Presentazione Coremetrics all'evento Smarter Commerce del 9 maggio 2011

1. Mastering the Art of
Relentless Marketing
Milan, 2011

2. Coremetrics web analytics
• L’acquisizione da parte di IBM di
Coremetrics estende la strategia
analitica della società che comprende
una gamma di offerte disponibili
attraverso la Business Analytics di IBM.
• Coremetrics è leader nella web analytics.
• I suoi prodotti aiutano le aziende a
ottimizzare i loro programmi di marketing
per fare le migliori offerte, sempre,
ovunque, automaticamente.
• Più di 2100 marche on-line di tutto il
mondo usano il Software as a Service
(SaaS) di Coremetrics per ottimizzare il
loro marketing on-line.
© 2010 Coremetrics, an IBM Company.

3. Coremetrics per il marketing
Coremetrics aiuta il marketing a
Ogni secondo sul web vengono
generate informazioni – ottenere informazioni in modo
commerciali importanti. rapido nei social network e sui
media on-line
Oggi, nel 70% dei casi, la prima – attraverso un modello di
interazione con un prodotto o un erogazione cloud
servizio avviene on-line.
– di inserire queste introspezioni
nei loro business process
– per creare campagne di marketing
più intelligenti ed efficaci.
© 2010 Coremetrics, an IBM Company.

4. • Quale Business Need stiamo
indirizzando?
© 2010 Coremetrics, an IBM Company.

5. Marketing professionals must meet the challenges
CEOs face across dynamic business networks
88% 82% 85%
of CEOs will focus on of CEOs want to of CEOs require more
getting closer to their better understand visibility into their
customers in next 5 customer needs businesses
years
Businesses are focused on understanding their customers to
drive more/greater business value with their marketing spend
Source: 2010 IBM CEO Study
© 2010 Coremetrics, an IBM Company.
5

6. You don’t have enough time
• More and more data to analyze.
• Too many visitors to manually analyze individual results.
• By the time you can make a recommendation, your data is old.
• More accountability expected from marketing departments.
• Faster response time required for business impact.
6 © 2010 Coremetrics, an IBM Company.

7. You don’t have enough resources
• Not enough experienced data-driven marketers.
• Can’t keep up with endless new media forms.
• Too much data to manually analyze and make
recommendations.
• Social media takes control away from marketers.
• Hard to coordinate and prove results of integrated marketing
plans.
7 © 2010 Coremetrics, an IBM Company.

8. • Chi è Coremetrics e quale soluzione
rappresenta per il Business del
Marketing?
© 2010 Coremetrics, an IBM Company.

9. IBM acquisition of Coremetrics is significant!
Enables dynamic business networks by
optimizing marketing interactions
Coremetrics and IBM’s combined capabilities...
Deeper Drive cross-channel analytics and reporting to measure
business marketing effectiveness and take action in real time
insights
Personalized Personalize the client experience and increase customer
customer loyalty by delivering targeted marketing interactions with
experience cross-channel intelligent offers and recommendations
Better decision Empower marketing professionals to automate and
execution optimize processes to achieve better/greater ROI for informed
decision making
9 © 2010 IBM Corporation

10. The answer: Relentless Marketing
• It follows your customers on your site and beyond.
• It makes individually-tailored offers.
• It is entirely automated.
• It doesn’t require manual data analysis.
• It happens in real time, 24/7.
10 © 2010 Coremetrics, an IBM Company.

11. Coremetrics Company Overview
Providing integrated marketing optimization solutions through web
analytics
Complete Marketing Optimization Solution
• Leading web analytics used to accurately measure
marketing effectiveness
• Suite of capabilities to optimize marketing ROI
Business Highlights
• 230 employees with headquarters in San Mateo, CA
• Over 565 direct customers
• SaaS business hosted on data centers in the US
and UK
• Top brands across various industries, transacting
more than $20 billion/year
• Decade of expertise and innovation
11 © 2010 IBM Corporation

