WebSideStory Inc., a Web analytics ASP and on-demand provider, has launched a new version of its flagship HBX platform that adds novel on-the-fly segmentation and marketing campaign analysis functions.
HBX version two (HBX V2) features Active Segmentation and Tagless Campaign analysis tools. The former is provided as an add-on module that delivers detailed segmentations of online Website visitors. WebSideStory says that because HBX now stores all session-level data indefinitely, users have the flexibility to go back in time and segments based on historical data.
For example, a Web business can target and create a visitor segment that navigated to a certain product offer but declined to purchase it. Significantly, HBX V2 now provides easy-to-use tools to allow business users to do this themselves.
Tagless Campaigns allows marketers to quickly create online marketing campaigns directly from the user interface and without the need to modify page code or tags employed by the host applications. Included are conversion rules to control specific conversion events at a granular level.
Another key feature in HBX V2 is differentiated reporting on paid keywords versus organic search as well as a revamped Active Viewing feature for overlaying metrics (such as link and page conversions) on top of the Website(s). This function, for example, allows users to overlay visitor activity metrics on top of say Flash object and dynamic menus.
HBX V2 also comes with a new Spanish language interface. The software is also available in French.
A year ago we embarked on a campaign to simplify Web analytics and make things easier for the end user, said WebSideStory’s chief marketing officer, Rand Schulman. While analytics vendors have done a good job of providing easy access to reports, they have missed the boat regarding the set-up and creation of these reports.
Schulman believes that HBX V2 now fills this gap by allowing online marketers to create segments and campaigns in a self-serve mode.
San Diego, California-based WebSideStory is one of the few surviving independent Web analytics suppliers and is now starting to make a name for itself in the hosted-end of the market. The company has over 550 customers worldwide.