This article is a summary of Robert Viebahn's presentation during the Omniture Summit in London on April 21st 2009. Robert is Director of Online & CRM at Nintendo Europe.
Key messages:
- The Nintendo platform was redesigned in 2006/2007 with new website layout, new web architecture, new CMS and new analytics, mainly for new target audiences: seniors and women.
- The European platform is in 10 countries and 7 languages.
- Nintendo's policy of data protection: very strong data protection policy. No names and personal data are collected during the purchase process. No data can be collected from minors. Nintendo want users to register voluntarily to get premiums (Club Nintendo).
- The behavioral and social demographic data (age, gender, country, registered products, crossownership) are being merged into Discover On Premise, in order to perform detailed analysis.
- The data is then sliced, diced and analyzed with Discover On Premise, which is a very powerful tool for analyzing rapidly a tremendous amount of data in a very visual manner.
- Some aggregated data is then exported back to the CRM and CMS systems in order to enrich the users's profile (for instance: type of content viewed by a user) as well as to push personalized content.
- Main outcomes of the Discover On Premise implementation:
1. Faster customer analysis (1 day instead of 7)
2. Nintendo's web visitors have a more personalised experience
3. Technology is no longer a limitation, easy to use.
4. Nintendo now receives insight as and when it needs it, very flexible.
5. Nintendo can instantly see the success and failure of changes on the Websites.
2. Nintendo's web visitors have a more personalised experience
3. Technology is no longer a limitation, easy to use.
4. Nintendo now receives insight as and when it needs it, very flexible.
5. Nintendo can instantly see the success and failure of changes on the Websites.
Note: this post has been written live. Please excuse any typos and brievety.