12. Coremetrics: Customers and help provided
Target Roles Project Areas Pain Points
Banking
• CMO • How to measure and value the
• VP/Dir Marketing • Optimize Visitor Experience performance of marketing programs
• VP/Dir Product Mgmnt • Ensure Information Privacy • Encourage high value customers to
• VP/Dir eCommerce expand products and services
Travel/Hospitality
• CMO • Cost per visitor and cost • Tracking average bookings for first
• VP/Dir Marketing per lead time customers compared to frequent
• VP/Dir Product Mgmnt • Increase bookings and customers
• VP/Dir eCommerce decrease abandonment • Track value of loyalty program
Insurance
• CMO • Customer Retention and • Optimize marketing spend across
• VP/Dir Marketing Growth programs
• VP/Dir Product Mgmnt • Increase Lifetime Value • Impact of marketing programs on call
• VP/Dir eCommerce center activity
Retail
• CMO • Attract high value visitors • What do visitors spend across
• VP/Dir Marketing • Segment visitors to provide multiple sessions and months
• VP/Dir Merchandising highly targeted offerings • Increase AOV, conversion and
• VP/Dir eCommerce improve top line performance
Telco
• High subscriber defection rates
• VP/Dir Marketing
• Customer Churn • Inability to forecast changes in
• VP/Dir Customer Care
subscriber defection and revenue
• VP/Dir Subscriber Svcs
• Lack of timely customer feedback
12 © 2010 IBM Corporation

13. Come si posiziona nella catena del
valore dello Smarter Commerce IBM?
© 2010 Coremetrics, an IBM Company.

14. Coremetrics fits into the IBM Smarter Commerce
Supply & Market Sell Serve
Merchandise
Advanced Analytics
Cross-Channel Analytics | Segmentation | Action Clusters | Predictive and Prescriptive | Web and Social Analytics | Master Data
Workload Optimized Systems
IBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes
© 2011 IBM Corporation

15. Combining Coremetrics Web Analytics and Marketing Optimization solutions with
Unica’s platform for Marketing Automation Management enables IBM to:
Both Coremetrics and Unica have solutions for web analytics
Coremetrics is on demand online
Unica is both on demand and on premise and strong at integration into marketing execution
Coremetrics also has some execution capabilities for retail product recommendations, online
ad targeting through ad networks, and search bid management; but does not have
comprehensive marketing campaign management like Unica
Coremetrics Gain real-time insight into consumer SaaS: Short set up of data
Collect web behavior data in real interactions to create more efficient collection tags. Rich set of
time, build customer profiles marketing campaigns reports, readily customizable
which feed into marketing On-line REaltime
management applications
Unica Analyze customer preferences and On premise/SaaS: Software
Execute and measure cross- trends, predict customer buying application implementation
channel marketing campaigns needs and execute and measure Offline
cross-channel marketing campaigns.
15 © 2010 IBM Corporation

16. • Cosa fa e come opera Coremetrics?
© 2010 Coremetrics, an IBM Company.

17. How It works
Watch customers shop and interact with brands online
17
© 2011 IBM Corporation

18. Maximise marketing efforts with proper visitor
insight
Maximize
Visitor Behaviour Exposure
• Banners • Affiliates
• Email • Contextual
• Pop Up
Maximize Marketing
Ads ROI
Ads • Flash
• Natural
Web Site
• RSS Feeds
• Search Increase Members
• Blogs
• Paid • AJAX Lifetime Value
Search • Mobile
• Video Increase usage
Constant Track
Improvement behaviour
Data, Analysis and Applications
18 © 2010 Coremetrics, an IBM Company.

19. We Collect All Visitor Onsite Activity
Search Shop Return
Leave
for within to
Website
Product Website Website
Search within
site via
homepage
Search Continue
Purchase
Engines researching
Browse
product pages
Place items in
cart
Research
Arrive directly Continue
alternative
to website Shopping
items
Purchase items
19
© 2011 IBM Corporation

20. … Across All Of Their Visits
LIVE Profile
Session 1
• Banner acquisition
• Viewed promotion
• Browsed content
• Email registration
Session 2
• Direct load
• Shopping tool
• Viewed product
• Add to cart
Session 3
• Email acquisition
• Viewed product
Add to cart
• Convert/Purchase
Lifetime Individual Visitor Experience (LIVE) Profiles
• Accurate and complete record of your visotor’s history
• Easy to use powerful reporting
• Lower maintenance and TCO
20
© 2011 IBM Corporation

21. … Build A Robust Behavioral Data Warehouse
Lifetime Web Site Behavior Off-Site Impressions
• Marketing Attribution Coremetrics
• Merch Browse, Cart, LIVE Profile
Order, Abandon Know Your
• Content, Pathing, Sequence Customer
• Business Events Prospect
• Segments Thought Leader
• Product affinity scoring
Traffic Sources
Multi-Channel
Customer Attributes
• Behavior
Mobile • Demographics
Consistent Data Model • CRM Data
Clean Data • Loyalty Program Status
Easy To Access • Lifetime Value
Real Time • Scoring
• etc… © 2011 IBM Corporation

22. Coremetrics Example (AdTarget): Targeting Visitors without email.
A visitor lands on
your site and
browses or
searches
information.
22
© 2011 IBM Corporation

