Alterian
Worldwide Leader in Customer Engagement Solutions Employs Digital Element’s Geolocation Technology to Better Understand Online Behavior and Derive More Actionable Insight
Scenario
Social changes and customer demands are driving the way companies market—especially online. Appealing to a mass consumer universe is no longer adequate for businesses that want to succeed. Today, companies must find innovative ways to understand their customers at an individual level, even when they’re online. When it comes to online content and communications, a universal, all-things-to-all-people approach simply doesn’t work anymore. It’s all about reaching the right customer, with the right message, through the right channel, at the right time.
Alterian is one company that is helping marketers create relevant, effective and engaging experiences with their audiences to create value and reinforce commitment to their respective brands. Alterian is leading the transformation of marketing and communications, making it practical and cost-effective for companies to achieve multichannel engagement with the individual. The company provides customer engagement solutions across a variety of market sectors, in territories all around the world, to thousands of the world’s most successful global companies including Best Western, Westpac Bank, Domino’s Pizza, Paypal, Cisco, PepsiCo, AstraZeneca and Jaguar Land Rover.
“Consumers have developed an insatiable desire for interaction and collaboration,” said Rusty Warner, Alterian’s vice president of product marketing. “Their fickle nature in terms of brand loyalty combined with increasingly louder competitive disruption make it exceptionally hard for marketers to reach the right audiences and keep them engaged. At Alterian, we integrate data from online and offline sources in order to truly engage with individuals at every step of their customer lifecycle. The ability to offer individuals what is relevant to them and to engage in conversations with them generates influence, advocacy and revenue. We feel like we’re changing the rules of the game, and we’re doing it through technology.”
Solution
Alterian prides itself on providing clients with maximum value from customer engagement, delivering high-velocity campaigns that incorporate data-driven insights and utilize marketing resources more effectively. Specifically, the company wanted to ensure its web analytics platform, WebJourney, provided the information needed for its customers to be more insightful, engaging and accountable than ever before, by sending the best, most relevant messages at the right time—regardless of channel.
Alterian decided to incorporate geolocation data into its technology platform to better understand customer behavior and derive more actionable insights. Alterian evaluated Digital Element’s solution against other competitors’ offerings in the geolocation space. NetAcuity®, the company’s flagship technology, was selected by Alterian because of its reliability, accuracy and technology attributes, such as the ability to target to a city or postcode level.
“We now have the ability to build comprehensive profiles of website visitors in order to engage customers and maximize revenues—online and offline—while still respecting user privacy,” Warner said. “NetAcuity provides our WebJourney service with the actionable intelligence needed for comprehensive customer engagement management. Alterian customers can focus on the individual experience utilizing IP data to better segment users in the future or drive visitors to specific content that is more relevant to them.”
According to Warner, Alterian’s customers now gain valuable insight into whether users are at work, home or away, and answers vital questions about users including:
- How does location impact click-through rates to my landing pages?
- How can I leverage information about a customer’s work location?
- What do travel locations say about customers’ behaviors?
- Does weather at the location impact my messaging?
- Is it possible to match IP locations with Mosaic codes (Geodemographic segmentation codes used in more than 20 countries worldwide)?
Success
By deploying Digital Element’s IP geolocation technology, Alterian has been able to guarantee its clients high-value engagement based on insight-driven analytics; an understanding of the relationship between the online and offline world; the ability to treat customers consistently across channels; and a measurement of the business impact of marketing activities.
The following examples demonstrate the benefits some WebJourney customers are receiving from Alterian’s geolocation capabilities.
A global hotel chain realized:
- 40 percent increase in click-through rates
- 540 percent rise in loyalty point redemption
- 30 percent overall return on investment
An electronics retailer in Asia benefited by:
- Better defining content for optimal purchase sessions
- Developing up-sell and cross-sell campaigns
- Establishing follow-up actions based on customer behavior
A major Australian bank achieved:
- Reduced direct marketing costs
- Creation of new cross-sell opportunities
- Increased campaign response rates and conversions
These organizations understand that today’s marketers must leverage detailed data concerning their customers, engage them with relevant offers—and above all—treat them as unique individuals. Alterian provides enterprise class analytics, integrated cross-channel communications and individual-focused campaigns designed to address these marketing challenges. Digital Element’s NetAcuity is a critical component of Alterian’s strategy for building a 360° view of individual customers.
