The Quincy Funds demo is designed to display the powerful Web site capabilities of Oracle ATG Web Commerce 10.1, specifically the personalization and scenarios features of the ATG platform. The demo is a Web site for a financial services company called Quincy Funds, whose marketing strategies include the presentation of highly personalized site content that encourages visitors to invest in mutual funds.
The Quincy Funds site is designed to accommodate three types of visitors:
The primary goal of the Quincy Funds Web site is to convert guest visitors into registered investors. Ideally, these investors will develop a long-term relationship with the company, visiting the site regularly and investing in a variety of funds. Brokers support this effort by posting finance-related articles and monitoring investor activities.
In order to be successful, the Quincy Funds Web site needs to take into account the actual and perceived benefits it can offer investors. Also, the site needs to accommodate customers with varying investment strategies -- aggressive, moderate, and conservative -- and it needs to tailor initiatives for each type of investor. Furthermore, it needs to adapt to the changing requirements of its visitors.
When you browse the Quincy Funds demo, you can view pages as different visitors in order to test how a profile affects the content you see. As you visit different parts of the site, Oracle ATG Web Commerce obtains data about you and adjusts your home page on the fly to display promotions that may interest you. Some of your navigation patterns will be recorded and compiled into a chart; some may be tracked in your profile.
Oracle ATG Web Commerce provides these key components for managing visitor interactions:
Real-time profiling features provide the ability to changes a visitor’s profile information on the fly according to his or her site activities (see Tracking Visitor Interests)
User segmentation allows business managers to group similar visitors together according to profile information
Content targeting allows designers to display personalized content to visitors who match specified criteria (see Targeting Content)
Scenarios give business managers a graphical tool for building sophisticated marketing campaigns that initiate contact with customers (for example, e-mail campaigns) and respond to their behavior (see Managing Visitors through Scenarios)
