UK insurance firm Norwich Union (NU) is implementing San Diego-based WebSideStory's Web analytics technology in a bid to generate more online sales.
WebSideStory says NU is rolling out its HBX Web analytics service across 15 Web sites.
NU's Web solutions team will use HBX to measure and improve online marketing campaigns - including keywords, e-mail and banner ads - and to streamline site navigation. The group will also use WebSideStory's visitor segmentation capabilities to better understand the behaviour of its most valuable customers.
The system features detailed campaign analysis, real-time reporting, and the ability to roll up reports on multiple Web sites into a global view.
Jason Bennett, senior Web analyst for Norwich Union, says the company is looking to increase the effectiveness of online applications: "HBX analytics will be an integral part of these initiatives, which we expect to significantly increase return on investment."