Rackspace implemented several solutions to improve its marketing analytics and attribution. It integrated its web chat CRM with Coremetrics digital analytics to automate data entry, improving business analytics productivity by 30%. It also used IBM Lifecycle Channel Attribution and developed attribution-based budget models, achieving 95% accuracy in marketing budget mix to sales forecasting and results. Further, it automated data integration through Coremetrics Multi-Channel to calculate marketing ROI within 24 hours of a customer's first invoice.

1. Rackspace Analytics
Success Story
Sameer Khan
Marketing Manager, Rackspace US, Inc.

2. ABOUT RACKSPACE®
Important Facts & Figures*
WE SERVE
60%
4,500+
RACKERS
OF
THE
190,000+
CUSTOMERS FORTUNE® 100
84,000+ SERVERS
OVER $1
120 +
COUNTRIES
BILLION $$$$
10 GLOBAL DATA Annualized Revenue
CENTERS
RACKSPACE® HOSTING | WWW.RACKSPACE.COM

3. Challenge 1:
Disconnected CRM and Web Analytics
50%+
OF LEADS COME
FROM
PHONE OR CHAT
RACKSPACE® HOSTING | WWW.RACKSPACE.COM

4. Challenge 1:
Disconnected CRM and Web Analytics
MANUAL
DATA ENTRY
WEB CHAT CRM
RACKSPACE® HOSTING | WWW.RACKSPACE.COM

5. Solution:
Coremetrics CRM Integration
WEB CHAT CRM
COREMETRICS
DIGITAL
ANALYTICS
RACKSPACE® HOSTING | WWW.RACKSPACE.COM

6. Result # 1
30%
IMPROVEMENT
IN BUSINESS
ANALYTICS
PRODUCTIVITY
RACKSPACE® HOSTING | WWW.RACKSPACE.COM

7. Challenge 2:
Attribution Based Budgeting (ABB)
Spend Results
Content Display SEM Content Display SEM
SEO Social Tools SEO Social
• Traditional Media mix methods are becoming obsolete
• Campaign attribution throws unidirectional media mix off the charts
• Big need for bidirectional budgeting models
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8. Solution:
IBM Lifecycle Channel Attribution
Order on 1st Visit Order on 6th Visit
Huge Variability
60%
40%
25% 30%
15% 20%
10%
Channel Mix
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9. Solution:
Developing Attribution Based Budget Models
Channel Mix
Control Panel
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Confidential © Rackspace US, Inc. All rights reserved

10. Result # 2
95%
ACCURACY
IN MARKETING
BUDGET MIX TO
SALES FORECASTING
AND RESULTS
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11. Challenge 3: Revenue Attribution for
Rackspace Utility Products
PAY AS YOU GO=
MARKETING ROI
ATTRIBUTION
CHALLENGE
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12. $5 Discount on $1 Sandwich – Frugal Analytics
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13. Automation of Data Integration through
Coremetrics Multi-Channel
Billing
Database
Coremetrics Multi-channel Template File
Multi-Channel FTP Import
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14. Result # 3
MARKETING ROI
WITHIN
24hrs
OF FIRST INVOICE
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15. Summary
MARKETING ROI WITHIN
30%
IMPROVEMENT
95% 24HRS
ACCURACY
OF
IN BUSINESS ANALYTICS IN MARKETING BUDGET
PRODUCTIVITY TO SALES RESULTS FIRST INVOICE
Happy Data Zombies Happy Datarazzi Happy Bosses
"Not everything that can be counted counts, and not
everything that counts can be counted."
– Albert Einstein
RACKSPACE® HOSTING | WWW.RACKSPACE.COM
Disclaimer : Actual results may vary depending upon the methodology and techniques used. Rackspace US, Inc. does guarantee or warranty these results by any means.

16. RACKSPACE® HOSTING | 5000 WALZEM ROAD | SAN ANTONIO, TX 78218
US SALES: 1-800-961-2888 | US SUPPORT: 1-800-961-4454 | WWW.RACKSPACE.COM
RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES. | WWW.RACKSPACE.COM