Unlocking First Party Data Right Under Your Nose

1. Unlocking First Party Data
June 13, 2019

2. 2 | Company Confidential © 2019 Upland Software, Inc.
+ The average publisher has actionable first party data for less than 20% of their unique visitors
How much do you know about your audience?
Source: 52 PostUp client properties, known is > 2 repeat visits

3. 3 | Company Confidential © 2019 Upland Software, Inc.
1. Segment audience by behavior for analysis
2. Targeted ad trafficking on site and in email
3. Website content personalization for engagement
4. Targeted calls to action and email capture
5. Optimization of paid traffic acquisition; Facebook, DFP, etc.
6. Optimized user lifecycle “journey” for conversion
First Party Data Use-Cases
The need for actionable data

4. Nice ideas, but how
do I get first party data?
The Challenge
© 2019 Upland Software, Inc.4 | Company Confidential

5. Establishing and Enriching Your Known Audience
© 2019 Upland Software, Inc.5 | Company Confidential
Link your existing web audience data to a specific email address and
make it actionable
Email clicks carry
identity token
Identity (re-)
established
on your site
Identity +
consumption +
custom data
Past and future
1st party data
tied to identity
Actionable data
propagated to
PostUp ESP
Email sent Emails + enriched
targetable data

6. The Email Channel is Unique and Strategic
Email is an owned direct channel, but also a lever for on-demand
reach and the key to identity for 1st party data
© 2019 Upland Software, Inc.6 | Company Confidential
1. Reach audiences directly at any time.
2. Control what your audience sees, no
algorithms.
3. Monetize audiences, even if they don’t visit.
4. Nurture audiences into paying subscribers.
5. Identify specific users when they visit your
site.
An email click carries Internet identity, and is a sticky “sign in” to your site.

7. Email Address as User Identity
© 2019 Upland Software, Inc.7 | Company Confidential
Email is the identity that people carry from device to device forever:
email click is a website “sign in”
Improves Google Analytics data: unify users by real identity

8. Bad News: your audience is smaller than you think
User Reconciliation
© 2019 Upland Software, Inc.8 | Company Confidential
2.4
Average number of Google Users mapped to
a single email identity
(Multiple devices, browsers, private browsing)

9. Category Consumption = Targetable Segment
© 2019 Upland Software, Inc.9 | Company Confidential
PostUp maps Google Analytics segments into actionable fields
Email Sports Travel Health
joe@gmail Y Y N
jill@yahoo N Y Y
…

10. Publisher Email Audience Enrichment
Apartment Therapy
Goal: Sell high value targeted ad campaigns,
create new high value products
© 2019 Upland Software, Inc.10 | Company Confidential
+ 1.5MM email audience, 12MM monthly visits
• Historically has sold “run of site” ad campaigns, e.g. Sherwyn
Williams
+ Had demand for promotional email from Realtor Group
• But the 1.5MM list is too broad to sell in entirety
+ Identified 64K active emails that had consumed Real
Estate content
• Content consumption a strong indicator of “consumer interest”
Key Results
Sold high CPM for targeted campaign of
64K
Created an email product, auto-enrolled
audience with a
35%open rate

11. Use-Case: Personalized Breaking News
© 2019 Upland Software, Inc.11 | Company Confidential
Operationally efficient breaking news that also maximizes engagement
• Most breaking news is manual and “one size fits all”
• PostUp supports automated and personalized triggers

12. Email Revenue Funnel
© 2019 Upland Software, Inc.12 | Company Confidential
This funnel is the strategic framework for publisher revenue attributable to email
Program
KPIs
Monetization
1st Party Data

13. 13 | Company Confidential © 2018 Upland Software, Inc.
PRODUCT PERSONALIZATION
EMAIL PROGRAM DESIGN

14. Progressive Capture
© 2019 Upland Software, Inc.14 | Company Confidential
Maximize top of funnel contact capture then try to flesh out the user record
Technique Requires PostUp ESP Platform

15. Geo-Targeting Capture
© 2019 Upland Software, Inc.15 | Company Confidential
Univision and Inc. use real-time geo-targeting data to personalize forms
60% improvement
in CR with
personalization

16. Ad Blockers and Private Browsing
© 2019 Upland Software, Inc.16 | Company Confidential
Detection and email opportunities

17. Newsletter Product Personalization
© 2019 Upland Software, Inc.17 | Company Confidential
Optimized Call to Action based on content type and consumption history
Avg. 200% increase in
conversion when
personalized.
Category Specific Newsletters
Automated “upsell” to
additional subscriptions.
Generic Newsletter

18. Build around content categories to maximize engaged email volume
Email Program Design
© 2019 Upland Software, Inc.18 | Company Confidential
Promotional List
Personalized offer of best newsletter product to
maximize new subscriber relationships, then cross-
promote into more products.

19. Cross Promote to Drive Subscriptions
© 2019 Upland Software, Inc.19 | Company Confidential
Samples of best content from other categories within the emails they already receive
• Subscribers up-converted to more subscriptions.
• “Power readers” self-select into receiving more email.
Instant
subscribe
from email
Email known:
Instant subscribe
from site

20. BUILT SPECIFICALLY FOR PUBLISHERS
EMAIL AND AUDIENCE DEVELOPMENT
© 2019 Upland Software, Inc.20 | Company Confidential

21. Designed Specifically for Publishing & Media
© 2019 Upland Software, Inc.21 | Company Confidential
A unique platform paired with an expert strategic services team that understands your business

22. © 2019 Upland Software, Inc.22 | Company Confidential
165 Clients
515 Client Brands
700MM Email Addresses
250B Emails Delivered
Enabling Publishing and Media Clients

23. 23 | Company Confidential © 2018 Upland Software, Inc.
Upland Customer Experience Management
Customer Experience Reimagined
1K+
Global
Customers
50k+
Platform
Users
94
Countries where feedback
is captured
20B+
Email Messages
Sent Per Year
2B+
Text Messages
Sent Per Year
1MM+
Mobile Messaging
Campaigns Run
35k+
Insights generated
per day
100K+
Avg. calls placed
per month
450+
Short Codes
Managed
Upland CXM Includes
Rant & Rave Mobile Messaging Adestra
LeadLanderClickability
RightAnswers
PostUp
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24. 24 | Company Confidential © 2019 Upland Software, Inc.
Thank You
For more information:
Tony D’Anna | CEO | tdanna@postup.com