Engage 2013 - Segmenting for Content Personalization
35
Using Segments for eMail targeting & in- session content personalization Peter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
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Transcript of Engage 2013 - Segmenting for Content Personalization
Using Segments for eMail targeting & in-session content personalization
Peter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
We combine the maps, schedules and fares for over 50 different train companies across Europe, creating one stop to plan and book your European rail travel.
10 M. U.S. Travelers to Europe / year
312 M. U.S. Population
A Niche Market:
For 30% of our customers, it takes more than 14 days from their first visit to the site until they convert.
A Long Purchasing Funnel:
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Post-Travel
Planning Pre-Travel Travel Booking
Planning Travel Booking
User Goals • Where do I want to go?
• How much time should I spend in each place?
• How can I get from A to B?
Targeted Content Opportunity
Post-Travel
Pre-Travel
Customize content according to the destination the user is interested in visiting.
Segment “planners” by country of 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
Planning Booking
User Goals • How much will the whole trip cost?
• Am I getting the best deal?
• How soon should I book my itinerary?
• Is the itinerary I put together ok for everyone traveling with me?
Targeted Content Opportunity
Travel Post-Travel
Pre-Travel
Provide discount code based on booking value, purchase history or customer lifetime value
“Bookers”: • Add products to itinerary • Save itinerary for later • Start check-out AND • Does not complete checkout
Planning Booking
User Goals • Where are my tickets/passes?
• What do I need to bring with me to get on board?
• What if I need to make changes?
Targeted Content Opportunity
Pre-Travel Travel Post-Travel
Show Cross-sell offers based on products purchased
Post-Booking / Pre-Travel: • Last purchase date > today’s
date • Departure date to Europe <
today’s date
Planning Booking
User Goals • At what time is my train?
• What do I need to bring with me to get on board?
• What if I need to make changes?
Targeted Content Opportunity • Show cross-sell offers based on
products purchases
• Provide quick access to customer’s itinerary and ticket exchange functionalities
Post-Travel
Pre-Travel Travel
Planning Booking
User Goals • Share experience, provide feedback
• Contact Customer Service
• Think about planning next trip…
Targeted Content Opportunity • Welcome back customer
• Capture feedback / testimonial
Pre-Travel Post-Travel
Travel
Results
$1 M from email re-targeting in 2012 8.44% conversion rate
