Executive Briefing Notes
Introduction
This section is designed for an executive management audience. There are other versions for Sales & Commercial and Technical level readers. As a technical company we sometimes struggle to communicate about our platform to non-technical audiences so we would really appreciate your feedback.
Component A - VITES™ Reporting
Every company has it's own information requirements and, in conjunction with VITES™ Recorder below, you decide what you want to report on, set targets and receive alarms for. In contrast to most web reporting systems, we go through the planning of what you want to report on rather than telling you which reports are available.
It could be something simple such "the number of enquiries from xyz campaign per day" to something more refined such as "the number of days it take for a Sunday enquiry to turn into free quotation". It could also be a comparative view, say "the number of days it takes for a Sunday enquiry from campaigns xyz and abc to turn into a free quotation".
Component B - VITES™ Recorder
To manage and report you have to measure, and to measure the e-business in such a way that you can make valued decisions as those above. VITES™ will record any action or page viewed on your site, but some measurements are more important than others; telling VITES™ that page x is important means that when visitors go to page x this is recorded in the visitor record along with the time and date it happened. This monitoring is also extended backwards to record where the visitor came from. What you have now is a complete picture, visitor by visitor, recording all the most important items of their visit as determined by you.
This data is created for your reporting needs and also to allow you to ask the data questions about the business, questions such as "what % of my valued customers spend more than £150" or "how many customers who visit the website live in the following postcode region"?
Component C - Personalised Delivery
Learning is great, as it allows you to improve your offering. Personalisation allows you to tailor the message or the brand to differing segments of your market. The rules engine in VITES™ wakes up everytime a visitor does something on the site, whether they click on a navigation point or fill a form in. Once VITES™ springs into life it applies a set of rules defined by you, the site owner, to decide what the visitor sees next.
For example, imagine you are a cosmetic surgery company. Your visitor has come from an FHM (25-34 male, lower middle income) advert saying "Chest & Back Hair Removal". He arrives (naturally) at the page on Chest and Back Hair removal. That is the extent of the intelligence in the flat web world. So what happens when he clicks on "Price List"? In the flat web world the answer would be to show him a generic price list including Bikini lines and various other female orientated prices. It would be so much better to show him exactly what you would show a 25-34 year male with a lower middle income:
| Flat-web Price List | |
|---|---|
| Bikini line laser hair removal | £300 |
| Top lip laser treatment | £150 |
| Facial hair treatments | (from) £75 |
| Permanent eyebrow shaping | £320 |
| Laser sexy legs treatment | £1,250 |
| Chest laser trim | £300 |
| Full chest treatment | £750 |
| Hand hair removal | £200 |
| Back hair removal | £450 |
| Ear hair treatment (male) | £120 |
| Ear hair treatment (female) | £95 |
| 25-34 male, lower middle income | |
|---|---|
| Full chest treatment | £750 |
| Chest laser trim | £300 |
| Back hair removal | £450 |
| Hand hair removal | £200 |
| Ear hair | £120 |
| Click here to see female treatments | |
As you can (hopefully) see, the greater focus on the male and the suggestion (highlighted) of the laser trim at a very affordable £300 is a better silent salesman than the generic version of pricing. And if the visitor is part of the 2% that are female, she will select the click here which suggests that they might not be within the normal demographic.
Summary
There is no real limit to how you use VITES™ to achieve your personalised content profiles. We suggest giving the profile names and document them accordingly. In the example above, we might christen our 25-34 year old male "Kev" and give him a stronger persona so when we write pages and choose imagery for him we can focus directly on the person we are talking to.