Callahan Clients, please log in for direct access to:
Learn What You're Missing
Upgrade Your Subscription
Thank you for your interest in reading the fantastic content we have on CreditUnions.com! However, the page you are trying to access is for subscribers-only. To learn more, select an option below.
All users must now log in to read, research, browse, and have fun on CreditUnions.com. Yes, we still offer freebies. And, yes, it’s worth the extra effort.
Print or PDF this article today because you won't have access to it later. Or, click here to learn how to get 24/7 access.
New England FCU is doing just that, using a Behavior-Based Promotion Manager in combination with an e-Branch Content Management System.
Let’s say a member comes to the New England FCU Web site: ( http://www.nefcu.com/) and reads an article about car ownership costs, then looks for information on credit. It’s pretty clear this member is interested in buying a car and is trying to find various ways to finance it. After the member surfs the site and activates triggers we’ve associated with content, the system provides targeted content that supports this behavior.
In the case of the member looking for car financing, two pieces of supporting information are offered: a calculator to assist in determining monthly car loan payments and a marketing callout called “NEFCU Advisor” with three topic-related links: another article about credit, a page talking about credit score, and a “Contact An Advisor” link that also employs e-mail filtering directing the member’s request to the right desk at New England FCU.
Doing this involves placing cookies on the member’s site. Just the word “cookie” scares many people. But the cookie this system uses doesn’t associate a particular person with the information, just a pattern of behavior. In addition, the cookie has a set expiration. After three days—or whatever the expiration time chosen—or after the member completed a pre-determined targeted call to action, the strategically placed car-buying content would no longer be provided.
Whether you want to promote loans, non-traditional products, credit cards or other services, the key is effective targeting. People tell you their preferences and interests with the choices they make as they interact with information on your web site. When they do so, you immediately provide information that responds to the needs their behavior demonstrates.
But none of this will work unless your Web site provides rich information that is well organized and easy to navigate. If the site content is not well organized, it will be impossible to make a valid conclusion about the viewing behaviors.
The real value of employing a tool such as Behavior-Based Promotion Manager is getting reports of interactions within the rule sets you create. Similar to site-visitation statistical reporting, Behavior-Based Promotion Management reports how many times each trigger set has been activated, how many times the trigger-related content has been displayed, and how many times specific actions have been taken by the member interacting with your targeted content.
As an example, let’s look at the “Personal Loans” rule set. Over the last three months at New England FCU, the “Personal Loan” triggered content was displayed 1,482 times and resulted with specific action being taken 630 times. That’s a success rate of around 42 percent (action/display X 100). This means that New England FCU has been delivering an expertly focused message to a unique member population that has demonstrated behaviors based upon real needs. This verifies that, indeed, New England FCU is effectively targeting the right member with the right message.
What other marketing channel delivers that level of result?
L9.com is an award-winning web services technology CUSO providing custom application design and development services exclusively to credit unions. These services include: Safe2Login – winner of the CUNA Tech Council 2005 Future Forum “Best of Show” award - a Banking Login Mutual Authentication solution that conforms with the recent NCUA and FFIEC agencies issued guidance; knowledge management products and services; multi-language website support; advanced content management solutions; third-party integration services; and L9.com’s Behavior-Based Promotion Manager that provides online targeted marketing solutions which support campaign management with cross-selling intelligence.
This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.
If you are interested in contributing an article on CreditUnions.com, please contact our Callahan Media team at firstname.lastname@example.org or 1-800-446-7453.
March 27, 2006
7/26/2012 04:07 PM
The block above tells it all: it's not an article, it's just a marketing ad for L-9 and therefore has minimal value.
Submit your email address to receive daily industry updates and web-only features.
P: (800) 446-7453 | F: (800) 878-4712
1001 Connecticut Ave. NW Suite 1001
Washington, DC 20036