Engage

Persuade, Target and Personalize with FatWire Engage
Leveraging the Web to meet business goals, such as increasing sales, attracting new customers, or decreasing costs, requires more than simply publishing static content. Web sites that broadcast the same information to everyone fail to engage site visitors in ways that are meaningful. For the Web to support business objectives, content has to work for the organization by persuading site visitors to take specific actions that convert browsers to customers, encourage customers to upgrade or buy additional products, or meet customer service needs online.

FatWire Engage™ makes it easy to create persuasive Web sites that support business goals. Engage increases the value of corporate content by empowering business users to tailor content delivery, make content recommendations, and create marketing promotions.

With FatWire Engage, you can:

Let Business Users Drive Content Delivery
In most organizations, it is the marketers, customer relationship specialists, and engagement managers who understand a company's customers and know what Web-based promotions will be successful. Therefore, it is these non-technical people that require the tools to create dynamic and persuasive Web applications. Too often, every new Web-based promotion requires an application release cycle and the development of new Java Server Pages (JSPs). In order to remove this "JSP Programmer Bottleneck", business users need to be able to drive Web promotions and content targeting.

FatWire Engage provides simple, wizard-driven interfaces that let non-technical users drive targeted content delivery to specific audience segments. JSP programmers aren’t required to change the promotions on the site or the rules associated with content delivery.

Segment Site Visitors and Users
Using FatWire Engage, business managers can segment site visitors into logical groupings in order to promote products or content. Grouping is done through a wizard that walks business managers through the process of creating segments. Segments can be as broad or narrow as needed and can be based on characteristics such as demographics, preferences, or purchase history. FatWire Engage captures information about site visitors and customers and this information can be used to personalize content, product placements, and promotional offerings.

Target Content Based on Recommendations and Business Rules
Recommendations determine which content should be delivered to a site visitor at a given time. Business managers determine product or content relationships based on segment affinity (e.g., high-risk mutual funds for high-risk investors), context (e.g., articles that are related to the article being viewed), or sophisticated relationships such as cross-selling or upselling. Engage includes a highly efficient rules engine for parsing of rules created through the business manager interface. This allows business managers to define campaigns without the need of a programmer. The rules engine also handles the weighting of recommendations, so a visitor who is eligible to receive multiple recommendations will receive only the one(s) most appropriate.

Create Web Promotions
Engage lets business users create promotions for the Web that offer some type of value or discount to a site visitor. This can be a fixed amount or percentage off a price, a discount on shipping, or a discount applied to items in a cart. Business managers define promotions with the easy-to-use interfaces of Engage to determine the exact parameters, timing, and duration of a promotion.

Integrate Analysis
Trend analysis, enabled by FatWire Analytics™, enables highvolume logging of Web site events such as user information or click stream data to a Content Server database. This data can be used to analyze the success of Web marketing campaigns and promotions. Additionally, Analytics provides an HTTP-based interface to retrieve event data in a user definable format for analysis by a thirdparty analysis engine.

Leverage an Open, Scalable Foundation
FatWire Engage leverages the strengths of FatWire Content Server™ to provide an open, scalable platform for management and delivery of dynamic content. This industry-leading content management functionality provides Engage with rich features such as workflow, revision tracking, and unmatched ease of use.