Vodafone UK begins behavioural targeting campaign
- Added:
- Jan 25, 2008
Vodafone is to offer its website visitors more personalized offers through a partnership with Omniture.
The aim is to give each visitor to www.vodafone.co.uk a more relevant experience, with Vodafone products and offers displayed to them individually.
Omniture, a provider of online business optimization software, will supply its Omniture TouchClarity tool to build behavioural summaries for visitors to the Vodafone site based on anonymous data. This includes the time of day, referring URL, search engine criteria and frequency of the previous visits.
This is combined with the browsing history of previous visitors in real-time to predict which Vodafone UK offers will make the visitor convert to deliver increased revenue, as well as a more satisfying experience for each visitor.
The creative is also assessed in real-time to see which delivers the best response and the best-performing creative execution is served to that individual.
“Vodafone is enhancing the way it targets online customers in order to improve the performance of its site for its visitors,” said Neil Weston, svp and general manager of Omniture EMEA. “The business is leading its sector in identifying the improvement it can add to each visitor journey by customising content to their specific interests and increasing the value of key areas of its Web site.”
Visitors to www.vodafone.co.uk will be served the most relevant Vodafone content in real-time by Omniture
TouchClarity, which analyses many variables for predictive value including all the previous clickstream behaviour of that visitor, the time of day of the current visit, the referring site, search engine keywords, frequency and recency of the previous visits, and an analysis of current on-site activity.
Each visitor is then served the most relevant Vodafone content, which can include any combination of images, text or animation.
Reports showing the exact revenue lift that results from the targeted content versus a control group (without targeted content) will be delivered to Vodafone in real-time in order to measure the success of on-site behavioural targeting.
Omniture TouchClarity enables enterprise Web sites to automatically and dynamically deliver relevant content and on-site promotions to every Web visitor.
It combines real-time predictive modelling, data mining and machine learning, along with direct marketing principles, to achieve measurable and substantial business performance lift.