Webtrends has introduced the Webtrends Open Campaign, a transparent look at digital marketing today through the execution of an integrated multi-touch campaign. The program aims to enhance the open exchange of information, ideas and numbers, to serve as an example of a digital marketing campaign, for those who work alongside marketers.

The Webtrends Open Campaign goes behind its own scenes to show how individual elements come together to generate customer insight and digital marketing success. Webtrends has invited a select number of their Open Exchange partners to participate and show how they work together to execute a digital marketing campaign. Those participating alongside Webtrends are: ExactTarget, ForeSee Results, Widemile, Mullen, Voce Communications and ACR Analytics.

How it Works

Iterative marketing cannot be achieved with an out-of-the-box solution. The component pieces – analytics, campaign management, multivariate testing and experimentation, and integrated communications through both social and traditional public relations – each require a great deal of specialized expertise and attention for any one company to effectively deliver. The Webtrends Open Campaign will show how all of the marketing pieces can fit together. Across the next few months, Webtrends will pull back the covers of this digital marketing campaign, explaining their tactics and sharing results, both positive and negative.

“We have recently launched the Open Campaign to show marketers, sales people, business decision makers, web analytics professionals, and anyone that is impacted by marketing today, how all of the pieces of interactive marketing come together,” said Jascha Kaykas-Wolff, vice president, marketing, Webtrends. “Marketing has fundamentally changed and we are excited to share how to intertwine the intricacies and complexities of running a digital marketing campaign. Over the coming months, we’re going to pull back the covers, explain our tactics and share our results. This is about showing, not telling.”

Results will be tracked

The primary goal of The Open Campaign highlights lead generation. As an enterprise organization, Webtrends is specifically interested in quality vs. quantity when enabling its sales and marketing lead efforts. A combination of online and offline tactics drive traffic to The Open Campaign microsite that is designed to engage visitors, deliver content, encourage collaboration and ultimately convert high-quality leads. The tactics and spend associated with the Open Campaign are specifically staggered across the 27 week program to allow data evaluation and changes to content, creative, and placement based on results. The KPI’s for the campaign involve visits, time on site, datasheet downloads, email sign-ups and contact sales inquires.

Looking for mobile analytics? San Francisco-based Motally just announced the beta launch of its mobile application analytics service for iPhone and Blackberry, with support for Android and others following soon. Motally’s service is a hosted solution available in a free community version and a premium enterprise version.

“The possibilities of data we can capture and report on are nearly endless and give publishers the most flexibility to understand usage of their applications,” said Arte Merritt, founder and CEO.

The mobile application tracker is designed to give developers greater insight and control over their data with features like specific event tracking, demographic data collection, and configurable delivery mechanisms. The service allows developers and publishers to learn more about their users, optimize product offerings, and maximize ROI on advertising campaigns.

“Publishers want a simplified way to see all their mobile stats – by offering both application and mobile-web tracking in one interface, Motally is solving a real business need,” said Niren Hiro, an advisor to Motally.

Eric T. Peterson is calling it a “unique method to explore visitor engagement.”

Gartner’s Bill Gassman is convinced that businesses need analysis tools that offer a thorough view of every customer, knowing who they are and what they have done, no matter what the channel.

Both web analytics gurus are speaking of WebTrends latest offering: WebTrends Marketing Lab 2, an integrated suite of business solutions that optimize site performance, build customer engagement and drive more effective and targeted marketing.

The suite includes WebTrends Score, a patented technology that improves the way marketers quantify visitor engagement and measure the value and interests of customers, and WebTrends Visitor Intelligence, a full-featured, multi-dimensional reporting and analysis solution for enterprise organizations that require deep visitor and marketing intelligence.

After reviewing WebTrends Score, Jim Sterne, founding president of Web Analytics Association and director of eMetrics Summit said, “not only is this on the money, this is the money.”

I agree with Eric, Bill and Jim. What say you? I’d love to hear from some folks who are using or are planning to use these new features.