Teradata Integrated Web Intelligence

Teradata Integrated Web Intelligence

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The Today’s Customer Journey Is Complex

Marketers Are Challenged

• 360 Degree Customer increasingly online

• Global, 24x7 dialogues

• Integrating messaging across digital platforms

• Shifting media and measurements

• Web 2.0 and Data Proliferation

• Disjointed reporting and analysis platforms

Teradata

Teradata RelationshipManager

Online customer adds product to “wishlist”

Multi-step campaign

Event trigger

Product set for next best offer prompt; check inventory for

availability

Automated SMS sent to mobile phone, with link to web site and product offer, available at home store

Customer goes online via mobile, customer

buys product redeeming offer

Interactive redemption rate analysis chart

emailed to marketer

Closet addition followed by web site purchase prompts

2 new scoring events

New customer cross channel

score; prompts email to

customer for product review

Complex event trigger:

recent activity reflected in

latest propensity

model update;

Customer back online clicks thru

on Facebook link in email

Positive-sentiment Facebook about his

new products captured in DW;

Teradata captures recent online behaviour and adds segment to TRM, based on value and purchases = “Influencer” segment, qualifying customer for new campaigns & offers

TRM emails report to marketer: customer

highly profitable

Enterprise event due to change in

product score;

Alert report sent to

Merchandising

Marketing Analysis, Action and Automation

What are the benefits which could be achieved?

Benefits DescriptionBenefit

CategoryAnnual

Benefit £K

Personalised Homepages Revenue

Personalised E-Mail Revenue

Reduce Abandoned Baskets Revenue

ECA Targeting Revenue

Book Led Shoppers Cost Saving

Phone (to web) Cost Saving

Total Benefit

POC Financial Measurement

Demonstrate level of customer detail able with browsing online/offline behaviour

Browse, no offline contact, reactivate, telemarketing

Abandoned Basket and Order campaigns

18K no offline contact customers that are browsing

Analysing customers use of quick order form

Analysing customers who subsequently order offline

Potential Additional Business Benefits

1. Search Engine Spend 2. Potential lost sales from customers browsing items out of stock 3. Telecomm marketing campaign based upon browsing/abandoning high value items online

8X Return On Investment (ROI)

Cross Sell/Up Sell Example

Burn Page Offer Process1. On a daily basis, find all those accounts who

encountered a burn page. Areas of Opportunity> A product or add-on not currently purchased> A premium level of service not purchased> An expired product

2. Immediately produce an email campaign to offer a “trial” to that service to entice usage

3. After trail period, confirm usage to the service/product via Omniture data

4. Follow up with an offer for service

Acquisition Example

‘Look-a-like’ Campaign Process1. Define “best” customers

> Combination of Behavior, value and product depth and usage

2. Isolate common characteristics of these best customers> SIC, geography, revenue, employee size, D&B scores, etc

3. Apply those characteristics as search criteria to the overall universe to create a “hot prospect” list

4. Create campaigns to target these prospects> Potentially customize message based on SIC or product

specific usage

New Impact from EDW with On-line Data

Domain Value Driver Data Type

Customer • Customer engagement, intention and aspiration• Improve Conversion rates• Channel Migration• Cross-channel path analysis• Early customer defection identification• Enhanced customer loyalty measurement• Life Time Value measurement

• Visitor Data

Advertising

• Keyword bid management• Advertising Response • Media Mix • Advertising Attribution• Media Spend• Ad. Campaign mgt.

• Paid Search• Display ad• Ad spend

Brand • Social Networking• Brand Monitoring• Peer group messaging• Net Promoter Score

• Social media

11 >

Unified LDM IWI Physical Data Model Data Collection Adapters Key Technology PartnersIW

I IP

+P

artn

er E

cosy

stem Faster Time to Market

Proven IntegrationVendor / Source IndependentBest in Class Components

Extended Web Subject Tables

• Off-line and transaction orientated data tables extended to include very specific “web” activity including:

– “Web events”

– “Web operations”

– “Web search”

– “Web site”

– “Web visit”

– “Web Advertising”

– “Social Media”

• All these tables focus those activities in driving, acting, interacting or exiting web page

