Sony.com Maximizes Homepage Revenue Opportunities Through Automated Behavioral Targeting

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Case Summary

Sony.com was challenged to maximize revenue from high traffic areas of its Web site while also fulfilling consumers’ increasingly sophisticated needs online. With multiple business units  competing for valuable real estate placement on Sony.com’s homepage, the most equitable solution had always been to manually rotate creative for various promotions, based largely on general Web site traffic models.

However, managing the distribution of Web site impressions between these business units and coordinating content was time consuming and inefficient. More importantly, Sony.com had historically found that it was most successful when randomly rotating no more than three primary product images, which created lost revenue opportunities when visitors were shown irrelevant content.