2. Al Bessin, Executive Vice President 4 October 2011 Affordable Databases: Can You Afford Not To Be Using a Marketing Database

4. Trends: Consumer Behavior, Economics and Marketing

8. The Challenge “ Catalog” Internet Stores Silos Order Method Call Center Website Stores Marketing Media Catalog SEO/ SEM Advtsg Email Social Affiliate Lack of Clarity

10. Marketing Databases

11. Convergence of Traditional DM with Ecommerce One Dimensional Customer-Centric Transaction Centric Traditional Direct Marketing Online Marketing Multi-Dimensional Customer Centric

12. Optimizing the Customer Journey Customer Value Average High Time Low Target Acquire Retain Grow First Purchase Up-Sell Dialogue Optimized Develop

13. Need to Support Push and Pull Marketing Catalog Email Flyer Email SEO SEM SEO SEM

14. The Bar Is Being Raised Customer Value Segments Prog A C $$$ $$ $ C1 Universal Segmented Behavioral Campaign #1 Campaign #2 C2 C1 C2 C1 C2 C C Prog A1 C C C Prog B1 C C C Prog B C C C Prog C C C C

17. Steps for Marketing Database

23. Resolving Multiple Channels Allocation/Attribution

25. Essential Beginning: Apply Hygiene!

28. Tips

29. Essential Beginning: Apply Hygiene!

31. Any response measurement scheme is a model – there is no perfect system Direction appears long before absolute clarity

32. Make testing part of every marketing strategy and plan Test Test A Test B Control

33. Separate Branded from Competitive terms when evaluating Search results “ Stroller ”

34. Examples The Promise of Channel-Agnostic Customer-Centric Data

37. Buyer Value by Acquisition Media

38. Rebuy Rate

39. Order Value Analysis

40. Merchandise Reporting by Medium Which channels drive categories?

46. Al Bessin Executive Vice President CognitiveDATA 512-351-8197 [email_address]