Webtrends, Teradata Make Online/Offline Link

Site traffic analysis firm Webtrends and enterprise analytics specialist Teradata are collaborating to help marketers measure the link between their customers' online and offline behaviour.

By integrating Webtrends' customer intelligence solutions with Teradata's Integrated Web Intelligence (IWI) platform, the partnership aims to help customers understand the drivers of campaign conversion and the interplay between online and offline sales.

The partners say the deal should enable them to cross-sell and up-sell opportunities on different channels, as well as improve the timeliness and relevance of offers both online and offline. In addition, the partnership will offer customization of offline correspondence based on customers' online preferences and behaviours.

'In today's multichannel operations, marketing campaigns affect consumer purchasing decisions made from both online and offline activity,' stated Webtrends' CEO Alex Yoder. 'There is a constant need to optimize and measure these campaigns, and analyzing this collective data is paramount.'

Web sites: www.webtrends.com and www.teradata.com .