"Success with Tealium AudienceStream" - American Eagle + ALM Media + LFG, Digital Velocity 2015

PANEL: SUCCESS WITH TEALIUM
AUDIENCESTREAM
American Eagle
ALM Media
Lincoln Financial Group

AUDIENCESTREAM ACROSS
PLATFORMS
American Eagle Use Cases

AMERICAN EAGLE OUTFITTERS
Who is American Eagle?
Who we are
• We’re an American denim brand
inspired by the adventurous spirit of
our 20-year-old target customer
• We rank #1 in the denim category for
our demographic
• We’re located in Pittsburgh's
Southside

AERIE BY AMERICAN EAGLE
Who is aerie?
Who we are
• Aerie is bras, undies, swim and
more for every girl
• Aerie is about making our girls
feel good about who they are,
inside and out

USE CASES
Reserve Online, Collect in-Store

RESERVE ONLINE, COLLECT IN-STORE
Arming associates with relevant upsell opportunities
What is Reserve Online, Collect in-Store
• A way to allow our customers to shop online, reserve
without commitment, and collect in-store.
• Benefits
• Additional store traffic
• Ability for AE to upsell

RESERVE ONLINE, COLLECT IN-STORE
Arming associates with relevant upsell opportunities
User goes to AE
online property
Users relevant
web data passed
to POS
Products Displayed for
up-sale at POS

USE CASES
Standardizing Web Data with Corporate Systems

INTEGRATE AS INTO CORPORATE SYSTEMS
Standardizing Web Data with Corporate Systems- Current Challenges
Current Challenges
• No ability to stitch customer data across channels
• No way to take real-time action on customer data
• No link between traditional brick and mortar shoppers that browse online, and
then purchase in-store

INTEGRATE AS INTO CORPORATE SYSTEMS
Standardizing Web Data with Corporate Systems- Solution
CRM
Data
base
AudienceStream as a Solution
• Stitch customer data across web properties and in-store,
creating a customer profile across multiple engagement
channels
• Ability to action across platforms at the customer level

THANK YOU

#digitalvelocity15

Shifting from Brand to
Audience Selling

Jeff Litvack – President,
Intelligence & Advisory and
Chief Digital Officer
Legal
Financial Advisory
Insurance
Real Estate
Consulting
About ALM

CHALLENGE

Hybrid Subscription & Advertising Model
Better Monetize Audience

Parent
Child
Grandchild
Grandchild
Child
Grandchild
Transform Selling Model
1. Uniform and detailed taxonomy structure
2. Platform consolidation
3. Metering registration model
4. Tealium

Data Sources
Campaign
Automation
Behavioral
Targeting
BI Reporting
Platforms
Personalization
ALM’S DATA ECOSYSTEM
More Data
Enrichment
Data
Enrichment &
Audience
Sizing

ALM’S DATA ECOSYSTEM
1. Legal
2. Financial Advisory
3. Insurance
4. Real Estate
5. Consulting
Scalable Network of Platforms

AUDIENCE TARGETING

Define Ad Target:
• In-house attorneys
• NY, NJ, PA
• Read at least 5 IP Law
articles last 30 days
Create “Badges”
Users click around
on ALM Sites
Target Audience
Badged
Ads, content, etc., can follow
user across entire ALM Network
BEHAVIORAL TARGETING
Badges enrich
general user
profiles
Even deeper reach through
remarketing

ROI: BEHAVIORAL VS TRADITIONAL
Sent Leads
Open
Rate CTR
21,697 52 15.3% 0.24%
3,733 56 23.5% 1.55%
ADB Traditional = 417
Email Sends per Click
Behavioral = 67
Email Sends per Click
Traditional
Behavioral

ROI: DEMAND GEN TEAM
Oct ’13 Jan ‘15
Email Sends 1.5 M 690 K
Open Rate 14% 24%
CTR 1.2% 2.6%
Click to Open 5.3% 9.4%
Clicks 10.3 K 10.5 K
Source: Exact Target

GOALS
1. Continue to cut down e-mail volume, improve ROI and lower CPL
2. Further evolve audience selling and lead generation
3. Integrate predictive analytics – machine learning

ALM LEARNING
 Data is the future and focusing on data requires a cultural
change
 Can be expensive
 Not a one-time investment

THANK YOU
Jeff Litvack – jlitvack@alm.com
#digitalvelocity15

LINCOLN FINANCIAL GROUP
Tealium AudienceStream Use Case

ABOUT LINCOLN FINANCIAL GROUP
AudienceStream Use Case
Headquartered in the Philadelphia region, Lincoln Financial Group is a
Fortune 500 company offering a diverse range of financial services and
solutions. With a strong focus on four core business areas — life insurance,
annuities, retirement plan services, and group protection — our business is
built around supporting, preserving, and enhancing our customer's
lifestyles and providing better retirement outcomes. Led by over 9,000
employees, Lincoln Financial provides the tools and advice to help
individuals take charge of their futures.

BUSINESS MODEL - B2B2B2C
Wholesalers Financial Advisor
Investor / Customer
Broker Dealer
- LPL, Merrill Lynch, Edward Jones
Lincoln Financial
- Manufacture products
Lincoln Financial Distributors
- Broker Dealer

OPPORTUNITY
Current State:
Wholesalers spend majority of time
effectively engaging with small group of
advisors
Opportunity:
Wholesalers can target individual advisors
based on needs as determined from
behavioral data

SETUP OVERVIEW
Advisor digital
interactions
Clean stream of visitor-level data
Page Views
Time on Site
Feedback
Transactions
Other Pages Visited
Traffic Source
Feedback VOC
Survey
Ad Retargeting
Analytics
Common Data Layer
Visitor Profile
• Visualizer user
• Product information
• Visit frequency
• Device used
• Forms accessed
• Common searches

GENERATE ANOTHER REPORT
that information consumes. What information
consumes is rather obvious: it consumes the attention
of its recipients. Hence a wealth of information
creates a poverty of attention and a need to allocate
that attention efficiently among the overabundance of
information sources that might consume it" (Simon 1971, pp.
40–41).
Herbert A. Simon
"...in an information-rich world, the wealth
of information means a dearth of
something else: a scarcity of whatever it is

VISUALIZER TOOL

FOCUSED ACTIONABLE DATA
VA Visualizer User
• Has GUID
• Tool name = VA:Visualizer
Define Audience Distribute Data into Salesforce.com
End of session data passed into Salesforce and updates advisor record
1) Visualizer Use = True
2) I4life = True/False
3) PDF = True/False
4) Date
5) SessionID
Data elements passed

RESULTS
 Increase wholesaler effectiveness
– Provide focused actionable data
– Identify advisors that do not demonstrate our value proposition
 Next steps
– Identify critical interaction sequences and develop audiences
– Integrate with marketing technology platforms
– E-mail, retargeting, campaign automation
– Integrate audiences into analytics framework to assign values

THANK YOU
#digitalvelocity15

"Success with Tealium AudienceStream" - American Eagle + ALM Media + LFG, Digital Velocity 2015

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"Success with Tealium AudienceStream" - American Eagle + ALM Media + LFG, Digital Velocity 2015

Editor's Notes