PORTLAND, Ore. -- WebTrends Inc., a market leader for web analytics and Marketing Performance Management solutions, today detailed its role in supporting Microsoft (NASDAQ:MSFT) with its global digital advertising campaign for the 2007 Microsoft Office system. Working in collaboration with McCann Worldgroup San Francisco, WebTrends implemented campaign and web site performance tracking with WebTrends Analytics™ — Microsoft’s enterprise-wide analytics solution — to provide a complete end-to-end view of digital advertising effectiveness across 12 countries.
The “It’s a new day. It’s a new office.” fully-integrated campaign, which allocated over 60% of the campaign to digital efforts, includes print, online and out-of-home advertising, a Web experience, and relationship marketing. Microsoft’s core objective for the campaign is to drive people to the “It’s a new day. It’s a new office.” campaign web site (www.office2007.com) where they can view guided demos of the solutions, interact with the full suite running on remote machines, and download the 2007 release for a 60-day trial.
“We believe that once people experience the 2007 Office system, they’ll be hooked. With end-to-end insight from WebTrends we instantly know how we’re tracking against our objectives for every single digital marketing campaign we are running,” said Jeff Olund, Microsoft general manager, Microsoft Office Productivity Applications. “That instant insight and consistent worldwide view is invaluable, considering the optimization opportunities we’ll have over the 18-month life of this campaign.”
By leveraging the flexible event data collection model in WebTrends Analytics, the 2007 Office system’s “It’s a new day. It’s a new office.” campaign web site was instrumented to track all visitor activity occurring within its rich, interactive interface. WebTrends and McCann Worldgroup were able to develop primary Key Performance Indicators (KPIs) to gauge advertising success based on the quality of product experiences they drove to Microsoft.com and test drives and trials occurring on third-party sites. This provided complete insight across the entire campaign, from initial customer response to completion of critical success events.
“The level and complexity of web site tracking implemented for the 2007 Office system fully-integrated campaign will provide Microsoft with more visibility into the global performance of the campaign than with any previous campaign managed by McCann Worldgroup for Microsoft,” said Joe Giannantonio, vice president director of analytics, McCann Worldgroup.
In addition, the “It’s a new day. It’s a new office.” campaign site offers five two-minute humorous videos focused on customer “pain points,” and WebTrends is helping evaluate creative effectiveness by determining whether visitors have a higher propensity to engage in one of the three product experiences after viewing these films.
“We are thrilled to be an integral part of Microsoft’s biggest advertising campaigns for the year, expanding on our recent support for the Windows Vista campaign,” said Greg Drew, CEO and president of WebTrends. “Our industry-leading flexibility and consumer-centric insight provide Microsoft precise performance metrics that enable them to drive engaging customer experiences that achieve their business goals.”
About WebTrends Inc.
WebTrends is the leading provider of web analytics software and on-demand solutions for web-smart customers including General Mills, IKEA, Microsoft, Reuters and Ticketmaster. With WebTrends Marketing Lab, the company has expanded its comprehensive analytics platform to offer on-the-fly data exploration, dynamic advertising optimization and customer targeting solutions fueling relationship marketing. Thousands of enterprises have chosen WebTrends solutions and consulting services to accurately prove and improve their business and marketing results. For more information, visit www.webtrends.com.
About McCann Worldgroup San Francisco
McCann Worldgroup San Francisco (McCannWGSF) is among the leading digital and marketing services agency networks. Their clients and relationships include: global agency of record for Microsoft, one of the lead agencies for HP, global AOR for Nortel and global AOR for Hitachi, among others. McCann WGSF handles integrated advertising duties in over 32 countries and has won numerous creative and marketing awards. This year alone McCannWGSF won a Cannes Lion and just swept the San Francisco ADDY’s with over 40 awards including Best of Show. McCann Worldgroup is comprised of McCann Erickson Worldwide, the world’s largest advertising agency network; MRM Worldwide (direct/customer relationship management/on-line marketing communications); Momentum Worldwide (event marketing/sponsorship/sales promotion); McCann Healthcare Worldwide (professional/dtc communications); Universal McCann (communications architecture/media buying and planning); and is aligned with Weber Shandwick (public relations) and FutureBrand (consulting/design) through The Interpublic Group of Companies.
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