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How Companies Track You

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Agenda

• Introductions• Email Tracking• Web Tracking• Offline Tracking

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Email Tracking

• Track Messages Opened• Links Clicked• Conversion to Purchase• Valid Email Address• When you open (time of day)• Where you open

(geographic)

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Email Samples

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Email Samples

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Web Tracking

• Cookies• Session Cookies• Persistent Cookies• 1st Party Cookies• 3rd Party Cookies

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Web Tracking

• Username & Password• Login info• Geographic Information• Time, Date• Facial Recognition• Gender “Guessing”

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eCommerce Conversion Tracking

Conversion Tracking: Code placed on order success

page, contact form success page.

Allows you to know what CPC keywords resulted in a Conversion.

You Can Only Control What You Can Measure

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Offline Tracking

• Cooperative Databases• Everyone adds to the pool• Everyone can take from the

pool• Age, Income, Home, Marital• Categories:• White wine, import car• Beer & Nascar

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Offline Online Tracking

• Promo Codes• Personalized URLs• Coupon Codes• QR Codes

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Search for “Car Stereos”

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Confusing… No Car Stereos!

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Search: build ipad app Boulder CO

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Personalized Search Result

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Want A Real Person?

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Works for Other Terms, Too.

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Personalization On Form

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“Personalized” Success Page

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Quick Conversion Stats

Campaign Result:

35% Increase in Conversions for Personalized Search Pages

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How Search Personalization Works

Website “Reads” inbound Search Terms

Uses terms to Personalize Page

Mail MergeRules-based System

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Postcard - Front

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Postcard – Personalized URL

Dear Jeff,

P.S. To sign up / more info, visit:www.AdventureRabbi.org/Jeff.Finkelstein

Jeff Finkelstein2990 Vassar DriveBoulder, CO 80305

P.S. To sign up / more info, visit:www.AdventureRabbi.org/Jeff.Finkelstein

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Website – Personalized URL

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Pre-Filled Contact Me Now

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Pre-Filled Registration Page

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How a pURL Works

User Enters pURL into Browser

System “reads” information from browser

System goes to database, retrieves info, creates personalized page.

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Quick Conversion Stats

pURL Success Statistic:

22% Increase in Registrations for Personalized Landing Page vs. non-personalized

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Personalized Email Campaign

Regular Website:

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Welcome, Jeff Finkelstein!

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First, Last, Email Pre-Filled

Regular Website:

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How Email Personalization Works

User Clicks On Link in Email message.

System “reads” information during link redirect.

System sets cookie; values of first, last, email can be read by site.

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Quick Conversion Stats

Email Web Personalization:

DiscountDecorating.com had 18% increase in orders vs. non-personalized site.

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Customer Paradigm’s Approach

(Talking to existing customers)RetainEmail MarketingpURL / Direct Mail

Search Engine OptimizationSearch Engine MarketingpURL / Direct MailTrade Show MarketingViral / Microsites

Acquire (Get new customers)

DesignContent MgmtCalendar / Events eCommerce + moreiPhone / iPad Apps

Interact (Interact via the web)

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Questions?

Contact: Jeff Finkelstein303.473.4400http://www.CustomerParadigm.com/

Questions?

• Web & Email Marketing• Print Design