www.sclanalytics.com Advanced Web Analytics Turning Insight into Action Matt Hopkins Technical Account Manager SCL Analytics [email_address] Tel: +44 (0)1293 403636

SCL Analytics and Unica SCL Analytics UK, Eire, Scandinavia and Benelux partner for Unica (Unica Affinium NetInsight) Expertise in delivery of web analytics, training and consultancy Unica Established leader in Enterprise Marketing Management (EMM) Top rankings by industry analysts Operations in North America, Europe , Asia , and Australia Strong financial performance NASDAQ listed company Profitable, revenue growth 30 - 40 % Yr/Yr over past 5 years 500 Enterprise class customers 1000s of additional web analytics customers

SCL Analytics

UK, Eire, Scandinavia and Benelux partner for Unica (Unica Affinium NetInsight)

Expertise in delivery of web analytics, training and consultancy

Unica

Established leader in Enterprise Marketing Management (EMM)

Top rankings by industry analysts

Operations in North America, Europe , Asia , and Australia

Strong financial performance

NASDAQ listed company

Profitable, revenue growth 30 - 40 % Yr/Yr over past 5 years

500 Enterprise class customers

1000s of additional web analytics customers

Typical Business Requirements 1. Acquire Prospects 2. Engage & Convert Prospects 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients Sample Clients Online Increase traffic & clickthroughs Optimize advertising Optimize PPC & organic Optimize organic ranking Online & Offline Optimize offline ads & effects Target by demographics etc. Online Optimize ad landing pages Inform & engage with content Optimize site ads Minimize drop-outs & errors Maximize registrations Online & Offline Multi-channel conversion progr. Online Learn about aggregate demand Learn about individual customers Detect cross-sales opportunities Detect and prevent attrition Online & Offline Engage in timely, relevant 1:1 dialog across web, e-mail, call-center, and offline channels Online Optimize usability Optimize site search Optimize navigation Reduce # of clicks to content Online & Offline Maximize self-service success to minimize call-center calls Provide consistent experience

Online

Increase traffic & clickthroughs

Optimize advertising

Optimize PPC & organic

Optimize organic ranking

Online & Offline

Optimize offline ads & effects

Target by demographics etc.

Online

Optimize ad landing pages

Inform & engage with content

Optimize site ads

Minimize drop-outs & errors

Maximize registrations

Online & Offline

Multi-channel conversion progr.

Online

Learn about aggregate demand

Learn about individual customers

Detect cross-sales opportunities

Detect and prevent attrition

Online & Offline

Engage in timely, relevant 1:1 dialog across web, e-mail, call-center, and offline channels

Online

Optimize usability

Optimize site search

Optimize navigation

Reduce # of clicks to content

Online & Offline

Maximize self-service success to minimize call-center calls

Provide consistent experience

Unique Value For Online Customers: “Insight to Results” Sample Reports Campaign KPIs & Reports Unique visitors by ad Conversion rates Value / ROI Geo analysis Drive Results Marketing Resource Mgmt. Ad Campaign Management Conversion KPIs & Reports Overlay heat maps Scenario funnel visualizations Click path visualizations Troubleshooting Drive Results Real time site advertising Re-marketing e-mails, etc. Relationship KPIs & Reports Life time value reporting Segment click behaviour by customer segments Drive Results Detect changes in patterns Provide next-best offers using click and offline customer data Closed loop x-channel analysis Services KPIs & Reports Self-service registration funnels Site search reporting Path-between reporting Content utilization Drive Results Execute channel migration marketing programs 1. Acquire Prospects 2. Engage & Convert Prospects 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients

Campaign KPIs & Reports

Unique visitors by ad

Conversion rates

Value / ROI

Geo analysis

Drive Results

Marketing Resource Mgmt.

Ad Campaign Management

Conversion KPIs & Reports

Overlay heat maps

Scenario funnel visualizations

Click path visualizations

Troubleshooting

Drive Results

Real time site advertising

Re-marketing e-mails, etc.

Relationship KPIs & Reports

Life time value reporting

Segment click behaviour by customer segments

Drive Results

Detect changes in patterns

Provide next-best offers using click and offline customer data

Closed loop x-channel analysis

Services KPIs & Reports

Self-service registration funnels

Site search reporting

Path-between reporting

Content utilization

Drive Results

Execute channel migration marketing programs

Unique Characteristics of Unica Affinium NetInsight Flexible Adaptable for any tracking needs On-premise and/or on-demand Log files, page tags or both Open Integrate online, offline and customer data Integrate with external data sources CRM, BI, EDW Instant Insight Easy to use/Navigate Easy to create new reports & custom KPIs Action: Turning insight into results!

Flexible

Adaptable for any tracking needs

On-premise and/or on-demand

Log files, page tags or both

Open

Integrate online, offline and customer data

Integrate with external data sources

CRM, BI, EDW

Instant Insight

Easy to use/Navigate

Easy to create new reports & custom KPIs

Action: Turning insight into results!

