ITV sales have employed web analysts Webtrends to design a tracking device which will give them a better insight and understanding into their customer and visitor usage of its flagship site www.itv.com.
ITV.com attracts five million visitors per month and the new service will play an important role in feeding information back to ITV giving advertisers valuable information about which television programmes and web content users are interested in. The aggregated data can then be used by advertisers to assist advertising campaigns.
Colin Elms, head of publishing at ITV sales said: “Many viewers visit the associated web page before or after a television programme to find more detail about the show’s actors, story lines or news. By using web analytics, we are able to analyse the path they’ve taken to identify what other web content and television programmes we could offer.”
Commenting on ITV’s decision to use WebTrends On Demands Nick Sharp, vice president of sales and marketing at the company said: “ITV’s implementation of WebTrends On Demand reinforces our industry leadership in providing world class web analytics to support smarter marketing and real-time decision-making that deliver better results.”
WebTrends is part of systems and security management and web analytics company NetIQ Corp.
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