WebTrends: The Measure of Success
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This week, I went over some due diligence materials of a private Internet company. On the top of the pile of papers were the WebTrends reports. It showed the type of traffic the site was getting.
In fact, just about every private company I've worked with relied on WebTrends reports. Simply put, it is kind of like the Gold Standard of traffic measurement.
Actually, I had the chance to meet the CEO of the company several years ago. He gave me a demo of the software and it was definitely cool. He told me, "We are making profits." Back then, this was considered kind of crazy. Aren't you supposed to sustain big losses? If not, you couldn't grow fast, right? Well, WebTrends (WEBT) demonstrates that it has not sacrificed growth.
Now, Webtrends has become a company with a full suite of products, becoming a leading provider of Visitor Relationship Management solutions and enterprise management and reporting solutions for Internet and intranet servers and firewalls. Last year, the company introduced 15 new products and has also launched a professional services organization.
Their Net reports are easily accessible online without requiring any hardware or software investment or log file access. They help Web operators maximize their Web sites and intranets. The information helps in dealing with combining sites, eliminating sites not being used, expanding areas with high user demand and developing guidelines for publishing web content.
WebTrends Live is the industry-first product that correlates e-commerce data with Web site visitor behavior, helping to generate a ROI for e-marketing campaigns. These capabilities give e-business managers a solution to help optimize their Internet investment by providing critical day-to-day information about their customers, partners and suppliers.
WebTrends has a broad customer mix including ISPs, governments, educational institutions, and corporate clients. A sampling of customers include: American Express, AT&T, Cable & Wireless, Comcast, DIGEX, Dow Jones & Company, EDS, IBM, Microsoft, NASA, USWeb/CKS, and UUNet. Last year, WebTrends added 10,000 new customers. In fact, in the last quarter, the company added about 4,000 new customers. In all, the company has 35,000 customers.
Clearly, WebTrends is growing its product line and bottom-line. It's an infrastructure play that has a business model that is profitable. It may not be an exciting business, but it works.
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