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City & Guilds Appoints WebtraffIQ as its web analytics agency for Time to Learn website after trial


City & Guilds the UK’s leading awarding body for work related qualifications, is to appoint WebtraffIQ as its web analytics agency.

WebtraffIQ is to be used on the City & Guilds’ website Time to Learn [the on-line version of City & Guilds’ directory of learning breaks and study tours] to track the website activity from radio campaigns, online and offline PR, and digital and direct marketing initiatives.

Scott Weir, Webmaster at City & Guilds explains: “We require a web analytics product and service which is robust and is able to measure our off and online activity. We are impressed how easy it is to use the WebtraffIQ system, and appointed the organisation after experiencing the quick implementation and the accuracy of the data returned. It is crucial for us to be able to integrate the service into our systems and communications with ease without causing any interruption.”

“We have already used the tracking service to analyse the response to campaigns including a series of BBC Radio interviews in June 2003, with Jonathan Freeman, Manager of Time to Learn. As a result of WebtraffIQ’s service, we learned that Time to Learn experienced an increase of 15% in website traffic directly from that initiative. Furthermore, we were able to ascertain where these visits originated [crucial for an offline initiative] on a local and national scale due the geo-location reporting which is available as part of the WebtraffIQ suite.”

WebtraffIQ will be working with City & Guild’s Time to Learn over the next year to deliver tracking, measurement and consultancy.

Marcos Richardson, European Director at WebtraffIQ comments: “We are extremely pleased that clients are using web analytics / metrics more effectively to measure both digital and traditional communications across a range of media. Departments can become more accountable for budgets, because the WebtraffIQ service has the ability to drill down and report how activity directly affects organisations brand, profile and reputation on many levels. As departments learn more about how their campaigns work [even in real-time] they are empowered with more options and choice to tap into how they may work more efficiently. This provides them the opportunity to action changes and steer activity to run, manage and control more successful communications.”

WebtraffIQ has extensive experience within the education and academic field, currently retained by 12 separate universities; including Hong Kong University, Sydney University, Sheffield University and eight others in the USA.


----Notes to editors----

This press release in available in PDF, plain text and Word formats.

About Time to Learn

About City & Guilds:

City & Guilds [] is the UK’s leading awarding body for work related qualifications. In total the organisation awards over one million certificates to learners each year in over 500 subjects ranging from creative studies to catering and management skills to manufacturing.

About WebtraffIQ:

WebtraffIQ is a real-time visitor tracking and reporting analysis product and service for business web sites and e-commerce enterprises. The system has undertaken a four-year research and development-testing period and is used by over 400 individual web sites.

WebtraffIQ provides a campaign tracking service which enables clients to see how various online and offline marketing techniques are working, in effect creating a rich picture of a web site's activities.

WebtraffIQ’s clients include: Business Link [Kent], Mando Group, Perceptor, Reuters, Royal Chartered Institute of Surveyors [RICS], Tiscali UK.



Marcos Richardson, European Director, Email:

Email:, Website:

Telephone: +44 (0) 20 7681 0187

Address [UK Office]:

WebtraffIQ, 44 Parkway, Camden, London NW1 7AH, UK

City & Guilds:

Address: 1 Giltspur Street, London EC1A 9DD, United Kingdom

Telephone: 020 7294 2556, Fax: 020 7294 2411

Elemental PR:

Tim Gibbon, Account Director, Elemental PR, Email:,

Direct Telephone: +44 (0)20 8586 5767, Mobile: +44 (0)7930 375663,

Fax: +44 (0)870 1308135, Website:

Address: 7 Goodge Place, London, W1T 4SF


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