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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