1. Putting Customers at the Heart of Your Analytics StrategyRusty WarnerVice President, Product MarketingFebruary 28, 2012SDL Proprietary and Confidential

2. Agenda Where Is Marketing Headed? How Do We Get There? Who Is Doing it Right? What if You Get it Wrong? How Do You Measure Success? SDL Proprietary and Confidential 3. Where Is Marketing Headed? Todays customers are Inundated with information Actively engaged in multiple channels More informed and less brand-loyal Able to choose from the entire world 4. Where Is Marketing Headed?Successful marketers mustbecome Customer EngagementManagers Successful marketers must Understand customers with analytics Orchestrate cross-channel communications Engage customers with relevant offers Treat customers as unique individuals 5. Where Is Marketing Headed? Customer Engagement Management RelationshipMarketing5 6. How Do We Get There? What We All Want To Do: Derive Maximum Value from Customer Engagement Deliver High-Velocity Campaigns using Data Driven Insight Make Marketing Resources More Productive and Effective Increase Response Rates and Drive Revenue Objectives How Do We Do It? Build an Enterprise View of Customer Information Merge Deep History with Current Behaviour Single, Consistent View versus Single Database Utilise Customer Intelligence Analytics Data Exploration for Personalisation Predictive Modelling for Scoring and Propensity Leverage Best Practices and Apply Governance Synchronise Efforts with Business Operations 6 7. Who Is Doing It Right? Organisations who... Value Engagement versus Processes or Management Understand the Relationship between On-Line and Off-Line Treat Customers Consistently across Channels Measure the Business Impact of Marketing Activities Best Practices 7 8. Britannia: Customer Retention and DevelopmentObjectives Put the Customer First Execute based on Customer Insight Manage Increasing Channel Complexity Achieve Significant ROI ImprovementsResults Reduced Direct Marketing Costs by 30% Doubled Annual Number of SuccessfulCross-Sell Customers Increased Average Product Holdings per8 Customer by 15% 9. Britannia: Customer Retention and Development Both marketing productivity and efficiency have increased. We look forward to creating further innovative customer insight programmes and continuing to maximise ROI.9- Head of Customer Knowledge & Planning 10. Eurostar: Customer Profiles and Preferences Objectives Eliminate Disparate Data Silos Increase Customer Intelligence Improve Relationship-Building Support Operational ExecutionResults Consolidated Database with CustomerInformation from Multiple Countries Open-Rates Increased by 100% Click-Throughs Increased by 50%10 Average Revenue Increased by 400% 11. Eurostar: Customer Profiles and PreferencesWith the implementation of the database,Eurostar have been able to create targetedcommunications based on traveller behaviourand profiles. The results have been far beyondexpectations.11- Customer Database Manager 12. Cisco: One-to-One Relationships Objectives Sell to Companies BUT Market to Individuals Identify the Right Contacts for Campaigns Develop a Single Global View for Local Use Re-Activate Dormant ContactsResults Consolidated Database 40M+ Customer Contacts 100M+ D&B Companies Deep History for Up-Sell and Cross-Sell12 Predictive Modelling for Propensity and Value 13. Cisco: One-to-One Relationships Tremendous potential for gaining new insights has been unleashedToday we can perform analysis tasks around 30 times quicker than before.13- Global Database Marketing Manager 14. Best Western: Email and Web Integration Objectives Improve Customer Engagement for Loyalty Program Increase Relevancy of Newsletters and Campaigns Treat Individuals as Unique Users for Email & Web Deliver Dynamic Content based on Customer Behaviour Results Greatly Enhanced the Standard Tiered Approach for Customer Loyalty 40% Increase in Click-Through Rates 540% Rise in Loyalty Point Redemption14 30% Overall Return on Investment 15. Best Western: Email and Web Integration We can build quick, flexible campaigns, all with 1000s of content variants. As the tools integrate seamlessly, we also save time as we dont have to move data manually between the database and email tool anymore.15- Digital Product Consultant 16. PepsiCo: Social Media Integration Objectives Starbucks Analyze Purchase Decisions Understand Consumer Behavior Determine Impact of Bottled Drinks Enhance Customer Experience via CollaborationObjectives Mountain Dew Support Launch of New Voltage Flavor Increase Awareness and Drive Trials Convince Web Influencers to Advertize Reduce Research & Analysis Efforts16(from 100 hours over 2 weeks to 15 hours) 17. PepsiCo: Social Media IntegrationThe solution gave us the flexibility to find thetype of granular insights which help underpinour services, in a fraction of the time it wouldnormally take.17- CEO, Global Agency Partner 18. What Happens If You Get It Wrong?Examples from Personal Experiences(Names Hidden to Protect the Guilty!!!)1.When You Cant See the Forest for the Trees Marketing Not Aligned with Customer Demands Processes & Metrics Matter More than Customers2.When You Rob Peter to Pay Paul Marketing Not Aligned across Business Units Customers Defect while You Figure Out Who They Are3.When Youre Your Own Worst Enemy Marketing Not Aligned with Operations Customers Engaged, but You Cant Service their Needs18 19. How Do You Measure Success? Define Agreed, Quantifiable Metrics Reduction in Spend per Channel Campaign Uplift for Open, Click-Through, etc. Revenue Results Directly Impacted Apply Business Performance Benchmarks Business Problem Solved New Business Opportunity Realised Tangible Advantage over Competitors Dont Forget Internal Goals and Objectives Users Satisfied and Asking for Additional Functionality Project Delivered on Time and on Budget Created an Agent of Change within the Organisation19 20. Putting Customers at the Heart of Your Analytics Strategyrwarner@sdl.comrusty.warner@alterian.comTwitter: @RustyWarner LinkedIn: Rusty Warner 21. Copyright 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.