A successful online retailer boosts their ecommerce system with leading-edge marketing analytics and campaign management capabilities and multiplies marketing opportunities throughout the customer engagement cycle. Business Challenges: -Customer marketing processes not providing relevant, engaging messages -No mechanism to re-engage lapsed customers or influence repeat purchases -Inability to manage cross-channel, real-time, micro-segment communications -Segregated data with cumbersome access by business users -No user-friendly reporting system for marketing performance measurement Solution Overview: -Campaign management solution for intelligent relationship marketing -Purpoue-built marketing database with combination of online behavior and commerce activity -End-to-end campaign planning, definition, execution, tracking and reporting -Targeted, triggered, personalized, multi-channel customer communications -Marketing analytics Results Summary: -Greater average order size -Increased revenue per customer -Longer average customer tenure -Improved customer profitability -Reduced time to market for new programs and promotions -Ease of integrating additional brands

1. CASE STUDY AT A GLANCE
Solution Spotlight
Campaign Management with
Marketing Analytics
Industry Vertical
Online Retail
Business Challenges
• Customer marketing processes
not providing relevant, engaging
messages
• No mechanism to re-engage lapsed
customers or influence repeat
purchases
• Inability to manage cross-channel,
real-time, micro-segment
communications
• Segregated data with cumbersome
access by business users
• No user-friendly reporting system
for marketing performance
measurement
Solution Overview
• Campaign management solution for
intelligent relationship marketing
• Purpose-built marketing database
with combination of online
behavior and ecommerce activity
• End-to-end campaign planning,
definition, execution, tracking and
reporting
• Targeted, triggered, personalized,
multi-channel customer
communications
• Marketing analytics
Results Summary
• Greater average order size
• Increased revenue per customer
• Longer average customer tenure
• Improved customer profitability
• Reduced time to market for new
programs and promotions
• Ease of integrating additional
brands
A successful online retailer boosts their ecommerce system with leading-edge marketing
analytics and campaign management capabilities and multiplies marketing opportunities
throughout the customer engagement cycle.
There are multitudes of businesses that add ecommerce capabilities each year. Customers expect
to interact online with the companies they do business with and require a genuine shopping experience that
meets their needs. There is a wealth of customer information available to marketers from the ecommerce
interactions of selecting/configuring products, filling shopping
carts and completing orders/purchases. In addition, the behavior
of site visitors outside of these core ecommerce functions, such
as search and browse activity on the site, can offer significant
insight into customer needs. But with thousands of pages viewed
by millions of customers performing countless actions on those
pages, how do companies sort through that available data and
utilize it to deliver more relevant marketing communications to the
consumer?
The Challenge
Our client is a leading internet-based social expression and personal publishing service company that prides
itself on helping its customers deepen relationships with the important people in their lives. The client knew
that they needed to put into practice that same philosophy with their customer relationships, but were chal-
lenged by not having the mechanism in place to deliver relevant marketing communications to their custom-
ers. They wanted to move from an “eligibility model” (where every customer taking a given action was eligible
to receive a given marketing message) to a more personalized dialogue approach. Their challenge was to
move to a better understanding of customer behavior at a more granular level through segmentation and
utilization of data they had at the enterprise level to deliver those most compelling messages and offers.
The client had an email system that provided some rudimentary selection and tracking, but no concrete way
to segment their audiences and perform the relevant targeting they were seeking. They used email and some
limited direct mail marketing, but their channel strategy was “silo’ed” and they were not utilizing web analytics
data. They also wanted to reduce their reliance on discount offers to keep customers engaged and improve
lifetime value, but were challenged to target and segment properly in their current environment.
Our client was additionally facing the following business issues:
• Lack of a 360 degree view of each customer
• Inability to manage cross-channel, real-time, micro-segment communications
• Segregated data with cumbersome access by business users
• No reporting system – campaign results generated manually
• Lack of closed loop marketing capability
• Need to move from transactional marketing to relationship marketing
(continued)
CASE STUDY An Online RetailerTurns their Ecommerce System into a
Marketing Dynamo with Integrated Campaign Management
“We’re about ten years late on
getting CRM….It’s about time
we got it. Pinpoint helped us
transition to next-generation
customer marketing models and
technologies so we can now stay
ahead of the curve. “
– CEO, ecommerce client
MARKET SMARTER.
ADAPT FASTER.

