ABI – A Pre-built Customer Datamart
A Complete Solution
ABI provides a complete customer datamart to match Celebrus’s customer insight platform, recording behavior, profile and history of every individual site visitor. The ABI datamart automatically creates visitor records from the data provided by the Celebrus Capture and Transformation processes, and builds these records of individual visitors into complete, long-term customer profiles, including key behavioral and profile data.
ABI uses Celebrus’s automatic Cookie Reinforcement™ technology to overcome many of the problems associated with cookie-based tracking; automatically recovering from dropped cookies, recognizing computers with multiple users and removing any requirement to build customer-tracking functionality into your web sites or web applications…
A Perfect Source of CRM and Targeted Marketing Data
ABI’s ability to automatically capture, collate and constantly update, detailed behavioral and profile records for every visitor to your site, provides the foundation for focused and accurate marketing campaigns, CRM projects and anti-defection programs.
From Anonymous Passer-by to Loyal Brand Advocate
ABI moves traditional CRM thinking into a new place. ABI leverages the online channel’s power to track people in their journey from a first casual visit to their position as a loyal brand advocate. So ABI starts with anonymous records of unidentified visitors, and then uses Celebrus’s rich data feed to build these records into detailed customer profiles, even including off-line and cross channel data and back office recommendations.
Analysis of these long-term records will help you understand how to convert prospects to purchasers and how to spot potential defectors and optimize your customer interactions.
Target Visitors from Day One
This ability of ABI to build and hold records from a visitor’s first page view also allows one-to-one personalization and targeting.
On that first day you may not know who someone is – but you can exploit the data you do have to say or do something relevant. Whether that’s utilizing their geo-location data from Demographics to quote local prices or point them to local dealers or speak their language or possibly their Google search that led them to the site contains key words that can help you present relevant content and offers.
On their next visit you will have all the data about their first visit, augmented by the new information being added during this second visit to help with your targeting.
Every Action adds Intelligence
Because Celebrus will automatically record every action the visitor takes, ABI can augment their customer record as their interaction with you continues. Because all data entered into forms on your site (even Secure forms if you wish) can be gathered and used, ABI can build profile data as well as behavioral data.
So registering for a newsletter will provide ABI an email address for this anonymous visitor, and when they register we will have a name and customer ID to add to their profile, and when they make their first purchase deliver addresses and other data will be there to utilize.
Because all of this data is voluntarily provided by the visitor while on your site there can be no questions of your right to capture and process this data.
Linking in the History
This idea of starting with an anonymous visitor record and then linking in future behavior to turn it into a detailed record of a customer means that the data you have in ABI grows with time, as customers identify themselves and you are able to re-link records from dropped cookies or activity on multiple machines.
RFM Data for every Visitor and Behavior
ABI computes key metrics such as recency, frequency, value (RFM) and latency for every visitor, whilst constantly updating their records with data from every visit.
RFM scores are not just computed for visits, but also for any other “behaviors” that you define. So you can have RFM data for activities like “purchase”, “search” or “submit review”.
Moreover, you can augment this with data from your back-end systems to complete the 360-degree view.
Audience Profiling to Predict Value
Analysis of these RFM scores across your entire audience will give you considerable insight into the future value these customers represent. Imagine you were selling pre-school attire, if 80% of your audience are buying clothes for 18 month-old toddlers, you are in clover... if they are buying school uniform, you could be in deep trouble in 6-months time!
Data to Drive Cross-Sell & Up-Sell Actions
The resulting customer data mart provides an unprecedented source of data to power focused and targeted online advertisements for cross-sell or up-sell opportunities. Celebrus helps you shift the emphasis of online marketing from the website to the visitor community.
Visitor Scoring
ABI also allows you to profile individuals using an in-built scoring mechanism. Points values can be attached to each visitor based on their behavior, or demographics. This allows a site owner to profile their entire audience, and understand the current and future value of this audience, or evaluate the relative value of campaigns in attracting valuable customers from the correct organizations, or geo-demographic segments.
Link to RTE for true Real-Time Performance
When ABI is deployed with our real-time components they pre-fetch ABI’s long-term view of the customer so that any application has real-time access to the complete customer/visitor history.
This functionality enables true real-time personalization of in-page content, or real-time triggering of external or cross channel CRM activity.
Side-step the Dropped Cookie Issue
ABI’s Cookie Reinforcement™, feature side-steps widespread cookie deletion problems by linking proven and privacy-conscious, first-party cookie technology (incorporating opt-out and p3p support) with the rich data collection provided by Celebrus’s Dynamic Collection™ system. This combination provides reliable and consistent long-term tracking of individuals across multiple machines – even when cookies are flushed from the browser.
Simple Deployment without Back-end Integration
The ABI system can be deployed without integration into back-end systems or requiring any software on the user’s computer. This means that data is being gathered and compiled as soon as it is implemented.
Upgrade from Web Analytics to Audience Analytics
ABI leverages Celebrus’s unique Dynamic Collection™ and Transformation processes to feed its internal data mart and structures this as a long-term customer record populated with profile and business activity records.
ABI is an obvious first-step in elevating the analysis of your online business from ‘web analytics’ to ‘audience analytics’. ABI also provides an obvious repository for customer data from other sources, allowing key online and off-line data to be instantly available for targeted marketing.
