lastminute.com rolls out Touch Clarity Targeting to maximise revenue

On-site behavioural targeting pilot increases sales by 200% in specific areas of the leading UK leisure web site

LONDON, 23 November 2006 – Online leisure retailer lastminute.com is implementing targeting from leading on-site behavioural targeting provider, Touch Clarity in order to maximise revenue. Touch Clarity will ensure the most relevant offers and best-performing creative is served to each lastminute.com visitor as the retailers aims to boost sales in areas including package holidays, entertainment, gifts, flights and hotel rooms.

The roll-out follows a successful pilot this summer which saw sales for some areas of lastminute.com increase by more than 200%. Touch Clarity builds rich individual visitor behavioural profiles then uses automated predictive modelling in real-time. This allows companies to target each web visitor individually in order to offer the most relevant products or promotion for them.

Hundreds of variables are analysed for predictive insight ranging from the time of day, and day of week to the referring URL, search criteria, frequency of the previous visits and complete on-site click-stream. Real-time reports showing exact revenue lift that results from the targeting versus a control group are then available to lastminute.com.

Marko Balabanovic, Director of Personalisation at lastminute.com explains: “As we learn more about our customers we can increasingly improve our service to them. The roll-out of Touch Clarity Targeting makes the site more relevant for each visitor, thereby engaging them on-site for longer and increasing conversion. We measured the performance of the targeted content on lasminute.com against a control group and it showed a significant increase in conversion rates.”

Brent Hieggelke, Chief Marketing Officer from Touch Clarity adds, “As web sites mature they need to improve their business performance, not just by increasing sales but also by increasing the conversion of specific offers and targeting each customer individually. Touch Clarity Targeting is ideal for companies with a range of propositions and a broad market like lastminute.com. Every visitor is automatically served the promotional or product content they are most likely to respond to, and then the solution measures its effectiveness based on whether the visitor engaged in that content.”

The information reported by Touch Clarity in the pilot project has been used to segment lastminute.com’s customers to provide further learning about audiences which can be integrated with the above-the-line marketing campaigns. Touch Clarity analysed user patterns on lastminute.com to distinguish, for example, the different behaviour of a customer searching for a city break arriving via a Pay-Per-Click campaign on Google from a customer searching for a dinner and theatre evening package.

lastminute.com was founded by Brent Hoberman and Martha Lane Fox in 1998 and was acquired by Travelocity in July 2005. It offers a range of services including restaurant reservations, travel, entertainment tickets and gifts.

About Touch Clarity

Touch Clarity is the global leader for on-site behavioral targeting solutions, enabling enterprise web sites to automatically and dynamically deliver the most relevant and compelling content and on-site promotions to every web visitor, which results in dramatic marketing and business performance lift from key web site real estate. Touch Clarity improves visitors’ web experiences by delivering the most interesting and engaging content, promotions, and calls to action simply based on anonymous web analytics data and web visitor behavior. Pioneering the category in 2000, Touch Clarity uniquely combines the most sophisticated advancements in real-time predictive modelling, data mining and machine learning, along with tried and true direct marketing principles, to achieve this completely measurable and substantial business performance lift. Customers typically achieve between 40-200% directly measurable improvements in returns from key web site real estate.

Touch Clarity’s clients include industry leading websites such as AOL, HSBC, BT (British Telecom), Lloyds TSB, Barclays, and lastminute.com. Touch Clarity is a privately held company based in Boston, Massachusetts, and London, United Kingdom.

For more information visit www.touchclarity.com

About lastminute.com

lastminute.com, Europe's leading independent online travel and leisure group, operates directly in fourteen European countries and participates in three international joint ventures, providing travel and leisure inspirations and solutions to customers. At 31 March 2005 lastminute.com had over 9.8 million subscribers to its weekly newsletter. The business is based on the idea of matching supply and demand. lastminute.com offers consumers opportunities to acquire airline tickets, hotel rooms, holidays (both self packaged and third party packages), car hire, entertainment tickets, restaurant reservations and food delivery, specialty services, gifts and auctions.

Having completed 14 acquisitions in the past three years, lastminute.com now owns and operates online brands including holidayautos.com, travelprice.com, degriftour.com, travelselect.com, travel4less.co.uk, eXhilaration.co.uk, medhotels.com, first-option.co.uk, gemstonetravel.com, onlinetravel.com and lastminute.de.

lastminute.com seeks to differentiate itself by packaging and delivering products and services, such as restaurant reservations, entertainment tickets and gifts, in convenient, novel and distinctive ways. The company has been successful in developing a distinctive and widely recognized brand, which is intended to communicate spontaneity and a sense of adventure to a youthful target demographic.

lastminute.com was founded by Brent Hoberman and Martha Lane Fox in 1998. Brent Hoberman remains as CEO of the company which currently employs approximately 2,000 people throughout Europe.

For More Information:

Brent Hieggelke
Touch Clarity
U.S: 503-702-3547
U.K. 44 20 7380 4400
Brent.Hieggelke@TouchClarity.com

Joanna Burton
Crescent Communications
U.K: 44 20 7479 4079
Joanna.Burton@CrescentCommunications.co.uk

Published on: 12:00AM on 23rd November 2006