Webtrends, the granddaddy of web analytics apps, launched Webtrends Open Campaign. According to their mid-August press release, Open Campaign is “a transparent look at digital marketing today through the execution of an integrated multi-touch campaign.” In other words, the folks who brought us traffic stats and other under-the-hood goodies are showing us how it’s done. Promises to be an interesting ride.
Using a broad blogging platform, social media APIs and a cast of in-house and partner characters, we’re invited to not only watch but participate in the digital marketing campaign for new product, Analytics 9.
Webtrends, once *the* analytics and measurement tool for web dev and marketers, was put into deep shadow by Google Analytics. Like so many other pay-to-play apps, this once standard tool was pretty much forgotten by most web dev and managers I knew. Google just made it so darn easy. And who can argue with free?
The Webtrends Open Campaign will pull back the covers on a comprehensive initiative. Marketers will no doubt appreciate the transparency and opportunity to poke around someone else’s plan and execution. I’m curious to follow the effects of audience participation on the process and the follow-through on transparency.
With an all-access pass to a new online campaign, I’m going to give it a whirl. How about you?