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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2
You are here
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 3
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 5
2.0 In-depth experience in digital technolog...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 6
SapientRazorfish
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 7
Be the change agent
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 8
Be brave when you fail
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 9
Show them the money and they will listen
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 10
Deliver on your vision
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 11
Customer Centricity is at the core of
Perso...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 12
Assumptions
You should now have:
1. Some ex...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 13
Optimisation Hierarchy
O P T I M I S A T I ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14
Optimisation Hierarchy
O P T I M I S A T I ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15
S E C T I O N 1
Personalisation Buy-In Chec...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 16
10 Point Checklist
1. Optimisation maturity...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17
1.0 Understanding where you are at in your ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 18
1.0 Understanding where you are at in your ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19
1.0 Understanding where you are at in your ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20
1.0 Understanding where you are at in your ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21
Signs that highlights why the
organisation ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22
CAPABILITYMATURITY
E N H A N C E D
S E G M ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23
…..as Customer will interact with your
bran...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24
CMS
MARKETING
AUTOMATION
Content &
Assets
C...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25
CMS
MARKETING
AUTOMATION
Content &
Assets
C...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26
CMS
MARKETING
AUTOMATION
DMP
PAID MEDIA
Web...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27
4.0 The Process, governance and methodology...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28
Refine the process and governance
Preparati...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29
5.0 Important to
communicate your
results a...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30
5.2 Demonstrate how experimentation velocit...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31
5.2 Building compound value through test it...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32
5.1 Refining KPIS
KPIs CONSIDERATIONS
• Str...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 33
6.0 Understanding how you can be best in cl...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 34
7.0 It is a small focus team when you are s...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 35
With proven results, getting buy-in will re...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 36
Look at how a specialised Personalisation P...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 37
8.0 Building your personalisation roadmap –...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 38
Examples of how Experimentation changes to ...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 39
9.0 Business case modelling for ROI
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 40
10. The Business Case Ask
PROJECT DEFINITIO...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 41
Key takeaways
1.Deliver on the 10 point che...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 42
Key takeaways
1.Deliver on the 10 point che...
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 43
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 44
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 46
How to Get Buy-in For Your Personalisation and Experimentation Platform | Optimizely ANZ Webinar 1
How to Get Buy-in For Your Personalisation and Experimentation Platform | Optimizely ANZ Webinar 1
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How to Get Buy-in For Your Personalisation and Experimentation Platform | Optimizely ANZ Webinar 1

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Join Kim Hann, Head of Analytics and Personalisation from SapientRazorfish and Dan Ross, Managing Director for Optimizely ANZ with our latest presentation from the Experimentation Insights Tour Webinar.

View the webinar here: https://optimizely.wistia.com/medias/p9tkxlfcjo

Description: Building a business case for adopting a personalisation strategy. How to implement an experimentation platform that integrates with your overall technical ecosystem.

You'll learn: 1 - How to get buy in and sign off for your business case; 2 - How to prove the value and impact to the bottom line; 3 - Understanding what’s next on the personalisation journey

Veröffentlicht in: Technologie
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How to Get Buy-in For Your Personalisation and Experimentation Platform | Optimizely ANZ Webinar 1

