"Success with Tealium AudienceStream" - American Eagle + ALM Media + LFG, Digital Velocity...

© 2015 Tealium Inc. All rights reserved. | 1

© 2015 Tealium Inc. All rights reserved. | 2

PANEL: SUCCESS WITH TEALIUM AUDIENCESTREAM

American Eagle

ALM Media

Lincoln Financial Group

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AUDIENCESTREAM ACROSS

PLATFORMSAmerican Eagle Use Cases

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AMERICAN EAGLE OUTFITTERSWho is American Eagle?

Who we are

• We’re an American denim brand

inspired by the adventurous spirit of

our 20-year-old target customer

• We rank #1 in the denim category for

our demographic

• We’re located in Pittsburgh's

Southside

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AERIE BY AMERICAN EAGLEWho is aerie?

Who we are

• Aerie is bras, undies, swim and

more for every girl

• Aerie is about making our girls

feel good about who they are,

inside and out

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USE CASES Reserve Online, Collect in-Store

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RESERVE ONLINE, COLLECT IN-STOREArming associates with relevant upsell opportunities

What is Reserve Online, Collect in-Store

• A way to allow our customers to shop online, reserve

without commitment, and collect in-store.

• Benefits

• Additional store traffic

• Ability for AE to upsell

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RESERVE ONLINE, COLLECT IN-STOREArming associates with relevant upsell opportunities

User goes to AE

online property

Users relevant

web data passed

to POS

Products Displayed for

up-sale at POS

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USE CASES Standardizing Web Data with Corporate Systems

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INTEGRATE AS INTO CORPORATE SYSTEMSStandardizing Web Data with Corporate Systems- Current Challenges

Current Challenges

• No ability to stitch customer data across channels

• No way to take real-time action on customer data

• No link between traditional brick and mortar shoppers that browse online, and

then purchase in-store

© 2015 Tealium Inc. All rights reserved. | 11

INTEGRATE AS INTO CORPORATE SYSTEMSStandardizing Web Data with Corporate Systems- Solution

CRM

Data

base

AudienceStream as a Solution

• Stitch customer data across web properties and in-store,

creating a customer profile across multiple engagement

channels

• Ability to action across platforms at the customer level

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THANK YOU

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#digitalvelocity15

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Shifting from Brand to

Audience Selling

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Jeff Litvack – President,

Intelligence & Advisory and

Chief Digital OfficerLegal

Financial Advisory

Insurance

Real Estate

Consulting

About ALM

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CHALLENGE

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Hybrid Subscription & Advertising Model

Better Monetize Audience

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Hybrid Subscription & Advertising Model

Better Monetize Audience

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Parent

Child

Grandchild

Grandchild

Child

Grandchild

Transform Selling Model

1. Uniform and detailed taxonomy structure

2. Platform consolidation

3. Metering registration model

4. Tealium

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Data Sources

Campaign

Automation

Behavioral

Targeting

BI Reporting

Platforms

Personalization

ALM’S DATA ECOSYSTEM

More Data

Enrichment

Data

Enrichment &

Audience

Sizing

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ALM’S DATA ECOSYSTEM

1. Legal

2. Financial Advisory

3. Insurance

4. Real Estate

5. Consulting

Scalable Network of Platforms

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AUDIENCE TARGETING

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Define Ad Target:• In-house attorneys

• NY, NJ, PA

• Read at least 5 IP Law

articles last 30 days

Create “Badges”

Users click around

on ALM Sites

Target Audience

Badged

Ads, content, etc., can follow

user across entire ALM Network

BEHAVIORAL TARGETINGBadges enrich

general user

profiles

Even deeper reach through

remarketing

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ROI: BEHAVIORAL VS TRADITIONAL

Sent Leads

Open

Rate CTR

21,697 52 15.3% 0.24%

3,733 56 23.5% 1.55%

ADB Traditional = 417

Email Sends per Click

Behavioral = 67

Email Sends per Click

Traditional

Behavioral

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ROI: DEMAND GEN TEAMOct ’13 Jan ‘15

Email Sends 1.5 M 690 K

Open Rate 14% 24%

CTR 1.2% 2.6%

Click to Open 5.3% 9.4%

Clicks 10.3 K 10.5 K

Source: Exact Target

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GOALS

1. Continue to cut down e-mail volume, improve ROI and lower CPL

2. Further evolve audience selling and lead generation

3. Integrate predictive analytics – machine learning

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ALM LEARNING

Data is the future and focusing on data requires a cultural

change

Can be expensive

Not a one-time investment

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THANK YOUJeff Litvack – jlitvack@alm.com

#digitalvelocity15

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LINCOLN FINANCIAL GROUP

Tealium AudienceStream Use Case

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ABOUT LINCOLN FINANCIAL GROUPAudienceStream Use Case

Headquartered in the Philadelphia region, Lincoln Financial Group is a

Fortune 500 company offering a diverse range of financial services and

solutions. With a strong focus on four core business areas — life insurance,

annuities, retirement plan services, and group protection — our business is

built around supporting, preserving, and enhancing our customer's

lifestyles and providing better retirement outcomes. Led by over 9,000

employees, Lincoln Financial provides the tools and advice to help

individuals take charge of their futures.

© 2015 Tealium Inc. All rights reserved. | 31

BUSINESS MODEL - B2B2B2CAudienceStream Use Case

Wholesalers Financial Advisor

Investor / Customer

Broker Dealer- LPL, Merrill Lynch, Edward Jones

Lincoln Financial- Manufacture products

Lincoln Financial Distributors - Broker Dealer

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OPPORTUNITYAudienceStream Use Case

Current State:Wholesalers spend majority of time

effectively engaging with small group of

advisors

Opportunity:Wholesalers can target individual advisors

based on needs as determined from

behavioral data

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SETUP OVERVIEWAudienceStream Use Case

Advisor digital

interactions

Clean stream of visitor-level data

Page Views

Time on Site

Feedback

Transactions

Other Pages Visited

Traffic Source

Feedback VOC

Survey

Ad Retargeting

Analytics

Common Data Layer

Visitor Profile• Visualizer user• Product information• Visit frequency

• Device used• Forms accessed• Common searches

© 2015 Tealium Inc. All rights reserved. | 34

GENERATE ANOTHER REPORTAudienceStream Use Case

that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" (Simon 1971, pp.

40–41).

Herbert A. Simon

"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is

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VISUALIZER TOOLAudienceStream Use Case

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FOCUSED ACTIONABLE DATAAudienceStream Use Case

VA Visualizer User

• Has GUID• Tool name = VA:Visualizer

Define Audience Distribute Data into Salesforce.com

End of session data passed into Salesforce and updates advisor record

1) Visualizer Use = True2) I4life = True/False3) PDF = True/False4) Date5) SessionID

Data elements passed

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RESULTSAudienceStream Use Case

Increase wholesaler effectiveness– Provide focused actionable data

– Identify advisors that do not demonstrate our value proposition

Next steps– Identify critical interaction sequences and develop audiences

– Integrate with marketing technology platforms

– E-mail, retargeting, campaign automation

– Integrate audiences into analytics framework to assign values

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THANK YOU

#digitalvelocity15