Webtrends? newest executive claims that brands and publishers are placing an increasing emphasis on integrating mobile and social analytics into their multichannel marketing efforts.

The recently launch Webtrends Apps and Ads platforms are designed to meet the expanding needs of marketers in these areas. Webtrends? clients include The New York Times, Microsoft, BMW, RIM, China Telecom, China Mobile, CCTV, Tencent QQ, Microsoft, Hitachi, The Associated Press, HSBC, Barclays, Vivo Cellular and Petrobras.

Mobile Marketer?s Dan Butcher interviewed Hope Frank, newly hired chief marketing officer of Webtrends, London. Here is what she had to say:

What are your responsibilities?
I am responsible for elevating the Webtrends brand both domestically and internationally. Additionally, I am focused on customer engagement and broadening the customer experience with Webtrends technology.

What is your mandate as chief marketing officer?
As the leading global pure play in Web, mobile and social analytics, I have a fertile ground in which to grow the Webtrends brand. My mandate is expand our brand in North America while focusing more on EMEA, Brazil and Australia.

We are experiencing extraordinary growth in APAC, and we plan to open another office in early 2011.

My goal is to also improve our chief marketing officer relationships in both mobile and social analytics.

What is Webtrends? roadmap for growth?
Mobile analytics has been limited in growth due to the challenges in producing mobile applications on multiple mobile platforms.

With the 2010 acquisition of Transpond and incorporating it into Webtrends Apps, a turnkey applications platform, Webtrends is now positioned to help marketers easily broaden their reach into mobile devices and fully measure user engagement.

Never have the barriers to entry been lower in order to create, improve and measure a program.

As the shelf life for many mobile campaigns demands creativity, innovation and experimentation, Webtrends is able to provide the end-to-end tool kit required to meet digital marketers? exacting requirements. 

And not only corporate marketing departments?in fact, our digital agency partners are loving the innovation our mobile solutions provide.

Has the mobile analytics space made progress so far in 2010?
Yes, a large number of our clients have chosen to integrate mobile analytics into their 2010-2011 integrated marketing programs.

If so, how much?
Multifold ? since our RIM mobile analytics announcement at BlackBerry Devcon in September 2010, we have been inundated with requests.

Our partnerships with both Zinio and Geodelic have further deepened our momentum within the category.

What is necessary to take it to the next level?
Granted, we are in a fortunate position. Many of our 7,000 global clients are moving quickly into mobile and social.

Clearly we have reached a tipping point this quarter where it is no longer a matter of if, but rather when in 2010 or 2011 they will integrate Webtrends mobile analytics into their marketing programs.

Final Take

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