The document outlines an e-commerce strategy for Toys "R" Us (TRU) in the 4th quarter of fiscal year 2008. It discusses strategies for search engine optimization, email marketing, website design, and measuring campaign effectiveness through analytics. The goal is to optimize the online marketing strategy using interactive tools to increase site traffic, conversions, sales leads, and drive SEO objectives in a cost-effective manner.

1. Toys “R” Us Comprehensive Brief E-Commerce Strategies 4Q FY 2008 By Anam Ali E-Marketing Manager

3. On-Line Strategy Pyramid Constructing TRU Value Proposition Measuring Campaign Success Implementing interactive marketing strategy with TRU cross functional units

4. Interactive Channels Email Marketing Strategy & Creative Process SEO Optimization Driving SEO activities to gain marketing & PR objectives Optimization of web related activities, design, & digital marketing efforts Visitor traffic, click through by product type & conversion rate Campaign development & optimization Content for TRU Users not Search Engines

6. Advanced Action Steps Evaluate at the campaign level Planning Customer Experience Evaluate at the Product Level Using Conversion rate to improve the campaign Investing across the buying cycle Evaluating & picking most efficient conversion types of Direct, Deferred, Indirect

7. On-Line Strategy Flow Analyzing TRU site, website design Selecting Keywords most relevant to TRU customers Review of TRU/BRU offerings using all products & services to generate keywords. Utilizing Buying Cycle to increase site traffic & time on site Consider what TRU wants customers to do? Better informed about the product or make a purchase? URL specific to search

9. Tracking Conversion Goal Type: Successful Transaction - URL Destination - Time on Site Pages Visited Number of Downloads, sign ups & sales Contact Form: Success Page (User lands on Home pg Contact form Fills Submit Success pg)

10. View Conversion Counter Data Account Summary Page Manage Categories Page Activate Content Match Manage Bids Page Manage Listing Page & Reports URL Activity Detail Search Term Summary

13. Interactive Marketing Analytics Measuring Campaign Effectiveness Interactive Marketing Metrics Sales Cycle & Funnel Analysis Planning Customer experience by user scenarios New vs. Repeated Business

15. Interactive Marketing Strategy Flow

16. Campaign Development Form a 4QTR Action Plan Create a TRU Program Brief Develop Seasonal Timeline & Budget Develop Content Plan Design Test & Control Track Program Performance Analyze Campaign Results

17. Conclusion To optimize on-line marketing strategy, interactive marketing tools coinciding with business goals To increase interactive marketing analytics, response, conversions, sales leads through cost effective measures Driving SEO activities to achieve marketing & PR objectives Focusing on content match, E-mail, Direct