Bayerische Börse AG

Published on 31-Dec-2012

"We not only wanted the usability of our own site to improve, but also the software solution itself to be simple and intuitive for us to use. We were able to use it immediately after a minimal period of training and we now have a powerful web analytics solution that benefits us as much as it does our demanding clients." - Thomas Schmidt, Marketing Manager, Bayerische Börse AG

Customer:
Bayerische Börse AG

Industry:
Financial Markets

Deployment country:
Germany

Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Planet

Smarter Planet:
Smarter Banking

Overview

The third-largest stock exchange in Germany, Bayerische Börse AG operates the Munich Stock Exchange and trades stocks, bonds and funds from over 60 countries. Private investors consult the free, real-time stock market prices on the company’s website before making trading decisions. Additionally, market participants, journalists and bank analysts use the site for information.

Business need:
Delivering real-time financial data and market news to its constituents is a high priority for Bayerische Börse. The organization views its website as its most valuable marketing and customer service tool and strives to optimize the site to meet or exceed customer needs and expectations. Aiming to boost website traffic and customer retention, Bayerische Börse redesigned its site based on recommendations stemming from an earlier round of web analytics and sought to raise the stakes even higher with an even more detailed analytical program.

Solution:
Bayerische Börse relaunched its website based on recommendations stemming from an analytics-based solution that captures user online behaviors. The solution delivered behavioral metrics on user navigation patterns, length of browsing session, frequency of accessing specific content and more. Marketing data was analyzed against customer data and customer profiles, and various page layouts were tested in place. The solution helped Bayerische Börse plan and maintain a customer-centric layout that positioned key features in optimal locations and reduced the prominence of less popular features.

Benefits:
Increased the number of visitors and newsletter subscribers by approximately 30 percent Increased new registrations on the site by 10 percent while decreasing direct departures from the site by 10 percent Enables Bayerische Börse to seamlessly adapt its website to the needs of its visitors, thanks to the availability of more detailed, differentiated and relevant data on site usage

Case Study

The Opportunity
Delivering real-time financial data and market news to its constituents is a high priority for Bayerische Börse. The organization views its website as its most valuable marketing and customer service tool and strives to optimize the site to meet or exceed customer needs and expectations. Aiming to boost website traffic and customer retention, Bayerische Börse redesigned its site based on recommendations stemming from an earlier round of web analytics and sought to raise the stakes even higher with an even more detailed analytical program.

What Makes It Smarter
Bayerische Börse successfully relaunched its website based on recommendations stemming from a powerful analytics-based solution that captures user online behaviors. The solution delivered behavioral metrics on user navigation patterns, length of browsing session, frequency of accessing specific content, point at which site was abandoned, newsletter subscription opt-in and more. Marketing data was analyzed against customer data and customer profiles, and various page layout alternatives were tested in place. The solution helped Bayerische Börse plan and maintain a customer-centric layout that positioned key features in optimal locations and reduced the prominence of, or eliminated, less popular features. Judging from the 30 percent increase in visitors and newsletter subscriptions—as well as the 10 percent increase in new registrations and the corresponding decrease in direct departures from the site—the exchange’s approach using advanced web analytics was a success.

Real Business Results
· Increased the number of visitors and newsletter subscribers by approximately 30 percent
· Increased new registrations on the site by 10 percent while decreasing direct departures from the site by 10 percent
· Enables Bayerische Börse to seamlessly adapt its website to the needs of its visitors, thanks to the availability of more detailed, differentiated and relevant data on site usage

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Digital Analytics Multichannel

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States December 2012 IBM, the IBM logo, ibm.com and Coremetrics are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.