Tourism Western Australia: Omniture SiteCatalyst and Traction integration for smarter email targeting
Challenge
Implement, maintain and manage a combined email-marketing and web analytics platform designed to enhance visitor profiling and thus increase content relevance and user interaction.
Solution
Design, implementation and ongoing management of an integrated Traction email and Omniture web analytics platform. The final solution enabled Tourism WA to identify and profile individual travellers based on their campaign and website behaviour and allowed us to segment website visitors according to their specific destination interests as well as types of holiday packages.
Results
Using interest based customer segmentation with smart targeting and trigger based email campaigns we were able to increase email open and response rates by almost 100% compared to the travel industry average. Combining user profiles with website behavioural data generated valuable additional insights that will be influencing the planning and execution of future campaigns.
