• September 14, 2007

Emeryville-based marketing tech firm J.L. Halsey has rolled out an integrated email list-management and Web analytics tool--bringing together products from its ClickTracks and Lyris divisions.

With the new solution, the Lyris ListManager email marketing platform can automatically exchange data with the ClickTracks Web analytics platform--allowing advertisers to follow the user behavior trail from email to Web site.

Using ClickTracks data, marketers can see exactly which links users follow through to the company Web site, how long they remain on various pages, and whether they download white papers or other info--and they can segment users according to various behaviors.

"This combination of Web analytics and email marketing can provide great insight into what factors are driving traffic and conversions," said Dan Robbins, director of marketing, ClickTracks. "I believe it's absolutely critical that marketers and online business owners understand the data...And email campaigns can provide great insight into those drivers--with the right analytics and data solutions."

By bundling the two tools, J.L. Halsey aims to make email campaign management more efficient--delivering greater insights and ROI to such clients as Nokia, Jupitermedia and Johns Hopkins University.