WebTrends Corp. this week will unveil software that gives users of Siebel Systems Inc.'s customer-relationship management applications a view of their customers' Web behavior. The new technology is the latest in a flurry of moves by vendors to combine CRM and business-intelligence technologies.

WebTrends' markets the CommerceTrends VRM (visitor relationship management) Platform, which collects clickstream data on Web-site visitor behavior. The new Data Conduit for Siebel will let salespeople, customer-support representatives, and other users of Siebel CRM applications pull that data into the Siebel system for viewing and analysis. Armed with that information, sales reps might better understand their customers' needs and interests. Call-center workers could assist customers who have made technical inquiries on a company's Web site. The technology, available now with a $100,000 price tag, can also increase a business' cross-selling opportunities.

In another business-intelligence and CRM software combination, Onyx Software Corp. said last week that it will build Cognos Inc.'s business-intelligence tools, including PowerPlay and Impromptu, into its sales, marketing, and customer-support applications. When that work is done by midyear, users will be able to analyze customer data generated by those applications. "Analytics is the big trend in CRM this year," says Jupiter Research analyst David Daniels. The Cognos deal is "a smart move for Onyx because they realize that analytics is not their core competency," he says.

Oregon Arena Corp., owner of the Portland Trail Blazers basketball team, is installing Cognos software to pull data from the Onyx CRM applications it has used for two years. Analysis of that data should help the organization forecast advertising revenue and spot ticket-sale trends, database marketing director Tony Cesarano says. "The biggest benefit is that it will allow us to look at the data in a more complete fashion."

This week Broadbase Software Inc. will unveil its E-Service suite, which combines its customer analysis software with the E-service applications the company acquired when it bought Servicesoft Inc. in December. The suite will be available this spring, priced according to configuration. And business-intelligence software vendor MicroStrategy Inc. recently began selling a line of analytical CRM applications, starting at $20,000 plus a $500 per user charge.