Target Overview
You can find the following topics on this page:
What are the benefits of Target?
How can I use Target for my business?
What makes RMC Target different?
What is RMC Target?
Targeting allows you to display different campaigns and content to different customer segments in real-time.
RMC's Behavioural Targeting uses real-time data from the interactions your visitors are having with your website, mobile site and mobile app for advanced audience segmentation, to deliver personalised content, messages, offers and recommendations. Onsite and in-app behavioural data are constantly and automatically collected, and used alongside other customer data to determine which content and offers are most relevant for the visitor in that moment, resulting in an optimised experience that converts. You can also set RMC to collect unique events such as cart value, onsite search, form, or login input, and many other custom KPI's for better segmentation, personalisation and user experience.
How does it work?
RMC's Behavioural Targeting offers a powerful solution that allows you to quickly and easily deliver targeted content, messages and offers to your audience based on their location, likes, preferences, past behaviour, search intent and more out-of-the box characteristics, for a completely personalised experience in real-time that drives higher conversion rates.
Audience targeting and customer segmentation is achieved with a rules-based logic.
Rule-based targeting uses parameters you establish to target based on specific criteria.
You can segment visitors based on anything Target knows about the visitor, including how the visitor reached the site, geographic data, onsite behaviour attributes, customer parameters, and more.
RMC offers an extensive library of customisable out-of-the box parameters. Below, are few examples of the behavioural parameters you can base your behavioural targeting campaigns on:
- Site behavioural data (past and real-time)
- CRM data, easily integrated into RMC
- Technologic information such as the browser, operating system and device
- Past purchases (Recency, Frequency, Monetary Value)
- Pages they viewed, and length of visit
- Registered visitor or not
- IP address
- Geofences
Take action: dynamically change and add to your site based on your visitor segmentation.
Change the rotation order and display of promotional banners, insert pop-ups, custom javascript, product recommendations, and many more customised elements. Make changes to your page, delete, re-write and alter any design element. Also create automation workflows with follow-up email, sms and push notifications.
Optimise performance
Run customer focused A/B and Multivariate Tests to measure and optimise overall campaign impact. Review campaign results, and make adjustments to offers, content, messages and design elements to get the most out of your personalisation efforts.
RMC Target core features
- Anonymous and Authenticated Visitor Profile
At the heart of Target is the RMC visitor profile. From the moment visitors enter your site, they are telling you about themselves and starting to build a dynamic profile. Even before they begin interacting with your content, they are providing valuable signals. Geographic location, referral source, the search term that got them to your site are some examples of data that can be leveraged to personalise a potential customer's experience.
Behavioural Tracking and Targeting
RMC Target captures everything you need to know about your visitors from the moment they first enter your site with a rich set of data that is continuously tracked and stored, including behavioural characteristics, purchase data, geo-location, weather, device type and more. With this in hand, marketers can visually build Targeting Rules directly through RMC's visual editor and target each and every visitor with content that’s more relevant and meaningful.
Segmentation
Leverage insights from current and past session behaviour along with internal and external data sources to segment anonymous visitors and known users in real-time.
Scoring
You can attribute a score to the actions of your visitors on your site - such as pages viewed content downloaded or banners clicked - to identify your sales-ready leads and your highest value visitors for real-time targeting. See Scoring for more information.
Geofencing
Send targeted messages to your app users when they enter or exit a pre-defined geofenced area. See Geofencing for more information.
Performance or Rule Based Banner Management
Automatically determine the order and display of banners based on banner performance (CTR, revenue or conversion) or a set of pre-defined prioritisation rules to deliver optimised and targeted content on your website, mobile site or mobile app in real-time. See Banner Management for more information.
Recommendations
Automatically display products that might interest your customers based on previous activity and algorithms. You can also send recommendations in an email following-up a pre-defined targeting action. (Recommend module is required).
Testing
Use A/B or multivariate testing and get valuable insights you can use to deliver optimal web experiences for customer segments that yield more conversions and revenue. See A/B Testing for more information.
Built-in Reporting
Each Targeted Action you create is monitored by RMC for standard metrics such as impressions, clicks, conversion and revenue, which are available in the Performance Dashboard (Target > Performance Dashboard). You can easily share the results of your personalisation campaigns by email or by exporting your data into a .csv file.
What are the benefits of Target?
Target will benefit your business in many ways:
- Creates more opportunities to engage with customers at the right time, in real-time across channels and devices.
- Increases conversion rates with more relevant offers, messages and experiences.
- Drives more results from your existing traffic without increasing ad spend or acquisition costs through continuous experimentation and optimisation of content and offers.
- Elevates customer engagement by making each interaction more helpful to the customer.
- Optimises the performance of onsite banners by automatically managing their orders and display based on performance and pre-defined rules.
- Achieves better outcomes with coordinated messages across inbound and outbound channels.
- Helps you to get more ROI out of your mobile applications.
- Maximises marketing efficiency and revenue by testing content, messages and offers to find what works best based on actual performance.
How can I use Target for my business?
Deliver one connected experience across channels and more relevant marketing with every interaction.
On web and mobile sites – Target puts your website at the centre of a completely connected customer experience. It's easy to personalise your website based on everything you know about a visitor and deliver meaningful web experiences that increase engagement, conversions and brand loyalty. See use cases for web for examples and tips.
On mobile apps – Make use of all your customer data to create more personalised, engaging and high-converting app experiences. See use cases for mobile app for examples and tips.
Offline – Prompt action when your visitors login through your wi-fi network or when they are near a specific location using Geofences. See use cases for offline for examples and tips.
Across channels – When your email, social and mobile marketing works in tune with your other marketing channels and can leverage behavioural data in real-time, it's easy to deliver the right offers through email, sms, web push or social channels at the right time.
At ATM’s, digital kiosks, stores, call centres – Influence your customers on the spot with relevant offers and messages to up-sell/cross-sell and build long-term relationships.
What makes RMC Target different?
Consolidate customer data from everywhere
The RMC platform collects and connects information from every customer interaction in every channel. You can also integrate and bring in data from external sources such as CRM, call center, loyalty programs, e-commerce platforms, POS and other enterprise systems to form complete customer profiles. With all your customer data in one place, you can easily identify customer segments based on common attributes or interests to deliver highly-targeted campaigns.
Optimise your marketing performance and effectiveness
RMC tracks all interactions with messages, offers and content, across all channels, automatically. Test and analyse the performance of everything, from content to campaigns to experiences and optimise the efficiency of your marketing campaigns. Analyse your cross-channel conversions in one place to optimise your marketing mix and budget.
Target beyond the web
Understand your users based on their behaviours across channels. Each interaction becomes part of the customer's cross-channel contact and interaction history. Maintain message and brand consistency and communicate with your audience as one across email, web push, mobile, social and offline channels.
Complete solution for your multi-channel marketing
All the tools you need to deliver relevant, valuable and engaging experiences are in one place. So there's no need to log into another system or learn another process. Personalise offers, messages and content for every customer, on every channel using a single platform.
Implementing Target
Target can be implemented on any website that runs on a browser.
You can find more information on the required implementation steps before using Target on the Integration Requirements page.
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