How to successfully transform your marketing

using Big Data? Use cases in Progress.

Zoran Arsovski

Director, Digital Marketing at Progress

What is Big Data?

Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information

processing that enable enhanced insight, decision making, and process automation.

Source: Gartner, http://www.gartner.com/it-glossary/big-data/

Why Big Data Matters to Marketing?

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 5

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 6

Use cases in Progress

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Use Case #1 – Local Events

Hypothesis: personalize the progress.com (home page) to all visitors coming from

Germany and UK showing them the local events in these countries

Goal: increase the # of registrations for the local events

How we did it: using “country” data attributes in real time, as personalization trigger

What tools we used:

• GA to identify the traffic volume

• Optimizely to create and run the personalization experiment

• GA to report the results

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 8

Use Case #2 – Mobile Device Visitors

Hypothesis: Improve customer experience to all visitors coming from mobile devices by

showing them a mobile-first version of the page (vs. responsive design page)

Goal: increase the number of trials for visitors coming from mobile devices

How we did it: using “device category” data attributes in real time, as personalization

trigger

What tools we used:

• GA to identify a high mobile traffic pages

• Optimizely to create and run the personalization experiment

• GA to report the results

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 9

Use Case #3 – DevCraft Buyer Journey

Hypothesis: identify key behavior touch points of customers before they purchase our

product bundle DevCraft

Goal: increase conversion rate % between trials and purchases

How we did it: built and ran customer journey model using Google BigQuery

What tools we used:

• GA to collect all data points from the online and offline customer journey

• BigQuery to store and query the data set (run the model)

• Tableau to visualize the findings

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 10

Use Case #4 – Early License Renewal

Hypothesis: show individual offers to our current clients when they visit My Account

section on telerik.com

Goal: % increase in customer retention for current DevTools license holders

How we did it: using key/value pairs to export data from our CRM and import it to DFP

What tools we used:

• CRM to define the retention rates and create the high-return audience segments

• DFP to create and run the personalization experiment

• CRM to report the results – we used special promo codes to measure the attribution

© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 11

Use Case #5 – Outdated Product Version

Hypothesis: show individual OpenEdge product upgrade offers to our current clients

when they visit any page on progress.com

Goal: decreases the time (# of days) for product upgrades to newer OpenEdge product

versions

How we did it: using key/value pairs to export data from our CRM and import it to DFP

What tools we used:

• CRM to identify the outdated product license holders (list of organizations/users)

• DFP to create and run the personalization experiment

• CRM/GA to report the results – we used dedicated “contact us” form to measure the

attribution

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3 Bonus Tips to Digitally Transform Your Marketing

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Get the right team and solution 1.

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2. Turn marketers into technologists

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3. Unify the digital experience