Behavioural targeting

Personalised online content to increase customer engagement and sales

LONDON, Jan. 23, 2008 – Onsite behavioural targeting from Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, is being implemented by Vodafone UK. The aim is to give each visitor to Vodafone.co.uk a more relevant experience, with Vodafone products and offers displayed to them individually.

Omniture TouchClarity builds behavioural summaries for visitors to the Vodafone site based on anonymous data including the time of day, referring URL, search engine criteria and frequency of the previous visits. This is combined with the browsing history of previous visitors in real-time to predict which Vodafone UK offers will make the visitor convert to deliver increased revenue, as well as a more satisfying experience for each visitor. The creative is also assessed in real-time to see which delivers the best response and the best-performing creative execution is served to that individual.