# Webtrends > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Webtrends > Markdown URL: https://mediated.wiki/source/Webtrends.md > Source: https://en.wikipedia.org/wiki/Webtrends > Source revision: 1331541642 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) {{short description|Web analytics company based in Portland, Oregon}} {{Infobox company | | name = Webtrends | type = [Private](/source/Private_company) | foundation = 1993 | key_people = Joe Davis, CEO | location = [Portland, Oregon](/source/Portland%2C_Oregon), U.S. | industry = Web Analytics, Digital Marketing | products = Analytics, Testing, Targeting, Search and Social Marketing, Remarketing, Streaming Data Delivery, Audience Segmentation | homepage = https://www.webtrends.com/ }} '''Webtrends''' is a private company headquartered in [Portland, Oregon](/source/Portland%2C_Oregon), [United States](/source/United_States), that provides digital analytics, optimization, and software solutions related to [digital marketing](/source/digital_marketing) and e-commerce.{{cite news |newspaper=[The New York Times](/source/The_New_York_Times) |url=https://www.nytimes.com/2001/01/18/business/technology-briefing-software-netiq-buying-webtrends.html |title=NetIQ buying WebTrends |quote=WebTrends .. provides software and services for e-commerce |author=Laurie J. Flynn |date=January 18, 2001}} ==History== W. Glen Boyd and Eli Shapira founded the company in 1993 as "E.G. Software".{{cite news |author=Aliza Earnshaw |title=Webtrends sale not imminent |date=2007-11-01 |url=http://www.bizjournals.com/portland/stories/2007/10/29/daily39.html |work=bizjournals.com/portland |accessdate=2011-10-16}} [NetIQ](/source/NetIQ) acquired the company in 2001.{{cite news |newspaper=[The New York Times](/source/The_New_York_Times)|url=https://www.nytimes.com/2001/01/18/business/worldbusiness/IHT-tech-briefnetiq-growth.html |title=NetIQ Growth |date=January 18, 2001 |author=Victoria Shannon |quote=.. would buy WebTrends .. software that monitors corporate Internet traffic.}} In 2002, NetIQ released version 5.0 of ''Webtrends Reporting Center'' {{cite news |newspaper=[Advertising Age](/source/Advertising_Age) |url=https://adage.com/article/special-report-wtw01/write/54325 |title=NetIQ releases WebTrends 5.0 |date=June 21, 2002}} and in 2005, NetIQ sold Webtrends to the private equity fund [Francisco Partners](/source/Francisco_Partners).{{cite news |last=News Agency |first1=Bloomberg |date=March 29, 2005 |title=Technology Briefing - Deals - NetIQ To Sell WebTrends Unit |url=https://query.nytimes.com/gst/fullpage.html?res=9E07E6DC123FF93AA15750C0A9639C8B63 |work=The New York Times}} On October 31, 2007, three corporate vice presidents and the [CEO](/source/CEO) were asked to resign from the company.{{cite news |author=Aliza Earnshaw |title=Webtrends CEO gone |date=2007-10-31 |url=http://www.bizjournals.com/portland/stories/2007/10/29/daily29.html |work=bizjournals.com/portland |accessdate=2007-11-03}} Initial speculation suggested the company might be sold to its largest competitor, but later reports indicated that the change signaled a long-term strategic shift. In February 2014, the company hired Joe Davis as its new CEO.{{cite web |website=[The New York Times](/source/The_New_York_Times) |url=https://www.nytimes.com/2014/02/24/business/media/accounts-and-people-of-note-in-the-advertising-industry.html |title=Accounts and people ... Joe Davis joined Webtrends ... chief executive |date=February 24, 2014}} In May 2014, the company moved its headquarters from the [Pacific First Center](/source/Pacific_First_Center) to the [U.S. Bancorp Tower](/source/U.S._Bancorp_Tower) in Downtown Portland.{{cite news |author=Mike Rogoway |title=Webtrends has new digs as it builds new image |url=http://www.oregonlive.com/silicon-forest/index.ssf/2014/05/webtrends_has_new_digs_as_it_b.html |accessdate=May 15, 2014 |newspaper=[The Oregonian](/source/The_Oregonian) |date=May 6, 2014}}{{cite web |url=https://www.oregonlive.com/silicon-forest/index.ssf/2013/04/webtrends_plans_move_to_big_pi.html |title=Webtrends plans move to 'Big Pink' in downtown Portland |author=Mike Rogoway |publisher=The Oregonian/OregonLive |date=April 22, 2013 |accessdate=August 19, 2018}} ===Impact=== In 2009, Webtrends launched a transit ad campaign that posed the question of implementing a cyclist [road tax](/source/road_tax). The campaign aimed to demonstrate the company's ability to use web analytics to track online commentary about the issue.