Webtrends Launches Action Center




webtrends.jpgThe digital intelligence solutions vendor Webtrends has introduced the Action Center platform supported by Webtrends Streams, a streaming architecture pushing real-time visitor and event-level data into marketing systems. In other words, the platform facilitates the integration of in-session and historical customer-level data into systems that marketers use including e-mail, display ad networks, SMS messaging, customer relationship management (CRM), etc.

Action Center uses Webtrends Streams' ability to track customer behavior including the number of product views, events, purchases, and abandonment status specific to that individual session. Users can then take appropriate actions based on where the customer is in the buying cycle. A case in point is that of an online customer who abandons a cart. Marketers can engage the customer one-on-one via SMS, e-mail, or social channel to see if they can close that deal or understand why a customer changed his or her mind.

Action Center will be available in early May and it will not require that customers employ Webtrends Analytics. Consequently, if a company is already satisfied with their analytics tools they can still use the system to improve customer experience.

The first release of Action Center integrates Webtrends Streams directly into leading e-mail service and cross-channel marketing solutions providers ExactTarget, Responsys, and Silverpop.
 
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