Celebrus Technologies Partners With Towers Watson to Provide Insurers with Greater Understanding of Their Customer Base.Published: Tuesday, 21 June 2011 11:00
Celebrus Technologies, the online customer insight provider, has partnered with Towers Watson, the global professional services company, to provide detailed data of individual website visitors’ activity. This data will be combined with data from other channels by Towers Watson to build customer data hubs and provide marketing teams with a single customer view – essential for marketers to market to their customer base in the right manner at the right time.
As an established provider to the insurance, utilities and consumer businesses of a broad range of marketing services including data management and analysis, Towers Watson will resell and implement Celebrus’ online customer insight software into insurance organisations across the globe.
The Celebrus software will allow insurers to record every visitor’s visit to the 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 what areas of the insurer’s services are of interest. This insight will allow insurers to maximise their chances of converting their online traffic into sales. Furthermore, when combined with data from other channels via Towers Watson’s other products; the insight from Celebrus can contribute the online facet of a single complete view of the individual customer. When used as the basis of marketing decisions, this single customer view can make marketing activities more targeted and personal and therefore more effective.
Ian Liddicoat, Managing Director for Towers Watson, comments, “Towers Watson provides its customers with data management and analysis that enables an increased understanding of the complex inter-relationships within their customer data better than ever before. Of course, no such picture would be complete without an exacting and precise view of an individual online customer. Celebrus’ technology provides exactly this and, as the most conclusive product of its type, therefore allows us to know as much about the online channel as we do about other channels, if not more. Therefore, when the information from these channels is stitched together, we are able to provide the most accurate single customer view possible – a vital prerequisite for targeted and effective marketing campaigns.”
Liddicoat continues, “Celebrus’ technology identifies the individual user, documents his or her journey through the site in fine detail and also matches this journey to any previous visits. Such an unprecedented degree of detail will offer us a real competitive advantage as we are able to determine an individual’s motivations, intentions and wants, based upon his or her historic and real-time actions. When married up with other channels’ data, the single customer view is therefore more than just a record of what has happened – it becomes a prediction of an individual’s reason for engaging with the brand. Marketed to effectively, this information can make a significant difference to marketing effectiveness and therefore return on investment.”
Malcolm Duckett, VP Operations at Celebrus Technologies, concludes, “The highly detailed data that we are able to collect on an individual’s activity through the online channel can be an exceptionally powerful basis of marketing decisions. But this becomes all the more powerful when it is combined with data from other channels to create the customer data hub. Partnering with Towers Watson will therefore provide the insurance market with the clarity and certainty to make the correct marketing decisions and significantly improve their campaigns’ effectiveness.”
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 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.
About Towers Watson
Towers Watson (NYSE, NASDAQ: TW) is a leading global professional services company that helps organisations improve performance through effective people, risk and financial management. The company offers solutions in the areas of employee benefits, talent management, rewards, and risk and capital management. Towers Watson has 14,000 associates around the world and is located on the web at www.towerswatson.com