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Using Segments for eMail targeting & in-        session content personalizationPeter Crossley (WebTrends), Lothaire Ruella...
We combine the maps, schedules and fares for over 50different train companies across Europe, creating one stop toplan and ...
A Niche Market:312 M. U.S. Population 10 M. U.S. Travelers to       Europe / year
A Long Purchasing Funnel:For 30% of our customers, ittakes more than 14 days fromtheir first visit to the site untilthey c...
123456789 jdoe@gmail.com
123456789 jdoe@gmail.com123456789 jdoe@gmail.com123456789 jdoe@gmail.com
jdoe@gmail.com   123456789 jdoe@gmail.com                 123456789 jdoe@gmail.com                 123456789 jdoe@gmail.co...
Planning   Booking   Pre-Travel   Travel   Post-                                           Travel
Planning           Booking         Pre-Travel          Travel              Post-                                          ...
Segment “planners” by countryof interest:•  View pages about France•  Search train fares & schedules in   France•  Search ...
Planning             Booking               Pre-Travel          Travel             Post-                                   ...
“Bookers”:•  Add products to itinerary•  Save itinerary for later•  Start check-outAND•  Does not complete checkout
Planning           Booking            Pre-Travel          Travel            Post-                                         ...
Post-Booking / Pre-Travel:•  Last purchase date > today’s   date•  Departure date to Europe <   today’s date
Planning            Booking           Pre-Travel          Travel            Post-                                         ...
Planning           Booking             Pre-Travel          Travel               Post-                                     ...
Results$1 M from email re-targeting in20128.44% conversion rate
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
Engage 2013 - Segmenting for Content Personalization
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Engage 2013 - Segmenting for Content Personalization

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Transcript of "Engage 2013 - Segmenting for Content Personalization"

  1. 1. Using Segments for eMail targeting & in- session content personalizationPeter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
  2. 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. 3. A Niche Market:312 M. U.S. Population 10 M. U.S. Travelers to Europe / year
  4. 4. A Long Purchasing Funnel:For 30% of our customers, ittakes more than 14 days fromtheir first visit to the site untilthey convert.
  5. 5. 123456789 jdoe@gmail.com
  6. 6. 123456789 jdoe@gmail.com123456789 jdoe@gmail.com123456789 jdoe@gmail.com
  7. 7. jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com 123456789 jdoe@gmail.com
  8. 8. Planning Booking Pre-Travel Travel Post- Travel
  9. 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. 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. 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. 12. “Bookers”:•  Add products to itinerary•  Save itinerary for later•  Start check-outAND•  Does not complete checkout
  13. 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. 14. Post-Booking / Pre-Travel:•  Last purchase date > today’s date•  Departure date to Europe < today’s date
  15. 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. 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. 17. Results$1 M from email re-targeting in20128.44% conversion rate
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