Actionable Digital Analytics

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® Social AnalyticsIBM® Coremetrics® MultichannelIBM® Coremetrics® Impression Attribution IBM® Coremetrics® Lifecycle Actionable Digital Analytics

Turn behavioral data into actionable digital analytics by building a comprehensive understanding of individuals across channels On average, an individual may be exposed to anywhere from 100 to 500 ads per day. Marketers need insight into the full customer profile and journey to more effectively understand and optimize the digital presence of their brands.

IBM Coremetrics for actionable digital analytics: Marketer approach Measure social ROI relative to other digital marketing efforts Understand web site and marketing program performance to build customer profiles Link offline with online behavior Track and segment customer behavior over time Benchmark performance against peers and competitors Gain a more complete understanding of the downstream impact of marketing efforts

IBM Coremetrics Suite for actionable digital analytics: Case studies • CustomInk.com identified a significant problem tied to a specific browser • Coremetrics TruePath revealed an unusually high abandonment rate on an order page, which led to a redesign and a return to normal rates • Hidden gems were uncovered, leading to a six-fold increase in investment • “Loser” search terms were turned into “winners” • HDI identified and resolved channel shift issues • Search data was quickly organized, revealing hidden terms that allowed Rodale to optimize their SEO efforts • Advertising revenue rose as a result of content changes made by the web site editors, based on Explore reports

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® AdTargetIBM® Coremetrics® LIVEmailIBM® Coremetrics® Intelligent OfferIBM® Coremetrics® Lifecycle Effective Retargeting

Recapture lost opportunities by effectively retargeting customers with relevant content and messaging Loyalty It takes an average of 6.8 digital interactions before conversion. Acquisition Reach Conversion Retention Attrition Churn Abandonment Reactivation If you don’t convert a visitor, someone else likely will. Graphic Source: Jim Sterne and Matt Cuttler

IBM Coremetrics for effective retargeting: Customer perspective Presented with content based on search campaign, but does not click through Potential customer acquired via pay per click (PPC) Campaign Views a display ad on another site and receives a follow-up email showing related content Clicks through email to the desired content

IBM Coremetrics for effective retargeting: Marketer approach Use display Ads to recapture visitors you don’t know Understand what behaviors you want to retarget and create segments accordingly Identify which programs are the most effective for reaching that segment Continually track and measure visitor behaviors and performance of your campaigns to refine your retargeting efforts Use email to recapture visitors you know

IBM Coremetrics Suite for effective retargeting: Case studies • Doubled coupon redemption rate in stores from their previous best performance • Lowered cost per order for the bird accessories segment by 64% versus the average • Attracted more than 50% new buyers to PETCO.com through display ads • 15x better ROI with targeted ads than untargeted • 5x higher click-thru rate on targeted as vs. untargeted • 23% higher email open rate • 68% higher click-through rate • 67% lower opt-out • 271% higher sales-per-send ratio • Recaptured 3-5% of abandoned cart sales • Increased year-over-year email sales by 34% • Improved abandoned cart email open rate by 32% and click-through rate by 18% versus other promotional emails

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® Social AnalyticsIBM® Coremetrics® SearchIBM® Coremetrics® AdTargetIBM® Coremetrics® Impression Attribution Accountable Advertising

Automate and optimize digital advertising campaigns while proving the relative influence every marketing touch has on a conversion By 2014, 53% of total retail sales will be affected by the Web. $$ $ Marketing and advertising teams are being asked to do more with less budget and justify their investments.

