National Instruments

Published on 16-Nov-2011

Validated on 12 Feb 2014

Customer:
National Instruments Corporation

Industry:
Computer Services, Electronics

Deployment country:
United States

Solution:
Industry Framework , Smarter Commerce, Smarter Marketing, Smarter Planet

Smarter Planet:
Smart Products

Overview

From its headquarters in Austin, Texas, National Instruments Corporation serves more than 30,000 customers in 90 countries. Founded in 1976, the company now maintains offices in more than 40 countries. Its customer base spans a wide range of industries, including government, research and education, but no industry represents more than 15 percent of its revenue, owing to the broad application of its technology. The National Instruments platform enables engineers and scientists to design, develop, prototype and deploy innovative applications.

Business need:
Garnering more than two million monthly visits to its website, National Instruments was inundated with online data, but lacked the right tools to mine for the insights it needed to improve its sales efforts and enhance the customer experience. Available in nine languages, the website was inherently challenging to track, with more than 6,000 individual products across more than one million unique URLs. Without deeper insight into its online visitors, the company was unable to fully understand its potential customers, focus its sales efforts and drive revenue.

Solution:
National Instruments implemented a solution that delivers significant and comprehensive insight into its online visitors, enabling sales and marketing teams to improve the customer experience and prioritize sales efforts. The solution collects and analyzes data about each visitor’s behavior on the company’s massive website, and it predicts visitor interests by correlating site activity to search-referral keywords. By integrating this data with the company’s own product, marketing and customer data, the solution dramatically enhances prospect engagement and sales close rates.

Benefits:
· Increased number of website visits that reached point of sale by 3 percent · Focused sales team efforts on the best sales prospects by increasing the predicted rate of conversion by 100 percent · Reduced labor spent on manual processes, support and basic reporting by providing self-service reporting to business stakeholders · Deepened penetration of web intelligence in the business

Case Study

From its headquarters in Austin, Texas, National Instruments Corporation serves more than 30,000 customers in 90 countries. Founded in 1976, the company now maintains offices in more than 40 countries. Its customer base spans a wide range of industries, including government, research and education, but no industry represents more than 15 percent of its revenue, owing to the broad application of its technology. The National Instruments platform enables engineers and scientists to design, develop, prototype and deploy innovative applications, whether for testing next-generation gaming systems or creating breakthrough medical devices.

The Opportunity
Garnering more than two million monthly visits to its website, National Instruments was inundated with online data, but lacked the right tools to mine for the insights it needed to improve its sales efforts and enhance the customer experience. Available in nine languages, the website was inherently challenging to track, with more than 6,000 individual products across more than one million unique URLs. Without deeper insight into its online visitors, the company was unable to fully understand its potential customers, focus its sales efforts and drive revenue.

What Makes It Smarter
National Instruments implemented a solution that delivers significant and comprehensive insight into its online visitors, enabling sales and marketing teams to improve the customer experience and prioritize sales efforts. The solution collects and analyzes data about each visitor’s behavior on the company’s massive website, and it predicts visitor interests by correlating site activity to search-referral keywords. By integrating this data with the company’s own product, marketing and customer data, the solution dramatically enhances prospect engagement and sales close rates, enhancing both revenue and the bottom line. The solution also incorporates website activity into a dynamically calculated presales engagement score to improve sales lead scoring accuracy, helping to identify the most promising sales prospects.

Real Business Results
· Increased number of website visits that reached point of sale by 3 percent
· Focused sales team efforts on the best sales prospects by increasing the predicted rate of conversion by 100 percent
· Reduced labor spent on manual processes, support and basic reporting by providing self-service reporting to business stakeholders
· Deepened penetration of web intelligence in the business

For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/electronics

To learn more about National Instruments visit: http://www.ni.com

Products and services used

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

Software:
Unica NetInsight

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States November 2011 All Rights Reserved IBM, the IBM logo, ibm.com, NetInsight and Unica are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.