Matt Comstock, Vice President Business Intelligence Office, Razorfish, presents at the Big Analytics 2012 Roadshow. From search to email to social, customers are interacting with your brand across a variety of channels. But what do people do once they view an advertisement or get an email? What common behaviors are displayed once they’re on your site? By combining media exposure/behavior, site-side media, and in-store purchase data, you can understand better the impact media has on driving value to your business. Come to this session to learn how better data-driven multi-channel analysis lets you see what consumers do before they become a customer to understand what content influences which segments of users by media audience. Discover new segmentation and targeting strategies to improve engagement with your brand and increase advertising lift. See how a leader in digital marketing uses a combination of technologies including Teradata Aster, Hadoop, and Amazon Web Services to handle big data and provide big analytics to improve business value.

1. “It’s the journey that
matters, not just the
ending”
- Paul Lockhart
Matthew Comstock – VP, Data & Analytics
matthew.comstock@razorfish.com
Razorfish Platforms - Fluent
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

2. RAZORFISH, WHO ARE WE?
Full-service digital agency
One of the largest interactive marketing & technology companies
Leader in web design and digital marketing according to Forrester
$60 billion of media managed across the Publicis Groupe network
Brand Enabling
Perception MARKETING
“Brand Reality” TECHNOLOGY Technology
Traditional Create experiences Technology
agencies create that build businesses consultants
and build market design and build
awareness IT systems
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

3. WHERE RAZORFISH & FLUENT FIT
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

4. WHAT IS FLUENT?
A digital marketing technology platform that provides marketers and
agencies with a single, integrated software application to target,
distribute, and manage multi-channel digital campaigns and
experiences.
Component
included in
this
presentation
Marketing Central
(Marketing Planning and Management, Team Collaboration and Workflow)
Experience Publishing
(CMS / DAM, Multi-Channel and Multi-Device Distribution, Social Monitoring)
Discovery Insights Targeting
(Data Scientist Ad hoc modeling (Analytics and Reporting, (Multi-Channel Aware
Environment) including Attribution) Segmentation and Targeting)
Data Warehouse
(Data Sources - 1st and 3rd Party, Data Normalization + Transformation, Data Management)
Cloud Infrastructure (Software as a Service)
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

5. BEGIN AT THE BEGINNING
Technology
The
Strategy
Analysis
Channel Relevant
Customer
Experiences
Journey
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

6. THE JOURNEY IS COMPLICATED AND CONNECTED
Display
Search
Affiliate
DOT.
Email com
Social
Call
Center
Mobile
TV
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

7. UNDERSTAND MOTIVATIONS AND BEHAVIORS,
THEN TAKE ACTION
Offline
Interactions
Data
Online
Management
Interactions
& Analytics
‣ Bid for her more smartly
‣ Serve her content she’ll respond to
‣ Look for others like her (look-a-likes)
‣ Look for others that act like her (act-a-likes)
‣ Empower her to share her experience Anya
1-off
Cosmetics maven
to 1+
who replenishes
Purchasers
monthly
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

8. AND THE BEST PART, WE KNOW THIS WORKS!
Phase 2 - Dynamic Targeting, Advanced Segmentation
1,400,000
1,200,000 Phase 1 - Dynamic Targeting Last Action
1,000,000
Impressions
Baseline Funnel
688,414
800,000
600,000
Incremental
400,000
395,838 312,479
Contribution
200,000 4X
156,239
0 112,155
46,731 102,518
Clicked 42,716
on Ad Engaged
with Content Clicked on
1.41%
“Where to Buy”
45.39%
0.81% 35.89% Referred
39.47% to Partner Site
0.35% 29.91%
25.22%
91.41%
19.94%
Each customer, based on her past shopping experience is treated to different, more relevant
content to re-engage or keep her engaged
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

9. HOW DO WE DO IT?
‣ Get to know your customers through research and studies
‣ Capture all interactions (whenever possible), and link them
‣ Create customer profiles through business aligned
characteristics and behavioral analysis, then define both
single and multichannel segments
‣ Create an experience strategy to get the right experience
and message to the customer at the right time (IN THE
RIGHT CHANNEL)
‣ Take a crawl, walk, run approach by starting with a single
channel and evolve from there
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

10. REAL WORLD PERSONAS
The
The Hunter (unexpected)
Indulgent
The Family
Fashion Icon
Shopper
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

11. INTEGRATED TRACKING AND TAGGING STRATEGY
Microsite Social Data Online Video Call Center Enterprise
Experience Display Website POS Bill/Receipt Search
Pinterest Twitter Data Plan Statements Email
Broadcast Geolocation Account Tenure Mobile Games
3rd Party Social 3rd Party Preferences TV/Radio Tablet Organic
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

12. IDENTIFY YOUR CUSTOMERS ACROSS CHANNELS
Universal
Identifier
Ad Server Website Transaction Customer Device Email
Identifier Identifier Identifier Identifier Identifier Identifier
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

13. FOCUS ON CHARACTERISTICS THAT MATTER MOST
• 3rd Party • CRM / Offline Data
• Social Universal
Identifier • Loyalty
• Location Based Data • Site engagement
• Ad server
The 7 characteristics result in over 39,000
possible segments.
4 9 2 13 7 3 2
Influencer Categories Time Loyalty Average Order In Store Consumer
Types Recently Windows Tiers Sizes Purchase Types Types
Viewed
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

14. ANALYTICAL BUILDING BLOCKS
Sessionization Paths Attribution
Associative Regression
Analysis Analysis
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

15. MULTI-CHANNEL AWARE TARGETING PLATFORM
Data
Channel Specific Management,
Channel Offers Data Acquisition
Targeting Analytics &
Segmentation
Ad Serving
Publisher
Ad Exchange
MapReduce
Processing
Client Site
Client Site
Data Classification &
Offers Targeting
Stewardship Offline
Customer Demo, 3rd Party
& Behavioral Data
Email
Email Lists Targeting
& Offers
Advanced Audience Centric Online Customer
Segmentation Data Warehouse Behavioral Data
Call Center Analysis
Call Center Targeting (w/ in-database
Offers analytics)
Social Media Channel Performance
Social Media
Targeting Feedback
Offers
Channel Tracking
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.

16. Thank You
Matthew Comstock
VP Data & Analytics
Razorfish Platforms - Fluent
matthew.comstock@razorfish.com
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.