Unica has introduced a new Web analytics application that is based partly on technology it acquired from Sane Solutions and then rebranded under its family of products.
Affinium NetInsight offers flexible reporting and viewing capabilities that are adaptable to most business scenarios, Carol Meyers, SVP and chief marketing officer at Unica, told CRM Buyer.
"We have built NetInsight on the idea that Web analytics is becoming a part of mainstream business operations -- from self-service 
to marketing to other CRM applications. These activities all have different needs to a large degree," she said.
No Channel Is an Island
Affinium NetInsight is available as both an on-premise and as a hosted on-demand solution. The NetInsight on-demand solution was designed to easily integrate into on-premise applications, the firm said, thus allowing users to incorporate the data derived from the Web site with other analytical reports -- functionality that is seen as key to developing an enterprise-wide data view.
"The second wave of Web analytics market growth is underway, and more organizations are using their Web channels strategically," said Bill Gassman, research director, Gartner (NYSE: IT) .
Still, "a strategic Web channel can't stand alone for long," he noted. "New requirements for Web analytics will include cross-channel integration of Web channel information with other channels such as sales, support 
and content delivery.
"Web analytic solutions that enable data sharing will grow in popularity," Gassman predicted. "Companies need to synchronize customer segmentation, understand buyer behavior, and reconcile purchasing information across all channels."
More Flexible
NetInsight lets users create "scenario" and "funnel" reports -- that is, reports that trace the flow of information through a Web site. For example, they can show the number of people who placed orders over US$500, Meyers said.
These reports can also model business events -- an ability Meyers regards as a key differentiator from similar applications. "It provides users with more insight into how customers are behaving, not just information on the page views."
Another competitive differentiator is "drill-anywhere, trend anything," according to Meyers. "Users can look at any KPI (key performance indicator) they like. Then, if they see a data point that they want to further investigate, they can drill down for more details."
This functionality differs from that of similar products on the market, she said, because it gives users more flexibility without requiring a shift to different metrics.
Real-Time Reports
NetInsight also has real-time reporting capabilities -- meaning that users can see what is happening on the Web site in real-time. Drag and drop tools also allow users to create reports without much work.
Unica plans to expand its packaged integration options for marketing campaigns in future releases, said Meyers.
NetInsight will begin shipping in June.
Talkback: 
