Webtrends

Last updated
Webtrends
Company type Private
IndustryWeb Analytics, Digital Marketing
Founded1993 [1]
Headquarters Portland, Oregon, U.S.
Key people
Joe Davis, CEO
ProductsAnalytics, Testing, Targeting, Search and Social Marketing, Remarketing, Streaming Data Delivery, Audience Segmentation

Webtrends is a private company headquartered in Portland, Oregon, United States. It provides digital analytics, optimization and software related to digital marketing and e-commerce. [2] It provides services to approximately 2,000 companies.

Contents

History

W. Glen Boyd and Eli Shapira founded the company in 1993 as "e.g. Software". [3]

NetIQ bought the company in 2001. [4] [5] In 2002, NetIQ released a new version of Webtrends Reporting Center (version 5.0). [6] NetIQ sold Webtrends in 2005. [7]

On October 31, 2007, three corporate vice presidents and the CEO were asked to resign. [8] 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.

In February 2014, the company hired Joe Davis as its new CEO. [9] In May 2014, the company moved its headquarters from the Pacific First Center to the U.S. Bancorp Tower in Downtown Portland. [10] [11]

Impact

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?". [12] Both drivers and the cycling community reacted strongly to the ad, with strident opinion on both sides of the debate. [13] 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. [13]

Acquisitions

Webtrends acquired ClickShift, an automated optimization product in online advertising, in December 2006. [14] [15] 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. [16] In August 2008, the product was relaunched as Webtrends Ad Director. [17]

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. [18]

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. [19] [20]

Webtrends acquired Reinvigorate from Culver City, CA based Media Temple Ventures. Reinvigorate developed a real time analytics web product using visit heat mapping technologies. The product was rebranded as Webtrends Reinvigorate [21] and later discontinued. [22]

Products

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

The New York Times described the company's offerings as "products that analyze spending by Web site visitors." [7]

The core product, Webtrends Analytics, is available in both software and software as a service (SaaS) models. Over the years, Webtrends has released a number of SaaS products including Webtrends Segments, Webtrends Optimize, Action Center, [23] Webtrends Streams [24] and Webtrends Ads.

A 2012 "integration" deal linked WebTrends and Hootsuite. [25]

Their 2013-released Email remarketing tool helps online marketers deal with in-the-moment data [26] about abandonment of virtual shopping carts by potential customers. [27] [28]

In February 2015, Webtrends Completed the worldwide rollout of Webtrends Explore, their ad-hoc analytics application. [29] [30]

In 2016, Webtrends announced it would release a new analytics product, Webtrends Infinity Analytics; [31] a year later they sold it to Oracle. [1]

On 1st August 2018, a management buy-out saw their testing/personalisation offering Webtrends Optimize spin off into its own company. [32] It became headquartered in the UK, and headed up by the former Director of Optimisation Services Matthew Smith, who took the new role of CEO. Following the split, the Optimize product was rebranded, and re-platformed, and it has been operating on its own ever since.

Data collection

Their software uses 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 products which use 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.

In 2008 the New York Times, which then already owned the International Herald Tribune, used WebTrends to analyze how visitors to the IHT site arrived. The above data collection process facilitated finding out the importance of search engines. [33]

Related Research Articles

Teradata Corporation is an American software company that provides cloud database and analytics-related software, products, and services. The company was formed in 1979 in Brentwood, California, as a collaboration between researchers at Caltech and Citibank's advanced technology group.

DoubleClick Inc. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. DoubleClick offered technology products and services that were sold primarily to advertising agencies and mass media, serving businesses like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa Inc., Nike, Inc., and Carlsberg Group. The company's main product line was known as DART, which was intended to increase the purchasing efficiency of advertisers and minimize unsold inventory for publishers.

<span class="mw-page-title-main">Google Analytics</span> Web analytics service from Google

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin.

<span class="mw-page-title-main">Microsoft Advertising</span> Online advertising service

Microsoft Advertising is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users. Provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos.

Telligent, A Verint Company is an enterprise collaboration and community software business founded in 2004 by Rob Howard. The company changed its name to Zimbra, Inc. in September 2013 after acquiring Zimbra from VMWare. In August 2015, Verint Systems, Inc. acquired Telligent and currently operates Telligent as an independent business unit. As of August 2015, the remaining assets of Zimbra were acquired by Synacor.

Comscore, Inc. is an American-based global media measurement and analytics company providing marketing data and analytics to enterprises, advertising agencies, brand marketers, and publishers.

