Standard Life picks Webtrends for customer metrics

Standard Life is using the digital marketing optimisation firm’s Analytics 10, Segments, and Heatmaps products to understand the interaction of customers online so it can respond better to their needs.

The platforms were first rolled out to Standard Life’s 3.8m customers in the UK followed by Standard Life Investments, Ireland and Canada with plans to roll it out to Asia and emerging markets later this year.

“The power that Analytics 10 can provide, the scalability and ease of us of the platform means we have the capability to answer the questions an online business might ask,” said David Scott, director of group platform and customer data strategy at Standard Life.