Breaking the Adobe Addiction: Using Celebrus & Aster for Better Web Analytics/ PersonalizationJohn Hines & Stewart HannaDirector, Corp Marketing Services - DigitalTeradataSr. Sales and Business DevelopmentCelebrus Technologies

At Teradata, we believe…

Analytics and data unleash the potential of great companies

Challenging the old way of handling Web analytics and personalization

Proposed Solution: Celebrus + Teradata + Teradata Aster®

Examples of Teradata Aster n-Path® Analyses

Personalization Deep Dive:Business Case for TeradataSolution Architecture

3

The Old Way…Millions of visitors come to our digital sites…

The Old Way……and everyone sees the same home page/sub-pages

Same banners, same headlines, same ads

The Old Way…Then we report on their movements/totals as snapshots, in aggregate, based on Adobe

server-side tagging on every page

Same banners, same headlines, same ads

Which We Turn into Slides…

No prediction of cause and effectNo same-user tracking over multiple visitsNo statistically valid pathing models that could be

easily read/understood, at an individual level (why did this person become a lead?)

Kept us anchored to Adobe (formerly Omniture) for all web analytics! (translation: EXPENSIVE)

Adobe Server-side Tagging is laborious, even with ATM/DTM

Adobe Target code was heavy on our page for Personalization (added 6-8 seconds to home page load times)

Problems with This Approach:

The Time Had Come for Personalization of T.com and Advanced AnalyticsPersonalization is a recognized key trend of modern web sites

Technology of Choice: Celebrus• High performance streaming event capture & delivery platform

– Providing on the fly contextualisation to digital data

– from multiple sources delivering to multiple targets

• Tagging-free deployment is simpler to use & more effective than Adobe Target

• Provides more detailed & complete website ‘big’ data than Google Analytics & Adobe Analytics/SiteCatalyst

• Gives us a much deeper, contextual understanding of individuals through:– In-memory view of each user's interactions in their current website session

– Historic customer profile with behavioural data from previous sessions

• This deeper understanding helps us optimize which actions & messages to take when:– Personalizing website content for each individual user in real-time

– Sending messages to external systems

• Celebrus is the #1 Teradata partner for customer-level digital interaction data capture & management

Celebrus captures data from 15bn digital visitors on over 30,000 websites per annum

11 > 9/11/2016

4 Business Cases for using Celebrus and Teradata Aster

1. Optimize ‘Golden Paths’ (increased site conversion)2. Attach web history and pathing to leads for Inside Sales(Increased lead close

rate)3. Provide personalized experiences (increased conversion)4. Remove non-performing terms from our agencies’ paid search buys, with little

negative impact on conversion levels (Increased paid search efficiency)5. Apply Marketing Attribution models to activity data which includes web

(advanced analytics)

Truly enables marketing to use big data to drive our digital experience!

A View of Celebrus

© 2016 Teradata

Delivery of the data file to Celebrus can be scheduled and placed on the Celebrus server

Captures all paths over multiple sessions from both anonymous /known visitors; data automatically feeds analytics/personalization rules engine

Celebrus Considerations• Celebrus can deliver incredibly rich and detailed data which has some great

advantages:– Power analytics to uncover previously hidden insight– Much easier to get detailed data than by tagging– Celebrus data has business context applied so it so has far more value than clickstream

data– Also captures from web and mobile apps as well as across devices enabling complete

single customer view

• You do near to bear in mind however:– That can create a lot of data to store– You might have to spend some time understanding which data is more valuable and

filtering out the "noise"

• In order to identify activities at a company level an add-on package, Maxmind, was needed to provide geo-location insight - they are a Celebrus partner and very inexpensive

Business team uses the self-service data warehouse environment (using BusinessObjects) to develop the Celebrus web analytics data file

The Right First Step: Connect the Source IDW Data to Celebrus

© 2016 Teradata

Web team can pull analytics at any time on any of ~500 attributes!

