Recomendados
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (9)
Semelhante a Engage 2013 - Segmenting for Content Personalization
Semelhante a Engage 2013 - Segmenting for Content Personalization (20)
Mais de Webtrends
Mais de Webtrends (20)
Último
Último (20)
Engage 2013 - Segmenting for Content Personalization
- 1. Using Segments for eMail targeting & in- session content personalization Peter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
- 2. 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.
- 3. A Niche Market: 312 M. U.S. Population 10 M. U.S. Travelers to Europe / year
- 4. A Long Purchasing Funnel: For 30% of our customers, it takes more than 14 days from their first visit to the site until they convert.
- 6. 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com
- 7. jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com
- 9. Planning Booking Pre-Travel Travel Post- Travel
- 10. Planning Booking Pre-Travel Travel Post- Travel User Goals Targeted Content Opportunity • Where do I want to go? Customize content according • How much time should I spend in each to the destination the user is place? interested in visiting. • How can I get from A to B?
- 11. 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
- 20. Planning Booking Pre-Travel Travel Post- Travel User Goals Targeted Content Opportunity • How much will the whole trip cost? Provide discount code based • Am I getting the best deal? on booking value, purchase history or customer lifetime • How soon should I book my itinerary? value • Is the itinerary I put together ok for everyone traveling with me?
- 21. “Bookers”: • Add products to itinerary • Save itinerary for later • Start check-out AND • Does not complete checkout
- 24. Planning Booking Pre-Travel Travel Post- Travel User Goals Targeted Content Opportunity • Where are my tickets/passes? Show Cross-sell offers based • What do I need to bring with me to get on products purchased on board? • What if I need to make changes?
- 25. Post-Booking / Pre-Travel: • Last purchase date > today’s date • Departure date to Europe < today’s date
- 28. Planning Booking Pre-Travel Travel Post- Travel User Goals Targeted Content Opportunity • At what time is my train? • Show cross-sell offers based on products purchases • What do I need to bring with me to get on board? • Provide quick access to customer’s itinerary and ticket exchange • What if I need to make changes? functionalities
- 31. Planning Booking Pre-Travel Travel Post- Travel User Goals Targeted Content Opportunity • Share experience, provide feedback • Welcome back customer • Contact Customer Service • Capture feedback / testimonial • Think about planning next trip…
- 34. Results $1 M from email re-targeting in 2012 8.44% conversion rate