Philips Healthcare, a division of the Dutch multinational electronics company, was using WON & IgnitionOne’s technology for the last 7 years to generate leads for B2B opportunities. After a successful trial of comparing known visitors & unknowns in Consumer Lifestyle, Philips Healthcare decided to use the same technology to include unknown users of equal value to their marketing database and track engagement scores.
Voor/over product of dienst
The Engagement Scoring algorithm works horizontally, illustrating which products customers are most interested in. With these insights, an optimal threshold score to engage consumers was algorithmically determined, & a second higher threshold to indicate “engaged visitors” as potential business value KPI. With the Profile Exporter, Philips matches existing declared profile info, such as email address, with undeclared data, such as engagement, product interest, recency and frequency parameters.
The target audience was all types of medical staff, online. The solution measures behaviours & interests of customers on a marketer’s website & assigns them a unique score. The Profile Exporter uses known & unknown visitors, using an (until now) untapped audience. This delivers a KPI as an indicator of overall engaged visitors (over a threshold). The more engaged customers are with Philips, the higher the individual’s score, & the more likely are to convert into an offsite sale.