HP Triples Conversion Rates for Email Programs with Omniture

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Case Summary

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.

HP faced important business challenges including:

1. Needed to run hp.com as a cohesive business unit with integrated analysis across different areas of the site
2. 360 degree view of the customer needed to improve online experience and revenue did not exist
3. Lag in reporting with real-time access to hp.com data

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.