Government funded tourist board selects SCL Analytics and Unica to integrate web analytics and ecommerce

LONDON – 5 July 2007, VisitBritain, the UK’s national tourism agency, has kicked off its international campaign to increase its online revenues by integrating web analytics with its ecommerce operations. The organisation is working with web analytics consultants, SCL Analytics, using Unica Corporation’s (Nasdaq: UNCA) Affinium® NetInsight® web analytics software for the project. It has already rolled out the newly revamped functionality on its sites for France, Germany and the US.

VisitBritain has more than one million unique visitors across its global network of 40+ websites. In addition to increasing revenue, VisitBritain hopes to use the technology to gain further visibility into the online behaviour of its site visitors to help develop, tailor and measure the performance of its services for its customers and partners.

“As the official government funded tourism agency for Britain, we have a responsibility to promote visitors and make their experience a pleasant one. An easy-to-use and informative website is key to achieving this goal,” said Harry Speller, customer experience executive at VisitBritain. “This integration will provide us with the information we need to ensure our website is providing valuable products and services for our visitors from around the world.”

The data generated through the analysis of its ecommerce transactions will help VisitBritain to:

* improve its network of partners through insight into its pay per click advertising performance and increased visibility into marketing performance.

* measure the effectiveness of its marketing activities throughout the organisation and provide clear reports and evaluation to the government.

“Using web analytics to gain insight into its online shops will not only help VisitBritain improve its revenue, but to extend its reach and provide better customer service,” said Alan Hall, managing director of SCL Analytics. “This will allow visitors to the site to personalise their holiday plans and beat the queues by purchasing tickets for major tours and attractions online.”

“The information VisitBritain will gain through analysis of its ecommerce transactions will easily translate into success in marketing and customer outreach efforts,” said Steve O’Brien, vice president of internet marketing at Unica. “We’re happy to provide the platform to help VisitBritain improve measurement and increase accountability in order to secure its ongoing government funding.”

VisitBritain will be participating in a free webinar, “Customer behaviour demystified: the dark art of advanced web analytics” alongside Unica and SCL Analytics. The webinar will take place on 10 July at 2.00 p.m. GMT and will be chaired by chaired by editor, Stuart Lachlan. For more details and to register please visit:

About SCL Analytics

SCL Analytics ( provides tools, consultancy and training for web analytics and is the sole distributor of Unica Affinium NetInsight software in the UK, Ireland and Scandinavia. The software analyses both online and offline data to provide marketers with a clearer picture of customer needs, buying patterns and behaviour.

About Unica

Unica® Corporation (NASDAQ: UNCA) is a leading global provider of enterprise marketing management (EMM) software. Focused exclusively on the needs of marketers, Unica delivers the most comprehensive EMM suite on the market. Unica's Affinium® software streamlines the entire marketing process for brand, relationship and internet marketing – from planning and budgeting to project management, execution and measurement. Offered on premise or on demand, Affinium delivers key EMM capabilities including: web and customer analytics, cross-channel lead and campaign management, and marketing resource management. Unica’s solution uniquely provides a marketing system of record that enables marketers to easily manage marketing information and assets, rapidly assemble campaign components, and track performance. Just as sales force automation has streamlined sales operations, Unica's EMM solution is poised to revolutionize marketing. Today, more than 500 companies worldwide have adopted Unica's Affinium as their EMM solution.

Founded in 1992, Unica is headquartered in Waltham, Massachusetts, with additional offices in the US, Australia, France, Germany, The Netherlands, India, Singapore, Spain, and the UK. For more information, visit

Unica sponsors The Marketers’ Consortium, an online community where marketers and industry experts discuss the critical challenges of today’s fast paced, interactive, customer-driven world. The Marketers' Consortium’s notable moderators have included Don Peppers, Peppers and Rogers Group, and Elana Anderson, Forrester Research. Visit The Marketers' Consortium blog at

Published on: 12:00AM on 5th July 2007