IBM Coremetrics for accountable advertising: Marketer approach Identify which programs are the most effective and allocate marketing spend appropriately Capture and analyze the performance of marketing efforts Use paid search campaigns to target and acquire customers Gain a more complete understanding of the downstream impact of marketing efforts through impressions Use display advertising campaigns to target and acquire customers

IBM Coremetrics Suite for accountable advertising: Case studies • 125% increase in sales from non-brand search terms • 16% increase in the non-brand ROAS, making a significant difference in the profitability of non-brand search terms as a standalone acquisition channel • Improved conversion rates by 23% • Increased paid search conversion rates by 23% • 47% increase in keyword inventory • Identified search terms that drive visits and conversions • Used data to drive natural and onsite search, and to optimize consumer experience • Gained new insight into ROAS by considering diverse attribution windows

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® AdTargetIBM® Coremetrics® LIVEmail IBM® Coremetrics® Intelligent OfferIBM® Coremetrics® Lifecycle Compelling Personalization

Deliver a compelling, personalized conversation across digital channels with deep insight into each customer’s interests and lifetime interactions 62% of customers find recommendations on websites useful. With more options than ever before, today’s consumers respond best to one-to-one marketing.

IBM Coremetrics for compelling personalization: Marketer approach Automate personalized product recommendations on-site Capture and analyze visitor behavior over time Use personalized product and content recommendations in display advertising Send targeted emails with compelling content and products Use personalized product recommendations specific to mobile devices

IBM Coremetrics for compelling personalization: Customer perspective Receives personalized recommendations via mobile device application Views a display ad on another site with similar product offerings Presented with personalized product recommendations on site based on browsing history and wisdom of crowds Receives an email showing products related to previously viewed items

IBM Coremetrics Suite for compelling personalization: Case studies • Increased cross sell revenue by 70% • Automated product recommendations to increase relevance and eliminate costly manual maintenance • Click-to-order bumped to 33%, triple the average rate for similar campaigns • Open rate grew to 60%, 50% higher than previous campaigns • Campaign yielded $1.32 per message sent (at a cost of a fraction of a penny) • Boosted revenue by 2500% • Increased conversion rate to 17 times higher and the revenue per email to 25 times higher versus control group • Improved customer engagement and repeat online purchases

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® Intelligent OfferIBM® Coremetrics® Search MarketingIBM® Coremetrics® Lifecycle Optimizing Mobile Marketing

Evaluate mobile opportunities, execute campaigns, and measure and optimize performance Mobile internet users are expected to surpass 1 Billion by the end of 2011. Mobile is one of the strongest channels by which to acquire new visitors and link online and offline behavior.

IBM Coremetrics for optimizing mobile marketing: Marketer approach Execute search campaigns catered to a mobile audience Optimize digital presence for mobile compatibility Track online behaviors for mobile visitors Continually optimize mobile presence to refine and execute marketing efforts Use personalized recommendations in mobile web sites, applications and kiosks

IBM Coremetrics Suite for optimizing mobile marketing: Case study • 22% reduction in bounce rate • 16% increase in page views • 14% increase in hotel searches • Significant increase in overall conversion

Supported by:IBM® Coremetrics® Web AnalyticsIBM® Coremetrics® Social AnalyticsIBM® Coremetrics® Impression Attribution Harnessing Social Media

Measure, understand, perfect and execute social campaigns alongside other digital marketing channels Visitors from social sites have a greater likelihood of converting than visitors from other marketing channels. The ability to communicate and collaborate, across all channels, in a way that is most relevant to the end consumer will continue to keep them engaged.

IBM Coremetrics for optimizing social marketing: Marketer approach Track online behaviors for visitors from social sites Listen and track communications from social channels Optimize social presence & communication Analyze the downstream impact of social media impressions Measure social ROI relative to other digital marketing efforts

IBM Coremetrics Suite for harnessing social media: Case studies • 22% reduction in bounce rate • Increased application submissions • Improved visitor engagement

IBM Coremetrics Digital Marketing Optimization Suite • Ensure your digital presence meets the needs of your customers • Effectively allocate interactive marketing spend • Uncover opportunities for growth and areas for improvement • Improve marketing efficiency by automating personalized marketing programs and content • Increase revenue by identifying and targeting new prospective customers across digital channels • Improve customer engagement by reinforcing a consistent, personalized message across all digital channels • Maximize the lifetime value of each customer + + CustomerProfiles Web Analytics Digital Marketing Execution

Actionable Digital Analytics