Concepts used by digital marketing leaders to increase revenue using data products created from analytics

1. Model for Monetizing Analytics with Data Products Relies on
Micro-campaign Waves to Change Action Value Decay Curve
Effectiveness %
Must be here …
• Right offer
• Right channel
• Right skill
80%
• Right content
Not here!
50%
20%
1
2
3
4
5
Time
Effectiveness of Contact After Change Detected
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.

2. Action Value Decay Curve Steepens, Improving Micro-Campaign
Effectiveness.
• Model is trained by closed-loop
campaign, resulting in waves
Effectiveness %
• Model includes analytics,
content, engagement preference
and UI/UX (human, digital, mix)
Wave 1
Wave n
Time
• Model evolves from predictive
to interactive through machine
learning, AT&T Alerts
• Data on the interaction
becomes more valuable than the
campaign offer, e.g., ABQ Ride
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.

3. AT&T Alerts for Proximity Marketing
3
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.

4. City of Albuquerque ABQ Ride Mobile Transit Data Can be
Monetized to Drive Store Rental Premiums and Tax Revenue
4
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&Tlogo and all other AT&T marks contained herein are trademarks of
AT&TIntellectual Property and/or AT&T affiliated companies. All other markscontained herein are the property of their respective owners.