Refinitiv and The Media Image – Case Study – The Unified Customer Journey.

Refinitiv and The Media Image – Case Study – The Unified Customer Journey.

Refinitiv – formerly the Financial and Risk business of Thomson Reuters – is a global provider of financial markets data and infrastructure. The new company is jointly owned by Blackstone Group LP which has a 55% stake in the business and Thomson Reuters which owns 45%. The company has an annual turnover of $6bn with more than 40,000 client companies in 190 countries.

11% YoY increase in site conversion rate (lead to sale)

39% YoY increase in Paid Search leads

19% YoY increase in overall leads

Strategy

Our target audience was financial professionals interested in financial analysis tools. These range from a wide range of sectors: corporate treasury, hedge funds, investment banking, investment management, private equity, research, and wealth management.

Additionally, we targeted professionals interested in the following asset classes: commodities, agriculture, energy, metals, equities, fixed income, FX.

Acquisition budgets were 7+ figures (USD).

The objective was transforming a lead to a loyal customer, focusing on the below steps of the user journey.

  • Awareness – Interaction and awareness with online social content.
  • Lead Gen – Acquiring the customer through organic search.
  • Sale – Turning the lead into a customer: Welcome Stream.
  • On-boarding & Retention – Digital user experience team – offering ongoing training & support to all new users.
  • Support & renewal – Customer benefits from automated, personalized suggestions based on the user’s profile and site usage.

Implementation

We set out to create user experiences that are tailored to the behaviours and interests of a customer as they progress through the sales cycle.

Each time the user status changes, a new experience is implemented:

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Results

19% YoY increase in overall leads

6% YoY increase in site visitors

11% YoY increase in site conversion rate (lead to sale)

39% YoY increase in Paid Search leads

9% YoY increase in natural search leads.

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