Showing the application’s innovative method of defining which page metrics to capture.
The purchaser audience segment with RFM scoring and trends.
Current triggers and their effect on conversion and sales.
The system captures the process, just like recording a macro in Excel. Select from a couple of final drop-down boxes, and that’s it. The stream of information on each visitor’s sessions, clicks, purchases and so on is stored within individual profiles. These are updated on each visit with visitors tracked in the normal way using a mix of log-in-type data like email address and other customer data along with first party cookies. The application can track customers over multiple devices – smartphone, laptop, tablet – but does not use device fingerprinting.
Using the same techniques, multiple anonymous profiles will automatically be tied together once a customer reveals themselves by registering or buying. The profile record holds all contact data and can be tagged with offline information too if desired. The package holds data on current and past campaigns and links them to the profile record. Thus it recognises when the visitor comes in via a paid banner, a certain AdWord or via a clickthrough from an outbound email campaign,
www.dmarket.co.uk
updates the profile accordingly and, crucially, takes any action set by the user.
Users define “triggers” that target visitors based on stored profile data and current behaviours. For example, a third-time visitor from a UK IP address has just provided an email address via their mobile. This matches a trigger which initiates an “action”.
On the website, the action would typically be serving some personalised content (perhaps a product based on a search keyword, a pop-up or a different banner ad to normal) but, via the API, could also mean telling an email package to fire off an email, linking to salesforce to send a sales alert or otherwise updating records in external systems.
This ability to set up campaigns, combine
current individual on-site actions with historical data and then trigger the appropriate action in real time is behavioural targeting in a nutshell. And this package has real and versatile targeting power.
A few examples: it makes sure visitors will see content related to their search term, no
matter where they land, can take care of the landing page for each email campaign and is also able to pipe individual data (perhaps captured via a form hosted by the application) straight to the relevant profile record or even use it to trigger an immediate outbound text or email.
Though the user must have a clear idea of what they are trying to achieve, the simple wizards employed make set-up straightforward and defining the selection criteria for triggers uses the same macro-like process as for the page data. Fine-tuning each definition for inclusions and exclusions involves choosing from Outlook-style, tick-box lists.
COMPLEXITY SIMPLIFIED Again, the package succeeds in offering the detail required to hone target groups without swamping the user with pages of options. Defining actions is even easier. To push content, simply pick that from the list of actions, select the content from the built-in library, click on the web page to show where you want it to go,
April 2012 17
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