June 3, 2003
WebTrends Reporting Series Enables Marketers to Optimize Search Results with Enhanced Search Engine Marketing Analysis
First Web Analytics Solution to Distinguish Paid vs. Organic Search Results to Track Beyond Click-Through Rates to Conversion, Revenue and Lifetime Value
At the London Search Engine Strategies Conference, NetIQ Corp. (Nasdaq: NTIQ), a leading provider of Systems & Security Management and Web Analytics solutions, today announced new Search Engine Marketing (SEM) analysis enhancements, to be made available later this month within its WebTrends® Reporting Series. As a result, customers will be able to effectively distinguish pay-for-performance versus organic search listings, to maximize search engine marketing efforts by tracking conversions, revenue and lifetime value.
WebTrends Reporting Series will offer the ability to answer key marketing questions to solve the toughest challenges that marketers face today about SEM, such as:
- How much of my traffic is coming from paid search versus organic search, by each search engine? Do paid search listings generate a higher return than organic search listings?
- How effective are my pay-per-click campaigns at acquiring new customers? Which keywords are critical to purchase and which ones are not?
- Which search phrases bring the highest conversion rate, revenue and lifetime values?
- Should I cancel or increase my keyword bids?
SEM is already a multi-billion dollar industry. Overall, according to Piper Jaffray, the worldwide search industry will generate $2.1 billion this year, growing to $6.9 billion in 2007. In addition, the analyst firm found that pay-for-performance search marketing has exploded in the past year, growing from approximately $500 million to $1.3 billion. As companies are continuing to increase spending in SEM, NetIQ has enhanced its flagship WebTrends® Web analytics solutions, both software and outsourced services, so marketers can determine how to most effectively spend their marketing dollars, including SEM as well as all other online campaigns.
"As organizations are putting more money into search engine marketing efforts, it's important for them to understand what's working and what's not. Conversion tracking is one of the best ways they can do this. It's great that Web analytics solutions like WebTrends Reporting Series offer this critical insight," said Danny Sullivan, editor of SearchEngineWatch.com and chair of the Search Engine Strategies London conference.
WebTrends Reporting Series enables customers to conduct an apples-to-apples comparison of SEM campaigns vs. other campaign types, such as banner and email advertising, so customers can truly optimize their marketing mix. In addition, because all businesses have unique Web initiatives and thus unique analysis requirements, all reports within WebTrends Reporting Series, including SEM analysis reports, are easily customizable to answer virtually any question regarding the effectiveness of an organization's online marketing campaigns.
"As a leading search engine optimization marketing firm, iProspect has been working to educate the market on the significance of integrating paid listings with natural search, to help our clients understand how to optimize their marketing spend," said Fredrick Marckini, CEO, iProspect. "With WebTrends Reporting Series, we have been able to produce our own highly customized search engine marketing solution so we can optimize our clients' campaigns accordingly and help them stay ahead of their competition."
"As the use of search engines continues to evolve and become more sophisticated as a marketing tool, WebTrends solutions will continue to enable marketers to go beyond measuring click-through rates to measuring ROI based on conversion and lifetime value," said Jeff Seacrist, group product manager for WebTrends solutions at NetIQ. "Right now, SEM may be the hottest tool in a marketer’s arsenal. But the only way marketers can truly understand and optimize the effectiveness of any campaign is to use a solution like WebTrends Reporting Series to compare SEM against other marketing efforts."
The SEM analysis enhancements will be made available within WebTrends Reporting Series 6.1 later this month at http://www.webtrends.com/ or by calling WebTrends sales at 888-WEBTRENDS. For more information on SEM, visit our resource center at http://www.netiq.com/webtrends/sem.asp
As the market leader for Web analytics, WebTrends solutions from NetIQ provide timely answers enabling customers to improve their return on investment from Web-based initiatives. More than half of the Fortune and Global 500 companies rely on WebTrends solutions for accurate and actionable insight into Web site activity and Web visitor behavior. WebTrends solutions offer multiple levels of insight to seamlessly accommodate increasing customer requirements, and it currently is the only line of Web analytics products that offers the choice of licensed software or outsourced services.
Founded in 1995, NetIQ Corp. (Nasdaq: NTIQ) is a leading provider of Systems & Security Management and Web Analytics solutions. Historically focused on the Windows management market, NetIQ now delivers cross-platform solutions that enhance business performance resulting in higher returns on infrastructure and Web investments. NetIQ products are sold across all continents directly and through a network of authorized NetIQ partners and resellers. The company is headquartered in San Jose, Calif., with development and operational personnel in Houston, Texas; Raleigh, N.C.; Bellevue, Wash.; Auckland, New Zealand and Portland, Ore. For more information, please visit NetIQ's Web site at www.netiq.com or call (888) 323-6768.
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