Business & Money Trail:WhiteCross ANNOUNCES TELEGRAPH CUSTOMER ANALYTICS CONTRACTWhiteCross Systems announced it has signed an agreement to provide Web customer analysis for telegraph.co.uk's network of channels. telegraph.co.uk has chosen WhiteCross to provide detailed analysis for all of its sites, refine content offerings, increase registration levels, and encourage customer loyalty. The WhiteCross analytical service is designed to automatically recognize new channels as they are introduced and produce both channel specific and cross-channel reporting and analyses. Seventeen sites have been launched to date, including the new commercially-driven channels: the award-winning sport.telegraph.co.uk, travel.telegraph.co.uk, money.telegraph.co.uk, shopping.telegraph.co.uk, jobs.telegraph.co.uk and motoring.telegraph.co.uk. In addition to these sites, WhiteCross is also analyzing the new home page, telegraph.co.uk. WhiteCross began working with telegraph.co.uk during the test phase of the sports channel, which helped telegraph.co.uk to fine tune the information collected from the site in preparation for its launch in December 2000. The site, sport.telegraph.co.uk, won the "Website of the Year" at the British Press Awards 2001. "We have been working with WhiteCross since the launch of sport.telegraph.co.uk, and subsequently during the launch of our other new channels," said Matthew Duffy, Business Development Director, Hollinger Telegraph New Media (HTNM). "The information provided by WhiteCross complements the registration data we gather from our users, and helps us to better understand our users, and to continue to improve our product offering in a way that meets their needs and improves the efficiency of our business. The analytical information from WhiteCross also enables us to personalize offerings to customers based on their interests, which increases loyalty and encourages more frequent visits to our sites." The WhiteCross service provides daily, weekly and monthly analysis reports to the business user community within telegraph.co.uk. The WhiteCross analysis is being implemented in a phased approach, starting with general trends in customer preferences and moving to segmenting offers to customers according to profile and behavior, and eventually personalizing offers and information to individual customers. The WX/WebAnalytics service collects and centralizes all the data from the various telegraph.co.uk sites before analyzing customer preferences and behavior. This enables senior marketing managers and executives to more accurately and completely access information about customer segments than would be possible if each site was analyzed separately. "telegraph.co.uk recognizes it is essential to provide pertinent and relevant reasons to visit its wide range of special interest sites. By offering personalized pages to customers as they enter the site, telegraph.co.uk is able to create an experience that is compelling for the individual," said John K. Thompson, vice president of worldwide marketing, WhiteCross Systems. "telegraph.co.uk can also offer advertisers detailed and tangible proof that the types of customers they are most interested in reaching are visiting its sites, as well as pinpoint the specific pages target customers are viewing within those sites. And telegraph.co.uk customers can be served more accurately targeted content while its advertisers and affiliates are assured that they are reaching the right audience at the right time with the right message." telegraph.co.uk had been using a third party Web traffic analysis tool, but needed a more reliable, scalable and accurate solution tailored to the specific needs of its marketing managers and executives. telegraph.co.uk managers who needed to be able to analyze data more efficiently and effectively are now receiving daily, weekly and monthly WX/WebIntelligence reports detailing customer behavior patterns, delivered right to their desktops. A further benefit of the WhiteCross service is that it produces ABCe-compliant counts for telegraph.co.uk for subsequent auditing by ABCe. As an associate subscriber to ABCe, WhiteCross carries out the counting and measuring of traffic for some clients of ABCe so that the data is quickly and precisely prepared for an ABCe audit. About telegraph.co.uk
About WhiteCross SystemsWhiteCross Systems is a leading provider of business and customer intelligence solutions. WhiteCross provides critical infrastructure services for companies interested in receiving timely and customized data analysis in order to strengthen customer relationships, as well as managing the health and outlook of their businesses. The managed services include automated, tailored and supported data feeds for line-of-business executives; and reporting and analytical CRM applications that enable organizations to make more informed decisions. WhiteCross' reporting and analytical technology, partnered with its consulting services, help companies increase revenue, earnings and profits, while cutting costs on internal IT operations. The company specializes in providing its technology, expertise and actionable insights to premier media, e-business, telco and IP Services companies. WhiteCross Systems has headquarters in San Francisco and Bracknell, Berkshire, United Kingdom. For more information, visit the WhiteCross Systems Website www.whitecross.com. Contact Norma R. Casabona of DEF PR for WhiteCross Systems, 212-779-7779, norma@defpr.com. |
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