What is Infinity Analytics?

Infinity Analytics is the latest generation of Webtrends Analytics.  Built atop the data-streaming Webtrends Infinity big data platform, Infinity Analytics delivers all the insight you need to measure and manage your digital business in a highly interactive, user-directed manner.  While traditional digital analytics solutions have been forced to balance trade-offs between scale, speed, accuracy, and interactivity, Infinity Analytics delivers all these benefits without trade-offs.  Other analytics tools have resorted to sampling to manage scale, which greatly diminishes accuracy.  Or, to improve accuracy, some have sacrificed speed of results and/or latency of data.  Products that did effectively manage both scale and accuracy, such as Webtrends Analytics 10, were unable to deliver everything in real-time. And when data was delivered, it was not interactive, but typically a more static view, due to the tremendous processing required to deliver both scale and accuracy. Infinity Analytics eliminates these problems, delivering interactive, highly scalable and accurate results quickly.

How It Works

To understand Infinity Analytics, it’s important to look at the underlying Infinity architecture because it enables new capabilities, while eliminating some of the limits and inflexibility of traditional analytics systems.  First, the Webtrends Infinity platform is a streaming data architecture.  Gone are the batch processes of the past.  With Infinity, data is continually streaming into a globally distributed, highly secure data collection network.  As data is collected, it is sessionized, augmented, and evaluated to identify if someone is a previously known user, or new user. The sessionized data instantaneously streams into a Hadoop data lake where it is immediately available for real-time query.  Results can be streamed to the Infinity Analytics application, or out for integration to other marketing systems to drive personalization programs.


A true big data architecture, Infinity Analytics leverages the latest massively scalable big data and streaming technologies such as Hadoop, Spark and Kafka.  These leading technologies offer unprecedented speed and scale, enabling a significant degree of interactivity and on-the-fly analysis.

Key Concepts


The account you have with Webtrends.  All data collected within your account flows into a unified data lake within Infinity, simplifying cross-domain, cross-channel analysis.  Sub accounts in Webtrends are treated as their own, independent accounts, for purposes of data flow within Infinity


A Collection is a set of Reports that share a common segment or set of segments. Think of it as a new and more flexible Profile – a lens or view into your data. There are four parts to a Collection – Name, set of Segments/filters, set of Reports, and Access Rights.


A Report is simply a definition or expression of data made up of 2-3 objects. At least one Dimension and at least one Measure are required, then Segments can also be optionally applied to build a Report. Viewed Reports include a table and can include a graph. In Infinity Analytics, Reports are really a data query and starting point for further ad hoc data exploration. Webtrends standard Reports are provided, but users can easily create their own too. Reports are assigned to a category, with only one category per Report. Reports can be assigned to multiple Report Collections.


A Parameter is a measurable factor or event collected using a Webtrends tag. In Infinity Analytics, Parameters collected from the tag start with WT underscore followed by a letter code for each parameter. Parameters are passed to Webtrends in the Webtrends tag, and can be given a friendly name and immediately added to Infinity Analytics within your account settings.


A Dimension is what you are measuring – a campaign, a page, a content group, etc.  Parameters do not usually have a numerical value themselves, but rather they are described using Measures which have a numeric value, such as sessions, views or user counts. The Dimension is presented as the first column, although an unlimited number of dimensions can be used to drill down within Reports.


A quantity or amount reported in a Report as columns to the right of the Dimension column that statistically describes the Dimensions. Measures are often referred to as the key performance indicators (KPIs) of a business. They answer the “what” part of a question, and are usually numeric, discrete, or calculated.


A Segment is a subset of your data and a way to filter the data in a meaningful way for your business, such as: by region, device, customer, etc. It can be used in four ways: filter a report, define the data set for a report collection, create comparative views, or create targeting/testing rules in Optimize.


The Library holds the reports and objects you can administer in Infinity Analytics, including Categories, Reports, Dimensions, Measures, and Segments. It is an enterprise governance tool where you can see how objects are used, when they were edited and by whom.