Barclays has adopted WebTrends Analytics 8 to measure campaign conversion, drive sales and revenue, and improve the overall online customer experience. The system will be deployed via the WebTrends On Demand service across all areas of its online properties.
Barclays recently embarked on its first ever television campaign to advertise loans, accompanied with a significant investment in search engine optimization and search engine marketing, affiliates and banner advertising. WebTrends On Demand is measuring the effectiveness of these marketing expenditures, tracking all the entries to the loans landing page (www.barclays.co.uk/lowcostloan) and subsequent conversions.
WebTrends operates in over 40 countries, and its customers include General Mills, Ikea, Microsoft, Reuters and Ticketmaster.