Yoder said three concepts will differentiate Webtrends going forward: power, elegance and openness.

In terms of power, Yoder highlighted the addition of a 64-bit analysis engine to WebTrends Analytics On Demand last year. The same analysis capabilities will be added to the on-premise Analytics software later this year. He also referenced Webtrends new application programming interfaces (APIs) as an additional example of both the power and openness of the company’s data and systems.

Yoder described the evolution of marketing, from 1:1 relationships at the corner store to mass-media marketing. He said new social media channels offer the opportunity to regain the intimacy of the past, but on a mass scale. Webtrends APIs and support for other methods of standards-based data access are equally essential, he said, because they make it possible for marketers to connect data across their organizations and get the holistic view of customers necessary for 1:1 marketing.

Yoder acknowledged that user experience hasn’t been one of Webtrends strong points, but he guaranteed that it will be in the near future. The company has hired user-experience experts to create new interfaces that are not only more usable, but elegant, he said: “We’re going to represent data in visually enriched and usable forms that have never been seen before.”

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