NEWS 07
TUI CALL TRACKING INCREASES ONLINE ROI
they came from, the path they took to get to us, or indeed whether they were responding to a particular ad. The AdInsight system has completely solved this problem. AdInsight has helped us to improve our online activities, as well as ROI [return on investment] as a result.”
W
ith over 250 High Street and online retail travel brands, TUI Travel
wanted to faced accurately track customers who completed purchases by phone instead of online. Jo Bradbury, sector paid search manager at TUI Travel PLC, said: “A lot of our holidays are booked over the phone. The problem we have had is that these people disappeared off the online radar and we were not able to track them. We had little idea where
After implementing a small piece of code on each of the websites that TUI needed to track, a unique telephone number began to display to each concurrent visitor on the site at any one time. This dynamic telephone number provided each visitor with a unique identifi er, enabling call tracking system AdInsight Clarity to automatically track the visitor as they clicked through the site and subsequently whether their visit resulted in a phone call. AdInsight Clarity could also track a multitude of
other variables including the keyword they used to enter the site, the pages they looked at before, during and after the call, the date, time and location of the call, as well as its sales or lead value. By having access to the
performance of calls by their source and a mixture of refi ning campaigns, keywords and other online media, one brand within the TUI Travel Specialist and Activity Sector part of the business saw online revenue increase by 30%. After AdInsight was integrated with its bid management software, TUI could see all of its telephone call conversions at keyword and campaign level, reducing the cost per lead by nearly half. This enabled the company to intelligently increase its spend and visibility to obtain more leads.
SPACE NK SUPERCHARGES BEAUTY CREDENTIALS
Beauty retailer Space NK has adopted a new business intelligence (BI) system from K3 Retail that analyses trading data to better understand where to focus its merchandising and promotional efforts both online and in store. Anthony Baldwin, IT manager at Space NK, commented: “Our previous business reporting
solution was not only unreliable, but it did not provide the scalability we required when it came to batch processing. K3 Retail’s solution does offer this, while also enabling us to dynamically query sales to maximise business opportunities and allowing us to publish one authoritative version of the truth throughout the entire company.”
The BI system will be used
at all levels of the company, including in the merchandising, marketing and finance departments and in the distribution centre, which will analyse data to gain a greater insight into their areas of the business. The data structure is now built directly into the system.
◆ Minor Weir & Willis will replace legacy Sage Line 100 and Access software to manage its fresh produce operations with Microsoft Dynamics-based LINKFresh from Anglia Business Solutions. Microsoft Dynamics NAV 2009 R2 with the role-tailored user interface will be rolled out with LINKFresh modules for supply chain and operations, mobile applications for warehouse operations, dispatch and quality control and the LINKFresh touchscreen Silverlight interface for factory fl oor management.
MAY/JUNE 2012 RETAIL TECHNOLOGY
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