2. MARKET SMARTER.
ADAPT FASTER.
Solution Components
• Campaign management solution for
intelligent relationship marketing
• Customer-centric marketing
database with ecommerce and web
analytics data
• Cross-brand integration – enterprise
customer model
• Coordinated promotions across
channels
• Automated measurement and
reporting
Business
Intelligence
Software
IBMUnica
Campaign
Software
Campaign
Management
Database
Campaign Management Solution
WebAnalyticsEcommerce
social
email
web site
mobile
direct mail
customer
service
The Solution
Pinpoint Systems addressed the client’s needs by designing a marketing database containing every
ecommerce action combined with website browse and search behavior of individual customers, tied to the
historical record of marketing offers extended. Pinpoint integrated the cross-channel campaign management
system (IBM Unica Campaign*) with this database to perform the marketing segmentation and analytics that
would help the client overcome their business challenges.
Rather than relying only on standard ecommerce triggers, such as an abandoned cart action, to get a
better picture of customer needs, Pinpoint consultants combined the ecommerce data with web site browse
and search data in order to understand the customer behavior from the very beginning of the customer
engagement cycle.
As people browse more frequently than they buy, the fresher browse data and search behavior combined
with the consumer ecommerce actions were used to drive multi-channel customer communications to the
individual consumer. Pinpoint helped the client sort through the overwhelming amount of web analytics
information devising a method to filter and aggregate the web site activity data while retaining the fidelity
needed for relationship marketing. The effort in using the web analytics – that goes beyond just doing
dynamic site content – adds great value to the client’s overall coordinated multi-channel marketing initiatives
and strikes a balance between having an offer for everybody and offer for one person.
(continued)
CASE STUDY An Online RetailerTurns their Ecommerce System into a
Marketing Dynamo with Integrated Campaign Management

3. MARKET SMARTER.
ADAPT FASTER.
About Pinpoint
Pinpoint Systems helps you realize
the promise of real-time marketing
to ensure that each of your customer
interactions is more intimate and most
productive. We intelligently deploy
real-time marketing systems and
provide EMM software consulting and
implementation for Fortune 1000 and
mid-market companies.
Pinpoint’s consultants help you
navigate the complexity of real-
time, customer-centric marketing
interactions, enabling new capabilities
that maximize the value and
measurability of every customer
relationship. Our practical, hands-on
approach combines qualitative analysis
of your business needs with a deep
understanding of data, technologies
and tools to help you select, implement
and manage real-time marketing
systems with confidence and agility.
The Results
The new campaign management system allows the client a full understanding of the customer with integrated
browse and search behavior, ecommerce activity and marketing/response history. This richer customer
information is used in their triggered customer dialogue environment and for cross-sell opportunities to the
client’s sister ecommerce sites for brand synergy.
Additional client benefits of campaign management include:
• Reduced time to market for new programs and promotions
• Continuous improvement in messaging relevance (and associated revenue and profitability)
through automated testing and measurement
• Ease of integrating additional brands
• Greater average order size
• Increased revenue per customer with greater customer retention
• Longer average customer tenure
• Improved customer profitability
CASE STUDY An Online RetailerTurns their Ecommerce System into a
Marketing Dynamo with Integrated Campaign Management
Pinpoint Systems Corporation • 8605 Trethorne Court • Waxhaw, NC 28173-6797 • 800-809-0612
www.pinpoint-corp.com
Want to explore if a Campaign Management with
Marketing Analytics solution
is right for your business?
Learn what Pinpoint Systems can do for you.
CM@pinpoint-corp.com
*Pinpoint Systems is an
authorized IBM Unica Reseller and
IBM Unica SVP Partner.