Agis Zorgverzekeringen increases conversion rate and self-service through implementation of Speed-Trap
Agis Zorgverzekeringen is using Speed-Trap’s ABI and RTE systems to measure customer behavior and support the online strategy.
16th August 2010: Agis Zorgverzekeringen, a major player in the Dutch health insurance market, has gone live with online customer insight provider Speed-Trap’s Audience Behavioral Intelligence system (ABI) and Real-Time Engine (RTE) in a bid to gain crucial information on online customers’ activity on the site. As a result of this data and subsequent personalizations of the web content itself for each individual visitor, Agis has already seen a 7% increase in conversion rates.
Agis Zorgverzekeringen is part of Achmea, one of the largest financial services companies in the Netherlands. Together with other labels, Achmea makes up one third of the Dutch health insurance market. Following a highly successful online behavioral targeting trial in late 2009, Agis is now using Speed-Trap’s behavioral customer insight software and real-time engine to create and automatically update individual customer behavioral data profiles, recording both historical and real-time data, and then ensure that the most relevant content available is presented so as to encourage conversions and self service.
Benno Smit, Online Manager at Agis Zorgverzekeringen comments, “We can use the data gathered by Speed-Trap’s ABI and RTE systems to proactively improve our website for each individual visit. For example, detailed analysis of our customers’ activities can reveal behavioral trends and often indicate a certain person’s precise motivations for visiting our site. With Speed-Trap, we can distinguish the person who is looking at our website just for contact details to call us, from the visitor who is liable to buy online, or we can spot revealing behavior which may indicate that with the right offer, presented at the right time, there is a potential to convert. Accordingly, based on the user profile and immediate activity, we can then promote specific offers, opportunities and particular pages on the site, therefore cementing the relationship with our customers on a one-to-one basis.”
Benno Smit continues, “As a result, we have seen a 7% improvement in conversion rates since using Speed-Trap, clearly evidencing that insight into customers’ abilities and preferences can yield real results.”
The ABI system allows detailed and structured customer data to be collected and updated, and is used to build up an extensive behavioral record for each site visitor. This gives users an appreciation of the type of individual that is visiting the site, when they last browsed, how often they do so and even what their motivations are for visiting.
Coupled with ABI, the Real-Time Engine provides retailers with crucial data on exactly what their visitors are doing, mere milliseconds after performing the action. This data, and that of the ABI software, can then be run through a set of programs and rules which then result in appropriate content being presented to the visitor, targeted according to precisely what activity they have exhibited.
Following the success of the online usage of Speed-Trap, Agis Zorgverzekeringen is planning to use the profiling data gathered by the software to optimize direct mail and associated offline campaigns, including in call centers and even high street branches. Benno Smit adds, “The data that we gather from our online channel is just as useful in our offline activities and in fact ensures that our marketing campaign is joined-up and truly multi-channel, which is unarguably the most successful strategy to adopt.”
Malcolm Duckett, VP Operations and Marketing for Speed-Trap, comments, “Our technology is the only solution that enables cost-effective and widespread yet still personalized targeted CRM to be rapidly deployed. The availability of real-time and historical session-state information builds an accurate, personal and unobtrusive profile which allows Agis Zorgverzekeringen to automatically present relevant, focused content.”
ENDS
About Speed-Trap
Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyze interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Adobe AIR, Silverlight, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of all your online applications – complete online customer insight.
Speed-Trap’s systems have come to define a new approach to the integration of online applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioral, process and performance data from any internet, intranet or extranet application.
Speed-Trap’s customers use their patented and tag-free Dynamic Collection™ solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability & Design, CRM systems and Web Analytics.
With options to directly populate Enterprise Data warehouses via its partnership with Teradata, it represents the leading edge of advanced online channel data capture, analysis and delivery systems. Companies like The SAS Institute utilizes Speed-Trap’s technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.
Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include Alliance & Leicester, AXA, directgov, Betfair, P&O Ferries, PC World Business and ghd. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, OnMarc, BIMA Consulting.
Media Contacts
For further information, please contact:
Malcolm Duckett
Speed-Trap
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Email: malcolm.duckett@speed-trap.com
Will Gardiner
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801
Email: willg@itpr.co.uk
