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Webtrends Inc.
Type Private
Founded 1993
Headquarters File:Flag of Oregon.svg Portland, Oregon, USA
Key people Alex Yoder, CEO
Paul Wilde, CFO
Justin Garrity, Director of User Experience
Industry Web Analytics
Enterprising Marketing Software
Products Ad Director
Marketing Warehouse
Visitor Intelligence
Social Measurement
Website www.webtrends.com

Webtrends, Inc. is a private company headquartered in Portland, Oregon, United States. It provides web analytics and other software solutions related to marketing intelligence. The company was founded in 1993 and now serves more than 10,000 large and small firms.[1]



Webtrends Analytics is a Web analytics tool which collects and presents information about user behaviour on web sites. It collects data from Web server log files augmented with information from client-side scripts, presents results through a graphic user interface, and can present a large variety of data and analyses on many different kinds of web sites. The report presentation interface is highly configurable, allowing the administrator to select specific information to present. It has a large number of configuration parameters, and requires the administrator to understand HTTP and other Web technologies in detail. Webtrends Analytics can require considerable resources and governance for web sites with high traffic.[citation needed]

Webtrends Ad Director is an automated optimization solution for management of paid search advertising. The technology evaluates combinations of networks, keywords, positions, creative, and landing pages, then allocates advertising dollars to the top-performing combinations across major search networks, including Google, MSN and Yahoo!.[2]

Webtrends Open Exchange is a partnership network of related marketing technologies that integrate with Webtrends products. The Open Exchange partnerships fall into nine technology categories - ad serving, content management, customer relationship management, email marketing, enterprise campaign management, site search, targeting and optimization, users experience, and web site monitoring. Integrations exist with both mid-market and enterprise solutions such as Percussion and Interwoven (content management), ExactTarget and Responsys (email marketing), and Microsoft Dynamics CRM (customer relationship management).[3]

Webtrends Visitor Intelligence at the core of this tool is comprehensive "Interest Profile" that combines a person's online behavior with offline customer data, such as CRM or demographics to build insight into a person over time. This insight, combined with analysis and multi-dimensional reporting, gives enterprise organizations the ability to answer questions that are critical to improving marketing ROI.[citation needed]

Corporate history

W. Glen Boyd and Eli Shapira founded the company in 1995.[4] In 1999 they took it public, raising $45.5 million.[4] In 2001 California company NetIQ bought WebTrends for $1.1 billion in stock, then sold it to Francisco Partners four years later for $94 million.[4]

WebTrends acquired ClickShift, an automated optimization solution in online advertising, in December 2006.[5] ClickShift's technology was integrated into WebTrends' Marketing Lab suite, which includes its analytics and marketing warehouse products. The offering was re-branded as WebTrends Dynamic Search. [6] In August 2008, the product was relaunched as WebTrends Ad Director. [7]

The CEO plus three top vice presidents were asked to leave on October 31, 2007.[8] Although there was initial speculation the company was to be quickly sold to its largest competitor, later reports indicated the change signaled a long-term move.[4]


In 2009, WebTrends launched a transit ad campaign revolving around whether or not cyclists should pay a road tax. The ad asked, "Should Cyclists Pay A Road Tax?".[9] Both drivers and the cycling community reacted strongly to the ad, with strident opinion on both sides of the debate.[10] The aim of the campaign was to demonstrate the ability of the company's Web analytics to track the resulting online commentary around the issue.[10]


  1. Kemelor, Phil (2007-05-21). "Put to the Test: Webtrends Analytics 8". Intelligent Enterprise. http://www.intelligententerprise.com/showArticle.jhtml?articleID=199700517. Retrieved 2008-03-06. 
  2. Leggatt, Helen (2008-08-18). "Webtrends' Ad Director to improve search results". BizReport. http://www.bizreport.com/2008/08/webtrends_ad_director_to_improve_search_results.html. Retrieved 2008-08-21. 
  3. Conroy, John (2006-12-11). "Webtrends Launches Dynamic Search". CMS Wire. http://www.cmswire.com/cms/web-cms/percussion-repositions-web-content-management-solution-001856.php. Retrieved 2008-02-23. 
  4. 4.0 4.1 4.2 4.3 "WebTrends sale not imminent". www.bizjournals.com/portland. 2007-11-01. http://www.bizjournals.com/portland/stories/2007/10/29/daily39.html. Retrieved 2007-11-03. 
  5. "WebTrends Acquires ClickShift". www.bizjournals.com/portland. 2006-12-04. http://www.bizjournals.com/portland/stories/2006/12/04/daily2.html. Retrieved 2008-01-31. 
  6. "WebTrends Buys Optimization Firm ClickShift". MarketingVOX. 2006-12-05. http://www.marketingvox.com/archives/2006/12/05/webtrends-buys-optimization-firm-clickshift/. Retrieved 2008-02-07. 
  7. "WebTrends appoints new president-CEO". BtoB Online. 2008-08-19. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080819/FREE/991465. Retrieved 2008-08-21. 
  8. "WebTrends CEO gone". www.bizjournals.com/portland. 2007-10-31. http://www.bizjournals.com/portland/stories/2007/10/29/daily29.html. Retrieved 2007-11-03. 
  9. "New full-train MAX ad asks: Should cyclists pay road tax?". 2009-07-02. http://blog.oregonlive.com/commuting/2009/07/new_max_ad_should_cyclists_pay.html. Retrieved 2009-07-03. 
  10. 10.0 10.1 Rogoway, Mike (Thursday July 02, 2009). "Ads on bike tax have cyclists fuming". OregonLive.com. http://www.oregonlive.com/business/index.ssf/2009/07/ads_on_bike_road_tax_have_bike.html. 

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