{{cite news |url=http://www.oregonlive.com/business/index.ssf/2009/07/ads_on_bike_road_tax_have_bike.html |title=Ads on bike tax have cyclists fuming |last=Rogoway |first=Mike |date=July 2, 2009 |work=[OregonLive.com](/source/OregonLive.com) }} ===Acquisitions=== Webtrends acquired ClickShift, an automated optimization product in online advertising, in December 2006.{{cite web |website=AdAge.com |url=https://adage.com/article/btob/webtrends-acquires-clickshift/265674 |accessdate=2019-05-28 |title=WebTrends acquires ClickShift |date=December 6, 2006 |author=Carol Krol}}{{cite news |title=Webtrends Acquires ClickShift |date=2006-12-04 |url=http://www.bizjournals.com/portland/stories/2006/12/04/daily2.html |work=bizjournals.com/portland |accessdate=2008-01-31}} ClickShift's technology was integrated into Webtrends' Marketing Lab suite, which includes its analytics and marketing warehouse products, and rebranded as Webtrends Dynamic Search.{{cite news |title=Webtrends Buys Optimization Firm ClickShift |date=2006-12-05 |publisher=MarketingVOX |url=http://www.marketingvox.com/archives/2006/12/05/webtrends-buys-optimization-firm-clickshift |accessdate=2008-02-07 |archive-date=2007-05-09 |archive-url=https://web.archive.org/web/20070509050613/http://www.marketingvox.com/archives/2006/12/05/webtrends-buys-optimization-firm-clickshift/ |url-status=dead }} In August 2008, the product was relaunched as Webtrends Ad Director.{{cite news |title=Webtrends appoints new president-CEO |date=2008-08-19 |publisher=BtoB Online |url =http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080819/FREE/991465 |accessdate = 2008-08-21}} Webtrends acquired Seattle-based Widemile, a provider of multivariate testing and targeting, on July 30, 2009. The product was rebranded and relaunched as Webtrends Optimize the day the acquisition was made public.{{cite web | url = http://blogs.webtrends.com/blog/2009/07/30/we-acquired-widemile-a-leader-in-multivariate-testing-optimization-and-targeting/ | title = Official Webtrends Company Blog - We acquired Widemile; a leader in multivariate testing, optimization, and targeting. | accessdate = 2010-11-25 }}{{Dead link|date=August 2025 |bot=InternetArchiveBot |fix-attempted=yes }} Webtrends acquired [San Francisco](/source/San_Francisco)-based Transpond, a maker of social microsites and applications that can be distributed over the web or [Facebook](/source/Facebook), on August 10, 2010. The product was rebranded as Webtrends Apps at the time of the announcement and was later rebranded as Webtrends Social.{{cite web | url = http://www.marketwire.com/press-release/Webtrends-Acquires-Social-Marketing-Company-Transpond-1302371.htm | title = Webtrends Acquires Social Marketing Company Transpond. | accessdate = 2010-11-25}} Webtrends acquired Reinvigorate from Culver City, CA-based Media Temple Ventures. Reinvigorate developed a real-time analytics web product using visit heat mapping technologies. The product was rebranded as Webtrends Reinvigorate{{cite news |newspaper=[Advertising Age](/source/Advertising_Age) |title=Webtrends acquires analytics company Reinvigorate |url=https://adage.com/article/btob/webtrends-acquires-analytics-company-reinvigorate/285323 |date=August 8, 2011}} and later discontinued.{{cite web |url=https://www.facebook.com/webtrends/posts/10153132256976287 |title=Has the plug been pulled on your Reinvigorate service? I didn't get any notice. |author=Matthew Hunt |website=[facebook](/source/facebook).com |quote=Hi Matt, unfortunately we no longer offer this service.}} ==Products== Webtrends offers a variety of [web analytics](/source/web_analytics) products and services that focus on the collection and presentation of user behavior data for websites and mobile device applications. The [''New York Times''](/source/The_New_York_Times) has described the company's offerings as "products that analyze spending by Web site visitors." The core product, Webtrends Analytics, is available in both software and [software as a service](/source/software_as_a_service) (SaaS) models. Over the years, Webtrends has released a number of SaaS products, including Webtrends Segments, Webtrends Optimize, Action Center,{{cite web |url=https://azuremarketplace.microsoft.com/en-us/marketplace/apps/aad.webtrendsactioncenter |title=Webtrends Action Center |website=Microsoft.com }}{{Dead link|date=August 2025 |bot=InternetArchiveBot |fix-attempted=yes }} Webtrends Streams and Webtrends Ads. A 2012 "integration" deal linked WebTrends and [Hootsuite](/source/Hootsuite).