New web analytics tool can tell publishers who visits – and why

Audience insights company VisualDNA has launched a free website analytics tool to show publishers not just who visits their website, but why.

WHYanalytics reveals the emotional characteristics of any website’s visitors throughout the day in real-time, and is the first of a new suite of products from VisualDNA which aim to provide clarity in audience segmentation and engagement across the whole online advertising sphere.

The platform analyses site traffic and matches it to a database of millions of ‘quizzed users’, ultimately building a ‘richly detailed’ profile of who is visiting a website and the motivation behind it.

Visitors are then categorised into specific segmentations and communications that are delivered back to the publisher to provide a real-time understanding of their audience.

Publishers can use the data to demonstrate to advertisers how their websites reach audiences based on emotive traits to meet brand campaign briefs, see how their audience changes throughout the day, compare the composition of their audience by site subsection or page, and deliver tailored content to visitors based on personality, interests, needs and wants.

“Publishers deserve to understand their audience better than they do right now,” said VisualDNA founder and CEO, Alex Willcock. “We are committed to providing site owners with free access to the extraordinary resource that we have built up from more than 140 million profiles.

“Imagine how much more relevant the average user’s experience with the site will be if they are better understood by the sites that they visit.”

Shaun Jordan, Digital Sales Director at Trinity Mirror, who already use VisualDNA, added: “Brands define audiences by emotive characteristics, but most existing analytics tools just give you basic demographic information. The more we know about our audience, the better we can meet brand campaign briefs and monetise our inventory.”

Public beta available at why.visualdna.com