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Halifax deploys behavioural targeting to boost online sales

Halifax Bank is implementing a behavioural targeting system to increase sales and conversion rates for online products and marketing campaigns.

Halifax has chosen the Omniture TouchClarity system to optimise consumer responses and customer engagements, by serving up the most relevant choice of Halifax online product offerings and content to match individual visitor preferences and interests.

Shoomon Perry, head of ecommerce at Halifax, said, "Halifax is committed to a strategy of taking business from our competitors by offering more value," he said. He added that by increasing the intelligence behind the products the company presents to customers and prospects will improve the sales and the service offered.

Omniture TouchClarity works by building individual visitor behavioural profiles combined with automated predictive modelling and direct marketing techniques, in order to enable real-time targeting of each visitor with the most engaging content.

Other companies using Omniture TouchClarity include HSBC, BT, Lloyds TSB and Barclays.





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