LOS ANGELES Digitaria said it has received the first HBX certification from the analytics provider WebSideStory.
Daniel Khabie, chief executive officer at the independent San Diego-based company, said the use of HBX tools would lead to improvements in Digitaria's Web site optimization and analytics services, enhancing the efforts of clients to track and measure the effectiveness of their marketing programs.
The HBX software allows Digitaria to gauge "key performance indicators" pertaining to visitor behavior, rather than rely on traditional data like page views and site hits.
"Clients need a 360-degree perspective of the customer. They don't just want to know who their online users are, but [they] are asking, 'Can I shake their hands?' " Khabie said.