Objectives of knowledge management

Part 1
Introduction
Magiq makes this information available in two forms:
1 
as real-time profile information, so that HRS can write Triggers to present specific 
pieces of content for certain types of user. So for example, if a customer has indi-
cated that they are an SME or procurement manager, then the Trigger can ensure 
that information relevant to them is injected into the pages presented. By using the 
Magiq historic customer profile Magiq ensures that the right information is provided 
on each visit, even if the user does not re-identify themselves.
2 
as customer lists. Magiq provides lists of people who are being very active (indi-
cating that they may be ‘ready to buy’) and would benefit from a call from HRS’s 
sales teams, and it also provides lists of people who look ready to defect (because 
they were regular users, but have stopped arriving). These lists are downloaded by 
HRS’s sales and customer support teams to help them target their activities and 
communications to the right people with the right message. Because Magiq pro-
vides all the contact information for each visitor (which the visitors provided to the 
website), together with the data that identifies the customer segment they are in, 
this communication can be very accurate.
FBTO was one of Magiq’s early beta customers. It is an insurance company, and 
used Magiq’s data to personalise the home page for different segments of users. The 
company identified four stages of engagement in the brand, from users showing an 
interest in a specific product, to users who had purchased a specific product. For each 
segment and for each product group FBTO created a small banner which provided 
specific information for users in that segment on the product group of interest.
By making this simple change, FBTO increased its conversion rates by 15%.
It also used the data to allow its call centre to contact people who looked to be on 
the point of buying, but had not made their purchase online. Targeting calls in this way 
produced a campaign that resulted in a sale to one in every three people called.