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URL: http://www.eurofinance.com
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Key Industries:
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Business
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Educational & Vocational
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Financial
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Internet
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Publishing & Media
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Key Sectors:
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Behavioural Targeting
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Content Management
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CRM
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Design & Build
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Usability
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EuroFinance
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Brief
Economist-owned EuroFinance is the world’s biggest provider of conferences, training and heavyweight research on cash management, treasury and risk, with over 50 events run every year in Europe, North America, Latin America, Asia, the Middle East and Africa. Underwired was commissioned to simplify the user experience, specifically to ensure that visitors could find conference and event information quickly and simply, in order to maximize sales.
Strategy
Building on eCRM (Electronic Customer Relationship Management) principles the new site has been designed to facilitate the tracking of customer journeys. This means we can observe main traffic routes and drop-off points, so that we can concentrate efforts (testing and optimization) on those areas that generate the lowest returns, in essence qualifying routes through the site in or out. Firstly this means that we can focus resources on areas of the site that can be made to produce the greatest returns. Eventually it will allow EuroFinance to offer customised conference and event information based on proven cross-selling opportunities.
Execution
The new site has been restructured to improve the sales funnel and make ROI much easier to audit. We’ve focused heavily on revenue generation and improved retention. The new site also makes the tracking of customer journeys against pre-defined routes easy, allowing EuroFinance to offer highly customised conference and event information. It’s built using Ajax and sits on a bespoke Open Source Drupal platform, which improves the administration process and makes event information much more accessible for delegates using the site’s Event Booking Management System.
Results
Results will be uploaded when they become available.
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