1The Power of Predictive Intelligence

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PurposeMarketing Operations and CRM will be implementing Predictive Intelligence (PI) for Contigo. Our purpose is to ensure your team understands the data’s engine’s value, while identifying our needs for completing this implementation.

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What is Predictive Intelligence?

Predictive Intelligence (PI) is a data engine that collects consumer data on all channels and leverages that information to build unique consumer profiles based on a person’s behavior across those channels.

The data engine then has the ability to consolidate data obtained from all users and generate unique product recommendations to a specific consumer, based on what “look-alikes” have shown interest in.

The recommendations can then be tracked to identify the influence they had on a consumer’s engagement, giving Contigo the power to derive strategies or personas for the future.

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We Know Your ObjectivesImplementing Predictive Intelligence, will support Contigo and CRM’s collaborative objectives of:

• Improving consumer engagement through PI’s influence of consumer experience

• Increasing current product consideration and awareness through PI’s influence of web page visits

• Expanding consumer data capture through PI’s improved consumer insights

*Note: Objectives above are based on most impactful for CRM and do not reflect all Contigo brand objectives

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The Vision for Implementation

• Deploy quick ROI campaigns

• Leverage existing or in progress templates

• Cross-sell products• Enrich consumer

database• Reengage & Retarget• Optimize crawl

learnings

• Cross-channel Experience

• Email and Web• Activate off derived

preferences• Predictive Web

Analytics

CRAWL WALK RUN

Dec. 2016 – Feb. 2017 March – April 2017 May 2017 +

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• Rechecks the site later

• Decides to subscribe

Day 1 Interest

2 WeeksEngage

1 WeekSubscribe

3 MonthsUnsubscribe/Purchase

No Click

Unsubscribes from future messages• Likes Contigo

• Visits the site• Checks out

water bottles on the site

• Receives Welcome• Engages with kids

items + Tumblers on web

An Improved Customer Experience

PI ENGINE

Travis

Travis’ Experience Today

Travis’ Experience Tomorrow

• Receives Welcome• Includes water

bottles + other web items viewed

• Engages with mugs + kids items + Tumblers on web

• Receives Product email on Mugs

• Doesn’t include items he’s likely interested in

Interest

• Rechecks the site later

• Sees similar water bottles from last visit + others

• Decides to subscribe

Other Recommen

d Items

Interest Other Recommend

Items

• Receives Product email on Mugs

• Includes similar water bottles + kids items + Tumblers viewed on web

Consumer Experienc

e Continues

1 MonthsEngage

Where we are now…Where we can go…

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InterestInterest

Day 1 Interest

2 WeeksEngage

1 WeekEngage

3 MonthsContinued Experience

• Likes Contigo• Visits the site• Checks out

water bottles on the site

An Improved Customer Experience

PI ENGINE

Travis

• Receives Welcome• Includes water

bottles + other web items viewed

• Engages with mugs + kids items + Tumblers on web

Interest

• Rechecks the site later

• Sees similar water bottles from last visit

• Decides to subscribe

Interest

• Receives Product email on Pitchers

• Includes similar water bottles + kids items + Tumblers viewed on web

Consumer

Experience

Continues

1 MonthsEngage

Other Recommend

Items

• Visits the site• Checks out

water bottles + Mugs on the site as well.

• Looks similar to Travis.

• Receives next promo • Focused on mugs;

recommends Tumblers + water bottles.Tiffany

Other Recommend

Items

• Engages with kid’s items on site

Other Recommend Items

Note: Predictive Intelligence tracked Travis’ and Tiffany’s engagement and behavior through their cookies, and built recommendations along their journeys, based on that collection of data.

Consumer

Experience

Continues

Implementing the “Look-Alike” Consumer

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Contigo Catalog

Imported into ExactTarget

Includes:• Product Attributes• Price• Category

PI Data Engine

Configured on brand site to collect consumer data

Collects and tracks:• Unique user behavior• Product engagement • Views, purchases, carts

Travis’ Profile Data

Built automatically based on user behavior

Email engagement• Opens, clicks, forwards, time in

email, etc.Web engagement• Views + content engaged, time

on page, searched items, etc.Purchase behavior and history

Logic Build

Consolidates Travis’ data + Other Similar Consumers

Others Like You • “Users who

have bought this product also bought these products

Your Recently Viewed• “Other products

you may like”

Recommendation Lists

Determined based on brand’s desired scenario

Ex:• Bought Bought• Recently Viewed• Top Sellers

How the Work is DonePulled from the catalog, the collection, the build, the recommendation…

