Unica Beefs Up Web Analytics Capabilities

Unica just announced new features for enterprise-wide deployment of Affinium NetInsight. The company also expanded the roster of enterprise customers who have implemented NetInsight.

“Working with existing and new customers alike, we see how web analytics is growing from something that is used within the website team to a key source of insights informing other aspects of marketing,” said Akin Arikan, director, product marketing and strategy, Unica. “Our product strategy is to make web analytics as accessible and easy to integrate into marketing processes as possible.”

Affinium NetInsight delivers self-service capabilities that allow marketers to conduct in-depth analysis of website visitor behavior. This seems to be catching on with enterprises that want to boost company-wide adoption of web analytics, in part, because of the company’s approach. Unica uses a role-based user interface.

NetInsight’s role-based flexibility has been extended in the latest release to give users access to both sampled and full data set reporting modes. Using sample reporting mode, business users can streamline exploratory ad-hoc analysis and custom reporting for a quick view of trends, success indicators, and visitor behavior.

“With NetInsight, business users can get their questions answered with maximum efficiency. By using the sampled data mode first, I can identify a general data trend quickly, and then switch to full data mode to get an exact reportable number,” said John Emerson, senior product manager at Healthline. “This capability lets management solve problems on their own and frees up the core web analytics team to focus on higher value, complex analytics projects.” µ

Affinium NetInsight also added enhancements to dashboards, interactive visualizations for geo reporting, and new functionality for embedding analytics in external applications or portals. Cisco, Coastal Contacts, Franklin Templeton, Harland Clarke, iDrivesafely.com, LogMeIn, National Instruments, Qualcomm, Timesys, and Wmode are using Unica’s products.