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Rackspace Analytics
Success Story
Sameer Khan
Marketing Manager, Rackspace US, Inc.
ABOUT RACKSPACE®
Important Facts & Figures*


                              WE SERVE

                             60%
          4,500+
       RACKERS
                                           OF
                                           THE

      190,000+
   CUSTOMERS                 FORTUNE® 100
    84,000+ SERVERS




                             OVER $1
          120 +
     COUNTRIES

                             BILLION $$$$
10 GLOBAL DATA               Annualized Revenue
      CENTERS



                                                 RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Challenge 1:
Disconnected CRM and Web Analytics




50%+
OF LEADS COME
     FROM
PHONE OR CHAT




                                     RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Challenge 1:
Disconnected CRM and Web Analytics




MANUAL
  DATA ENTRY

WEB CHAT CRM




                                     RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Solution:
Coremetrics CRM Integration



WEB CHAT CRM

 COREMETRICS
   DIGITAL
  ANALYTICS




                              RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Result # 1




 30%
IMPROVEMENT
   IN BUSINESS
    ANALYTICS
  PRODUCTIVITY



                 RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Challenge 2:
Attribution Based Budgeting (ABB)
            Spend                                         Results




  Content    Display   SEM                          Content   Display        SEM
  SEO        Social    Tools                        SEO       Social



 • Traditional Media mix methods are becoming obsolete
 • Campaign attribution throws unidirectional media mix off the charts
 • Big need for bidirectional budgeting models

                                                                   RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Solution:
IBM Lifecycle Channel Attribution




    Order on 1st Visit                      Order on 6th Visit


                         Huge Variability
    60%
                                                    40%
                 25%                                       30%
          15%                               20%
                                                                           10%
                          Channel Mix


                                                           RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Solution:
       Developing Attribution Based Budget Models

                                                        Channel Mix
                                                        Control Panel




                                                                  RACKSPACE® HOSTING |   WWW.RACKSPACE.COM


Confidential © Rackspace US, Inc. All rights reserved
Result # 2




               95%
              ACCURACY
                IN MARKETING
               BUDGET MIX TO
             SALES FORECASTING
                 AND RESULTS



                    RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Challenge 3: Revenue Attribution for
 Rackspace Utility Products



PAY AS YOU GO=
 MARKETING ROI
  ATTRIBUTION
CHALLENGE



                                        RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
$5 Discount on $1 Sandwich – Frugal Analytics




                                    RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Automation of Data Integration through
Coremetrics Multi-Channel


                            Billing
                            Database




                 Coremetrics Multi-channel Template File




                                       Multi-Channel FTP Import

                                                RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Result # 3


MARKETING ROI
   WITHIN



24hrs
OF FIRST INVOICE




                   RACKSPACE® HOSTING |   WWW.RACKSPACE.COM
Summary

                                                                                                                                                                      MARKETING ROI WITHIN



          30%
         IMPROVEMENT
                                                                                           95% 24HRS
                                                                                                 ACCURACY
                                                                                                                                                                                    OF
     IN BUSINESS ANALYTICS                                                              IN MARKETING BUDGET
          PRODUCTIVITY                                                                    TO SALES RESULTS                                                             FIRST INVOICE

    Happy Data Zombies                                                                      Happy Datarazzi                                                              Happy Bosses


               "Not everything that can be counted counts, and not
                everything that counts can be counted."
                                                                                                                                                                     – Albert Einstein

                                                                                                                                                                           RACKSPACE® HOSTING |   WWW.RACKSPACE.COM

Disclaimer : Actual results may vary depending upon the methodology and techniques used. Rackspace US, Inc. does guarantee or warranty these results by any means.
RACKSPACE® HOSTING               |    5000 WALZEM ROAD              |    SAN ANTONIO, TX 78218
                                         US SALES: 1-800-961-2888                |    US SUPPORT: 1-800-961-4454               |    WWW.RACKSPACE.COM


RACKSPACE® HOSTING   |   © RACKSPACE US, INC.   |   RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES.   |   WWW.RACKSPACE.COM

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Rackspace Marketing Analytics Success Story

  • 1. Rackspace Analytics Success Story Sameer Khan Marketing Manager, Rackspace US, Inc.
  • 2. ABOUT RACKSPACE® Important Facts & Figures* WE SERVE 60% 4,500+ RACKERS OF THE 190,000+ CUSTOMERS FORTUNE® 100 84,000+ SERVERS OVER $1 120 + COUNTRIES BILLION $$$$ 10 GLOBAL DATA Annualized Revenue CENTERS RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 3. Challenge 1: Disconnected CRM and Web Analytics 50%+ OF LEADS COME FROM PHONE OR CHAT RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 4. Challenge 1: Disconnected CRM and Web Analytics MANUAL DATA ENTRY WEB CHAT CRM RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 5. Solution: Coremetrics CRM Integration WEB CHAT CRM COREMETRICS DIGITAL ANALYTICS RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 6. Result # 1 30% IMPROVEMENT IN BUSINESS ANALYTICS PRODUCTIVITY RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 7. Challenge 2: Attribution Based Budgeting (ABB) Spend Results Content Display SEM Content Display SEM SEO Social Tools SEO Social • Traditional Media mix methods are becoming obsolete • Campaign attribution throws unidirectional media mix off the charts • Big need for bidirectional budgeting models RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 8. Solution: IBM Lifecycle Channel Attribution Order on 1st Visit Order on 6th Visit Huge Variability 60% 40% 25% 30% 15% 20% 10% Channel Mix RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 9. Solution: Developing Attribution Based Budget Models Channel Mix Control Panel RACKSPACE® HOSTING | WWW.RACKSPACE.COM Confidential © Rackspace US, Inc. All rights reserved
  • 10. Result # 2 95% ACCURACY IN MARKETING BUDGET MIX TO SALES FORECASTING AND RESULTS RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 11. Challenge 3: Revenue Attribution for Rackspace Utility Products PAY AS YOU GO= MARKETING ROI ATTRIBUTION CHALLENGE RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 12. $5 Discount on $1 Sandwich – Frugal Analytics RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 13. Automation of Data Integration through Coremetrics Multi-Channel Billing Database Coremetrics Multi-channel Template File Multi-Channel FTP Import RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 14. Result # 3 MARKETING ROI WITHIN 24hrs OF FIRST INVOICE RACKSPACE® HOSTING | WWW.RACKSPACE.COM
  • 15. Summary MARKETING ROI WITHIN 30% IMPROVEMENT 95% 24HRS ACCURACY OF IN BUSINESS ANALYTICS IN MARKETING BUDGET PRODUCTIVITY TO SALES RESULTS FIRST INVOICE Happy Data Zombies Happy Datarazzi Happy Bosses "Not everything that can be counted counts, and not everything that counts can be counted." – Albert Einstein RACKSPACE® HOSTING | WWW.RACKSPACE.COM Disclaimer : Actual results may vary depending upon the methodology and techniques used. Rackspace US, Inc. does guarantee or warranty these results by any means.
  • 16. RACKSPACE® HOSTING | 5000 WALZEM ROAD | SAN ANTONIO, TX 78218 US SALES: 1-800-961-2888 | US SUPPORT: 1-800-961-4454 | WWW.RACKSPACE.COM RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES. | WWW.RACKSPACE.COM