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