RedEye, the eCRM agency, today announced that Otto UK, one of the world’s largest e-tailers, is using RedEye technology to measure the success of online marketing campaigns, gauge the true lifetime value of customers and develop event-driven email marketing programmes.

Otto is one of the UK’s leading Home Shopping businesses and is responsible for www.freemans.com, www.grattan.co.uk, www.kaleidoscope.co.uk, www.montage.co.uk, and www.lookagain.co.uk. The company is experiencing strong online sales growth driven as a result of significant investment in online recruitment and retention programmes.

The online marketing initiatives include Search Engine Marketing as well as Email and Affiliate Marketing. Otto are using RedEye’s campaign measurement and reporting tools to gauge the success of campaigns and ensure that future marketing spend is channeled into those areas offering the best ROI.

In addition, RedEye’s login-based visitor identification technology is helping Otto build an extensive profile of its customer base, enabling the Home Shopping firm to measure the true lifetime value of customers. Over time, Otto will begin marketing to its customers on a one-to-one basis, using RedEye’s event-driven email marketing tool. The technology will enable Otto to email customers at times when they are most likely to make a purchase. So for example, if a customer has added a product to their basket but not completed the transaction, Otto will be a position to send a timely email offering an incentive to finish the purchase.

Otto spoke to a long list of web analytics and eCRM providers and opted for RedEye because of its managed service approach and its method of storing web data in raw format. This raw data can be merged easily with offline data and by taking into account offline factors such as product returns, credit issues and offline purchases, Otto is able to more accurately gauge lifetime value.

John Veichmanis, Head of Ecommerce at Otto, said: “RedEye is helping us get the best value from our online marketing spend and measure the net profitability of each campaign. The event-driven email capability is particularly important as it allows us to devote our promotional efforts towards converting those people who may be teetering on the brink of making a purchase.”

Jonathan Kay, Managing Director at RedEye, commented: “Otto has recognised that accurate data is a pre-requisite to successful online marketing and is now in a position to maximise acquisitions from the huge volume of traffic across its websites.”

In addition to campaign measurement and one-to-one email marketing, RedEye will also provide Otto with site analysis and Banner ad-serving.

NOTES TO EDITORS

RedEye are eCRM experts, providing the software and services that ebusinesses need to get more customers spending more money, more often. RedEye has a proven track record, providing tailored solutions for online businesses and blue chip clients since 1997.

RedEye is a global pioneer in 3rd party ad serving, ad tracking, event-driven personalised email, affiliate marketing, site analysis and customer profiling.

RedEye clients include Asda, BBC TV Licensing, Cheltenham & Gloucester, The AA, Oyster, and William Hill. For more information, visit www.redeye.com or call 020 7953 0275.

ABOUT OTTO
The Otto Group is one of the leading internationally active trading and services groups, comprising 123 companies and approximately 54,000 employees in 19 countries. The Otto Group is a global network in which the separate activities of retail sales, financial services, other services and wholesale trading are optimally coordinated in the interest of better serving our customers.

For further information on the Otto Group please refer to www.ottogroup.com

Press contact
Cath Swift
RedEye
m 07801 817 451
cath.swift@redeye.com

RedEye contact
Jonathan Kay
Managing Director
020 7953 0277
jonathan.kay@redeye.com

Published on: 12:00AM on 25th August 2005