Solutions

Celebrus

One Platform, Many Solutions

Our customers have used Celebrus's technology to develop many types of solutions.

The fact that our components are all part of our integrated Customer Insight platform means that you can select the exact components needed to address your target application, and that you can address new applications by re-targeting the data created by our solutions or adding additional components as needed.

3 Generations of Solution

We think about the solutions our customers build in terms of three generations

• Generation 1 : Solutions that use the reporting tools to represent the data we capture
• Generation 2 : Solutions that make the data available via API's and Data Models for external systems
• Generation 3 : Solutions that act on the data delivering personalized, optimized web & multi-channel apps

Clearly the biggest opportunities exist in the 3rd generation solutions, as they not only exploit the data, but exploit it in realtime within the pages and content the user is interacting with.

Below we have tabulated some of the most common applications we have seen deployed.

3rd Generation Solutions

Real-time, in-page, one-to-one personalization

This is the ultimate example of "getting relevant", by utilizing the visitor's real-time actions and historic behavior to target them with appropriate content.

This often involves using our real-time components to integrate long-term behaviors from our ABI systems with live behavior to push relevant content.

A good example of this approach was demonstrated in FBTO's application where they used information about which product groups the customer had been involved with, and their level of involvement (from casual viewing of product overviews through to becoming a customer of a particular group) to tune front page content and saw a 15% up-swing in conversion.

Organic Search page optimization

By using the real-time components users can adapt landing pages (and other content) to respond to the search terms users have entered into external search systems. In this way they can create pages which are as optimized to an individual user in ways that used to only be possible with PPC campaigns.

Next-best-action decisioning

By using RTT's ability to call out to external decisioning systems or reading pre-stored individual customer data, Celebrus can provide a very simple way of deploying "next best action" or interaction management solutions., These solutions seek to automatically guide the visitor towards the most appropriate course of action (engaging multi-channel assets if appropriate. These approaches are proven to increase customer satisfaction, retention and conversion.

MVT offer and price optimization

By utilizing the customer's own behavior traditional MVT testing can be further optimized to take account of the customer's segmentation... Such testing can move beyond existing "content testing" approaches to implement price and offer testing. Because this can be accomplished outside of the site's own CMS and backend systems, tactical or situational decisions can be made and implemented in real-time.

2nd Generation Solutions

Cross-channel marketing

By exploiting Speed-Trap-captured data, companies are implementing a variety of clever and advanced cross channel marketing programs. For example, customers have generated programs that alert the call center to contact known customers when they abandon key purchase processes, or exhibit behavior known to indicate a likelihood to purchase... These programs have demonstrated that targeting like this can close one in three of all customers contacted!

Targeted email marketing

By utilizing appropriate subject lines on emails (based on an individual's activity) customers have seen email marketing programs that reach 30% "open rates" demonstrating how well customers respond to this type of personalization - if you further target such campaigns using trigger-based approaches to ensure that the mail is received at the optimum moment then even higher open and response rates can be achieved.

Basket re-marketing

One popular approach is to use "dropped baskets" to trigger e-mail campaigns utilizing the contents of the dropped basket to promote continued activity. In this way the visitor is encouraged to complete a partial transaction with an appropriate incentive. Variations on this can take account of out-of-stock events to suggest alternate products, or signal that a searched for item is back in stock.

Data warehouse

Many organizations have identified the value to an enterprise of building a complete data warehouse to ensure that maximum value is extracted from their customer and business data. Applications stretch from stock management and demand prediction through to pricing strategies and fraud prevention programs. Celebrus has proven to be the ideal way to integrate the online channel into such warehousing projects.

Business Intelligence

Business intelligence applications will surface significant and valuable insights because of the richness of data from the online channel, and the fact that the Celebrus data models are uniquely customer and business-process focused.

Business and propensity modeling

Because the online channel allows the behavior and interactions of many tens of thousands of visitors to be understood and analyzed in fine detail, it provides a very solid base for various types of modeling. This can embrace propensity modeling, and price sensitivity analysis - infact this can be extended by utilizing Celebrus real-time systems to undertake live testing; changing per customer pricing to further understand the customer and business opportunity.

1st Generation Solutions

Web analytics

Celebrus's own reporting tools or external reporting systems can be used to report on our summarized (ERS) data models, to augment, supplement or replace existing systems. This can be advantageous as the business is able to exploit an ABCe-certified "single-source of the truth" with the same data aiding the Web Master as supports the business and customer functions. The reductions in implementation and maintenance costs realized by our Tag-Free® capture systems, and the ability to integrate HTML, Flash, Flex, mobile and fixed data make Speed-Trap a very effective solution in this space.

Campaign attribution

Because of the visitor-based analysis and the fact that every click, page and interaction are seen and integrated Speed-Trap systems can provide a very detailed and accurate view of which campaigns are associated with which behavior. Even simple use of the system's in-build visitor metrics can answer questions about the true value of a campaign in acquiring or prompting key visitor segments.

Audience reporting

Celebrus's ABI systems provide an "audience-wide" view of who is coming to and using your sites and online applications. With complete RFM scoring and quintile analysis for visit and discrete behavior, Speed-Trap can not only tell you about the current value of an audience, but also predict their future value, and head-off future risks hidden in skewing audience profiles.