Halifax uses Omniture behavioural targeting

Halifax is to implement behavioural targeting from Omniture TouchClarity in order to increase sales and conversion rates for online products and marketing campaigns.

Halifax is the UK's largest savings provider and mortgage lender, and is the leading provider of many financial products ranging from current accounts to online share dealing.

Targeting from Omniture TouchClarity will optimise consumer response and customer engagement by serving the most relevant choice of Halifax online product offerings and content to match individual visitor preferences and interests.

Shoomon Perry, Head of Ecommerce at Halifax, explained: "Halifax is committed to a strategy of taking business from our competitors by offering more value.

"We have the best products on the market and by increasing the intelligence behind the products we present to customers and prospects online we can improve sales and the service we offer to them".

Neil Weston, SVP and General Manager of Omniture EMEA, added: "Automating the targeting of content served to online prospects and customers is an important strategic move for Halifax.

"By serving the most engaging content and offer to each customer, the company can drive significant improvements in uplift to conversion rates and sales".

Omniture TouchClarity works by building rich individual visitor behavioural profiles combined with automated predictive modelling and direct marketing techniques in order to enable real-time targeting of each visitor with the most engaging content.

This results in higher conversion rates, and measurably increased revenue.

The visitor response to online creative elements is also measured to ensure the best-performing creative execution is served.

Other industry-leading companies using Omniture TouchClarity include HSBC, BT (British Telecom), Lloyds TSB, and Barclays.

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