Vodafone to use Omniture behavioural targeting

Onsite behavioural targeting from Omniture, a leading provider of online business optimisation software, is being implemented by Vodafone UK.

The aim is to give each visitor to vodafone.co.uk a more relevant experience, with Vodafone products and offers displayed to them individually.

Omniture TouchClarity builds behavioural summaries for visitors to the Vodafone site based on anonymous data including the time of day, referring URL, search engine criteria and frequency of the previous visits.

This is combined with the browsing history of previous visitors in real time to predict which Vodafone UK offers will make the visitor convert to deliver increased revenue, as well as a more satisfying experience for each visitor.

The creative is also assessed in real-time to see which delivers the best response and the best-performing creative execution is served to that individual.

"Vodafone is enhancing the way it targets online customers in order to improve the performance of its site for its visitors," said Neil Weston, senior vice president and general manager of Omniture EMEA.

"The business is leading its sector in identifying the improvement it can add to each visitor journey by customising content to their specific interests and increasing the value of key areas of its website".

Visitors to the site will be served the most relevant Vodafone content in real time by Omniture TouchClarity, which analyses many variables for predictive value including all the previous clickstream behaviour of that visitor, the time of day of the current visit, the referring site, search engine keywords, frequency and recency of the previous visits, and an analysis of current on-site activity.

Each visitor is then served the most relevant Vodafone content, which can include any combination of images, text or animation.

Reports showing the exact revenue lift that results from the targeted content versus a control group (without targeted content) will be delivered to Vodafone in real time in order to measure the success of on-site behavioural targeting.

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