Engage EMEA 2010 - VDM Present and Future

Visitor Data Mart – Present and FutureJennifer Wilson, Webtrends

the key to successful targeting:

RELEVANCE

the key to relevance:

SEGMENTATION

4 types of segmentation

Geographic Attitudinal

Demographic

Behavioral

Geographic Attitudinal

Demographic

Behavioral

Drives the Offer Drives the Creative

Art and science of targeting

Online Behaviour into Action

Customer Centric Profiles

Behavioral Scoring

Segmentation

EDW

Aggregate Reporting

CRM

Direct mail

@email

On-site Targeting

SMS/Text

Webtrends AnaltyicsCustomer Centric Profiles

Behavioral Scoring

Segmentation

EDW

CRM

Direct mail

@email

On-site Targeting

SMS/Text

Webtrends Visitor Data Mart

Customer Centric Profiles

Behavioral Scoring

Segmentation

EDW

CRM

Direct mail

@email

On-site Targeting

SMS/Text

Webtrends ScoreCustomer Centric Profiles

Segmentation

EDW

CRM

Direct mail

@email

On-site Targeting

SMS/Text

Webtrends SegmentsCustomer Centric Profiles

Behavioral Scoring

EDW

CRM

Direct mail

@email

On-site Targeting

SMS/Text

Webtrends OptimizeCustomer Centric Profiles

Behavioral Scoring

Segmentation

Aggregate Reporting

On-site Targeting

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

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

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

Coming in November

•Score data in Segments

•Predictive indicator segments

•Robust numeric attribute support

The road ahead

• Improved action system integration

•Robust mobile and social profiling

• Segments On Premise

• Segmentation and scoring improvements

create RELEVANCE

always SEGMENT

get RESULTS

Jennifer Wilson, Senior Product Manager

[email protected]: @jen_wilson