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Engage 2013 - Segmenting for Content Personalization
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Engage 2013 - Segmenting for Content Personalization

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  • 1. Using Segments for eMail targeting & in- session content personalizationPeter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
  • 2. We combine the maps, schedules and fares for over 50different train companies across Europe, creating one stop toplan 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, ittakes more than 14 days fromtheir first visit to the site untilthey convert.
  • 5. 123456789 jdoe@gmail.com
  • 6. 123456789 jdoe@gmail.com123456789 jdoe@gmail.com123456789 jdoe@gmail.com
  • 7. jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com
  • 8. Planning Booking Pre-Travel Travel Post- Travel
  • 9. Planning Booking Pre-Travel Travel Post- TravelUser 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?
  • 10. Segment “planners” by countryof 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
  • 11. Planning Booking Pre-Travel Travel Post- TravelUser 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?
  • 12. “Bookers”:•  Add products to itinerary•  Save itinerary for later•  Start check-outAND•  Does not complete checkout
  • 13. Planning Booking Pre-Travel Travel Post- TravelUser 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?
  • 14. Post-Booking / Pre-Travel:•  Last purchase date > today’s date•  Departure date to Europe < today’s date
  • 15. Planning Booking Pre-Travel Travel Post- TravelUser 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
  • 16. Planning Booking Pre-Travel Travel Post- TravelUser Goals Targeted Content Opportunity•  Share experience, provide feedback •  Welcome back customer•  Contact Customer Service •  Capture feedback / testimonial•  Think about planning next trip…
  • 17. Results$1 M from email re-targeting in20128.44% conversion rate