Vistaprint 2007 Annual Report Download - page 15

Viper is our workflow and production management software for tracking and managing our worldwide
production facilities on a networked basis. Viper monitors and manages bar-code driven production batch
and order management, pick and pack operations, and addressing and shipping of orders.
Marketing Technologies
Split Run Testing Technology assigns our website visitors to test and control groups. Depending
on the test group to which a visitor is assigned, he or she can be shown slightly different versions of
our website. This technology permits us to evaluate any changes to our websites on a relatively small
but still statistically significant test group prior to general release. We then use analytics software to
correlate the changes on the site with the visitor’s browsing and purchasing behavior and to compare
our margins for a given pair of test and control groups. Our testing engine allows us to run hundreds of
these tests simultaneously on our websites, reducing the time to take an idea from concept to full
deployment and allowing us to quickly identify and roll-out the most promising and profitable ideas and
promotions to maximize our customer value proposition.
VistaMatch automatically generates and displays one or more additional customized product
designs based upon a customer’s existing design. Design elements and customer information are
automatically transferred to the additional design so that customers do not spend additional time
searching for other products or templates or re-entering data. For example, if a customer has designed
a business card, VistaMatch can automatically generate corresponding letterhead, return address
labels, and refrigerator magnets that the customer can add to its order with a single key stroke.
Automated Cross-Sell and Up-Sell permits us to show a customer, while the customer is in the
process of purchasing a product, marketing offers for one or more additional or related products. We
use this technology to dynamically determine the most effective products to offer to customers based
on a number of variables including how the customer reached the website, the customer’s purchase
history, the contents of the customer’s shopping basket and the various pages within the website that
the customer has visited.
Localization/Language Map is our content management system that permits all of our localized
websites, and the changes to those websites, to be managed by the same software engine. Text and
image components of our web pages are separated, translated and stored in our managed content
database. If a piece of content is reused, the desired content automatically appears in its correct
language on all websites, enabling our localized websites, regardless of the language or country
specific content, to share a single set of web pages that automatically use the appropriate content,
significantly reducing our software installation, deployment and maintenance costs.
Customer Recognition/Segmentation allows us to identify an inbound caller by their phone
number and match that information to that customer’s history from our customer databases. We can
then tailor the types of calls that are taken by our customer service and design service agents and
appropriately adjust call flow, scripts, up-sell and cross-sell suggestions in an effort to maximize
contribution margin per call.
Technology Development
We intend to continue developing and enhancing our proprietary and licensed software programs
and processes. As of June 30, 2007, more than 100 of our employees were engaged in technology
development. Our technology and development expenses were $27.2 million, $15.6 million, and $10.8
million in the years ended June 30, 2007, 2006 and 2005, respectively.
Form 10-K
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