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Forrester Report features Trovus
Emerging Technologies CMOs Should Watch: Q3 2011' - Forrester Report
We’re pleased to report that Trovus technology and expertise feature positively in Forrester’s latest report on ‘Emerging Technology that CMOs Should Watch’. For Chief Marketing Officers (CMOs), the Q3 2011 Forrester report covers leading-edge, high impact technologies – including a review of Trovus in its section ‘IP Address Lookup Better Engages Anonymous Site Visitors’.
“We’re delighted that our web intelligence technology has attracted the attention of one of the world’s leading research organisations,” said Caspar Craven, Co-founder and Director of Trovus. “Other than the early adopters, web intelligence through new generation IP address identification and profiling is only just starting to gain traction. We believe that reports such as Forrester’s highlight the critical importance of the technology and will help to bring its capabilities to mainstream marketing within B2B organisations.”
Of course, IP address identification and profiling is definitely maturing. But until now, web intelligence has been all about the technology. We believe the market will evolve. It will become a Services market, where technology is an enabler and the focus will shift towards gaining the expertise to extract vital information from web intelligence data. Competitive advantage and the ability for CMOs to impact the bottom line will come from how you convert the data into meaningful information on which you can base decisions and take actions.
In this scenario, the correct interpretation of web intelligence is essential to achieving the best results, which is where your solution provider’s expertise becomes critical. Trovus provides the services to gain the maximum business benefit from web intelligence technology. It means making sense of vast amounts of data that the technology delivers, a task which a lot of companies don’t have the time or the skillsets to contemplate.
Do it correctly, and you gain great insights into your web presence and effectiveness, at the same time unveiling many opportunities. Marketeers can see the names of organisations visiting their site, where servers are based, how many visitors there are from those organisations, their “journey” through the website, pages visited, and much more. Armed with the right skills to interpret and leverage this data, they can make important strategic marketing decisions and develop actions to pursue opportunities.
We hope that many companies will invest in a copy of Forrester’s report, and see for themselves the importance and potential impact that web intelligence promises – as an area that Forrester recommends CMOs to watch. We think the report will certainly help advance the adoption of web intelligence as a critical capability within the professional marketing community.