{{cite news |newspaper=[Advertising Age](/source/Advertising_Age) |title=HootSuite integrates with Webtrends for conversion metrics |date=October 3, 2012}} Their [Email remarketing](/source/Email_remarketing) tool, released in 2013, helps online marketers leverage real-time data on abandoned virtual shopping carts.{{cite web |url=https://www.slideshare.net/TarvinderSingh5/webtrends-shopping-cart-abandonment-remarketing-130718115913phpapp01 |title=Shopping cart abandonment remarketing |date=2013}} In February 2015, Webtrends completed the worldwide rollout of Webtrends Explore, their ad-hoc analytics application.{{cite web |url=https://www.computerworld.com.au/mediareleases/2744/webtrends-marketing-warehouse-now-available-as-on- |title=Webtrends Marketing Warehouse Now Available As On Premise |date=5 October 2023 |quote=Webtrends Explore. This built-in data exploration tool lets you drill into ...}}{{cite web |url=https://www.webtrends.com/about-us/press-room/press-release/webtrends-completes-worldwide-rollout-webtrends-explore |title=Webtrends Completes Worldwide Rollout of Webtrends Explore}} In 2016, Webtrends announced the release of a new analytics product, Webtrends Infinity Analytics;{{cite web|url=https://www.webtrends.com/blog/2016/02/what-is-webtrends-infinity/|title=What Is Webtrends Infinity - Webtrends|date=February 11, 2016}} a year later, they sold it to [Oracle](/source/Oracle_Corporation).{{cite web |website=[BizJournals](/source/BizJournals) |url=https://www.bizjournals.com/portland/news/2017/04/04/webtrends-sells-big-data-product-to-oracle-shrinks.html |title=Webtrends sells big data product to Oracle, shrinks downtown workforce |author=Malia Spencer |date=April 4, 2017 |quote=slimmed down its product portfolio — and its workforce — ... last month.}} On August 1, 2018, a management buyout led to the spin-off of their testing and personalization offering, Webtrends Optimize, into a standalone company.{{Cite web|date=2019-12-31|title=Time Flies... 18 Months In {{!}} Webtrends Optimize Blog|url=https://www.webtrends-optimize.com/blog/time-flies-18-months-in/|access-date=2020-07-01|website=Webtrends Optimize|language=en-GB}} Headquartered in the UK, the new company was headed by Matthew Smith, the former Director of Optimisation Services, who assumed the role of CEO. Following the split, the Optimize product was rebranded and re-platformed and has been operating independently since then. ===Data collection=== Webtrends software uses log file analysis and page tagging. [Log analysis](/source/Log_analysis) reads the files in which the web server records all its transactions. In page tagging, parameter name-value pairs are appended (either automatically via a JavaScript 'tag' or manually through hand-coding) to the query string of a GIF image hosted on a data collection server. When a visitor loads the page in a browser, the browser sends a request to the data collection server so that it may load the GIF image. The data collection server receives the request and logs the parameters included in the query string of the GIF image. The software analyzes and organizes the captured data into reports for each configured 'Profile'. Reports are viewable by various means, most commonly through a web-based [graphic user interface](/source/graphic_user_interface) or a scheduled emailed export of the report in [PDF](/source/PDF) or [CSV](/source/Comma-separated_values) format. Collected data can also be viewed via raw log file delivery, [REST](/source/REST) and [ODBC](/source/ODBC) queries, and other products that use the Webtrends Data Extraction API. The web-based reporting interface is customizable, allowing administrators to specify which information is analyzed, how it is presented, and who can access it. ==References== {{reflist|30em}} {{DEFAULTSORT:Webtrends}} Category:1993 establishments in Oregon Category:Companies based in Portland, Oregon Category:Companies established in 1993 Category:Privately held companies based in Oregon Category:Software companies of the United States Category:Web analytics --- Adapted from the Wikipedia article [Webtrends](https://en.wikipedia.org/wiki/Webtrends) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Webtrends?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.