engage 2013 - segmenting for content personalization
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Using Segments for eMail targeting & in-session content personalization
Peter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
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We combine the maps, schedules and fares for over 50 different train companies across Europe, creating one stop to plan and book your European rail travel.
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10 M. U.S. Travelers to Europe / year
312 M. U.S. Population
A Niche Market:
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For 30% of our customers, it takes more than 14 days from their first visit to the site until they convert.
A Long Purchasing Funnel:
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123456789 123456789 123456789 [email protected]
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123456789 123456789
123456789 [email protected] [email protected] [email protected]
123456789 [email protected]
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Post-Travel
Planning Pre-Travel Travel Booking
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Planning Travel Booking
User Goals • Where do I want to go?
• How much time should I spend in each place?
• How can I get from A to B?
Targeted Content Opportunity
Post-Travel
Pre-Travel
Customize content according to the destination the user is interested in visiting.
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Segment “planners” by country of interest: • View pages about France • Search train fares & schedules in
France • Search Pass covering France • Selects destinations in France on
interactive map • Searches activities in France • Searches Hotels in France
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Planning Booking
User Goals • How much will the whole trip cost?
• Am I getting the best deal?
• How soon should I book my itinerary?
• Is the itinerary I put together ok for everyone traveling with me?
Targeted Content Opportunity
Travel Post-Travel
Pre-Travel
Provide discount code based on booking value, purchase history or customer lifetime value
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“Bookers”: • Add products to itinerary • Save itinerary for later • Start check-out AND • Does not complete checkout
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Planning Booking
User Goals • Where are my tickets/passes?
• What do I need to bring with me to get on board?
• What if I need to make changes?
Targeted Content Opportunity
Pre-Travel Travel Post-Travel
Show Cross-sell offers based on products purchased
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Post-Booking / Pre-Travel: • Last purchase date > today’s
date • Departure date to Europe <
today’s date
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Planning Booking
User Goals • At what time is my train?
• What do I need to bring with me to get on board?
• What if I need to make changes?
Targeted Content Opportunity • Show cross-sell offers based on
products purchases
• Provide quick access to customer’s itinerary and ticket exchange functionalities
Post-Travel
Pre-Travel Travel
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Planning Booking
User Goals • Share experience, provide feedback
• Contact Customer Service
• Think about planning next trip…
Targeted Content Opportunity • Welcome back customer
• Capture feedback / testimonial
Pre-Travel Post-Travel
Travel
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Results
$1 M from email re-targeting in 2012 8.44% conversion rate
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