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Marketing challenge

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A big challenge for Visual Insights will be marketing, Creese said.

Numerous competitors also deliver Web traffic analysis software, and to date, Visual Insights marketing has been limited primarily to public relations, Web banners, direct mail and leveraging partnerships with Intel Corp. and Microsoft.

Meanwhile, such companies as NetGenesis and Accrue lead a crowded field. Liquidity and marketing muscle may be as important as superior technology as the market shakes out, Creese said.

Visual Insights' technology is proving its mettle, said Mike Kaufman, systems engineer at Internet hosting company Paluch & Associates Inc., Chicago. He's running the software over more than 100 sites that Paluch maintains, and delivering the reports back to business managers.

"We use it to create reports and forward links to those reports via e-mail," Kaufman said. "Without Visual Insights to format the stuff, Web sites create too much information to look at."

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