Web Visit Web (visitor) Events Web Search

session ID shopping cart events search action

visiting “persona ID” game play event search name

type of browser media play search event

spoken language campaign event search result

the cookie used ad serving keyword search

the actual content and components

viewing event search engine

ad and creative

banners

items for lookup

Additional Attributes

Extended Web Subject Areas

Three key areas that can drill into extended behavioral data including:1. Search = the purpose of this subject is to capture the search

keyword used by the visitor and the status of the search activity:> all aspects of online search activities – both external to the visited web

site and internal to the visited web site search information is captured in the WEB SEARCH subject area

2. Event = Capture all activities performed while online that track as an ‘event’ including such things as: > purchases, view shopping basket, shopping basket additions,

shopping basket deletions, downloads etc.

3. Visit = Capture all activities surrounding an individual visit including: > ‘web page visit’ all activities surrounding an individual visit – including

all views, paths and page views> ‘web object view’ which allows specific ‘personalization’ engines to be

reviewed – providing insight to which recommendations have been served and then converted

Load into IWI Physical Model

Staging

Step 1Source Web Analytics File

Step 2

Teradata IWI Web Sourcing Toolkits

• Business needs assessment• Websourcing

> 4 Google (Analytics, Ad Words, Dart Adv. and Pub)> Microsoft BING, Yahoo!> Webtrends, Omniture and Coremetric

• Data collection and file delivery testing• Mapping online data into Teradata IWI physical models

> Load data into staging table(s) using Teradata standard load utilities> Processes the desired Webtrends fields and populates them into Teradata’s

IWI physical data model> Web analytics data populates 4 subject areas, 25 tables and unlimited fields

WebsiteMobile Site

ApplicationsMobileIVRSet Top BoxFacebookVideo

Tag

WTOD- Redundant DCSDC Servers

SDC Files

Web Analytics

Data Scheduler/ SFTP

REST API

Data Collection API

SDC Log File delivery SFTPAdaptor

Webtrends Open Architecture

On Teradata.Com

• Videos> Effective Customer Analytics with Integrated Web Intelligence

Integrated Web Intelligence – the ability to bring web data into your data warehouse.

> Improve Every Customer Interaction Using Smarter-Consolidated Data Teradata’s Rob Tuttle outlines the significant value of combining and integrating a company's online customer behavior data with offline data.

• White Papers> Unlocking the Potential of Integrated Marketing Data

This white paper, by Jim Sterne of the Web Analytics Assoc. and Paul Barrett of Teradata, discuss the competitive advantage of getting, integrating and using customer data.

• Podcasts > Integrated Web Intelligence

In this podcast Dr. Edouard Servan-Schreiber from Teradata explains integrated web intelligence. Teradata offers a solution that facilitates the combination of web data with all of a company's existing marketing data.

> Speed-Trap and Teradata - Gathering Customer Data Rebecca Bucnis, Teradata and Malcolm Duckett, Speed-Trap explain how to gather data in order to better understand customers.

> Teradata and Webtrends Find out how customers have used the offering from Teradata and Webtrends to be able to take advantage of the wide range of digital information now available.

> The Value Proposition for Integrating Online and Offline Data Paul Barrett, examines the importance and the value proposition of integrating online and offline data.

> Web Analytics and Teradata Integrated Web Intelligence Kim Dossey talks with Claudia Imhoff about what’s new with web analytics and Teradata Integrated Web Intelligence

• Demo> Teradata Integrated Web Intelligence

Fusing Both Worlds Into One: Integrating customer web behavior with historical data for better decision-making and improved business value with Teradata Integrated Web Intelligence

• Data Sheet> Teradata Integrated Web Intelligence Solutions

Teradata Integrated Web Intelligence collects and integrates web behavior into your data warehouse to provide access to a more comprehensive customer view.

• NEW:> Podcasts from EMEA Universe> Rob Tuttle/Jull Dyche Webinar

Teradata Magazine

• A New Frontier: http://www.teradata.com/tdmo/Article.aspx?id=12611• Fusing Two Worlds into One: http://www.teradata.com/tdmo/Article.aspx?id

=12617 • Data Links: http://www.teradata.com/tdmo/Article.aspx?id=12613• The Next Big Bang: http://www.teradata.com/tdmo/Article.aspx?id=12656