Celebrus Technologies and FELD M Increase Understanding of Customer Journey.Published: Monday, 20 August 2012 12:54
Celebrus Technologies in partnership with Feld M has implemented BMW´s first comprehensive multi-channel data analytics solution as part of a BMW Digital project with online customer insight.
The online customer intelligence software will enable BMW Group to integrate individual visitor-led website data into a business intelligence solution, providing a comprehensive view that enables BMW Group to personalise its service to its online audience.
Feld M provides digital marketing strategies that enable customers to extract key information from customer databases. The unique, tag-free online data collection software and real-time engine developed by Celebrus will provide increased insight into the online channel.
The overall BMW Digital project allows the car manufacturer to integrate its granular online data with that collected from current customers, online and offline marketing campaigns and sales data from BMW car dealerships, to create true individual-level single customer views and highly valuable business intelligence. Such detailed insight will enable BMW to make highly informed decisions for sales, marketing and operational departments that have a tangible and quantifiable impact on the bottom line. These include driving cross-channel behavioural targeting and real-time personalisation programmes
Katharine Hulls, VP Marketing at Celebrus Technologies comments, “The challenge was that in order to draw conclusions from various pools of data collected from various online and offline sources that had been siloed, there had been reliance upon aggregated web analytics data. While this is useful data for understanding the overall picture of the use of websites, it does not provide individual data on online visitors or on the impact of various online marketing activities. Now marketing teams can use the data collected by Celebrus to view a customer’s journey across multiple online channels, identifying where the greatest marketing impact has been made, and personalise the online customer experience.”
Lutz Wiechert, CEO of FELD M comments, “By bringing together Celebrus’ unique technology and the considerable digital marketing experience of FELD M, we are now able to move beyond web analytics and integrate online and offline data to improve visibility of customer activities across all channels. This will in turn allow BMW to gather data relating to marketing campaigns, feed this into their customer modelling engine and understand in great detail how these marketing campaigns and others, including offline, have directly affected changes in individual online visitor behaviour and consequently personalise the whole experience – something that would not be determinable from web analytics alone.”
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, behavioural, 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 SAS, IS Solutions PLC, Teradata Corporation, OnMarc, Oracle, Microstrategy, Sybase and BIMA Consulting.
For further information, please contact:
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Jenny Williams / David Beesley
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801