Vendor news – SAS Web Analytics hits the mark

The recent launch of the SAS Web Analytics solution comes with a range of features bound to appeal to multi-channel marketers and web analysts alike.

SAS, which has built a strong reputation in Australia for its Business Intelligence suite, is now tapping the growing web analytics market with its “Customer Experience Analytics” solution.

SAS Customer Experience Analytics, is an integrated package that includes reporting, analytics, and data warehouse. Our pick of the top five features are:

1. Speed-Trap. The SAS solution is the first web analytics package to use the Speed-Trap technology for tracking and data collection. This tracking tool is quick and easy to implement, as it only requires a single tag to be inserted which then collects data on whatever the site visitor does. You get more comprehensive data – from mouse-overs to search lists and dynamic loads –and eliminate the risk of tags being out of date.
2. Easy integration. The SAS solution integrates with off-line data from Oracle, Teradata and SAP). This is valuable for multi-channel integration, particularly for larger companies.
3. Heat map based on mouse-over. Speed-Trap enables a visitor’s mouse-over behaviour to be captured and replayed in video format. This provides powerful data for Information Architects and Web Designers, who can see exactly how visitors interact with a site.

The real benefit may lie with sites that have dynamic content (eg media sites) where click density maps are often not able to capture the story that a visitor viewed, as the stories change dynamically on an ongoing basis.

1. Goal-seeking. This powerful tool enables scenario based “What-If” analysis. For example, an analyst can identify what happens to conversion rates if factors x, y, z increase by 10%. It will help companies in determining where they should focus their efforts.
2. Decision-tree based segmentation. Here, business intelligence meets web analytics. It is a tool favoured by many business intelligence analysts to identify best performing segments, and most important factors.

SAS Web Analytics also integrates with SAS Digital Marketing, which enables multimedia messages to be sent via email, SSM, MMS and WAP.

Other vendor news

Unica

Unica launched NetInsights in Australia in 2007, and it’s generating strong interest on the local market. They key differentiators for Unica are:

• The degree to which they can integrate offline customer data into NetInsights and perform integrated marketing
• Its strong analytics and reporting capability within a single module
• Data warehousing for behavioural online and offline data, which runs on standard relational database technology
• Integration of both tagging and log files. This approach is particularly beneficial to financial institutions that for security reasons may prefer their secure sites to be captured via log files rather than page tagging.

WebTrends

Late last year, WebTrends launched their new “Marketing Lab 2″ which is an integrated end-to-end web analytics solution. WebTrends Marketing Lab2 is comprised of:

• WebTrends “Dynamic Search” – a search marketing solution that continuously monitors, measures and tunes the variables impacting the success of paid search advertising
• WebTrends “Analytics” – a web analytics solution with powerful collaboration tools and flexible reporting
• WebTrends “Score” – a patented event-based solution that reveals the interests and engagement of visitors
• WebTrends “Visitor Intelligence” – a full-featured, multi-dimensional reporting and analysis solution for enterprise organisations that need deeper visitor and marketing intelligence
• WebTrends “Marketing Warehouse” – the enabling platform technology that offers an open, enterprise-class relational database that powers the data behind WebTrends Visitor Intelligence and WebTrends Score.

Omniture

At the recent Omniture Summit in Sydney, Omniture revealed three new products: SiteCatalyst 14, Test & Target and SearchCenter 3.

Test & Target generated the most interest among attendees, for its ability to test and optimise landing pages and emails. It is an amalgamation of the Offermatica testing and optimisation tool, and the Touch Clarity behavioural targeting tool.

SearchCenter 3 is a major upgrade and redesign to Omniture’s SearchCenter product that is designed to help companies manage search advertising spend and keyword bidding.

CoreMetrics

CoreMetrics has arrived in Australia, with a new office in Melbourne that opened early this year. The latest Web Analytics Survey showed they already have a number of customers in Australia, and analysts such as Forrester place them as one of the leaders. With their local presence, we expect to see more CoreMetrics customers in Australia.

Google Analytics

Following a major update in May 2007, Google Analytics has made smaller incremental releases throughout 2007 and up to March 2008 that offer a range of new features. Google also recently acquired DoubleClick, which is sure to strengthen Google Analytics’ offering.

About Bienalto

Bienalto is an independent consultancy and does not have re-seller agreements with any vendor. We act as experts in web analytics and online marketing, and as such work in parallel with software vendors.

Bienalto offers consultation on selection of vendors, in terms of analysing requirements and advising on best practice.