  1. 1. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2 You are here
  2. 2. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 3
  3. 3. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 5 2.0 In-depth experience in digital technology & analytics I N T E G R A T I N G P L A T F O R M S Technology architecture Platform Integration Enterprise Tag Management Data Layer Architecture D R I V I N G I N S I G H T S Insights Data Visualisation Platform Implementation Offline/Online Integration E X P E R I M E N T I N G Experimentation Segmentation Data Sharing P E R S O N A L I S I N G On site real time personalisation Cross channel personalisation Single Customer view Customer journey mapping C O N N E C T I N G C R O S S C H A N N E L M A R K E T I N G Devising cross-channel experiences that include both physical and virtual environments S T R A T E G Y P A R T N E R E N A B L E M E N T
  4. 4. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 6 SapientRazorfish
  5. 5. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 7 Be the change agent
  6. 6. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 8 Be brave when you fail
  7. 7. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 9 Show them the money and they will listen
  8. 8. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 10 Deliver on your vision
  9. 9. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 11 Customer Centricity is at the core of Personalisation
  10. 10. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 12 Assumptions You should now have: 1. Some experimentation (A/B testing) under your belt 2. Good results to communicate 3. An experimentation platform 4. An Analytics platform 5. Team members with some skills and currently managing a ”ad-hoc” program
  11. 11. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 13 Optimisation Hierarchy O P T I M I S A T I O N P E R S O N A L I S A T I O N E X P E R I M E N T A T I O N R E - M A R K E T I N G R E - T A R G E T I N G S E G M E N T A T I O N A / B A L W A Y S - O N M A R K E T I N G C A P A B I L I T Y M V T
  12. 12. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14 Optimisation Hierarchy O P T I M I S A T I O N P E R S O N A L I S A T I O N E X P E R I M E N T A T I O N R E - M A R K E T I N G R E - T A R G E T I N G S E G M E N T A T I O N A / B A L W A Y S - O N M A R K E T I N G C A P A B I L I T Y M V T AB
  13. 13. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15 S E C T I O N 1 Personalisation Buy-In Checklist
  14. 14. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 16 10 Point Checklist 1. Optimisation maturity 2. Omni-channel strategy 3. Technical ecosystem and experimentation platform 4. Process, governance and methodology 5. Results, KPIS and hypothesis 6. Industry best in class and use cases 7. Teams and Partners 8. Personalisation roadmap /Timeline 9. ROI modelling 10. Business case
  15. 15. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17 1.0 Understanding where you are at in your optimisation journey W H E R E W E A L L S T A R T W H E R E S O M E G I V E U P T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S
  16. 16. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 18 1.0 Understanding where you are at in your optimisation journey W H E R E W E A L L S T A R T W H E R E S O M E G I V E U P T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S Starting out characteristics Internal team size is small "Feels” exciting and winning Experimentation Assets are simple & few Measurement/Success metrics is basic site measurement Challenges includes speed to market, analytics accuracy & overcoming fear of failure Critical internal buy-in Technology, Operations and Sales A
  17. 17. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19 1.0 Understanding where you are at in your optimisation journey W H E R E W E A L L S T A R T W H E R E S O M E G I V E U P T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S Why they fail Lack of internal buy-in Poor measurement/Success metrics Poor know-how to move forward Poor technical set up B
  18. 18. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20 1.0 Understanding where you are at in your optimisation journey W H E R E W E A L L S T A R T W H E R E S O M E G I V E U P T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S Progressive characteristics Internal team size : still small "Feels like” wins under belt and momentum is building Experimentation Assets includes product, funnel, content and simple segment Measurement/Success metrics : little more advance with site measurement Challenges are Speed to Market Analytics Accuracy & quality of Initiatives Critical internal buy-in : Marketing, Technology & UX C
