Lastminute.com implements Optimize and Segments from Webtrends
6 Sep 2012: Lastminute.com, the UK’s leading online travel and leisure retailer, has implemented Optimize and Segments from Webtrends across three of its major global brand websites: lastminute.com, Holiday Autos and ZUJI (part of the Travelocity Group).
In today’s competitive online travel market, understanding customer behaviour is critical. Analytics and multi-variant testing was already part of lastminute.com’s digital marketing and product strategy to test website content. However, the brand wanted to enhance this by implementing an optimisation solution to obtain deeper insight into customer preferences. The ultimate goal was to provide its users with the best possible experience across its sites by fully understanding visitor behaviours and inclinations.
Rather than looking for a software vendor, lastminute.com it specifically wanted a technology partner to work closely with its team to advise on which sections of the site to test, and to formulate creative plans to understand customer behaviour. Following a full marketplace evaluation, Webtrends was selected as the partner of choice. The main factor in this decision was the fully managed service that Webtrends offers, whereby its consultants not only support the testing process but also advise and make recommendations to drive clients’ optimisation strategies and long-term optimisation programmes. Webtrends’ experience within the travel industry made it the perfect choice for lastminute.com’s requirements.
Lastminute.com was also attracted to the integration between Webtrends’ Optimize and Segments, which allows it to test its sites and target users with content based on their individual behaviour. This integration is unique in the marketplace. The retailer will also be using the self-service functionality of Webtrends Visual Editor to design tests itself without the need for external assistance. This will drastically reduce the time-to-test, as well as increase the flexibility for web testing and ad-hoc analysis.
Karen Mullins, Group Customer Marketing & User Experience Director at lastminute.com, commented: “Understanding the direct revenue and conversion impact of our user experience improvements is vital, and we wanted to move our A/B and MVT testing and targeting strategy to the next level. We chose to work with Webtrends because we wanted a partner that could provide both a hosted and self service platform with a services team to advise on the best areas of our sites to test across all channels – desktop, tablet and mobile. For us, Webtrends has all bases covered plus a strong platform with unique integration that our internal users can easily adopt to deliver a market-leading optimisation strategy.”
Nick Sharp, VP EMEA, Webtrends, added: “The travel industry is incredibly competitive and the customer experience is vital. Optimisation enables businesses to understand customer needs and make changes that will guarantee uplift in conversions. We are working closely with the lastminute.com team to help them build strategies for success based on customer behaviour data, ensuring the websites are optimised and meeting customer expectations.”
20 May 2013: In the third of our special series of articles profiling the database marketing industry, we catch up with Hopewiser, Alchemetrics, Callcredit and greenstone data solutions.
8 May 2013: The Institute of Fundraising’s Special Interest Group for Insight in Fundraising has announced the shortlist of finalists for the Insight in Fundraising Awards 2013.
8 May 2013: ghd, the UK hair-straightening brand, has seen conversion rates soar as a result of improving the shopping experience on mobile devices using data gathered through Celebrus Technologies’ software.
7 May 2030: Maileva, a European leader in hybrid direct-mail solutions, and Selectabase, a supplier of marketing data, have joined forces to offer marketers what they call "a unique, easy-to-use and cost-effective direct-marketing solution".
7 May 2013: Really Simple Systems, one of the world’s largest providers of hosted CRM systems, has announced availability of an interface to Sage One – Sage's online accounting system.
15 Apr 2013: Following the launch of the Smartdepart suppression file last month, data and targeting specialist Wilmington Millennium has now launched Smartlink, a new goneaway database for direct marketers.
15 Apr 2013: Celebrus Technologies has deepened its partnership with Teradata through its new ability to feed individual-level digital channel data directly into Teradata Real-Time Interaction Manager.
15 Apr 2013: Data8, the data enrichment specialist, has added to its suite of real time data validation applications with the introduction of bank account validation.
15 Apr 2013: The consolidated revenue of Weborama, the European leader in the management, distribution and tracking of targeted online advertising, grew by 5% in the first quarter of 2013.
5 Apr 2013: Kwik-Fit Group has appointed customer engagement agency Lateral to handle the automotive company’s customer eCRM programme.
5 Apr 2013: It is predicted that, over the next year, the human race will produce 4 Zetabytes of new data, which represents about 1 quintillion new objects. Are marketers ready for this deluge and is it an opportunity or a threat, asks the IDM?
5 Apr 2012: Weborama, the European leader in technology and data for online advertising, have lured Frederic Grelier from Acxiom to become the company's new Head of Data.
4 Apr 2013: DataSalon's MasterVision service is now enabled for use on the iPad, to support those users who need to access their complete single customer view on the move.
25 Mar 2013: CACI has released the latest version of Acorn, calling it the most up to date consumer segmentation for the UK.
25 Mar 2013: Brands are moving rapidly towards offering customers a personalised digital marketing experience, and are motivated to do so by expectations of improving loyalty and a swift ROI.