Display Retargeting Pilot

June 13, 2013

Email: Display

Proprietary and Confidential | 2

Objective • Attain a better understanding of attribution across email & display

Theory is adding display to email drives better conversions

Pilot Overview

Proprietary and Confidential | 3

Run a Test on an existing campaign

• Display Retargeted participants transferred (via secure FTP) to retargeting partner

• All Send Email nodes in the Display Retargeted path contain a tracking pixel for dropping a cookie

• Send Email nodes in the Control Group path do not contain a tracking pixel

• Website conversion page needs to contain a tracking pixel to track conversions and turn off display for participants who convert

EmailParticipants Split

DisplayRetargeted

ControlGroup

CSV Transfer to Partner

CSV File

Continue Normal Series

Continue Normal Series

Targeting Non-Openers

Proprietary and Confidential | 4

WeeklyPromotion

Open?

Non-Openers

Openers

DisplayRetargeting

Free Shipping

Offer

Data Transfer

Proprietary and Confidential | 5

Client Display Partner

• File PGP Encrypted• Data Transferred via Secure FTP

SSHRetargetingRecipients Contains email address only

File is PGP encrypted File uploaded to secure FTP File rotation (Daily)

Data Processor

Fire

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Fire

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PGP encrypted file

Secure FTPRetargeting

Platform

Benefits

Proprietary and Confidential | 6

• Lift in conversions!

• Discounted ad buy

• Access to all the findings for use in future programs

Commitments

Proprietary and Confidential | 7

All we want in return is...

• Facilitate the tagging of program email templates and website• Work with us on development of display ad creative• Participate in published case study featuring results and

findings• Provide a quote/testimonial to be used in PR activities

StrongView will manage all the details...

• Facilitate the display ad buy• Define test plan & execute the test in selected campaign• Develop display ad creative with client's guidance & approval• Analyze results & findings• Develop case study with client’s guidance & approval