engage emea 2010 - vdm present and future
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Visitor Data Mart – Present and FutureJennifer Wilson, Webtrends
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the key to successful targeting:
RELEVANCE
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the key to relevance:
SEGMENTATION
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4 types of segmentation
Geographic Attitudinal
Demographic
Behavioral
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Geographic Attitudinal
Demographic
Behavioral
Drives the Offer Drives the Creative
Art and science of targeting
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Online Behaviour into Action
Customer Centric Profiles
Behavioral Scoring
Segmentation
EDW
Aggregate Reporting
CRM
Direct mail
On-site Targeting
SMS/Text
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Webtrends AnaltyicsCustomer Centric Profiles
Behavioral Scoring
Segmentation
EDW
CRM
Direct mail
On-site Targeting
SMS/Text
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Webtrends Visitor Data Mart
Customer Centric Profiles
Behavioral Scoring
Segmentation
EDW
CRM
Direct mail
On-site Targeting
SMS/Text
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Webtrends ScoreCustomer Centric Profiles
Segmentation
EDW
CRM
Direct mail
On-site Targeting
SMS/Text
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Webtrends SegmentsCustomer Centric Profiles
Behavioral Scoring
EDW
CRM
Direct mail
On-site Targeting
SMS/Text
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Webtrends OptimizeCustomer Centric Profiles
Behavioral Scoring
Segmentation
Aggregate Reporting
On-site Targeting
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Results: Improved lead-to-sale ratio and shortened sales cycle
X-Country Video: 25
Touring Gear: 40
Destination: 75
Behavioral Scoring Segmentatio
n
CRM Integration
E-mailDirect Mail
@
On-site Targeting
Driving Revenue From Online Leads
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Results: Increased revenue and improved market share
Offline purchas
e
Targeting
Recipes: 25
Blog: 40
Coupon: 75
Segmentation
CRM Integration
Grow/Maintain Brand Loyalty
Behavioral Scoring
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Customer views claim online, visits motorcycle
page
Extract to enterprise data
warehouse
Integration with CRM system, call
centers, claims, and online data
Customer calls about claim, representative discusses motorcycle
policy
Customer purchases new
policy
Improve Customer Satisfaction
Results: Improved customer satisfaction & lifetime value
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Coming in November
•Score data in Segments
•Predictive indicator segments
•Robust numeric attribute support
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The road ahead
• Improved action system integration
•Robust mobile and social profiling
• Segments On Premise
• Segmentation and scoring improvements
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create RELEVANCE
always SEGMENT
get RESULTS