Unica announced the latest version of its web analytics solution, Affinium NetInsight 7.1. Innovative capabilities in Affinium NetInsight 7.1, including real time visual exploration capabilities, will enable online business marketers to optimize web sites and Web 2.0 applications with broader, more comprehensive analysis of customer behavior.

Unica’s enhanced web analytics solution offers the industry’s most user-friendly, intuitive graphical reporting and exploration capabilities. With Affinium NetInsight, marketers quickly access detailed insight and analysis of web site visitors’ online activity and create custom reports with just the click of the mouse. The reporting allows companies to explore geographic, demographic and other relevant segmentation of customers to enable smarter decision making and marketing action. These visual exploration features provide a charted view of customers’ online activity across web sites and even the most complex Web 2.0 Rich Internet Applications (RIAs).

“With the evolution of Web 2.0 and the more interactive, networked nature of the online customer experience, marketers are challenged with understanding their customers’ behaviors across various distributed channels on the internet,” said Akin Arikan, senior segment manager, Unica Corporation. “Measuring click-throughs to a company’s web site is no longer a direct line and is insufficient for visitor-to-customer conversion metrics. Unica’s web analytics solution continues to provide companies with new capabilities for reporting, measuring and analyzing customer data across the distributed internet channels, tying customer behaviors across otherwise disconnected visit sessions and times. Perhaps even more importantly, NetInsight’s unique open data warehouse and built-in connectivity means internet behavior is tied to other channels for richer customer profiles and understanding.“

Affinium NetInsight is a turnkey web analytics solution that may be purchased as software or as a hosted on-demand solution. The on-demand solution is fully compatible with Unica’s on-premise solution, making it easy for organizations, as their needs change, to bring web analytics in house or switch to on-demand applications without loss of data or configuration customization.

In addition, NetInsight’s on-demand solution is the only on-demand solution available that offers users the ability to use page-tags, log-files or any combination of data collection. When marketers use web analytics in conjunction with other modules in Unica’s Affinium Suite, they can integrate online and offline behavior tracking and analysis and improve campaign targeting and customer segmentation across multiple channels to truly optimize marketing effectiveness.