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Webtrends: helping Asos' global success


After the phenomenal success of its international expansion programme, online fashion retailer Asos has highlighted the work analytics firm Webtrends has done for it.

Webtrends is a global mobile and social analytics business which has helped Asos deliver websites in a number of countries, with each managing to retain a specific local feel.

Last month Asos reported a 142 per cent rise in global sales for the year ending March 31st 2011, in part reflecting the good work Webtrends had done on the e-tailer’s online stores launched in the US, France and Germany during the year.

David N Williams, Head of Customer Intelligence at Asos, said: “Asos’ success is born from our ability to continually engage our customers through product, service and technology.

“More than just an e-commerce site, we are a fashion destination. As we grow internationally it becomes crucial to have relevant and easily accessible KPIs at our teams’ fingertips, enabling them to make the right decisions on marketing campaigns, website enhancements and of course content.

“Webtrends technologies help deliver this to us in a way that fits with our business and our ambitious growth plans.”

Using Webtrends Analytics and Visitor Data Mart, Asos can analyse interaction with each sites and indentify the best converting traffic sources and campaigns.

User data can be segmented depending upon certain criteria such as product choices, and KPIs can be contrasted and compared on Excel dashboards without the need for negotiating several different programs at once.

Over the next few years Asos intends to continue its expansion in both Europe and further afield, and it’s persistence with Webtrends speaks volumes for the work the analytics firm has already completed.

Williams added: “Later this year we will launch additional international sites in Australia, Spain and Italy and further improve Mobile, Asos Marketplace and Asos Fashion Finder – and will again look to Webtrends to provide a crucial piece of the customer centric data we need to fully understand and exploit these opportunities.”

Published on Thursday 14 July by Editorial Assistant

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