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Foviance scopes out online audience for publisher Egmont

Tuesday 13th November 2007

Foviance, the expert in online user experience, has been appointed by children's publisher Egmont to measure the user behaviour and traffic levels of 15 of its online magazines and websites, including Go Girl, Toxic, and MirrorScape.

Egmont, the number one character publisher in the UK, has historically focused on its offline publishing business, maintaining a limited presence online. However, over the next few months Foviance's cutting-edge web analytics platform WebAbacus will help Egmont to better understand how its online business is performing, and so aid future development decisions.

The WebAbacus solution will be tracking on a global basis where site visitors have come from, how they are navigating their way through Egmont's portfolio of websites, and how content is being used. In addition, users will be segmented by age, gender and demographic group, to determine how accurately content is being targeted.

WebAbacus' 3D traffic visualisation tool will allow Egmont to see how traffic is flowing through individual websites, to determine whether there is an optimal navigation route, and understand the points at which users are exiting most frequently. This data can be cross-referenced with data about the user's entry point, from both online and offline marketing sources, as well as their demographic group, to build a complete picture of Egmont's online audiences.

Sean Burton, product manager for WebAbacus comments: "WebAbacus will offer Egmont a much clearer idea of how its online audience is behaving, and help it to understand precisely what content is working and what isn't. Egmont’s pragmatic approach to boosting its online presence is one that many content owners could learn from."

Kerrie Culff, director of business services at Egmont, adds: "We selected WebAbacus for its ability to grow with the company over time, as well as its powerful data segmentation tools. In addition, we've been extremely impressed by the speed of implementation, with some sites being added to the WebAbacus platform within a matter of hours. We have big plans for our online presence next year, and with Foviance's support we’re confident that we’ll be delivering exactly what our audience wants."