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Stubhub Targets Visitors with the Right Products with Omniture Recommendations

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Stubhub Targets Visitors with the Right Products with Omniture Recommendations StubHub Targets Visitors with the Right Products with Omniture Recommendations AUTOMATED RECOMMENDATIONS INCREASE 2,500% REVENUE PER EMAIL BY OVER 2,500% SUCCESS STORY CHALLENGE CUSTOMER PROFILE StubHub, the leading online marketplace for connecting buyers and sellers of sports, concert and theatre tickets , recognized that the changing online market demanded LOCATION a shift in focus from traffic acquisition towards improving conversion and retention in San Francisco, CA order to continue its revenue growth. In addition, marketing and analytics resources had recently been reduced, leaving the team to do more with less. “With more consumers URL online than ever before, we know the challenge is no longer as much about getting www.stubhub.com them out of brick and mortar stores and onto our site—it’s about what we actually do once we have their attention,” says Liz Nakamoto, lead business data architect at INDUSTRY StubHub. StubHub required an efficient and scalable solution to drive conversion and Retail customer retention, in the face of reduced resources dedicated to online optimization. PRODUCTS: SOLUTION » Omniture StubHub selected Omniture Recommendations to promote creative content and Recommendations, chosen offers to drive more first-time and repeat purchases and to increase average for its ability to provide order value (AOV). Omniture Recommendations offers a portfolio of pre-built, automated and customizable yet configurable algorithms that display the most relevant product or content recommendations across all recommendations in the right places to drive maximum conversion, customer online channels engagement and revenue. The solution replaces StubHub’s previous manual and time-consuming processes which are no longer scalable as monthly traffic continues » Omniture SiteCatalyst, to climb. “We needed to show the right content to the right customer in the right chosen as the best-in-class, place on our Web site, and we had to do this quickly and efficiently,” says Nakamoto. on-demand analytics solution In addition, StubHub’s business is closely tied to the ever-changing interests of the sporting and music worlds. “We have to keep up with the world-at-large if we want to RESULTS: display market-relevant and up-to-date content on the site,” says Nakamoto. » Revenue per email leaps by over 2,500% REVENUE PER EMAIL EXCEEDS 2,500%; AVERAGE CLICKTHROUHS INCREASE 550% After several successful onsite recommendations tests which increased revenue » Average email click-through per visit (RPV) by 10% and AOV by 14%, Nakamoto and team then decided rate jumps by over 550% to apply the recommendations technology to their email marketing channel to address shopping cart abandonment. Since StubHub had recently integrated » Onsite recommendations their real-time SiteCatalyst analytics data with Responsys, their email marketing tests increased RPV by 10% campaign provider, they were able to easily test and optimize different email and AOV by 14% recommendations through Omniture Recommendations. SiteCatalyst surfaced “ Omniture Recommendations allows us to swiftly test and optimize our product recommendations in order to derive maximum lift from our campaigns.” LIZ NAKAMOTO, LEAD BUSINESS DATA ARCHITECT, STUBHUB key points in the checkout flow where customers abandoned their cart, informing the recommendations engine as to which related events could be shown to that same customer in a targeted email in order to re-engage with them. The built-in testing and reporting functionality of Omniture Recommendations identified the three most successful event recommendations based on a particular cart abandonment session. By presenting customers who had abandoned their shopping carts with incredibly relevant content and offers via email, StubHub was able to increase average email click- through rates by over 550%, which in turn, lifted revenue by over 2,500%. ABOUT STUBHUB StubHub is the world’s largest ticket marketplace, enabling fans to buy and sell tickets to tens of thousands of sports, concert, theater and other live entertainment events. StubHub reinvented the ticket resale market in 2000 and continues to lead it through innovation. The company’s unique online marketplace, dedicated solely to tickets, provides all fans the STUBHUB.COM choice to buy or sell their tickets in a safe, convenient, and Omniture Recommendations automatically provides timely highly reliable environment. All transactions are processed and relevant content to StubHub’s visitors, which drives and delivered by StubHub and backed by the company’s conversion and revenue. FanProtect Guarantee(TM). Company partners include the New York Yankees, Chicago Bears and the University of Southern California along with nearly 60 teams in the NFL, MLB, NBA, NHL and NCAA complemented with music artists like Madonna and companies such as ESPN and American Express. “ Omniture Recommendations enables us to extend recommendations beyond the onsite experience StubHub is an eBay company (NASDAQ: EBAY). For more to optimize our customer interactions across information on StubHub, visit www.stubhub.com” multiple channels.” LIZ NAKAMOTO, LEAD BUSINESS DATA ARCHITECT, STUBHUB OMNITURE—THE LEADER IN ONLINE BUSINESS OPTIMIZATION Over 5,000 companies around the world rely on the Omniture Online Business Optimization suite of products and services to better understand customer needs, boost the power of online marketing and achieve higher ROI across multi-channel business initiatives. Omniture products offer superior usability, support multiple languages and currencies, and are delivered securely via an on-demand infrastructure that is designed to scale with customer needs. Powered by the industry’s leading Web analytics platform, the suite is supported by world-class services and a rich ecosystem of partners, developers and agencies. Omniture Client Services include ClientCare, with flexible support options and global access; Omniture Consulting, with a world-class implementation methodology and industry best practices; Omniture University with on-demand and in-class certification programs. Omniture Genesis is an accreditation program for partners that integrate their products and services with Omniture. WEB: omniture.com EMAIL: [email protected] AMERICAS UK FRANCE GERMANY NORDICS & BENELUX + 1.877.722.7088 TEL +44 (0)20 7380 4400 TEL +33 (0) 1 70 37 53 56 TEL +49 (0) 899 0405 408 TEL + 45 (0) 36 98 89 50 TEL + 1.801.722.7001 FAX +44 (0)20 7380 4401 FAX +33 (0) 1 77 72 56 38 FAX +49 (0) 899 5464 252 FAX + 45 (0) 36 98 89 51 FAX JAPAN AUSTRALIA SWEDEN KOREA HONG KONG + 81.03.6418.6600 TEL + 612 8211 2707 TEL + 46 (0) 8 601 30 91 TEL + 82.2.2008.3228 TEL + 852 2168 0873 TEL © FEBRUARY 2009 Omniture, Inc. Omniture and the Omniture, SiteCatalyst, SearchCenter, Discover, Genesis and Test&Target logos are trademarks of Omniture. All other trademarks and logos are the property of their respective owners. All rights reserved..
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