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Conversation Success Stories

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Conversation Success Stories

  1. 1. Conversion Success Stories—Reaching the Increasingly Elusive Online Consumer Cheryl Kellond, SVP Advertising Business, ChoiceStream Geoff Atkinson, SVP Marketing, Overstock.com
  2. 2. A New Imperative in Tough Economic Times <ul><li>Decreasing number of purchase opportunities has big implications </li></ul><ul><li>Traditional retail marketing vehicles – search and newspapers – are at their limits </li></ul><ul><li>Display has all the right components: Reach, frequency, expanding purchase options </li></ul><ul><li>However, until now display has under-delivered its potential </li></ul>
  3. 3. Unlocking the Performance in Online Display Two Distinct Components are Required <ul><li>Finding the Right Audience: </li></ul><ul><li>Retargeting is always a smart marketers winning bet </li></ul><ul><li>Delivering the Right Message </li></ul><ul><li>1:1 messaging with the in-market relevance of search that creates an “occasion to purchase” like FSI or catalog </li></ul>
  4. 4. ChoiceStream RealRelevance ® Advertising <ul><li>Product </li></ul><ul><li>Dynamically created display ad + landing page </li></ul><ul><li>Personalized products & offers </li></ul>ChoiceStream Personalized Ad Personalized Landing Page <ul><li>Differentiation </li></ul><ul><li>Actual shopping data direct from your site </li></ul><ul><li>Our patent-pending personalization engine </li></ul>RealRelevance Engine Shopping Data <ul><li>Clicks </li></ul><ul><li>Purchases </li></ul><ul><li>Etc… </li></ul>
  5. 5. Overstock Customer Success
  6. 6. Overstock Used to Treat Every User the Same Marcia Bought comforter last week Registered for baby items Abandoned cart with coat Fran Recently bought a coat Browses jewelry lately Added shoes to wish list
  7. 7. Personalization Changes Display Ad Experience Marcia Bought comforter last week Registered for baby items Abandoned cart with coat Fran Recently bought a coat Browses jewelry lately Added shoes to wish list
  8. 8. … Giving Shoppers Immediate Occasion to Purchase Fran Clicks on product in ad Personalized Landing Page Contains more product recommendations
  9. 9. Improving the Metrics that Matter Most * Source: Actual results based on A/B tests comparing advertiser's best-performing display ads against ChoiceStream ads with personalized product recommendations. Overstock Cares About ChoiceStream RealRelevance ® Advertising Lift Conversions per Thousand Impressions Over 3x Revenue per Thousand Impressions 3x-5x

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