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WebtraffIQ release multi-measurement e-commerce reporting

WebtraffIQ release multi-measurement e-commerce reporting including CPC, CPA and CPS metrics


08 May 2003, London UK --- WebtraffIQ, the web analytics agency, has defined and delivered more robust multi-measurement e-commerce reporting for its range of clients. The reporting allows more efficient measurement of digital metrics and includes hard, fast and simple information via measurement of campaigns and projects.

Clients can more effectively measure metrics such as Cost Per Click (CPC), Cost Per Acquisition (CPA) and Cost Per Sale (CPS) for activity using processes that feedback via the WebtraffIQ service. The service calls upon various technologies to deliver its accurate reporting including log files, client side java-scrip code, specified pixel code for banners, and affiliate and submit buttons.

The service measures the following core metrics, but is flexible and can be tailored to requirements quickly and easily.

The metrics:

  • Cost per Click (CPC) for individual search engine keywords with easy internal settings, because of the volume of words and the varying individual costs per key word purchase.
  • Cost Per Sale (CPS) for specific campaigns such as email newsletters and incentives, banner placements and affiliate partner links.
  • Cost Per Acquisition (CPA) from viral marketing micro-sites, offline flyers, offline billboard poster advertising.

WebtraffIQ continues to listen to ‘the customer’ and develop features and processes in line with customer requests. In this case MP3.com Europe wanted to know how many registrations and sales were being made and from what sources. After consulting with MP3.com Europe about their external user traffic initiatives, Key Performance Indicators (KPIs) were defined.

Kevin Hutchinson, Chief Technical Officer at WebtraffIQ explains, “We are increasingly being asked to integrate our service with existing systems such as front-end presentation integration (e.g. XML, CMS) and back-end database integration (e.g. ODBC, CRM). This is good news for web analytics firms as we are now being seen as the missing link between existing internal technologies and offline measurement and analysis. We expect this move to become more commonplace as more sophisticated agencies such as WebtraffIQ tie in internal systems with external technology sources.

Clients currently utilising the KPI analysis include MP3.com Europe and the Royal Chartered Institute of Surveyors (RICS), but it is expected all WebtraffIQ’s clients will adopt this.”

Marcos Richardson, European Director at WebtraffIQ comments, “The most significant trend and realisation from most of our customers, is the need for actionable information. Corporate clients expect WebtraffIQ to integrate our products and services in with their own KPIs. This move is making our consultancy service more beneficial, as customers are now becoming even more aware of what it is they really want from their marketing and advertising initiatives and online presence.

The benefits of the additional metrics include monitoring return on investment (ROI) for marketing and advertising campaigns. Our clients now possess an even deeper understanding of customer usage and traffic levels from multiple sources. From this they obtain a clearer picture of website navigation and may tailor their website and marketing/advertising initiatives accordingly.”

Anthony Broadhurst, European Marketing Manager at MP3.com Europe explains why it was crucial to them, “We have an international presence with over six global websites, so it is important for us to understand how different marketing for each site is performing. This enables us to benchmark for future services, marketing developments and initiatives we undertake exercising specific campaigns based on more insightful identification and reporting. The WebtraffIQ CPC, CPA, CPS features are making all of our individual sites more accountable, and in return helping us run cost effective marketing campaigns.”

----Ends----

----Notes to editors----

Photographs are available of the WebtraffIQ team.

The media spokespeople for WebtraffIQ are Marcos Richardson, European Director and Kevin Hutchinson, Chief Technical Officer (CTO).

About WebtraffIQ

WebtraffIQ is a real-time visitor tracking and reporting analysis product and service for business web sites and e-commerce enterprises. The system has undertaken a four-year research and development-testing period and is used by over 400 individual web sites.

WebtraffIQ provides a campaign tracking service which enables clients to see how various online and offline marketing techniques are working, in effect creating a rich picture of a web site's activities.

WebtraffIQ’s clients include: Business Link (Kent), City & Guilds, Eyetracker, Mando Group, Perceptor, Reuters Business Insight, Royal Institution of Chartered Surveyors (RICS), The National Baseball Hall of Fame and Museum and Tiscali UK. 


Tags: CPC, CPA, CPS, metrics, web analytics, web monitoring, web measurement, website measurement, web metrics, real-time measurement