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WebTrends Adds Analytics to Email Campaigns
Online analytics firm WebTrends has partnered with email service provider Silverpop to offer quantitative tracking for email campaigns.
Using WebTrends' site measurement tool Marketing Lab2 (ML2), the alliance will allow marketers to identify and track web visitors and schedule the timing of their email distribution according to user behaviour.
The ML2 platform enables organisations to tag individual web site visitors, build a profile of their behaviour over time, and assign customised values to the actions they are taking (www.mrweb.com/drno/news7115.htm ). Combining it with Silverpop's web-based software solutions will enable users to monitor a number of deliverability scenarios to help select the optimum timing for distributing personalised email campaigns.
'This integration allows marketers to gain a competitive advantage by delivering unique marketing to unique individuals,' said Tim Kopp, Chief Marketing Officer at WebTrends.
With offices throughout the US and in the UK, Silverpop is online at www.silverpop.com. Oregon-based WebTrends recently partnered with online marketing firms SEMDirector and DoubleClick to offer a global dashboard to help search marketers analyse their search strategies (www.mrweb.com/drno/news7211.htm ). Web site: www.webtrends.com.
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