Brands can profit from utilising enterprise intelligence company Webtrends’ consumer solutions – in conjunction with those from the Teradata Corporation – as it offers analysis of user information, Webtrends’ chief executive has said.

Alex Yoder from the firm noted that it is continuously necessary to monitor online PR campaigns and that "analysing this collective data is paramount".

Benefits of Webtrends’ service include increased conversions, as understanding what truly drives campaign successes is enhanced and companies can improve the timeliness and relevance of on and offline offers.

Furthermore, it may help businesses strengthen customer relationships by personalising direct correspondence in accordance with an individual’s internet-based behaviour.

Earlier this month, it emerged that the majority of adults in the US do not want advertising campaigns tailored to their interests, suggesting that behavioural marketing could enjoy less success than other methods.

However, it was found that younger adults in the country are not as dismissive of bespoke marketing.

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