  19. 19. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21 Signs that highlights why the organisation needs to extend Experimentation to Personalisation T H E T R I G G E R S 1. Building on experimentation momentum 2. Site Performance 3. Conversion driven 4. CX driven 5. Technology integration 6. Site Rebuild 7. Media Performance efficiency
  20. 20. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22 CAPABILITYMATURITY E N H A N C E D S E G M E N T A T I O N Experimenting against known segments, applying cross-channel data sources to drive deeper engagement. R E - T A R G E T I N G Understanding of ROI by channel, behavior and audience. S I M P L E S E G M E N T A T I O N Applying data sources to audience segmentation to drive relevant campaigns. 1 : 1 C U S T O M E R R E L A T I O N S H I P Protect & increase customer lifetime value through personalised engagement. P R E D I C T I V E L I F E C Y C L E Protect & increase customer lifetime value through proactive and predictive interaction. CURRENT STATE ASPIRATION R U N W A L KC R A W L Progressing your Personalisation Maturity and having a vision C A L W A Y S O N P E R S O N A L I S A T I O N
  21. 21. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23 …..as Customer will interact with your brand in a physical store, online via websites and mobile apps, through physical and virtual catalogs, and through social media 2.0 Think Omni-Channel
  22. 22. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24 CMS MARKETING AUTOMATION Content & Assets Contact Profile Attributes Content Usage Customer Data DMP Online Customer Segment Content & Assets PAID MEDIA Web Profile & Behaviour Behavioural Customer Data CRM SOCIAL SEARCH BI 3.0 Technology ecosystem and experimentation platform ANALYTICSOPTIMISATION
  23. 23. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25 CMS MARKETING AUTOMATION Content & Assets Contact Profile Attributes Content Usage Customer Data DMP Online Customer Segment Content & Assets PAID MEDIA Web Profile & Behaviour Behavioural Customer Data CRM SOCIAL SEARCH BI 3.0 Technology ecosystem and experimentation platform ANALYTICSOPTIMISATION Platform assessment Is it simple to use Is it scalable Ease of connection to my ecosystem How does it integrate with analytics? ------- BUSINESS CASE FOR PLATFORM ASSESSMENT AND POC
  24. 24. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26 CMS MARKETING AUTOMATION DMP PAID MEDIA Web Profile & Behaviour CRM SOCIAL SEARCH BI Prove it works and migrate to a customer centric tech stack ANALYTICSOPTIMISATION
  25. 25. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27 4.0 The Process, governance and methodology are now in place Preparation
  26. 26. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28 Refine the process and governance Preparation Increase in use of data to define experiments Multi Channel in approach Granular segments Re-targeting Broader, cross business unit stakeholder teams Understanding the need for governance Continuing to review the process The need to improve analytics tracking Campaigns will need prioritisation Aligning to broader business objectives Multi-campaigns in market More complex UAT Not all campaigns will be successful Experiencing test with low confidence More questions than answers D B C E A
  27. 27. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29 5.0 Important to communicate your results and tie it to business value and impact Email and share results Lunch and Learn Monthly company updates AND ALSO TALK ABOUT Revenue impact Sales volume increase Greater customer engagement Increase in experimentation velocity
  28. 28. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30 5.2 Demonstrate how experimentation velocity can lead to efficiency Mth 1 Mth 3 Mth 4 Mth 6Mth 2 Mth 5 Mth 7 Program covered 14 experimentation campaigns and 183 days of continuous experimentation
  29. 29. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31 5.2 Building compound value through test iteration +3.8% +3.4% +3.2% T2 - Multiple modules T3 - Layout test - no. of lines T4 - Layout test - Header testing T1 - Initial Module Best module to use for News is – Breaking News with light background and 3 line content TOTAL UPLIFT +8.9%
  30. 30. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32 5.1 Refining KPIS KPIs CONSIDERATIONS • Strategic KPIs and Objectives: • Cause and affect • Not all site KPIs are equal • Must Win Moments:  Importance  Impact PRIMARY KPIs  Increase in conversion  Increase in application start  Increase in visits SECONDARY KPIs  Increase in a high margin product (specify)  Increase in application complete  Increase in conversion
  31. 31. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 33 6.0 Understanding how you can be best in class Industry events – symposium, Webinars Vendor Demos Meeting industry peers and research case studies e.g Netflix, Amazon Personalisation Partner 1 2 3 4
