Q&A with WebTrends’ Tim Kopp, Part I
Aug 2nd, 2007  by Jennifer LeClaire

AnalyticsInsider talked with WebTrends’ Tim Kopp about its latest product - WebTrends Score. Listen in on part one of this interview.

How exactly does WebTrends Score improve the way marketers quantify visitor engagement and measure the value and interests of customers? How is it different from what’s out there today?

WebTrends Score provides measurable insight into visitor intent by allowing marketers to create custom scoring rules based on activities that visitors conduct on a website and apply multiple scores to a single visitor, visit, or campaign.

It gives you a rich multidimensional view your website visitors allowing you to measure the value of visitors to your site before they convert so you know where and how to spend your time and marketing budget more effectively to increase visitor conversion. This is differs from other solutions which apply a single score to a visitor or visit.

What types of rules do WebTrends Score users use to measure the level of engagement or interest visitors have in content? Can you offer some examples?

Different scoring rule sets can be applied to different content. As an example, maybe you are a travel website and sell cruises both to Alaska and to the Caribbean. You would have a rule set for each of those content categories. You will likely have visitors who score low on Alaska cruises and score very high on Caribbean cruises.

With Score you not only measure that they are more interested in taking trips to the Caribbean, but you measure the degree of their interest. To take the example a step further you may also want to create a rule for all inclusive packages. Now you can find visitors who you know are not interested in going to Alaska, but do want to go to the Caribbean. They are also interested in all inclusive packages.

Check back tomorrow for part two of this exclusive AnalyticsInsider Q&A.