Financial site opts for NetTracker analytics to ferret out high-value customers and tailor Web offerings to their needs.
Old Mutual is in the financial services business, and its Web site is a
key to increasing its sales. Still, the company was having difficulty tracking
how its online customers interacted with its site and uncovering which customers
and features were the most profitable.
The company decided to implement a new Web analytics package--NetTracker
from Sane Solutions--and quickly realized a tremendous return on its investment,
something the financial services firm had no trouble understanding.
Old Mutual realized it needed to move away from its general site-based
reporting to more user-based reporting. "Our previous Web analytics tool only
provided us with fixed monthly reports," explained Juliet Van Zyl, Old Mutual’s
research analyst. "We needed more than the static set of reports, such as the
top 50 pages viewed on our site. We needed to tap into much more actionable
information.
The company chose NetTracker because it could provide that information
and could be integrated with Old Mutual’s current customer software quickly and
easily. For example, NetTracker integrated with Old Mutual&singlequot;s Microsoft SQL
Server relational database and its open database schema. This enabled Old Mutual
to integrate online behavior data with financial and demographic data, providing
for pinpoint analysis. To analyze content preferences affiliated with sales
leads and customers, Old Mutual also integrated the clickstream paths of
visitors, collected and stored by NetTracker, with lead and sales data captured
and stored in a self-built application.
The new combination soon uncovered some interesting facts about Old
Mutual&singlequot;s site visitors. For example, Old Mutual customers with higher income
levels, who tend to own more Old Mutual products, are the most frequent
registrants on Old Mutual&singlequot;s secure site. Once that fact became known, the
company moved to leverage it. "To introduce more of these desirable high-income
users to our secure site content, we have created a campaign to drive
unregistered users to become registered users of our secure site," says Van
Zyl.
Another important site usage pattern revealed by NetTracker is the
importance of getting visitors to return to the Old Mutual Web site in order to
increase leads. According to Van Zyl, "Visitors log on to the Web site, look at
product information, leave the site, and then come back later to initiate the
lead."
Armed with that information, the company can now work to make returns to
the site a high priority for its customers, she said.
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