  32. 32. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 34 7.0 It is a small focus team when you are starting out C O R E E X P E R I M E N T A T I O N T E A M Evangelist Business Lead Technical Technical Lead Analyst End User Project Mgt Program Manager Visual Design Creative / UX Strategy & Enablement Agency Partner Product Sales Marketing Brand Legal Other Partners Optimisation Experimentation Analytics Data Content CMS Content Others T E C H N O L O G Y PA R T N E R S
  33. 33. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 35 With proven results, getting buy-in will require an extended focused team C O R E P E R S O N A L I S A T I O N T E A M C R O S S B U S I N E S S F U N C T I O N A L T E A M Business / Strategy Business Lead Technical Technical Lead Admin Project Manager Analyst / Marketer End user Visual Design Creative / UX Strategy & Enablement Agency Partner Product Sales Marketing Brand Legal Other Partners Optimisation Personalisation Analytics Data Content CMS Others Others T E C H N O L O G Y PA R T N E R S
  34. 34. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 36 Look at how a specialised Personalisation Partner can support enablement and scale PARTNERYOUR BUSINESSYOUR BUSINESS PARTNER Drive initiatives Manage stakeholders Program Innovation Segmentation models Execution Roadmap - Technology Roadmap - Strategy Reporting and analysis Ideation Drive initiatives Manage stakeholders Segmentation models Execution Roadmap - Technology Roadmap - Strategy Reporting and analysis Ideation Platform maintenance Enablement Platform maintenance Enablement STRATEGYIMPLEMENTATION Program Innovation S M A L L I N T E R N A L T E A M / L I M I T E D S K I L L S E T L A R G E I N T E R N A L T E A M / B R O A D S K I L L S E T R U N 9 – 12 months W A L K 3 – 9 months C R A W L 2 – 3 months
  35. 35. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 37 8.0 Building your personalisation roadmap – example of a 2 year plan• Addressed via: • 1. technical set up for scalability • 2 Team set up to best share knowledge and skills Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 FY18FY17 Crawl A Crawl B Walk Run • Element experimentation e.g CTAs, hero images, content • Customer journey testing eg Landing Page vs Product Page • Determine audience segments and create custom messaging and creative • Share profile data across channels for enhanced targeting • Landing page design • Larger variations: Control vs multiple experiences • Multivariate testing • Cross channel creative and experience targeting based on shared profiles • Limited experience : Control vs 1 Challenger • Simple online targeting • Personalised marketing based on site behaviours • Personalised messaging optimisation across channels FY19 2017 2018 Targeting Page optimisation Basic element testing Multi variant complex testing Behavioral targeting Fully automated rules based prioritisation Complex multi channel targeting
  36. 36. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 38 Examples of how Experimentation changes to Personalisation CTA Hero image Landing page Content Multiple experiences Simple targeting Geo location Segment based Remarketing Shared profiles Focused segments Multi- Channel C R A W L W A L K R U N E x p e r i m e n t a t i o n P e r s o n a l i s a t i o n
  37. 37. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 39 9.0 Business case modelling for ROI
  38. 38. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 40 10. The Business Case Ask PROJECT DEFINITION STATEMENT Enough information to inform the reader for the need. 1 OBJECTIVES / FUTURE STATE What is it that you are going to deliver? 2 CURRENT SITUATION Create a compelling argument that highlights the gap between desired state and current state. 3 RECOMMENDATION/SOLUTION Could include a couple of different options but will need a recommendation. 4 SUCCESS CRITERIA/MEASURES What will change as a result of this investment? 5 RECOMMENDATION / SOLUTION SUPPORT REQUIRED What resources will you need to achieve the goal? 6 TIMELINE What are the key milestones? 7 FINANCIAL INVESTMENT How much investment do you need? How will you be spending it? 8 NEXT STEPS Next action from all parties 9
  39. 39. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 41 Key takeaways 1.Deliver on the 10 point checklist 2.Celebrate the wins and keep going when you fail 3.Deliver on the vision 4.Show them the money
  40. 40. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 42 Key takeaways 1.Deliver on the 10 point checklist 2.Celebrate the wins and keep going when you fail 3.Deliver on the vision 4.Show them the money 5.YOU ARE the change agent
  41. 41. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 43
  42. 42. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 44 You are here
  43. 43. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 45
  44. 44. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 46

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