Panorama Software is a Canadian software and consulting company specializing in business intelligence. The company was founded by Rony Ross in Israel in 1993; it relocated its headquarters to Toronto, Canada in 2003. Panorama sold its online analytical processing (OLAP) technology to Microsoft in 1996, which was built into Microsoft OLAP Services and later SQL Server Analysis Services, an integrated component of Microsoft SQL Server.

<span class="mw-page-title-main">Digital Trends</span> Tech news, lifestyle, and information website

Digital Trends is a Portland, Oregon-based tech news, lifestyle, and information website that publishes news, reviews, guides, how-to articles, descriptive videos and podcasts about technology and consumer electronics products. With offices in Portland, Oregon, New York City, Chicago, and other locations, Digital Trends is operated by Digital Trends Media Group, a media company that also publishes Digital Trends Español, focusing on Spanish speakers worldwide, and a men's lifestyle site The Manual.

<span class="mw-page-title-main">Jive Software</span>

Jive Software, an Aurea Software company, is a provider of communication and collaboration software for business.

New Relic, Inc. is an American web tracking and analytics company based in San Francisco. The company's cloud-based software allows websites and mobile apps to track user interactions and service operators' software and hardware performance.

Airship is a Portland, Oregon-based company that offers marketing and branding services to its clients. Its services enable businesses to create personalized messages that can be delivered to customers through various channels, such as push notifications and SMS messaging. In addition to messaging services, Airship provides its clients with customer analytics services to help them better understand their customers' behavior and preferences.

"Carrier IQ Tops VisionMobile's 100 Million Club"(PDF). 26 March 2012. Archived from the original(PDF) on 26 March 2012. Retrieved 23 June 2019.

In electronic commerce, conversion marketing is marketing with the intention of increasing conversions—that is, site visitors who are paying customers.

<span class="mw-page-title-main">Act-On</span> American software company

Act-On Software is a software-as-a-service product for marketing automation. The company is headquartered in Portland, Oregon and was founded in 2008, originally retailing its software exclusively through Cisco, which provided $2 million in funding.

Covario, Inc. was an American search marketing agency and technology firm based in San Diego, California. The company specialized in international search engine marketing services and provided software tools for SEO, paid search, social media marketing, analytics, and local search optimization. Its customer base included technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods organizations. Covario was acquired by the Dentsu Aegis Network in September 2014, and combined with iProspect, the network's performance marketing arm, in early 2015.

Adobe Experience Cloud (AEC), formerly Adobe Marketing Cloud (AMC), is a collection of integrated online marketing and web analytics products by Adobe.

<span class="mw-page-title-main">Oregon Venture Fund</span> Venture capital fund

Oregon Venture Fund makes venture investments in the Portland, Oregon area and throughout Oregon and SW Washington. The fund consists of 180 institutional and angel investors, of whom 85% have run or founded a business. The fund evaluates up to 300 business plans per year, selecting five to seven to invest in annually. In 2018, the fund changed its name from Oregon Angel Fund to Oregon Venture Fund and launched a new $30M fund. Since its inception, Oregon Venture Fund has generated an average annual rate of return of 34% and a return on investment exceeding $3.50 for each dollar invested.

<span class="mw-page-title-main">Khoros, LLC</span> American software company founded in 2019

Khoros, formerly Spredfast + Lithium, is a global customer engagement software company that provides online community management, social media marketing, social media analytics, digital care, and content management software and services to enterprise brands and agencies. Khoros owns over a dozen patents for social media marketing, online community, and care technologies.

<span class="mw-page-title-main">Google Marketing Platform</span> An advertising and analytics platform from Google

Google Marketing Platform is an online advertising and analytics platform developed by Google and launched on July 24, 2018. It unifies DoubleClick's advertising services and Google's own advertising and analytics services. Google Marketing Platform is mainly used by big advertisers to buy ads on the Internet.

Amplitude, Inc. is an American publicly trading company that develops digital analytics software. The company was listed publicly on the Nasdaq stock exchange under the ticker symbol AMPL on September 28, 2021, at a market capitalization of $7.1 billion after its first day of trading.

