Banking giant Barclays has adopted an on-demand
analytics package from WebTrends to provide better information
about its online customers.
Barclays will use WebTrends’ Analytics 8 service to track online
customers across all areas of its websites – both secure and
non-secure – and to measure the effectiveness of marketing
campaigns.
Director of electronic banking, Barnaby Davis, said the analytics
had “added a level of granularity to our understanding of online
customers”.
WebTrends had been selected after an evaluation of hosted web
analytics services, because in addition to meeting Barclays’
business and technical requirements, the account management and
technical service teams had taken a proactive approach to the
bank’s specific needs, he said.
Barclays has recently launched its first ever television campaign
to advertise loans, accompanied by a significant investment in
search engine optimisation, search engine marketing, affiliates and
banner advertising. The WebTrends service to measure the
effectiveness of these campaigns.
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