Beware: That "Integrated Analytics" Package Your Vendor Wants to Sell You May Not...

Thu Sep 17, 2009 9:51am EDT

* Reuters is not responsible for the content in this press release.

Beware: That "Integrated Analytics" Package Your Vendor Wants to Sell You May
Not be Fully Integrated With Your Website

WOBURN, Mass., Sept. 17, 2009 (GLOBE NEWSWIRE) -- According to a 2007 report
from Forrester Research, 83 percent of marketers embrace the idea of a
comprehensive web marketing applications suite, with 45 percent citing "improved
online customer experience" as their #1 priority.

But watch out: Brett Zucker, Chief Technology Officer at Bridgeline Software
(Nasdaq:BLSW), warns that many web marketing application suites touted as having
"integrated analytics" in fact do not. "Many metrics tools advertised as
'integrated analytics' are only marginally integrated into the website and its
applications," he says.

In a new special report, "What is Integrated Analytics?", Zucker explains the 3
tiers of analytics package integration available to marketers, how to achieve
true integration between analytics and other website applications, and how
integrated analytics can improve website performance and ROI:

** Stand-alone analytics -- includes SPSS Web Analytics, Web Trends Analytics,
and other analytics packages that are not integrated with the website's content
management system (CMS). These analytics packages are run manually on demand,
with data fed electronically from the website into the package.

** Connected analytics -- some stand-alone analytics packages, including Google
Analytics and Omniture, can be connected to your website's CMS and other
applications using page tags -- short segments of code that pass information
about the page and visitor to the analytics package in real-time.

According to Zucker, one drawback of connected analytics is that the creation of
page tags is prone to human error making possible erroneous reporting of
analytics data. Zucker estimates that because of page tag errors, data accuracy
of connected analytics systems can be off by as much as 10% -- meaning one out
of every ten web page metric reports can contain serious errors with misleading

** Integrated analytics -- with integrated analytics, the metrics tool shares a
common data set with the other web applications. Data communication between the
website and analytics software takes place automatically in real time.

With truly integrated analytics, the analytics package can automatically assign
user profiles to website visitors based on their activity. The user profile is
conveyed to the CMS, which can dynamically serve persuasive and relevant content
to users based on their profiles. As a result, dynamic segments of the website
are tailored to each user's interests, improving user experience and conversion

For instance, a user on a financial services website who interacts with
particular content on retirement plans can be automatically assigned to a user
profile of "planning for retirement." When that user clicks into a financial
calculator section, for example, he could be served links that more prominently
feature financial calculators that pertain to retirement scenarios so that the
content is more relevant and engaging.

To download a free copy of Bridgeline's new special report, "What is Integrated
Analytics?" visit: Or, call Bridgeline at
800-603-9936 or write to: Bridgeline Software, 10 Sixth Road, Woburn, MA 01801.

About Bridgeline Software

Bridgeline Software is a developer of web application management software and
award-winning interactive business technology solutions that help organizations
optimize business processes. The iAPPS Product Suite is an innovative SaaS
solution that unifies Content Management, Analytics, eCommerce, and eMarketing
capabilities -- enabling business users to swiftly enhance and optimize the
value of their web properties.

Combined with award-winning interactive technology services by Microsoft Gold
Certified development teams, Bridgeline Software helps customers to
cost-effectively maximize the value of their rapidly changing web applications.
Bridgeline Software's teams of developers specialize in web application
development, usability engineering, SharePoint development, rich media
development, and search engine optimization.

Bridgeline Software is headquartered near Boston with additional locations in
Atlanta, Chicago, Cleveland, Denver, New York, Washington, D.C., and Bangalore,
India. Bridgeline Software currently has over 600 customers ranging from middle
market organizations to divisions within Fortune 1,000 companies that include:
Healthcore, The Bank of New York Mellon, Marriott International, Berkshire Life,
PODS, Honeywell, Budget Rental Car, Washington Redskins, AARP, National
Financial Partners, The Packard Foundation, DTCC, Cadaret, Grant & Co., National
Insurance Crime Bureau, the American Academy of Pediatrics, and the Georgia
Lottery. To learn more about Bridgeline Software, please visit

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995

All statements included in this press release, other than statements or
characterizations of historical fact, are forward-looking statements. These
forward-looking statements are based on our current expectations, estimates and
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made by us, all of which are subject to change. Forward-looking statements can
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disclaim any obligation to update any forward-looking statement.

CONTACT:  Bridgeline Software, Inc.
          Brian Bolton, Vice President of Marketing