WebSideStory Launches New HitBox

WebSideStory is launching a new version of its HitBox Professional ASP, as the major players in Web analytics look to debut tools that better track marketers’ return on investment.

Targeted at small and mid-sized businesses, Version 3 of the San Diego, Calif.-based firm’s ASP offers improved e-commerce analysis features.

The additions are designed to help clients more thoroughly analyze the return on investment from marketing efforts — such as search engine keyword, ad campaigns and affiliate marketing — and show the contribution to sales from each.

The service breaks out information on orders, revenue and browse-to-buy ratios. It also features enhanced reporting, which can distribute pre-defined reports on a schedule to different groups in a company, or can export reports into Microsoft Office formats or generic text files.

“Any small or mid-sized businesses that are serious about building a more effective Web presence need HitBox,” said WebSideStory President and Chief Executive John Hentrich. “We make it possible for them to measure and improve the effectiveness of their marketing and design efforts with point-and-click simplicity. Until now, only large enterprises could get this type of detailed, real-time analysis.”

The release comes as tensions are running high in the crowded field for firms that provide services or technology for analyzing site traffic. In recent weeks, several players have taken steps to solidify their position in the market, with WebSideStory winning a patent in June for its HitBox ASP. Days later, rival NetIQ released a new version of its WebTrends Reporting Center software, which makes it easier to track visitor behavior and create reports.

Later that month, Web ad serving giant DoubleClick announced it was also entering the site metrics space, with an ASP offering of its own. The company plans updates in fourth quarter to add tools that evaluate campaign effectiveness.

In July, Keylime Software launched an updated version of its product that features enhanced tools for tracking the return on interest from Web ad campaigns.

Other players in the field are expected to announce similar ROI-tracking features in coming weeks.