Celebrus-powered Aster nPath Analysis: A path that seems to be working well

1. Optimize

For marketing.t.com, shows most successful paths to ‘Request a demo’. Two main sources of traffic: t.com homepage and marketing.t.com homepage. Paths seem to be working, as the majority are going where we would expect

Compared to a Much More Complex Path

Here are paths to the download of our 2nd-most popular asset in October, the Data Lake white paper. Shows no clear path and a fairly confusing experience—this presents an opportunity for digital to optimize and increase clear visibility for this strong asset! A new model for how digital looks at our web presence.

Aster Reveals Another Opportunity to Increase Responses

Shows that some people are finding their way from the ‘Webcasts’ page in the Resource Library and the bigdata.t.com homepage to the Forbes survey page (our most-downloaded asset in Oct). If we featured the Forbes Survey more prominently on those pages, we could simplify their journey

Customer Journey MapAccount “heat map” insightsPatterns of key pages/site items

Which pages are truly performing best?

Pages with most activity, compared to bounce rates/’Marketing Qualified Response success rate’Patterns based on profile of person who filled out MQR forms (tied to EDW)Patterns based on customer journey time/# of visits

Shorten the time from 1st visit to Marketing Qualified Response

Tie to SAM data so paths for specific sales-qualified leads can be analyzed-which paths made the most money for Teradata?

© 2016 Teradata#bigdata #teradata

Future Test nPath Cases: Other Events/Scenarios of Interest

Top-Level Business Impact Goals:Increase page-level click-through rates by 20%Increase % of engaged visits from 45.8% of total visits (2015) to 50% of total visitsIncrease site conversion rate of Marketing Qualified Responses (MQRs)/Visits from 1.24% (2015) to at least 1.50%Increase % of MQRs which come from Target Accounts from 32% (Jan-May 2016) to 50%

We are being more conservative, but will estimate 10-20% improvement in engagement and conversion (extremely dependent on campaign-specific goals, content, and design

Personalization: Business Impact for Teradata

Anonymous VisitorsAccount/Company NameIndustryPrevious Anonymous Online Behavior Account Stage in Waterfall (we know the company, so we can tie to our Account DB)New vs. Return VisitorsReferral Source (search term used, referral site)Known Visitors (had visited previously and given us contact info)Job Title/RolePrevious known user behavior, post-form fill out (attendance at last year’s PARTNERS, specific white papers downloaded, campaign forms filled out, etc.)Individual Name (ex.: ‘welcome back, Samantha’)

No one can answer that question today - We will!

The Elusive Question for Digital Marketers in 2016: Which is Most Effective for Personalization?

Degrees of Personalization

Web Visitor

Behavioral or A/BPersonalization

Account AttributePersonalization

Contact AttributePersonalization

• past browsing behavior• A/B tests

• We might not know exactly who you are, but we know and “really” care about your company

• You’ve filled out a form or signed into our website. Now we know precisely who you are and can treat you uniquely based on your contact or account profile.

Personalization Proof of Concept Tests

Web Visitor

Behavioral or A/BPersonalization

Account AttributePersonalization

Contact AttributePersonalization

A/B Test “Welcome Back” Message “We see you’ve visited another one of our sites”

Industry-specific messaging

Business Level-specific messaging Business Function-specific messaging Volume test of 100K contacts

~8 week POC engagement, followed by project readout and production readiness and training

Teradata Data Warehouse (dev)

Personalization Architecture for Account and Individual Level

teradata.com

VisitorMaxMind toAccount Mapping

CRMAccount

Attributes

CRMContact

Attributes

Celebrus Personalization Server

Celebrus Behavior/Collection Server

HistoricalBrowsing Behavior

Real-time collection and personalization

Real time

Batch

Crawl – Celebrus developed initial configuration, with TCOM in supporting role Use Case: A/B testing

Show Celebrus’ capabilities for delivering A/B testing of different pieces of content

Simple to Complex – Test Cases for Personalization on Dev

© 2016 Teradata

Crawl – Celebrus developed initial configuration with TCOM in supporting role Use Case: Returning visitor

Show different content to returning visitors >> You saw x last time – here is y

Simple to Complex – Test Cases for Personalization on Dev

© 2016 Teradata

Celebrus/MaxMind captures and stores visitor information for anonymous personalization

IT EDW team had to figure out how to connect Maxmind’s company ID to Teradata’s Account NumberEnables us to personalize on any attribute in Teradata EDW

The Biggest Challenge

MaxMind TeradataAccount List

“Wal-Mart”U.S.

