Mobile and social analytics provider Webtrends has upgraded its app creation and promotion packages with collaboration functionality, drag-and-drop interface, and integration with its Facebook ads API services.
The improvements allow users to design apps without programming, run advertising campaigns with automatic dynamic bid management, and view post click conversion and engagement analytics within the same system.
Peter Yared, CEO of Webtrends’ recent full-service and self-service app creator acquisition Transpond, spoke with us about trends in the types of apps the company’s clients have been using.
Web analytics provider Webtrends today announced its acquisition of self-service and full-service web, mobile, and social app creator Transpond.
Webtrend clients can now use Transpond, rebranded asWebtrends Apps, to build, publish and measure performance of content, engagment, and conversion-centric apps for platforms including Facebook, MySpace, iPhone, Android, Facebook Connect websites, and mobile optimized sites.
The acquisition combines with its existing analytics, segmentation, and optimizations services to allow Webtrends to carry clients through the entire digital marketing process.
Creating applications using Webtrend Apps is relatively simple and requires no coding experience.
Users of the self-serve tool can edit the content of pre-made templates for content apps that allow syndication of video, blogs, images, and Twitter; engagement apps like polls, quizzes, user generated content publishers, and landing pages; and conversion apps like coupons, location-based deals, and gifts.
The two-pane app editor lets users change content, settings, and styles on the left while seeing the results on the right.
Once finished building, users can publish demo versions of their apps with a 100 impressions/day cap for free, making it easy to see how an app looks and feels in use. Publishing Facebook apps for the first time is a complicated process, but Webtrends takes users through it step by step to ensure things like canvass page URLs and API keys are set up properly.
Companies willing to pay more for professionally built apps can have Webtrends Apps’ full-service team develop apps for them. Pricing for a year of self-service vs full-service for each app type is $1,500/$8,000 for content apps, $3,000/$10,000 for engagement apps, and $4,500/$12,000 for conversion apps.
Bundled with their Facebook apps is a Facebook analytics tool Webtrends released in February that improves on deficiencies of Facebook’s native Insights. It allows clients to see up to date statistics about custom Page tabs and applications such as time on site and what content was shared, as well as integrate Facebook analytics into their web-wide analytics solution.
Webtrends saw brands from all industries looking to make custom apps, but found existing developers to be too slow, complicated, and overworked. The acquisition of Transpond makes Webtrends a good start-to-finish solution for companies trying to break into Facebook or other app platforms.
While the apps themselves are relatively basic, the ability to create, publish, and track them with just one set of tools offers simplicity those new to the app scene will appreciate.
Filed under: Research, Web Analytics | Tags: eMarketer, Loudhouse Research, Web Analytics, Webtrends
“Most marketers know they could do more with the Web data they have to analyze how customers and prospects interact with their brands online,” said Karin von Abrams, eMarketer senior analyst. “But it’s hard to make analytics a priority when budgets are tight and resources already stretched.”
When asked exactly how to close the gap between analysis and action, marketers gave a surprising answer: people.
Around the world, 42% of online marketers said “more knowledgeable staff” and 23% said “more training and awareness.”
Only 6% cited the need for better data analysis programs.
This point of view was borne out by the fact that relatively few marketers rely heavily on analytics. Among the six countries surveyed, only in Australia and the UK did 28% of marketers claim to always use Web analytics. In the other four countries that figure was much lower.
Filed under: Web Analytics | Tags: Coremetrics, Google Analytics, SiteCatalyst, Tealium, Unica NetInsight, Webtrends
Tealium has announced the general availability of Tealium Social Media, a new measurement service for social media and online PR that’s tightly integrated into web analytics. The service is designed for marketing professionals who use social media and online PR as marketing vehicles to generate awareness and demand, and require side-by-side comparison with other marketing channels.
How does it work? Consider this scenario:
A visitor is in the market for CRM software and comes across a blog comparing various CRM programs. The blog mentions a number of CRM applications that the visitor had no previous knowledge of, including SugarCRM and NetSuite. Because of the great feedback in the blog, the visitor decides to go to SugarCRM by doing a search for “sugar crm” on Google. This leads the visitor to sugarcrm.com, where the visitor requests a personal demo.
With traditional web analytics, this conversion would be attributed to Google. With Tealium Social Media, the conversion will also be attributed to the original blog that started everything.
Tealium Social Media is a web analytics plug-in that is integrated into popular web analytics solutions: Google Analytics, SiteCatalyst, Unice NetInsight, WebTrends, Coremetrics, etc. This means you can get your social media ROI measurement directly inside your existing web analytics account.
Webtrends today launched their data warehouse capability. The WebTrends Marketing Warehouse™ functions as an open, standards-based hub for the analysis and storage of online and offline data.
This enterprise-scale data platform offers a published data schema and support for standards-based data exchanges, providing flexible integration of web data with virtually any other enterprise information source, application or system.