“Look-Alikes” Profile Data

Consolidates data captured from other similar consumers

Email Web

Travis’ Recommendation

GenerationBuilt to increase consideration and

drive trial and/or purchase

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DEC JAN FEB MARCH APRIL MAY

2017

ABANDON CART

ABANDON BROWSE

TIME TO UPGRADE

ON SALE

BACK IN STOCK

PRODUCT/PROMOBIRTHDAY SERIES

ANNIVERSARY SERIES

RATE & REVIEW

WELCOME

REENGAGEMENT

TEST, LEARN AND OPTIMIZE

NEWSLETTER

PRED

ICTI

VE IN

TELL

IGEN

CE C

AMPA

IGN

WALK – WEB IMPLEMENTATION #1 RUN – EMAIL IMPLEMENTATION #2CRAWL – EMAIL IMPLEMENTATION #1

A Best Practice ApproachThree phases of a staggered implementation - Crawl, Walk and Run

PRODUCT

CATEGORY

CART

CONFIRM

HOME

Note: Staggered approach allows CRM to maximize value and opportunities for an early return on investment through three revenue based triggered email deployments.

2016

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Detailed Email Deployment ProcessPredictive Intelligence Email Timeline

Work streams Week 1 Week 2 Week 3 Week 4 Week 5

Contigo

Email

Deployment

Campaign Template Development

HTML Development (Min. 2 Resources)

Implementation & Quality Assurance

Finalization & Go Live

Phase Checkpoint

To Be Confirmed

5 Days

5 Days

4 Days

Implementation Notes:According to these implementation steps, deployment should take a minimum of 21 days after the initial creative kickoff discussion amongst teams. (Discussion is not reflected on this plan)

*Risk: Deadlines are aggressive, for each day an action item is delayed, an extra day will need to be added.

***Requests: Contigo team has requested 14 days for campaign template development in order to complete internal reviews. That is not reflected on this plan.

Checkpoint Notes: Checkpoints are broken into thirds of the implementation, with the third being the “Go Live” of the email deployment.

7 Days

Note: This deployment leverages existing templates. Following these templates and substituting modules based on the email context, enables us to limit costs, time and resources necessary for deployment within this timeframe.

**Assumptions: Resources are 100% dedicated to this deployment.

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Measuring Performance and KPIsOur plan for tracking and measuring success, based on best practices.

*Goals will be measured once all web tracking is in place. **Goal is measured against the eight fields Contigo is currently capturing data through the preference center, and will be based on derived PI insights.

Note: Influence refers to a user clicking on a PI recommendation (or reference item in triggers).

To Be Confirmed

Increase current product consideration and awareness

Expand consumer data capture

• Increase influenced site visits by 3% by end of Q32017*

• Improve recommendation clicks by 2% by end of Q32017*

• Increase of total orders influenced by 10% by end of Q32017*

• Increase influenced revenue to 15% by end of Q32017*

• Increase consumers profiles captured by 5% Q32017.*• Increase customer data capture by 20% by end of

Q32017**• Capturing these new fields:

• Unique consumer affinities• Unique consumer product views

Industry Standard Benchmarks

Improve consumer engagement

Brand Objectives

Note: Objectives above are based on most impactful for CRM and do not reflect all Contigo brand objectives

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What We Need From YouTo Be Confirmed

• Excel file of most current Brand catalog• Continued partnership with current allocated resources

• Weekly collaboration meetings throughout on-boarding• Modify existing templates for proposed new campaigns• Web implementation ONLY: Access to eBiz or Meanbee resources

• Alignment on recommendations lists and Logic Build• Essential Brand business rules and requirements• Education on Brand limitations for product recommendations

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Steps to Getting StartedBegin Catalog Migration Feed – In Progress for Contigo – Approximately 3 weeks

• Imports brand products into PI extension and stores product data on the site• Brand submits to Salesforce Partners

Embed PI Engine on Site - In Progress for Contigo – Approximately 4 weeks • Configured on the site to begin collecting and tracking the users behavior, includes purchases made

Begin Data Collection – 30 Days after Engine is Embedded –Ongoing Process**• Merges data collected from the PI Engine with catalog information to start generating the data

recommendations

Recommendation Configuration and Logic Build* - Timetable TBD• Recommendations can then be configured and added to brand emails and brand site**• Executed by brand resources

*Note: This process will be completed in collaboration with the brand team in order to meet campaign objectives.

**Note: Results may take up to 30 days to formulate. As the Engine acquires data over time, recommendations improve and become more unique.

To Be Confirmed

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Appendix