Instant 15% Increase in Conversion Rates for FBTO Due to Magiq's Digital Trigger-Based Marketing and Real-Time Personalisation Technology

Digital Trigger-Based Marketing Services Enable Insurance Company FBTO to Optimise Website Content for the Individual Visitor Through Real-Time Personalization, Identify Extra Revenue Opportunities and Increase Conversion Rates by 15%.

NEWBURY, England, December 7 - FBTO, the Dutch insurance company, has enjoyed a 15% increase in online
conversion rates since using newly-launched digital trigger-based marketing
(www.magiq.com/media/news/fbtoseemagiq.aspx) and real-time
personalisation technology from Magiq www.magiq.com.

One of Magiq's
(www.magiq.com/media/news/magiqlaunchesondemand.aspx) early adopters,
FBTO utilised the Magiq Smart and Magiq Prospect concepts to promote its
three most popular products - car, home and health insurance.

Magiq provides marketers with easy-to-use, cloud-based, pay-as-you-go,
online services that compile and use customers' online behaviour and history
to optimise and through real-time personalisation
(www.magiq.com/technology.aspx) and trigger-based marketing,
personalise digital marketing communications to the individual.

Jeroen Sijbom, Marketing Intelligence Specialist at FBTO, comments,
"Providing relevant content on your website to each individual customer is
critical in online retail. With the new technology, we are able to do exactly
this - we can identify where in the sales cycle individual visitors are, and
therefore adapt the messaging accordingly. For example, if the visitor seems
to be just browsing and it is their first visit to our site, no specific
material would be displayed and the standard home page would remain. However,
with what has now been launched as Magiq Smart, we are able to identify if
the user has visited us several times previously and, based upon what they
have looked at before and what they are looking at right now, whether they
appear to be interested in the target insurance products. If so, the
technology is able to adapt the page instantly with the content we provide,
to encourage the visitor to look at further product information, or even the
insurance premium calculator. This method of targeted promotion, and
appreciating our visitors' individual motivations, has given us an immediate
boost 15% to our conversion rates."

The collation of data on visitors' interactions with the website also
allowed FBTO to take advantage of a second aspect of the trigger-based
marketing and real-time personalization technology - now launched as Magiq
Prospect. Sijbom explains, "Where visitors had calculated their premiums on
the site, but not subsequently purchased any of the products they were
looking at, their contact information was sent to our outbound call centre.
Armed with the detailed customer information that was captured, the call
centre teams were able to convert one in three of the prospects - directly
resulting in extra revenue, as these were probably products we would not have
been able to sell to these customers."

FBTO is also looking at potentially adopting other products in the Magiq
suite of services, for instance Magiq Retain - an automated anti-defection
solution which provides lists of customers who appear to be at risk of
abandoning the brand, before they actually do. Sijbom explains, "If we are
able to identify early the customers who read the pages on the terms and
conditions to ending their contracts with us, we would be able to proactively
contact them and tackle the particular issue they may be having, therefore
potentially dramatically reducing our defection rate."

About Magiq

Magiq, the on-demand digital marketing company, is dedicated to helping
marketers communicate more efficiently, freely and effectively with their
online customers using data captured from each visitor.

Magiq provides marketers with easy-to-use, cloud-based, pay-as-you-go,
online services that compile and use customers' online behaviour and history
to optimise and personalise digital marketing communications to the
individual.

Magiq uses teams of 'Gnomes' to power the services - a descriptive
metaphor for those users with a non-technical mindset reflecting the
"service-not-technology" nature of Cloud-based solutions. So Gnomes can be
"hired" and given simple and intuitive rules and budgets by the user to
adjust the banners, graphics and text on a page, or identify and categorise a
'hot' leads or potentially defecting customers.

Magiq's solutions actually use advanced, proven Web 2.0
Technology and analytics to compile data about customers and visitors. By
linking the automated digital marketing programs to data about individual
customers, and their behaviour and history of dealing with the site, the
software can help marketing teams increase conversion rates, improve customer
experience and increase customer engagement with the site, brand and
products.

    For further information, please contact:

    Malcolm Duckett
    Magiq
    Tel: +44(0)-1635-232-186

    Will Gardiner
    Itpr
    Tel: +44(0)-1932-578-800

Malcolm Duckett, Magiq, Tel: +44(0)-1635-232-186; Will Gardiner, Itpr, Tel: +44(0)-1932-578-800