23. Coremetrics Example (AdTarget): Targeting Visitors without email.
The visitor views an item of
interest, then departs
without converting or
registering.
Coremetrics captures the visitor
and their behavior, then sends
the information to your ad
publishers in real time.
23
© 2011 IBM Corporation

24. Coremetrics Example (AdTarget): Targeting Visitors without email.
Visitor goes
to a site
where ads
are being
served.
Contextually relevant
and targeted ads
drive drastically
higher click through
Your ad publishers use
Coremetrics data and conversion rates.
to
• identify this person
• understand their behavior on
your site
• target this person with the
24 right ad © 2011 IBM Corporation

25. Our technology makes it happen
It can follow a customer’s browsing path over an extended period covering repeat
visits, as well as incorporating offline information.
The historical data can be used across all our products to optimize our clients’
online marketing efforts.
Clients can serve their customers highly-tailored experiences based on their
individual search history—on their sites, via email, and across multiple ad
networks.
As we learn more, the offerings continue to get more and more focused. This
process of continuous improvement is the key to helping clients create more
“relentless” marketing programs.
2 © 2010 IBM Corporation
5

26. The Continuous Optimization Platform
Make your best offer. Anywhere. Anytime. Automatically.
• Continuously updates visitors’ lifetime browsing behavior
(LIVE Profiles™).
• Optimizes based on many visits over time (not just a single
visit).
• Incorporates data from online and offline behavior.
• Improves customer offers on a continuous basis.
• Makes optimized content selections in real time.
• Automatically drives customers through the conversion
process.
26 © 2010 Coremetrics, an IBM Company.

27. It’s all about continuous improvement
Anticipate. Automate. Syndicate. (Repeat.)
• Anticipates customer needs via
updated individual customer profile
information.
• Selects tailored offers or other
content.
• Sends selections out to ad
networks, emails, kiosks, search
engines, and more.
• Continuously incorporates results
into historical customer profile.
27 © 2010 Coremetrics, an IBM Company.

28. • Come si posiziona Coremetrics nel
proprio mercato?
• E cosa offre in modo differenziante?
© 2010 Coremetrics, an IBM Company.

29. Forrester Wave™: Web Analytics 2009
“Coremetrics clients
expressed satisfaction
levels higher than any
other company evaluated,
with perfect marks in
services, responsiveness,
and support.”
29 © 2010 Coremetrics, an IBM Company.

30. Our technology makes it happen
• It can follow a customer’s browsing path over an extended
period covering repeat visits, as well as incorporating offline
information.
• The historical data can be used across all our products to
optimize our clients’ online marketing efforts.
• Clients can serve their customers highly-tailored experiences
based on their individual search history—on their sites, via
email, and across multiple ad networks.
• As we learn more, the offerings continue to get more and more
focused. This process of continuous improvement is the key to
helping clients create more “relentless” marketing programs.
30 © 2010 Coremetrics, an IBM Company.

31. Why is Coremetrics different?
• LIVE Profile based user tracking technology, for COMPLETE, ACCURATE history
of user behaviour (This solution offers benefits not achievable with ”Session
based” approaches)
• Most advanced attribution model: First, Last and Average Click.
• Ability to create very granular segments to understand behaviour
• You own the data (other solutions own your data)
• Unlimited access to highly acclaimed client services from Coremetrics (other
solutions users must use consultants, blogs, posts or forums for help)
• ONLY vendor to give SLA around data accuracy
• Coremetrics has strategic consultants and/or dedicated analysts to achieve your
analytical goals
• Other modules to help increase the quality of communication with
customers/visitors
• ‘Software as a Service’ so no licences or hardware
31 © 2010 Coremetrics, an IBM Company.

32. Dove è adottato Coremetrics?
Quali esempi e casi di successo?
© 2010 IBM Corporation

33. 2,100 leading brands worldwide
B2B Content Financial Services Retail Travel & Hospitality
33 © 2010 Coremetrics, an IBM Company.

34. Coremetrics delivers cross-channel visibility to
marketing effectiveness
“The tight integration between Coremetrics “Coremetrics gives us the ability to measure
and IBM WebSphere Commerce shaved the full multi-channel impact of our online
months off our implementation time.” marketing initiatives.”
“With Coremetrics’s expertise and insight into “With Coremetrics, our team can analyze
best practices, we’ve been able to efficiently the ROI of all our campaigns in a single
manage multiple channels, drive down interface. We were able to rapidly identify
costs, and deliver value to our customers.” our under-performing campaigns and
eliminate them from our budget.”
“Coremetrics helps us understand the “The detailed ROI analysis offered by Coremetrics
complete process for acquiring new students, allows us to execute more profitable online
so we can find the best way to allocate our campaigns and significantly increase online
marketing spend.” sales.”
34 © 2010 IBM Corporation

