WebTrends will this month launch a new data warehouse product and a new version of its WebTrends Analytics application that, it says, will improve both online and offline marketing campaigns, reports ClickZ. The analytics tool will add goal-based dashboards that monitor key performance indicators (KPIs) and help develop possible scenarios for determining which KPI should be focused on to reach the identified goal. The data warehouse product will identify segments of customers by analyzing, organizing and displaying specific types of customer data - for example, those who abandon shopping carts, among other online behaviors.

The data would allow marketers to customize messages to those customers - based on the various data points of their behavior on a site. They can then be reached via online or offline tactics (email, outbound call, direct mail) that are tailored to their behavior.

"We've spent, as an industry, a whole lot of time talking about conversion rate, but that only accounts for 5 percent of users. The remaining 95 percent has been an anonymous group of visitors. Marketers need to begin to segment that 95 percent," Brent Hieggelke, WebTrends VP of corporate marketing, is quoted as saying.