Download our FinWEB flyer!

"FinScore has demonstrated the importance of extending customer profiles with web interests for online advertising and personalized user interactions." (Erwin Roos, Head of Customer Lifecycle Management, Swisscom)

The Challenge

Customer data (CRM) and WEB data are not employed to enrich each other. This is far from optimal because, as we will explain later, huge leverage effects can be derived from each of these data domains. Currently, CRM or simply customer data which is available in most large companies is not used to enrich and enhance web user interactions and vice-versa web behavioral user data is not used to enrich customer profiles. As a result we end up with a limited customer profile, which enables only limited personalization of customer interactions.

Our Solution - Online and Offline Become 1

FinWEB is a brand new solution for personalizing web site interactions based on the fusion of customer and web behavioral data. This maximizes the value of company web sites and turns them into truly customer oriented channels.

FinWEB addresses four scenarios for website personalization:

CRM light – Based on identified visitors where CRM data and very limited web data such as banner clicks are available, a series of recommendations can be generated for future web site visits of customers. This drives the web site personalization in terms of targeted content, product offers and ads.

WEB completion - Based on identified customers where CRM and web data is available, model based predictions of web interest affinities can be generated for customers who have not yet visited the web site. This enables personalizing the web interaction from the very first web site visit.

CRM completion - Based on identified customers where CRM and web data are available, additional CRM attributes such as gender and age can be predicted for web site visitors who are not customers. This helps understanding socio-demographic properties of the web site audience in order to provide adequate communication, ads, and content.

Advanced BT - Based on identified visitors with CRM and web data, a series of recommendations as well as web interest affinities (e.g. sports, technology, product type A, product type B) can be generated for customers with repeated web site visits. This drives the web site personalization in terms of targeted delivery of content, product offers and ads.

Benefits

A multitude of benefits arise from applying the presented solution to personalize visitor interaction with company web sites. This includes increasing banner click rates (recent online advertising campaigns increased click rates by more than 400% when optimized with our solution), more product sales through targeted cross- and up-selling, increasing brand value due to targeted delivery of promotional messages to the right audience, pushing lead generation up through increased web site stickiness, and adding important value to increase customer intelligence through fusion of customer level web and customer intelligence.

For more information, please download our FinWEB flyer or contact us.