Engage 2013 - Segmenting for Content Personalization
1. Using Segments for eMail targeting & in-
session content personalization
Peter Crossley (WebTrends), Lothaire Ruellan (Rail Europe)
2. We combine the maps, schedules and fares for over 50
different train companies across Europe, creating one stop to
plan and book your European rail travel.
10. Planning Booking Pre-Travel Travel Post-
Travel
User Goals Targeted Content Opportunity
• Where do I want to go? Customize content according
• How much time should I spend in each to the destination the user is
place? interested in visiting.
• How can I get from A to B?
11. Segment “planners” by country
of interest:
• View pages about France
• Search train fares & schedules in
France
• Search Pass covering France
• Selects destinations in France on
interactive map
• Searches activities in France
• Searches Hotels in France
12.
13.
14.
15.
16.
17.
18.
19.
20. Planning Booking Pre-Travel Travel Post-
Travel
User Goals Targeted Content Opportunity
• How much will the whole trip cost? Provide discount code based
• Am I getting the best deal? on booking value, purchase
history or customer lifetime
• How soon should I book my itinerary? value
• Is the itinerary I put together ok for
everyone traveling with me?
21. “Bookers”:
• Add products to itinerary
• Save itinerary for later
• Start check-out
AND
• Does not complete checkout
22.
23.
24. Planning Booking Pre-Travel Travel Post-
Travel
User Goals Targeted Content Opportunity
• Where are my tickets/passes? Show Cross-sell offers based
• What do I need to bring with me to get on products purchased
on board?
• What if I need to make changes?
28. Planning Booking Pre-Travel Travel Post-
Travel
User Goals Targeted Content Opportunity
• At what time is my train? • Show cross-sell offers based on
products purchases
• What do I need to bring with me to get
on board? • Provide quick access to customer’s
itinerary and ticket exchange
• What if I need to make changes?
functionalities
29.
30.
31. Planning Booking Pre-Travel Travel Post-
Travel
User Goals Targeted Content Opportunity
• Share experience, provide feedback • Welcome back customer
• Contact Customer Service • Capture feedback / testimonial
• Think about planning next trip…
