Real-time One-to-one Marketing Campaign
WEPA can create customized marketing campaigns aimed toward any segment that visits the website. As the bottom picture indicates, we can provide different product recommendations to 30-year-old female or 20-year-old male customers. Even for first-time visitors of the website, we can design attractive contents or greetings to pull the customers closer.



Generating Customized Marketing Guidelines
WEPA generates guidelines for one-to-one marketing according to the process flow in the bottom pictures. The setup criteria for each stage can receive basic setup recommendations from WebNibbler analysis reports and data mining tools.

• Customer Selection (Who, Why)
  The most important aspect of one-to-one marketing is selecting the right target. If an online shopping mall with mainly anonymous visitors wants to increase its members by coordinating a campaign, it can give anonymous visitors a T-shirt valued at USD $10 when they register to become members. Under these circumstances, selecting potentially beneficial customers is necessary for favorable results. Thus, customers with the highest pageviews and the longest duration or visit the most often can be picked to receive gifts, limiting unnecessary wastes and losses.

• Time Selection (When)
  If a marketing campaign lasts too long, it will lose its freshness. If the time is too short, not enough people will participate. Thus, WebNibbler provides marketing campaign analysis reports based on campaign efficiency data and flexible adjustment period.

• Placement Setting (Where)
  Generally speaking, the page with the highest browsing rate is the best choice when setting a page to execute a marketing campaign. However, we can also aim the marketing campaign at specific characteristics of specific customers. For instance, campaigns attracting visitors to register as members can be executed according to which pages have the highest click rates from anonymous visitors. Even with different browsing behavior on the same page, we can offer different options such as 5% off coupons for visitors with ten or more hits on travel-related contents.

• Operation Setting (What, How)
  Setting the stages of the campaign refers to the information displayed on the browser to actual participating customers. For example, when coordinating a campaign to entice anonymous customers to log in or register, you might send this message: "Greetings customers! Thank you for visiting X shopping mall. Log in as members to receive these fine gifts." In addition, we can also choose to send e-mail, pop-up, banner, and various promotions based on campaign type.

Analysis of Marketing Campaign Effectiveness
Analysis of marketing campaign effectiveness includes two methods.

• Monitoring customer response is not needed to directly display public matters of visitors or introduction of contents on web pages. Under this circumstance, WEPA can provide impress number analysis table, calculating how many visitors received a certain message.

• WEPA can find out how many customers click on related links to enter a specified page after receiving one-to-one marketing information, acquiring the impress number in the process. This number helps us evaluate the effectiveness of banner ads and manage marketing distribution estimates, providing valuable recommendations.