Darnell described how the integration of web analytics and web content management can help marketers discover issues and make changes in a familiar interface, while the integration of multivariable testing and web analytics helps uncover the content that motivates site visitors to take action. He explained how:

• Marketers can use Webtrends reports and a heat map overlay to understand issues on their web site and make changes to content in the SitePublisher interface.

• Interwoven provides a multivariable testing capability for creating pages with multiple creative variables and values from the same SitePublisher interface.

• WebTrends and Autonomy Optimost integration lets marketers share data between the applications to uncover areas for experimentation. Data from Optimost experiments can also be sent to WebTrends for analysis.

Attendees asked about the cost of integration and whether they could run multivariate experiments in a site other than TeamSite. There is no cost, Darnell said, for Webtrends and Interwoven customers. He also described how Optimost can be used to create and manage experiments, but it is not tied to any single web content management system.

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