The UK's Halifax bank is to introduce 'behavioural targeting' technology from US firm Omniture in an effort to increase sales and conversion rates for online products and marketing campaigns.
The Omniture TouchClarity system is designed to maximise customer response by serving the most relevant choice of Halifax online product offerings and content to match individual visitor preferences and interests.
The software combines individual visitor behavioural profiles with automated predictive modelling and direct marketing techniques in order to enable real-time targeting of each visitor.
Shoomon Perry, head of e-commerce at Halifax, explains: "By increasing the intelligence behind the products we present to customers and prospects online we can improve sales and the service we offer to them."
Other UK companies using the technology - which is delivered as an on-demand subscription service - include HSBC, BT (British Telecom), Lloyds TSB, and most recently Barclays.