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“By deploying Marketing Lab 2 we are able to capture a whole host of valuable data from the increasing number of users that choose to keep up to date with England’s tournament progress online, to email sign-ups and news item popularity, enabling us to better understand visitor behaviour and readily respond to audience requirements.”

The WebTrends solutions will allow the RFU to link peaks in traffic with England’s game schedule, and provide the geographic locations of visitors affiliated to the traditional rugby playing nations. The site has also been split into content groups to provide the ability to segment rugby fans by topics viewed, in order to drive tailored email marketing campaigns containing targeted and relevant offers. In addition, the RFU can now gain a more comprehensive understanding of traffic acquisition to the site. For example the most searched phrase on the major search engines is currently “England rugby wallpaper”, accounting for 4.23% of all referrals. This means that the RFU can begin to optimise the exact content visitors have previously requested via search engines.

Nick Sharp, VP and general manger of WebTrends says, “Global sporting events such as the Rugby World Cup have become increasingly interactive, with consumers demanding more than simply watching their team’s matches on television, or using the site to catch up on the latest scores and news. In response to this demand, we have been working with the RFU in the run up to this year’s tournament in order to create a richer media experience and pull in a greater number of visitors. In addition, WebTrends provides the RFU with the intelligence required to monitor consumer interaction with the site, measuring reaction to content as opposed to basic website design.”