Flexibility

Flexible: No Need to Choose Between On-Demand or On-Premise! NetInsight On-Demand Both are 100% compatible Switch at any time with all your data & reports! NetInsight On-Premise Start immediately Remove dependence on IT Pay monthly, no capital expenses Keep your data on-premise Integrate into BI & CRM more easily & more reliably Leverage your own staff Pay one-time or yearly

Start immediately

Remove dependence on IT

Pay monthly, no capital expenses

Keep your data on-premise

Integrate into BI & CRM more easily & more reliably

Leverage your own staff

Pay one-time or yearly

Standard Package Flexible: NetInsight Options All Standard & Custom Reports ? Unlimited Ad-hoc Reports Unlimited Users & Roles Data Warehouse Initial Startup & Training Dedicated Account Manager Customer Support Optional Add-Ons World Class Security Data Integrations Data Feeds Assistance Best Practices 1:1 Marketing K-Base & Forums Regular Webcasts

Standard Package

Flexible: Deployment & Technology On-premise or SaaS Compatible so customers can switch with all data etc. Proxy,etc Intranet Extranet Any type of Web sites Internet Any # of clustered servers Any content mgmt. system Any type of UI Overlay UI, Drag & drop Marketing UI, BI templates E-mail alerts Any analytics server Any OS Any RDBMS Open schema Any number of visitors (or any amount of Web site traffic) Scales using MySQL, Microsoft SQL Server, Oracle, DB2, or Netezza database Any data collection Use logs or tags or hybrids for data collection Use 1 st party cookies or user names or hybrids JS Optimize Robots & Spiders

Flexible: Hybrid Data Collection Aborted downloads or page views Un-trapped HTML errors Pages missing a page tag Visitor lacking JavaScript e.g. wireless browser, where <noscript> tags fail Search engine robots/spiders indexing pages Visitors clicking to next page before page has fully loaded Visitors and page views missed by pure page tagging Page views and events missed by pure logs analysis Page views of a static HTML page that was cached, e.g. browser’s back button On-page events, e.g. Add to cart Remove from cart Scroll down Change a specific field on form Selection in a drop-down box Screen resolution Page views on remotely hosted portions of site, if logs cannot be obtained Augmented log file includes log records and tag records PDFs downloaded directly from Google

On-page events, e.g.

Add to cart

Remove from cart

Scroll down

Change a specific field on form

Selection in a drop-down box

Screen resolution

Flexible: Data Collection With Event Tagging (Web 2.0) Think of events vs. page views Tag relevant events with Unica’s Event Tagging functionality Choose right Event Tagging language for the right job: Flash/Flex Apps/Movies: ActionScript Event Tagging AJAX, DHTML Applications: JavaScript Event Tagging Your blog postings on others’ blogs: Pixel Event Tagging Digital Snap Shooter X2020 LCD Display Read Feature Reviews Rate Feature Tag dragging & dropping , zooming, panning, etc. Tag selections, actions, blogging

Think of events vs. page views

Tag relevant events with Unica’s Event Tagging functionality

Choose right Event Tagging language for the right job:

Flash/Flex Apps/Movies: ActionScript Event Tagging

AJAX, DHTML Applications: JavaScript Event Tagging

Your blog postings on others’ blogs: Pixel Event Tagging

Open

Open: Integrate with the Enterprise Web Analytics Content Mgmt: Versions, Approvals, Markup Automated Predictive Modeling Marketing Resource Management Powerful & Flexible Customer Decisioning Distributed Collaboration Dashboard & Metrics Intelligent Lead Mgmt Email Authoring & Execution Contact Optimization Real-Time Personalization

Open: Gaining Insight Into Your Marketplace Combine with products and parts catalog database Capture interest in products and configurations from dynamic Web site content usage Analyze which configurations are popular together Parts catalog Correlate Web traffic with historical product purchases; forecast next month’s demand

Open: ROI Reporting

Insight

Insight: Which Of Your Pages Contribute to Converting Visitors?

Insight: How Do Different Visitor Segments Browse The Site Differently? Women Men

Insight: Which Rich Internet Application Features Are Used Vs. Ignored?

Insight: How Do Visitors Navigate the RIA? Are There Bottlenecks?

Insight: Target the Right Visitors

Insight: Do Visitors Complete Scenario Processes? Drill to exit pages

Action

Action: Switch into A/B Analysis Mode

Action: Paid Visitors Were Thrown Off By Our Online Form

Action: Typical Scenario Clickthrough, then Drop-Out

Action: Jumping to Conclusions… That keyword isn’t working for me I can blast out an e-mail with a 20% discount offer? No!! Some of the online users have actually booked by phone … and they booked for full price Only send the offer to users who haven’t booked

That keyword isn’t working for me

I can blast out an e-mail with a 20% discount offer?

No!!

Some of the online users have actually booked by phone … and they booked for full price

Only send the offer to users who haven’t booked

Action: Systems Can Close the Loop Between Online & Offline Customers 1. Registered customer goes to web site but drops out 2. Call-Center or POS registers booking Contact / Response History 3. ROI Analytics & Action Common customer ID Relevant email or real time offer

Top Features in Affinium NetInsight Top-level Platforms: Netezza, Oracle, MS SQL Server, DB2, MySQL, Linux, Windows, Unix Real time reporting Integration with external data sources e.g. CRM, BI, CMS, Ecommerce and Marketing Systems User interfaces Next generation, drag & drop, enterprise marketing UI Overlay UI – Differentiated with live, “drill-anywhere” data Reporting Visual Exploration of KPIs Drag & Drop Drill-Anywhere TM Trend-Anything TM Interactive Visualizations Paths, funnels, geo maps Incorporate registered user data with extendable business data dimensions

Top-level

Platforms: Netezza, Oracle, MS SQL Server, DB2, MySQL, Linux, Windows, Unix

Real time reporting

Integration with external data sources e.g. CRM, BI, CMS, Ecommerce and Marketing Systems

User interfaces

Next generation, drag & drop, enterprise marketing UI

Overlay UI – Differentiated with live, “drill-anywhere” data

Reporting

Visual Exploration of KPIs

Drag & Drop

Drill-Anywhere TM

Trend-Anything TM

Interactive Visualizations

Paths, funnels, geo maps

Incorporate registered user data with extendable business data dimensions

Any Questions? www.sclanalytics.com Matt Hopkins Technical Account Manager SCL Analytics [email_address] Tel: +44 (0)1293 403636 Turning Insight into Action