Account Nbr 1234secretsauce

Mapping Our Account Attributes to Celebrus

© 2016 Teradata

Account # and Industry matched to companies in Celebrus/Maxmind

Celebrus feed captures activity; when Company/Industry uploaded into Celebrus with creative assets, different industry messages shown to visitors from those specific companies

Walk – TCOM started to build experience around configurationUse Case: Account-based content

Create campaigns based on the user’s organization, determined by Maxmind. e.g., Add or remove content based on IP>> Ability to show a single company a customized message

Specific Messages for Visitors from a Single Company

© 2016 Teradata

What do We Use to Allow Web Visitors to Self-Identify?

© 2016 Teradata

Forms on T.com: Contact Us, Resource Library download form, Bigdata.t.com forms, webinar forms – take most recently updated contact data to use for personalization attributes

Loading Individual Attributes into Celebrus

© 2016 Teradata

Uploaded into Celebrus with creative options; when user attached to that email comes back, they see custom messages

Table created with email addresses matched to items we might want to use for personalization scenarios

Personalization Enablers/Vulnerabilities

Web Visitor

Behavioral or A/BPersonalization

Account AttributePersonalization

Contact AttributePersonalization

• Celebrus Software

• Celebrus /MaxMind Software• Requires MaxMind to SAM

Mapping (manual)• Data warehouse to supply

SAM account attributes to Celebrus

• Celebrus Software• Requires visitor identify via

form fill out, or Tpass login• Data warehouse to provide

SAM contact attributes to Celebrus

• Susceptible to cookie clearing, Celebrus is a 1st Party Cookie

• Improve Teradata web page artifact labeling

• Susceptible to Internet connection (ip addres) identification

• Susceptible to cookie clearing, Celebrus is a 1st Party Cookie

• Contact data quality

Enablers Vulnerabilities

Basic/Behavioral Messages‘Welcome Back’ to returning visitorsSpecific A/B banner testing (many, various)

Industry-Specific BannersWhen visitors come from companies within specifically identified industries, they should see banners on any page where they arrive which specifically target their industry with industry-specific offers

Personalized Messaging for Target Accounts/IndividualsShow 1st visit messaging determined to be appropriate for specific account (s)Or, after 2nd visit, they see messaging based on their previous on-site activityIf they have filled out a form, and we have contact information, possibly welcome by nameOffer to have them return to where they left offShow them relevant product- or solution-related content based on their job title/function

‘You Might Also Like’ Asset Suggestions for Target AccountsCreate a widget that shows on target pages (being determined) with a list of recommended assets, based on visitor attributes

‘Pages Viewed By Your Peers’ Widget for Target AccountsCreate a widget that shows the top pages viewed by other people from their company domain, or by other people with their similar job title from other companiesCould be modified to show top assets downloaded by other people from their company or job title

Specific Post-POC Use Cases for Personalization

• What isn’t seen on any of these slides is Adobe • Teradata can now perform detailed pathing analytics and

deeper personalization than that offered (to date) by companies like Adobe, DemandBase, Google, and LinkedIn

• A repeatable process involving cooperation between Marketing and IT

• Biggest challenges ahead: data quality and content creation strategy

• We can help you do exactly the same thing – talk with us about your web data situation

• Our addiction to Adobe and Google has been broken!

Conclusions

At Teradata…

We empower companies to achieve high-impact business outcomes

through analytics at scale on an agile data foundation

Thank You

Questions/CommentsEmail:

Follow MeTwitter @

Rate This Session # with the PARTNERS Mobile App

Remember To Share Your Virtual Passes

John.hines@teradata.com and Stewart.hanna@celebrus.com

JohnHineseComm

180