Turning Data Insight into Actionable Strategy

How dianomi™’s Exedra™ platform provides the insight

needed to engage and convert prospects optimally at every

stage of the customer journey

Cabell de Marcellus & Julian Barkes

Wednesday, 21 September, 13:50-14:20Visit us at

Stand198

Visit us at

Stand198

The Exedra™ Platform

Exedra™™

Live OptimisationTurning our proprietary

Level2Insight™ data into an

actionable strategy to maximise

ROI.

Audience ReachServing over 200m custom ad

impressions a month across our white

labelled premium publisher network,

targeting the affluent consumer, we

provide a brand-safe and

transparent environment.

Level2Insight™

Market Intelligence and

Analysis providing in depth

data insight to help you

acquire, retain and grow

your customer base.

Affluent Audience Targeting

Optimised ad placement via

our SmartLinks™ contextual

technology ensures promotions

are displayed in the right place

for the right person.

ENGAGE - OPTIMISE - CONVERT

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Stages of the customer journey

TARGET

ENGAGE

CAPTURE

EDUCATE

NURTURE

CONVERT

SURVEY

CR

ITIC

AL

MA

RK

ET

ING

INT

ELL

IGE

NC

E

Turning

prospects into

informed buyers

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Target

Affluence Age

TypesGroups

● Market to the right demographic with the means to become valuable customers.

● Exedra™ is fully integrated with Experian down to the household level.

● Users are demographically profiled in real time.

● 30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent.

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Engage

● Start by optimising your click-through-rate. It’s easier & results are more dramatic

● Choose theme, don’t guess. Listen to your customers through surveys

● Identify popular customer needs

● Use the customer’s terminology

● Start by optimising your most trafficked page

1. An improvement will make a bigger difference to sales

2. You will get test results faster and with more confidence

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Optimise

● Test everything - all marketing decisions must be based on

statistically significant test results

● Common testing mistakes:

1) Most examples don’t provide P-value - the probability

of obtaining the result by chance alone.

i) A p-value of less than 5% is a common level of

statistical significance.

2) Comparing test results over two different time periods

can mislead you.

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Optimise

A: 10 Seriously Undervalued StocksB: Which are the top 10 undervalued companies in the UK

CTR for Group A has 47.4% higher than Group B. The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.00% of the time by chance alone.

Leads generated for Group A has 32.2% than Group B. The result is statistically significant (at the p<0.05 level). A result like this will only occur 1.87% of the time by chance alone.

● Exedra™ automated ad variant testing

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CaptureExedra™ - automated A/B/n variant landing page testing

● Landing page submit rates depend largely on the extent of the user details you are capturing: 15%, 10%, 5%

● Use hero shots, awards, testimonials, social proof, authority and benefits.

● We work with industry leading optimisation experts.

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Example A/B landing page test

Binomial test to compare two proportions

VERSION CLICKS SUBMITS %

A: no awards 558 58 10.4

B: with awards 1265 202 16.0

Group B has 54% higher success rate than Group A.

The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.21% of the time by chance alone.

BUT the time period was NOT the same.

When we only look at data over the same time period...

VERSION CLICKS SUBMITS %

A: no awards 558 58 10.4

B: with awards 601 78 13.0

Group B has 25% higher success rate than Group A.

The result is NOT statistically significant (at the p<0.05 level). A result like this will occur 20.25% of the time by chance alone.

Capture

Action: Keep the test running until we have less than a 5% chance of obtaining the result by chance alone.

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Educate

● A customer cannot buy a product if he has not been

educated. In our surveys, we found the most popular request

from users was more education

● Education is an essential part of the buying process:

✔ Guides

✔ Reports

✔ Trials

✔ Demos

✔ Samples

✔ Test drives

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Nurture

● Use automated email touch-points: confirmation, fulfillment,

update

● Exedra™ is Return Path certified and fully compliant with

best email practices:

1. handling bounces

2. stopping emailing inactive users

3. achieving a low complaint rate

4. digital signing of emails (DKIM)

5. sending consistent volumes

● Sending emails at the same time of day as original request

● Automated optimisation of subject lines

Result: Raised deliverability from 50% to over 99%

Properly nurtured users are 4x more valuable

Service Provider:Email Delivery Certification

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Nurture

Exedra™ tracks the rate of opens, clicks, bounces, unsubscribes, complaints and CPM.

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Convert

Whether final stage conversion is completed online, via the post or over

the phone - persistence is vital.

● In some cases a prospect needs to receive 5.8 pieces

of direct mail before converting

● 93% chance of making contact after 6 attempts versus

only 39% on the first attempt (see leads 360 white paper)

● However 50% of leads are only called once

● Leads called within one minute can convert more than

4x leads that are left waiting

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SurveyLearn, Adapt, Evolve

Gain critical marketing intelligence to optimise your entire

marketing strategy

● What did you choose?

● Why did you choose that product?

● Why did you choose another product?

