Unica enhances capabilities of Web analytics solution

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Waltham, Mass.—Marketing management software company Unica announced new enhancements to its NetInsight Web analytics solution, which now features paid-search integration and targeting.

Available in both on-demand and on-premise versions, NetInsight allows users to augment pay-per-click campaign reports with additional data on paid keyword costs, impressions, click-throughs, match type and average rank. Using these data, marketers can automate such performance indicators as cost-per-acquisition for lead-generation sites, return on ad spend for e-commerce sites and cost per page view for publishers, according to Unica.

In addition, users can segment Web site visitor reports to identify promising visitor segments, such as those who searched for specific products or abandoned a shopping cart with specific products. The target list can be fed into e-mail, call center or offline channels for remarketing purposes.

—Christopher Hosford

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