FBTO uses customer insight software from Speed-Trap.Published: Wednesday, 25 August 2010 18:14
Dutch insurance company FBTO, part of the financial services company Achmea, the largest insurance group in the Netherlands, has been using customer insight software from Speed-Trap. Through the ability to fine-tune online marketing strategies based upon the motivations and reactions of its site visitors, captured and delivered via Speed-Trap, FBTO now converts hundreds of sales per day online and has been able to grow its proportion of online sales from 40% to 60% - an unusually high figure compared to FBTO’s competitors.
Jan de Vries, Web Analyst at FBTO, comments, “As a company, we know our customers expect the best online experience in shopping and self-service, but we lacked a consistent and sufficiently detailed view of our customer base with which to achieve this. We had very limited appreciation of how effectively our online marketing activity was attracting new business, and next to no view of our visitors’ use of our website. Our previous web analytics tool was far too inflexible and basic to offer us any deeper information than numbers of visitors and where they were coming from, but this was a dramatically insufficient level of detail to enable us to truly understand our customer base. Simply put, because Speed-Trap’s data is so much more detailed, we can do much more with it.”
FBTO was able to integrate Speed-Trap’s broader and more extensive data gathered from the online channel with the company’s own CRM data from all other channels, and therefore produce a broad, but still extremely accurate, view of individual customers. By capturing the site visitors’ data from purchasing car insurance by date of births and postcodes, and matching this with any corresponding offline CRM data held, FBTO had the ability to build up a more detailed picture of this specific customer segments, allowing them to predict conversion rates for specific customer segments and where necessary, market to boost this rate.
The insight that Speed-Trap provides regarding marketing effectiveness allows FBTO to modify marketing and sales strategies, by identifying what works and what does not, and therefore adjust and re-allocate marketing spend accordingly. Changes in marketing strategies or content can be monitored and reported on based upon regularly updated data, so that marketing teams can proactively amend campaigns immediately, without having to wait for campaigns to run their course before being able to see whether they worked or not.
FBTO is planning to take this proactively further in the coming months by adding Speed-Trap’s ABI (Audience Behavioral Intelligence) and RTE (Real-Time Engine) to the current analytics. This will allow the marketing teams to build detailed individual profiles on every visitor and then produce targeted content according to exactly what the visitors are doing on the site at that given moment, and what they have done in previous visits. By combining these two strands of data, the marketing content produced is intrinsically far more targeted and effective.
Jan de Vries concludes, “Speed-Trap has given us the ability to analyze precisely how our site is performing and how effective each element of our marketing is. With this insight, we have so far been able to grow our proportion of sales from the online channel from 40% to 60%. However, with the introduction of detailed individual visitor profiles and a real-time view of customers’ arrivals and journeys through the site, we will be able to produce and display far more focused site content, determined by the precise details of their relationship with us, which will have a measurable impact on our bottom line.”
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.