● Investor Surveys

● Automotive Surveys

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Example level2insight™ report, provide in-depth analysis including:

Page 2

Lead Sources and Volumes

Leads by Publisher

The Motley Fool (LM)

This Is Money

Interactive Investor

dianomi

London Stock ExchangeGoogleYahoo! Search

MSN

Yahoo! Finance

Guardian News & Media

Fair Investment Company

TrustNet

Telegraph

MIVA

Bullbearings

Timesonline

Reuters

Hemscott.comThe Motley Fool

MoneywiseFool email

lovemoney.com

Others

Volume of Leads by Month

2003/022003/032003/042003/052003/062003/072003/082003/092003/102003/112003/122004/012004/022004/032004/042004/052004/062004/072004/082004/092004/102004/112004/122005/012005/022005/032005/042005/062005/072005/082005/092005/102005/112005/122006/012006/022006/032006/042006/052006/062006/072006/082006/092006/102006/112006/122007/012007/022007/032007/042007/052007/062007/072007/082007/092007/102007/112007/122008/012008/022008/032008/042008/052008/062008/072008/082008/092008/102008/112008/122009/012009/022009/032009/042009/052009/062009/072009/082009/092009/102009/112009/122010/012010/022010/032010/042010/052010/062010/072010/082010/092010/102010/112010/122011/012011/022011/032011/042011/052011/06

0

500

1000

1500

Survey

● Demographic profiling

● Competitor

benchmarking

● Fulfillment tracking

● User feedback

● Mystery shopper

Page 3

Demographic compared vs UK populationExperian FSS Age Index for Leads vs Population

Age 18-25

Age 26-30

Age 31-35

Age 36-40

Age 41-45

Age 46-50

Age 51-55

Age 56-60

Age 61-65

Age 66-70

Age 71-75

Age 76+

-50

0

50

Experian FSS Affluence Index for Leads vs Population

Bottom 5%

Bottom 5%

-10%Low

10%-15%

Low 15%

-20%Low

er 20%-25%

Lower 25%

-30%Low

er 30%-35%

Lower 35%

-40%M

iddle 40%-45%

Middle 45%

-50%M

iddle 45%-50%

Middle 40%

-45%U

pper 35%-40%

Upper 30%

-35%U

pper 25%-30%

Upper 20%

-25%H

igh 15%-20%

High 10%

-15%Top 5%

-10%Top 5%

-50

0

50

100

Experian FSS Types Index for Leads vs Population

A1:Up & C

oming Elite

A2:Professional SolosA3:O

pportunities and Overdrafts

B4:Looking to the FutureB5:Lim

ited LivelihoodsB6:C

arefree Kick-offB7:Books and BeerC

8:Getting By Alone

C9:Solitary Effort

D10:Straining the Budget

D11:C

hild-raising Challenge

D12:Poor Prospects

E13:Fully Com

mitted Funds

E14:Independent InvestorsE15:C

onfident Consum

ersE16:Fam

ily Focused FinanceE17:W

ork-life BalanceF18:O

verspending Optim

istsF19:Savvy Big SpendersF20:D

ownscale M

ortgageesF21:H

ocked to the Hilt

G22:C

ream of the C

ropG

23:Corporate Top D

ogsG

24:Smart M

oneyG

25:Property TycoonsG

26:Conservative Accum

ulatorsH

27:Asset-rich AchieversH

28:Dependable C

omfort

H29:R

at Race Escapees

I30:Conventional Progression

I31:Cautious Borrow

ersJ32:Venerable W

orkforceJ33:Fam

ily ValuesJ34:O

n Course for R

etirement

K35:Inadequate ProvisionsK36:Pennyw

ise Economy

K37:Sunset SinglesK38:Seasoned State R

elianceL39:G

reys in the PinkL40:W

ell-off Dow

n-tradersL41:Vintage C

ouplesL42:Low

Cash Flow

EldersM

43:Old-fashioned Prudence

M44:Shoestring Seniors

M45:Pensioners in N

eed

0

100

200

Experian FSS Groups Index for Leads vs Population

A:Successful Start Type

B:Happy H

ousemates

C:Surviving Singles

D:O

n the Bread Line

E:Flourishing Families

F:Credit-hungry Fam

ilies

G:G

ilt-edged Lifestyles

H:M

id-life Affluence

I:Modest M

id-years

J:Advancing Status

K:Ageing Workers

L:Wealthy R

etirement

M:Elderly D

eprivation

-50

0

50

100

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Stages of the customer journey

TARGET

ENGAGE

CAPTURE

EDUCATE

NURTURE

CONVERT

SURVEY

Exedra™

TECHNOLOGY PLATFORM

CR

ITIC

AL

MA

RK

ET

ING

INT

ELL

IGE

NC

E

Detailed Demographic Analysis

Automated Ad Variant Testing, Contextual Tech

Automated Form Variant Testing

Turning Prospects into Informed Buyers

Build User Value with Email and DM

6 Conversion Attempts

Optimise the Entire Marketing Strategy

Thank you for your time

Any questions?

Cabell de Marcellus & Julian BarkesVisit us at

Stand198 www.dianomi.com