WebTrends, the market leader for web analytics and Marketing Performance Management solutions, today announced that Barclays PLC, one of the largest financial services companies in the world, has adopted WebTrends Analytics 8 to measure campaign conversion, drive sales and revenue, and improve the overall online customer experience.
Barclays is deploying this solution via the WebTrends On Demand service across all areas of its online properties.
"WebTrends On Demand immediately added a level of granularity to our understanding of online customers," said Barnaby Davis, Director of Electronic Banking, Barclays PLC. "In addition to meeting our business and technical requirements, it was the proactive approach of both the account management and technical services teams and their willingness to listen and respond specifically to our needs that were key differentiators."
WebTrends was selected following an extensive evaluation of hosted web analytics services. With its consultative approach, comprehensive and customizable web analytics offering, and unrivalled market penetration in the financial services sector, WebTrends best matched the specific requirements of Barclay's customer-focused and innovative business model.
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. In addition, WebTrends met Barclay's requirement to track online customers throughout all areas of its web sites -- both secure and non-secure.
The fact that WebTrends operates in over 40 countries worldwide made it the perfect match for Barclays, who recognised the importance of working with a global company.
"Our adoption by Barclays reflects our continued momentum in the financial services industry, which can be attributed to an intense focus on providing customers the most accurate, customizable and actionable data in a secure, enterprise-class environment," said Nick Sharp, VP and general manager, WebTrends. "As the leading vendor for Marketing Performance Management solutions for the financial services industry, we leverage our deep expertise to best serve the demands of firms seeking to accelerate the performance of their web initiatives."