. Jim Sterne, founding president of the Web Analytics Association says that this will save time and money for advertisers, “If the person scores 100, they’re engaged. Now I know where to spend my ad money.”

WebTrends Visitor Intelligence will also add potentials into returning customers by to observe and utilize the behavior of consumers across multiple channels and various visits.

If a user has not completed a transaction they have started, factors are filtered through to find the most effective ways to engage them again at a later time.

These analytics are going to refine how advertisers do business and create a symbiotic relationship that will optimize online advertising and marketing.