Webjourney analytics turn information into metrics

Alterian has launched Webjourney, a web behaviour analytics solution that is said to deliver information on individual visitors' interactions with content on an organisation's website.

Taking not just traditional 'click' data, but also rich information such as what a visitor hovers over or selects, and how long they spend with specific items on web pages in view, Webjourney's customisable experts turn this into detailed metrics and triggers for each individual visitor.

Through Alterian's marketing platform, this information can be used to deliver more relevant and engaging information to that visitor, and with appropriate permission it can be combined with other information in an organisation's marketing database - such as purchase history, preferences and demographic information - to inform marketing activity in other channels such as e-mail and social media.

Delivered on a software-as-a-service model, Webjourney includes: web behaviour data capture; a fully customisable set of 'experts', which turn the behaviour into useful metrics and triggers for each individual, based on the business needs of the site owner; access to the detailed data using Alterian's marketing analytics solutions, including Data Discovery and Visualisation; and delivery of the analysis via Alterian's dashboard products.

Having the data, analysis and delivery all within the Alterian Integrated Marketing Platform enables informed decisions, as well as allowing actions to be taken across multiple channels such as e-mail, direct mail and social media, which are included in the platform, to deliver more relevant and timely customer engagement.

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