Celebrus Partners with Distinct Business Consulting to deliver data-driven Business Intelligence.

Published: Tuesday, 14 June 2011 11

Celebrus Technologies, the online customer insight provider, has partnered with Distinct, a data-driven management consultancy and outsourcing services provider, to provide a detailed, multi-channel view of individual website visitors’ activity to clients from the Insurance, Banking, Telecoms and Public Sectors.

Celebrus will provide highly detailed data and visitor activity profiles from the online channel which will be combined with data from other channels through Distinct’s iSuite analytic service. This combination of data from the various channels will create a Customer Data Hub – a repository of records of customers' and visitors' behaviour and experience of an organisation, typically involving a set of ‘visitor profiles’ comprised of data from online and offline channels.

Recently merged with the WD Scott Group, Distinct has a deep knowledge of the Insurance, Banking, Telecoms and Public Sectors, which enables it to design market-leading business solutions to support clients in meeting their business challenges with a wide global reach. Distinct provides clients with the ability to improve productivity, profitability and competitiveness by delivering strategies and transformational change programs through the practical application of business and customer intelligence.

The Celebrus software will allow Distinct clients to record every online visitor’s interaction with their site, identify returning visitors and build detailed records of their activity, including routes to and from the site, motivations for visiting the site and precisely which  areas of the clients’ services are of interest. This data is then combined with the customer data collected from other business sources to build a Customer Data Hub. Distinct will then analyse this customer data to identify opportunities to increase revenue through, for example, presenting tailored offers to customers based on their previous interaction with the client website.  

Orla Fitzpatrick, Partner at Distinct Business Consulting, comments, “At Distinct, we enable our clients to adapt and develop to changing markets through the application of practical business and customer intelligence, using data collected from all pertinent channels. Offering our existing and potential clients the Celebrus technology means that they have access to a unique tool – the most conclusive of its type – combined with our existing technology portfolio and consultancy skills. Together, we can therefore offer our clients a package that enables a deeper understanding of their customers’ activities and the development of targeted sales and marketing campaigns with significantly higher response rates. This in turn maximizes marketing efficiency, increases conversion rates and shortens the sales cycles.”

Malcolm Duckett, VP Strategic Marketing, Speed-Trap Holdings (Celebrus Technologies’ parent company), concludes, “The data that we are able to collect on an individual’s activity through the online channel is extremely detailed and invaluable when making marketing and sales decisions. Yet, when combined with the clients’ data from other channels and the Distinct analytical capability, a powerful Customer Data Hub is built, where every individual visitor’s activity across all channels is recorded as a coherent whole, building a profile that can be fed into intelligent marketing programmes. Partnering with Distinct will therefore allow us to demonstrate the power of our technology and the importance of Customer Data Hubs to a wider audience in important industry sectors. 

About Celebrus Technologies

Celebrus Technologies delivers complete, real-time data, on online individual visitors’ behaviour, environment and experience, and processes that in real-time to power Customer Data Hubs, and drive cross-channel behavioural targeting, real-time personalisation & interaction management. With its tag-free content push, it can also provide a personalisation overlay for existing web sites and apps too.

Celebrus Technologies captures and analyses interaction at the user interface from any mobile or laptop browser, including Flash/Flex components, video players and  many apps.

Celebrus Technologies’ 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.

Celebrus Technologies delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include AXA, Belron (Autoglass), directgov, Rank Interactive, P&O Ferries and ghd. Celebrus Technologies’ partners include the SAS Institute, IS Solutions PLC, Teradata Corporation, OnMarc, Oracle, Microstrategy, Sybase and BIMA Consulting.

What is a Customer Data Hub?

Customer Data Hubs are a new way of thinking about managing your online and offline customer interactions. A Customer Data Hub is a place to accumulate records of customers' and visitors' behaviour and experience of an enterprise.

These records typically contain a "customer profile" for each visitor, this profile will hold static information about visitors - things like their name, address, account number etc. and the Hub will also contain "behaviour records", that record individuals undertaking specific actions or activities (like purchasing or searching for products, or registering for the site).

In this way the Customer Data Hub becomes a place to hold all the key business and behavioural data for a customer. Some companies just use these hubs to keep track of online visitors and activity, but they can be used to compile a complete cross-channel view of the customer. Other businesses also augment a customer record with data from BI or other systems – adding information like suggested credit limits, or "next best offer" or "product recommendations".

Adding this type of data is important as the second reason for implementing a customer data hub is that they can be used to drive personalised messages to the visitor or to drive trigger-based marketing campaigns.

Customer Data Hubs can drive dynamic programs like Basket Re-marketing, Customer Retention, Behavioural Targeting and even provide triggers for key business processes like Churn Management or Anti-Fraud programs.