35. Coremetrics Brings Scientific Rigor And Business Insight To Every
Interaction, Process, And Decision
IA IA
Social Networks
IA
Partners and Affiliates
IA Content and
Aggregators
35 © 2011 IBM Corporation

36. IBM Software Industry Solutions
Targeted, Relevant Email Boosts
Revenue by 2500% at
L’OCCITANE EN PROVENCE
Challenge • L’OCCITANE customers were suffering from email
overload, and customer engagement through email
was declining
• L’OCCITANE wanted to increase email relevance
through smarter segmentation and testing
Solution • L’OCCITANE combined Coremetrics’ LIVEmail
solution with e-Dialog’s email marketing solution
• Behavioral web analytics data helped segment
customers so that targeted messages were
delivered based on product affinities
“By segmenting visitors based on
behavior and tailoring email content
Results • When compared to a control group, the conversion accordingly, we are able to deliver
rate is 17 times higher and the revenue per email is highly personalized messages that
generate much higher open rates,
25 times higher with targeted messages
conversion rates, and revenue per
• Personalized email messages are keeping customer email.”
engagement high and driving repeat online
Director of Ecommerce,
purchases
L’OCCITANE EN PROVENCE
36 IBM Confidential © 2010 IBM Corporation

37. IBM Software Industry Solutions
Orvis Increases Cross Sell
Revenues by 70% with
Coremetrics Intelligent Offer
Challenge • Orvis was struggling to keep recommendations up
to date for 4,400 site products
• The company wanted to drive additional sales and
increase average order values
Solution • Intelligent Offer provides timely, behavior-based
product recommendations
• Orvis merchandisers like the strong controls that
Intelligent Offer provides
Results • Site revenue from product recommendations “We knew Intelligent Offer would lift revenues. We
increased by 70% just didn’t think it would provide this much lift. After
• Product recommendations on the product details the initial set up, it runs by itself, constantly
updating recommendations on our site based on
page doubled, rising from 3% to 6% of total site
new product introductions and changing customer
sales interests. It’s substantially more hands off.”
Senior Manager, Ecommerce Merchandising and
Analytics
Orvis
37 IBM Confidential © 2010 IBM Corporation

38. IBM Software Industry Solutions
Gauging Influence of Multiple
Touch Points Drives Up ROI at
Hanover Direct
Challenge • HDI had limited visibility into which search terms
were performing and which were not
• Industry standard, “last click” attribution did not
provide visibility into how multiple touch points
across the purchase cycle were contributing to
sales
Solution • Coremetrics attribution management allowed HDI
to apply credit for traffic and sales across all
channels
• HDI was able to fully document paid program
revenues and document their cost of acquisition
“Multiple attribution windows provide
actionable data that show us where and
Results • Hidden gems were uncovered, leading to a sixfold when our sales originate, helping us to
increase in investment uncover hidden gems and exploit
opportunities to drive millions of dollars
• “Losers” were turned into “winners” in incremental revenue.”
• HDI identified and resolved channel shift issues
Manager, Search Marketing
Hanover Direct
38 IBM Confidential © 2010 IBM Corporation

39. • Come si presenta la Piattaforma
Coremetrics?
• Quali sono i principali moduli e
funzionalità offerte?
© 2010 Coremetrics, an IBM Company.

40. How they work together
40 © 2010 Coremetrics, an IBM Company.

41. The Continuous Optimization Platform in more Detail
Make your best offer. Anywhere. Anytime. Automatically.
Continuously updates visitors’ lifetime browsing behavior (LIVE Profiles™).
Optimizes based on many visits over time (not just a single visit).
Incorporates data from online and offline behavior.
Improves customer offers on a continuous basis.
Makes optimized content selections in real time.
Automatically drives customers through the conversion process.
Coremetrics Continuous Optimization Platform features several
integrated solutions that leverage Coremetrics LIVE Profiles™
Coremetrics Analytics™ Coremetrics Benchmark™
Coremetrics Explore™ Coremetrics Impression Attribution™
Coremetrics Search™ Coremetrics Monitor™
Coremetrics Intelligent Offer™ Coremetrics Export™
Coremetrics LIVEmail™ Coremetrics Import™
Coremetrics AdTarget™
41
© 2011 IBM Corporation

42. Wrap up
• Our difference: Continuous Optimization
• Coremetrics Continuous Optimization Platform makes
your marketing better and better and better
• How it works: Anticipate, Automate, Syndicate
• The core: LIVE Profiles
• The result: Relentless Marketing
42 © 2010 Coremetrics, an IBM Company.