1. Diversified Media Strategies for
B2B Engagement and Sales
Track 4
Garden Room
2015 Conference

2. Agenda
• List and Media Marketplace Overview
• 3 Proven Tactics for Finding Qualified List Sources
• 3 Methods for Improving & Measuring Engagement
3,000 / Day

3. Marketer
Agency
BrokerManager
Owner
Service
Bureau
Traditional
Direct Response
List Acquisition
Linear
Negotiated Margins
24-48 Hour Turnaround
Manual Response
Analysis
Match Back Attribution
List
Marketplace
Overview

4. Media Marketplace Overview
Real-Time Processing
Real-Time Bidding
Automated Analysis
Programmatic Optimization
View Through Attribution
Click Through Attribution

5. Where are we heading?
Digital Channel 2014 (Millions) 2015 (Millions) Change
Email 2,100$ 2,300$ 9.5%
Search 24,200$ 26,900$ 11.2%
Display (Direct Sold) 19,200$ 18,200$ -5.2%
Display (Programmatic) 4,200$ 10,100$ 140.5%
Social Technology 3,000$ 3,900$ 30.0%
Affiliate Lead Generation 2,100$ 2,200$ 4.8%
Digital Total 54,800$ 63,600$ 16.1%
Traditional Channel 2014 (Millions) 2015 (Millions) Change
Direct Mail 45,200$ 45,700$ 1.1%
Teleservices 41,500$ 42,600$ 2.7%
Radio 15,900$ 16,200$ 1.9%
Broadcast Television 68,500$ 70,600$ 3.1%
Magazines 15,100$ 15,000$ -0.7%
Newspapers 16,900$ 16,400$ -3.0%
Outdoor 2,100$ 2,300$ 9.5%
Traditional Total 205,200$ 208,800$ 1.8%Source: eMarketer & Winterberry Group www.winterberrygroup.com

6. Data 101
3rd Party
2nd Party
1st Party
1. Online Data (Non-PII)
2. Offline Data (PII)

7. 3 Proven Tactics for Finding
Qualified List Sources
LPI
HCL
USAGE
1. Mailer Usage Reported
2. Highly Correlated Lists
3. List Popularity Index

8. Mailer Usage Reported
USAGE

9. Highly Correlated Lists (HCL)
HCL
USAGE

10. List Popularity Index (LPI)
LPI
HCL
USAGE

11. Engagement
HCL
Source: http://blog.marketo.com/2014/09/welcome-to-the-era-
of-engagement-marketing.html
Shift From Move Towards
Mass Marketing Targeted Personal Communication
Demographics Demographics & Behavior
Single Email Broadcasts Continuing Conversations
Marketing Silos Integrated Multichannel Marketing
Unclear Objectives Clear Customer Journeys
Subjective or Empirical Review Measurable Impact
Campaign Scheduling Challenges Orchestrated Efforts

12. Man vs Machine Man + Machine
Goals
Collaboration
Intelligent
Attribution
Creativity RTB
DMP
Ad Servers
Optimization
DSP

13. 3 Methods for Improving &
Measuring Engagement
Multichannel
Data Licensing
Targeted
Email x 31. Email Engagement Programs
2. Custom Audience Extension
3. Multichannel Data Licensing
Non PII
‘FaceLift’

14. Targeted Email Engagement
Example
Targeted
Email x 31. Targeted A/B Split
2. A/B Switch to Non-Openers
3. Call to Action to All Openers

15. Custom Audience Extension
Non PII,
‘FaceLift’
Targeted
Email x 3
Facebook for B-2-B-2-C
1.4 Billion Monthly Users
757 Million Daily Users
945 Million Mobile Users

16. Multichannel Data Licensing
Multichannel
Data Licensing
Non PII,
‘FaceLift’
Targeted
Email x 3
1. Your Own Prospect Database
2. Leverage AMAP Platform
3. Customize Your Programs
4. Make it Personal

17. Measurement – ‘@ttribution’

18. Acquisition Email Source Ordered Delivery Open Rate Click to Open Conversion
Compiled List A ($35/M) 150,000 75.63% 1.94% 10.20% 0.15%
Compiled List B ($20/M) 225,000 96.13% 6.79% 5.50% 0.11%
Response List A ($150/M) 35,000 98.43% 13.42% 14.30% 0.21%
Response List B ($225/M) 20,000 94.18% 10.83% 17.00% 0.29%
Cooperative Database ($175/M) 75,000 91.64% 5.22% 12.98% 0.13%
I. Which Email Source Had The Best ROI?

19. II. Which Email Source Had The Best ROI?
Acquisition Email Source Delivered Cost Conversions Revenue Gross Profit
Compiled List A ($35/M) 113,447 3,970.65$ 165 11,550.00$ 7,579.36$
Compiled List B ($20/M) 216,293 4,325.86$ 248 17,360.00$ 13,034.14$
Response List A ($150/M) 34,452 5,167.80$ 73 5,110.00$ (57.80)$
Response List B ($225/M) 18,835 4,237.88$ 55 3,850.00$ (387.88)$
Cooperative Database ($175/M) 68,731 12,027.93$ 90 6,300.00$ (5,727.93)$

20. III. Which Email Source Had The Best ROI?
Acquisition Email Source Delivered Holdout
Conversions
(Delivered)
Conversions
(Holdout)
Incremental
Conversions
Compiled List A ($35/M) 113,447 30,000 165 (0.15%) 47 (0.16%) 0 (0.00%)
Compiled List B ($20/M) 216,293 50,000 248 (0.11%) 65 (0.13%) 0 (0.00%)
Response List A ($150/M) 34,452 10,000 73 (0.21%) 12 (0.12%) 31 (0.09%)
Response List B ($225/M) 18,835 10,000 55 (0.29%) 13 (0.13%) 30 (0.16%)
Cooperative Database ($175/M) 68,731 20,000 90 (0.13%) 21 (0.11%) 14 (0.02%)

21. IV. Which Email Source Had The Best ROI?
Acquisition Email Source Cost
Incremental
Conversions
Incremental
Revenue
Lifetime
Value (NPV)
Gross Profit
(LTV Based)
Compiled List A ($35/M) 3,970.65$ 0 (0.00%) -$ -$ (3,970.65)$
Compiled List B ($20/M) 4,325.86$ 0 (0.00%) -$ -$ (4,325.86)$
Response List A ($150/M) 5,167.80$ 31 (0.09%) 2,170.00$ 5,106.44$ (61.36)$
Response List B ($225/M) 4,237.88$ 30 (0.16%) 2,100.00$ 4,941.72$ 703.85$
Cooperative Database ($175/M) 12,027.93$ 14 (0.02%) 980.00$ 2,306.14$ (9,721.79)$

22. Free Research Portals
1. IAB Digital Advertising Directory: http://directory.iab.net
2. DMA List Search Portal: http://lists.the-dma.org
3. Social Media Name Check: https://www.namecheckr.com
4. Quantcast Site Metrics: http://www.quantcast.com

23. Contact Information
Chris DeMartine
EVP Data & Media Services
Statlistics, Inc.
69 Kenosia Avenue
Danbury, CT 06810
(203) 456-3566
c.demartine@statlistics.com