New Software Analyzes Content, Privacy, And TrafficNew Software Analyzes Content, Privacy, And Traffic

Recognizing that content integrity and privacy management are increasingly important components of Web-site performance, Watchfire Corp. has combined content, privacy, and traditional Web-performance analysis tools in an unusual package. Watchfire claims its WebXM architecture, which starts at $75,000 plus module licensing fees based on the size of the site, is the first to offer that combination. And analysts say the company is backing up that claim.

Meta Group analyst Kurt Schlegel says it makes sense for Web-site operators--especially those with particularly large sites--to consolidate analysis tasks. "If you're going to crawl your Web site to check for broken links, why do it again for privacy?" Schlegel asks. He says the prospect of getting such a suite of tools from a single vendor is proving enticing, as big-name companies are coming to him for his perceptions of the technology. "They're not at the initial stages, either, but rather they're pricing and ready to pull the trigger."

Binney & Smith Inc.'s Crayola.com is deploying WebXM not only to search for broken links and other performance problems, but to ensure that content is accurate and privacy is protected. "One of the main reasons we want to use the tool is sitewide spelling," says Justin Knecht, manager of Internet technology for Binney & Smith in Easton, Pa. "To say spelling is important when you're dealing with parents and teachers is an understatement." Knecht says Crayola's audience, which is quick to point out errors, has served as a layer of quality control, and that's something WebXM will help to change.

Forrester Research analyst Randy Souza says enterprise customers won't find the combination of tools that WebXM offers anywhere else. Essentially, he says, WebXM will prevent production managers and HTML coders from performing manual quality control. "A lot of what Watchfire does is automate the mundane, in-the-weeds tasks," Souza says. "It's about not embarrassing yourself." In particular, ensuring that privacy policy and practices are in line with one another has taken on additional importance given that Microsoft's latest browser release, Internet Explorer 6, generates pop-up privacy warnings. Knecht says Crayola would like to minimize those warnings.