Johannesburg, 11 Jun 2003
LGIT Smart Solutions is to partner NetIQ to offer training for its Web analysis software, WebTrends, in order to help SA companies boost returns from the analysis of customer Web surfing and purchasing patterns.
Mike Hibbert, NetIQ business development director for Africa and the Middle East, says that while many companies in SA are doing Web analysis, it is generally only done on the most rudimentary levels.
"Web analytics is still relatively immature in the local market with most of our clients using older versions of WebTrends which provide click stream analysis. But by using our current version of WebTrends, businesses can examine customer navigation through the Web site, what drives return traffic and what content is going to increase customer conversion rates."
By examining clients` reaction to an advertising campaign or a product, Hibbert says businesses are able to understand their customers` needs and push content to them based on their behaviour or preferences.
"Ultimately WebTrends is about providing accurate reporting on Web site return on investment," Hibbert says.
WebTrends provides reporting capability by extracting from log files based on Web/proxy servers or data logged from the client-side, he says.
"However, WebTrends not only maps customers browsing through the Web site, but can provide analytical information such as effective reporting on the cost of acquiring, converting and retaining online customers."
Natascha Pr"ussen, director of LGIT Smart Solution, says LGIT`s focus will also be on attracting and training sales, marketing and business development executives to use WebTrends.
"The training is suited to key business people from companies of different sizes - from SMEs to enterprise - and they`re not necessarily IT people."
Hibbert says that while WebTrends is an easy product to use, training is needed to be able to examine the information correctly.
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