Published on 16 Nov 2011

National Instruments Corporation

Computer Services, Electronics

Deployment country
United States


From its headquarters in Austin, Texas, National Instruments Corporation serves more than 30,000 customers in 90 countries. Founded in 1976, the company now maintains offices in more than 40 countries. Its customer base spans a wide range of industries, including government, research and education, but no industry represents more than 15 percent of its revenue, owing to the broad application of its technology. The National Instruments platform enables engineers and scientists to design, develop, prototype and deploy innovative applications.

Business need
Garnering more than two million monthly visits to its website, National Instruments was inundated with online data, but lacked the right tools to mine for the insights it needed to improve its sales efforts and enhance the customer experience. Available in nine languages, the website was inherently challenging to track, with more than 6,000 individual products across more than one million unique URLs. Without deeper insight into its online visitors, the company was unable to fully understand its potential customers, focus its sales efforts and drive revenue.

National Instruments implemented a solution that delivers significant and comprehensive insight into its online visitors, enabling sales and marketing teams to improve the customer experience and prioritize sales efforts. The solution collects and analyzes data about each visitor’s behavior on the company’s massive website, and it predicts visitor interests by correlating site activity to search-referral keywords. By integrating this data with the company’s own product, marketing and customer data, the solution dramatically enhances prospect engagement and sales close rates.

· Increased number of website visits that reached point of sale by 3 percent · Focused sales team efforts on the best sales prospects by increasing the predicted rate of conversion by 100 percent · Reduced labor spent on manual processes, support and basic reporting by providing self-service reporting to business stakeholders · Deepened penetration of web intelligence in the business


IBM products and services that were used in this case study.

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