References

  1. 1 2 Malia Spencer (April 4, 2017). "Webtrends sells big data product to Oracle, shrinks downtown workforce". BizJournals . slimmed down its product portfolio — and its workforce — ... last month.
  2. ↑ Laurie J. Flynn (January 18, 2001). "NetIQ buying WebTrends". The New York Times . WebTrends .. provides software and services for e-commerce
  3. ↑ Aliza Earnshaw (2007-11-01). "Webtrends sale not imminent". bizjournals.com/portland. Retrieved 2011-10-16.
  4. ↑ Victoria Shannon (January 18, 2001). "NetIQ Growth". The New York Times . .. would buy WebTrends .. software that monitors corporate Internet traffic.
  5. ↑ "NetIQ's WebTrends: Host With the Most". baselinemag.com. 14 August 2002.
  6. ↑ "NetIQ releases WebTrends 5.0". Advertising Age . June 21, 2002.
  7. 1 2 News, Bloomberg (March 29, 2005). "Technology Briefing - Deals - NetIQ To Sell WebTrends Unit". The New York Times.{{cite news}}: |last1= has generic name (help)
  8. ↑ Aliza Earnshaw (2007-10-31). "Webtrends CEO gone". bizjournals.com/portland. Retrieved 2007-11-03.
  9. ↑ "Accounts and people ... Joe Davis joined Webtrends ... chief executive". The New York Times . February 24, 2014.
  10. ↑ Mike Rogoway (May 6, 2014). "Webtrends has new digs as it builds new image". The Oregonian . Retrieved May 15, 2014.
  11. ↑ Mike Rogoway (April 22, 2013). "Webtrends plans move to 'Big Pink' in downtown Portland". The Oregonian/OregonLive. Retrieved August 19, 2018.
  12. ↑ "New full-train MAX ad asks: Should cyclists pay road tax?". The Oregonian. 2009-07-02. Retrieved 2009-07-03.
  13. 1 2 Rogoway, Mike (July 2, 2009). "Ads on bike tax have cyclists fuming". OregonLive.com .
  14. ↑ Carol Krol (December 6, 2006). "WebTrends acquires ClickShift". AdAge.com. Retrieved 2019-05-28.
  15. ↑ "Webtrends Acquires ClickShift". bizjournals.com/portland. 2006-12-04. Retrieved 2008-01-31.
  16. ↑ "Webtrends Buys Optimization Firm ClickShift". MarketingVOX. 2006-12-05. Retrieved 2008-02-07.
  17. ↑ "Webtrends appoints new president-CEO". BtoB Online. 2008-08-19. Retrieved 2008-08-21.
  18. ↑ "Official Webtrends Company Blog - We acquired Widemile; a leader in multivariate testing, optimization, and targeting" . Retrieved 2010-11-25.
  19. ↑ "Webtrends Acquires Social Marketing Company Transpond" . Retrieved 2010-11-25.
  20. ↑ "Webtrends Announces Availability Of New Price-Shattering Social Suite" . Retrieved 2011-08-27.
  21. ↑ "Webtrends acquires analytics company Reinvigorate". Advertising Age . August 8, 2011.
  22. ↑ Matthew Hunt. "Has the plug been pulled on your Reinvigorate service? I didn't get any notice". facebook.com. Hi Matt, unfortunately we no longer offer this service.
  23. ↑ "Webtrends Action Center". Microsoft.com.
  24. ↑ Caitlin Epstein (2013-01-30). "Webtrends Re-Imagines Digital Marketing With Significant Enhancements to Webtrends Streams" . Retrieved 2014-10-27.
  25. ↑ "HootSuite integrates with Webtrends for conversion metrics". Advertising Age . October 3, 2012.
  26. ↑ "Interview: Webtrends Delivers Marketing via In-The-Moment Analytics". July 1, 2013. Retrieved 2019-05-28.
  27. ↑ "Shopping cart abandonment remarketing". 2013.
  28. ↑ "Marketing" . Retrieved 2024-08-13.
  29. ↑ "Webtrends Marketing Warehouse Now Available As On Premise". 5 October 2023. Webtrends Explore. This built-in data exploration tool lets you drill into ...
  30. ↑ "Webtrends Completes Worldwide Rollout of Webtrends Explore".
  31. ↑ "What Is Webtrends Infinity - Webtrends". February 11, 2016.
  32. ↑ "Time Flies... 18 Months In | Webtrends Optimize Blog". Webtrends Optimize. 2019-12-31. Retrieved 2020-07-01.
  33. ↑ Doreen Carvajal (June 24, 2008). "The Times and I.H.T. Study Web Merger". The New York Times .
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.