Monday, April 5, 2010

Webtrends To Release Audience Segmentation Automation Module

Webtrends plans to releases a module Tuesday that gives marketers the ability to build and automate audience segments in near real-time by pulling in data from Web sites, Facebook Fan pages, email campaigns and more.

The add-on to Webtrends Visitor Data Mart, Webtrends Segments, enables marketers to build profiles to improve conversion rates and marketing campaigns by isolating individuals and behavior, understand habits and preferences, and more accurately define online and offline marketing programs.

Let's say a Seattle-based retail store plans to open a location in Los Angeles with products geared toward women ages 18 to 35 who like to snow ski. Similar to a search engine spider that crawls Web sites indexing pages, technology in the Webtends module searches data collected from the retailer's Web site, Facebook page, email campaigns and more. Segments builds audience files for the Los Angeles area based on this data and pours it into an email retargeting or behavioral targeting (BT) display ad platform.

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