Online leisure retailer lastminute.com is implementing targeting from on-site behavioural targeting provider, Touch Clar

Online leisure retailer lastminute.com is implementing targeting from on-site behavioural targeting provider, Touch Clarity in order to maximise revenue.

Published: 23 Nov 2006

Online leisure retailer lastminute.com is implementing targeting from on-site behavioural targeting provider, Touch Clarity in order to maximise revenue.

Touch Clarity will ensure the most relevant offers and best-performing creative is served to each lastminute.com visitor as the retailers aims to boost sales in areas including package holidays, entertainment, gifts, flights and hotel rooms.

According to the company, the roll-out follows a successful pilot this summer which saw sales for some areas of lastminute.com increase by more than 200 percent.

Touch Clarity builds rich individual visitor behavioural profiles then uses automated predictive modelling in real-time. This allows companies to target each web visitor individually in order to offer the most relevant products or promotion for them. Hundreds of variables are analysed for predictive insight ranging from the time of day, and day of week to the referring URL, search criteria, frequency of the previous visits and complete on-site click-stream. Real-time reports showing exact revenue lift that results from the targeting versus a control group are then available to lastminute.com.

The information reported by Touch Clarity in the pilot project has been used to segment lastminute.com’s customers to provide further learning about audiences which can be integrated with the above-the-line marketing campaigns. Touch Clarity analysed user patterns on lastminute.com to distinguish, for example, the different behaviour of a customer searching for a city break arriving via a Pay-Per-Click campaign on Google from a customer searching for a dinner and theatre evening package.

Marko Balabanovic, director – Personalisation, lastminute.com said, “As we learn more about our customers we can increasingly improve our service to them. The roll-out of Touch Clarity Targeting makes the site more relevant for each visitor, thereby engaging them on-site for longer and increasing conversion. We measured the performance of the targeted content on lasminute.com against a control group and it showed a significant increase in conversion rates.”

Brent Hieggelke, chief marketing officer, Touch Clarity said as websites mature they need to improve their business performance, not just by increasing sales but also by increasing the conversion of specific offers and targeting each customer individually.

“Touch Clarity Targeting is ideal for companies with a range of propositions and a broad market like lastminute.com. Every visitor is automatically served the promotional or product content they are most likely to respond to, and then the solution measures its effectiveness based on whether the visitor engaged in that content,” added Hieggelke.

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