This document discusses personalization and how it has evolved from generic campaigns to personalized experiences based on first, second, and third party data. It outlines how Merkle, a marketing agency, helps companies like Deckers Brands use data and technology to deliver personalized experiences across channels to customers. Deckers implemented Tealium's platform to personalize abandoned cart emails and improve their remarketing practices.

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2. © 2015 Tealium Inc. All rights reserved. | 3
DELIVERING PERSONALIZED
EXPERIENCES
April 2015

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WHO IS MERKLE
Largest privately-
held agency in U.S.
Ad Age 2013
3rd Largest Google
Media Partner
2013
Fastest Growing
US Search Agency
Ad Age 2013
Top 20
Mobile Agency
Ad Age 2013
Ad Age A-List
“Agency to Watch”
Ad Age 2012
• Privately held since 1988
• 550 active clients
• 2,600+ Employees
• 350+ statisticians and analysts
• 19 locations around the world
Q U I C K F A C T S
• Manage $550M+ in digital media
• Manage 140+ marketing databases
• Manage 3.7B 1st party records
• Inform $10B+ marketing decisions/yr
D I S T I N C T I V E E X P E R I E N C E

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PERSONALIZATION HAS EVOLVED
Campaign Management Channel Optimization Decision Orchestration
Level of insight
Generic/push campaign style
Beginning of personalization
and channel-based
Campaign, personalization,
and interaction based
INTERACTION
PERSONALIZED EXPERIENCE
SEGMENT
1ST & 3RD PARTY
SEGMENT
1ST,, 2ND, & 3RD PARTY

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DEFINE “PERSONALIZATION”… AS A CONCEPT
Social
Print
Direct
Mail
Display
Search TV/Vide
o
Mobile
Site
Product
LTV
Segment
Demographics
Life Events
Call
center
Meetings
Email
CONVERSATION AND EXPERIENCE
Integrates channel and media
Explicit (customer provided) and implicit (market
derived) data
Converses with anonymous and known customers
Leverages all relevant data, models and other
personalization methodologies
Obvious and obscure personalization tactics

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REVIEW PEOPLE AND PROCESSES
Sees ad Calls in Becomes a consumer LoyaltyMost plan this:
But most
consumers do this

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IS YOUR COLLATERAL OPTIMAL FOR
PERSONALIZATION?
The Right Content is Needed to Reach the Right Person
DIRECT MAIL EMAIL WEB PAGE
ON SALE!
ON SALE!

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NEW AND RIGHT DATA
The Right Data is Needed to Reach the Right Person
Relevant data drives
customer interaction
1st Party
Data
2nd Party
Data
3rd Party
Data
What kind of car does
the customer drive?
What time of the day
does the consumer drive?
versus

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TECHNOLOGY ENABLES – DOESN’T DEFINE

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PERSONALIZATION AT
DECKERS

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About Me
 9 years at Deckers
Brands
 Fascinated by human
behavior
 Living the American
Dream
12

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 40-year-old “unconventional company” making footwear / clothing / gear for people like “us”
 Built 7 niche brands into global leaders selling in 50 countries
 Dozens of websites engaging directly with consumers around the world
 Innovative retail brand locations to support consumer with digital engagement
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Personalization
 Top priority for Deckers as an omnichannel
organization
 Retail is a hostile space
 Customers don’t have patience for bad,
disconnected experiences
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Data should guide every decision and
action
We need to evolve…
15
THINK KNOW
BLAST ADDRESSABLE
MASS
PERSONALIZE
D
REACTIVE PREDICTIVE

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Enter Tealium AudienceStream
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Round 1: Abandoned Carts

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Round 1: Abandoned Carts
“
”
I took at look at the remarketing
practices of 24 top-100 apparel and
accessory retailers… Surprisingly, only
five brands sent an abandoned cart
email…

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Round 2: Future Expansion
 More email opportunities
 Website personalization
 And other channels too!

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Thank You
Joey Colman
jcolman@deckers.com
928-679-4898

21. © 2015 Tealium Inc. All rights reserved. | 22
Merkle’s 2015 Performance
Marketing Executive Summit
www.MerkleSummit.com
The Rise of the Platform
Marketer
Coming May 2015
www.PlatformMarketer.com
Award-winning Marketing
Imperatives
Mastering the Addressable
Customer Experience
www.merkleinc.com