Parenting website deploys optimisation solution

The UK’s leading parenting club is working to increase its online sales through enhanced management of its customer data. Bounty, which has over 90 per cent coverage of new families and families-to-be, is implementing a data warehouse and analytics solution from Webtrends to allow it to monitor online customer behaviour against previous purchasing patterns and target appropriate offers and products.

Tom Fitzgibbons, acquisition manager at Bounty says: “Having XML feeds and widgets means the data we get through Webtrends can be put into action quickly and effectively. It’s very user-friendly and I can roll it out across the whole business. And rather than just performing historical reports, we can now engage in more meaningful and accurate forecasting.”

Using the analysis tool, Bounty is able to optimise its website, helping customers to navigate more effectively by highlighting the most viewed products and pages based on XML feeds. Customer behaviour can be analysed to identify content and products of interest.

Fitzgibbons adds: “The biggest single advantage using Webtrends will give us is the data warehouse capabilities, which allows us to bring together online and offline information. It means we can segment our customers easier and quicker than before and run ad-hoc segmentation against historical traffic on the fly. We can identify in real-time how frequently users visit the site and what content they interact with when they do, and use this information to identify their likes and dislikes. By understanding what is driving engagement we can react to the market the same day, publish tailored content and make relevant offers to our customers.”

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