case study

Overview

HP.com provides unique opportunities for HP to sell products and services and ensure optimum customer interaction. However, the execution of those opportunities must be carefully planned, which requires a high level of insight about customer needs and behavior patterns. Predominantly, HP was gaining customer intelligence through survey data and after-the-fact reporting from three different solution providers. But with the goal of achieving a 360 degree view of its customers to better address their needs, HP chose to replace its existing analysis and reporting tools with a single solution from Omniture. By combining survey data with real-time behavioral data from Omniture, HP has gained a holistic understanding of its customers. With that knowledge, HP has improved navigation and search results on hp.com as well as marketing and service initiatives, leading to increased conversion rates for online purchasing and email marketing programs.

high technology

increase in cOnversiOn rates fOr email prOgrams3x

HP Uses Omniture to Get a 360˚View of its Customers

lOcatiOn: Palo Alto, CaliforniaUrl: www.hp.comindUstry: TechnologyprOdUcts: Omniture SiteCatalyst®

HP’s Imaging and Printing group (IPG) focuses on behavior and customer satisfaction analysis for hp.com. Primar-ily, HP was making marketing and purchase program decisions based on the insight gleaned from after-the-fact reports and survey results. “The solutions we were using worked, but the time lag in getting reports delayed our ability to respond as quickly as we would have liked in the online space,” said Matthew Wright, HP Click-stream Analytics Program Manager. “We wanted up-to-the-minute insight about our customers’ experience on hp.com to improve decision making.”

HP was using three different solutions to gain insight about the hp.com customer experience. Because of the distributed nature of HP’s business model, different departments and organizations made independent choices about what to ana-

lyze. This impeded HP’s ability to run its online property as a cohesive business because of the lack of integration be-tween sites. With the goal of achieving a 360 degree view of the customer, HP chose Omniture to better understand its customers and improve integration across its online business.

Currently, close to 1,300 HP users are accessing Omniture reports and making decisions based on that analysis. User adoption is growing by one to two per cent per month (10–15 new users). The Marketing and the Customer Experi-ence Group are primary users, targeting email campaigns and online purchasing.

“For us, the key advantage of Omniture is our ability to access real-time behav-ioral data,” says Wright. “We can then take that data and marry it up with survey results to understand behavior patterns and design offers based on a customer’s propensity to buy. Having a single solution that provides insight on the full customer lifecycle gives us a more holistic understanding of our customers’ needs.”

solutionReplaced three separate reporting »and analysis solutions with a single, global solution from Omniture

Fused survey results and real- time »behavioral data from Omniture to improve email marketing and purchase programs based on a customer’s propensity to buy

results Gained a 360 degree view of »the customer through improved integration across hp.com

Realized a three times conversion »rate increase for email marketing programs

Improved navigation for customers »visiting hp.com resulting in an approximate $775,000 revenue opportunity for the upcoming year

Reduced costs associated with »maintaining three separate solution

business objectivesImprove the time lag in »reporting with real-time access to hp.com data

Respond more quickly to online »business opportunities

Run hp.com as a cohesive »business unit with integrated analysis across different areas of the site

Achieve a 360 degree view of »the customer to improve the online experience and revenue realization

business objectives solution

” The cost, time and resource savings combined with our ability to use what we know about customers to improve their hp.com experience makes Omniture a huge asset to our business.”

mattHew wrigHt, Hp clicKstream analytics prOgram manager

Omniture has enabled HP to improve integration across its online business. With a 360 degree view of the custom-er, HP has been able to better target marketing initiatives and customer experience programs.

These capabilities are especially impor-tant for the Marketing and Customer Experience Groups. With only a few days of set up, the Imaging and Print-ing group was able to establish eight or nine key campaign performance metrics for marketing managers, elimi-nating the need for deep technical or analysis skills. The result was improved insight and targeted enhancements, which drove a three times conversion rate for email programs.

For the Customer Experience Group, Omniture has enabled the fusion of survey data with real-time behavioral data. “With Omniture, we are able

to target customer satisfaction much more effectively because we can track customers in real-time as they move through the site,” says Wright.

“We can then act on immediate oppor-tunities to improve their experience while driving our online profit objectives.”

In a recent initiative, the Customer Experience Group studied how custom-ers were purchasing parts on hp.com. The group discovered that conversion rates were much higher when customers arrived at the online store specifically focused on selling parts. Based on that insight, HP was able to make small navi-gational changes to direct all customers to that particular store. By combining customer satisfaction and Omniture be-havioral data, HP identified areas where it could improve conversion, resulting in an approximate $775,000 revenue op-portunity for the upcoming year.

Having a single solution also allowed HP to build scalable reporting for the entire company while avoiding the costs of maintaining three separate solutions. “We pay one committed fee for the Om-niture solution, so every time we add us-ers, we're increasing our asset return by lowering our cost-to-serve,” says Wright. “We also don’t have to allot resources and time to track information mov-ing from site to site. We now have the global efficiencies of a single solution. The cost, time and resource savings combined with our ability to use what we know about customers to improve their hp.com experience makes Omniture a huge asset to our business.”

omniture helPs hP increase conversion rates by indentifying the most Productive Portions of their Web site

results

about hPHP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest busi-nesses. With a portfolio that spans printing, personal comput-ing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $94.1 billion for the four fiscal quarters ended Jan. 31, 2007. More information about HP (NYSE: HPQ) is available at http://www.hp.com

© MAY 2007 Omniture, Inc. Omniture and the Omniture, SiteCatalyst, SearchCenter, Discover, Genesis and TouchClarity logos are trademarks of Omniture. All other trademarks and logos are the property of their respective owners. All rights reserved.

Web: www.omniture.comemail: sales@omniture.com

about omniture Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University™. Omniture’s more than 2,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony and HP. www.omniture.com

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