Teradata and Webtrends partner to provide companies with the capability to take advantage of a wide range of digital information now available. Studies show that customers are dissastified by their cross-channel experiences. Teradata and Webtrends partner to turn all that data into better understanding and actionable information. Includes customer examples. For more information visit www.teradata.com.

1. Bringing the Digital Channel to the
Enterprise: Create a Better
Customer Experience
Bob Bongo, Webtrends
Paul Barrett, Teradata
© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

2. The Today’s Customer Journey Is
More Complex

3. 3 Out of 4 Customers Cross-channels
• 71% of store purchases start online
– 51 % online shoppers research products on the web, but
buy in store
– 26% of online shopping carts are abandoned because the
customer wants to buy in a store
• 74% of customer calls start with an online activity
• Customers are dissatisfied by cross-channel
experience
– 44% of Store-to-Web interactions are rated poor to very
poor
– 51% of Web-to-Store interactions are
rated poor to very poor

4. The Digital Landscape Makes It Even
More Complex

5. Global leader in data warehousing and analytic technologies
• Powerful
• Easy to deploy

7. An enterprise customer intelligence company
• Powerful
• Elegant
• OPEN

8. Two Great Tastes that Taste Great Together
Webtrends Solutions Teradata Data Warehouse
• Captures data web interactions • Enterprise Perspective
– Visitor Information – Customer
– Visit Data – Transaction
– Behavioral Data – DCM / SCM
• Traditionally Web Analytics used • Web is increasingly important to
for channel specific performance understanding customers,
– Web Operations campaigns and channels
– Web Content and Process Design • Enterprise performance needed for
– E-Commerce Optimization – Complex Integration
• Customers now need – Web Volume Scalability
Multi-Channel marketing and – Speed of Analytics
Campaign Optimization – Scope of Action

9. DRIVE IMPROVE REDUCE
REVENUE SATISFACTION COSTS

10. DRIVE REVENUE
• Offline insight to drive online sales
• Online influence to generate offline sales
• Leverage cross-sell, up-sell opportunities

11. Frequent commenter
Visits website weekly Online loan application
Joined email list
Learn from your high-value customers

12. Premium checking Frequent commenter
Joined email list Met financial advisor
Learn from your high-value customers

13. 0
Complimentary traits become
cross-selling opportunities

14. IMPROVE SATISFACTION
• More relevant and effective interactions
• Identify churn patterns to boost retention

15. !
!
!
ONLINE
OFFLINE
HAPPY LOST
CUSTOMER CUSTOMER
! !
!
The path from a happy customer to
a lost one

16. !
!
!
INTERVENE
ONLINE
OFFLINE
HAPPY LOST
CUSTOMER CUSTOMER
! !
!
You may be too late to retain the
customer with only half the data

17. !
!
ONLINE
OFFLINE
HAPPY LOST
CUSTOMER CUSTOMER
INTERVENE
!
Intervene early to ensure satisfaction

18. REDUCE COSTS
• Understand true ROI of campaigns
• Optimize spend across effective channels

19. ONLINE AD
ONLINE
OFFLINE
VISITOR
Was this campaign a success?

20. YOUR SITE
ONLINE AD
ONLINE
OFFLINE
VISITOR
Was this campaign a success?

21. YOUR SITE LEAVES SITE
ONLINE AD
ONLINE
OFFLINE
VISITOR
Was this campaign a success?

22. YOUR SITE LEAVES SITE
ONLINE AD
ONLINE
OFFLINE
VISITOR
Your online data says “no”

23. YOUR SITE LEAVES SITE
ONLINE AD
ONLINE
OFFLINE
VISITOR
OFFLINE
STORE
Your integrated data tells you “yes”

24. YOUR SITE LEAVES SITE
ONLINE AD
ONLINE
OFFLINE
VISITOR
$
OFFLINE
STORE OFFLINE
PURCHASE
Your integrated data tells you “yes”

25. Largest U.K. Bank
• Understanding true
bottom-line
performance of
campaigns
• Cross selling to
customers based
on web browsing
behavior
• Eliminating
competition
between channels

26. $1 Billion Travel Company
• Identifying high-
value customers by
offline and online
behaviors
• Customer service
optimization IVR
tagged with
Webtrends
• Daily integration into
EDW for
search/purchase
abandonment
retargeting

27. Webtrends + Teradata = Value to Customers
• Strong technical partnership provides the unique
ability to integrate online and offline data:
– Introduce added intelligence into online channel
– Apply intelligence to increase relevance/effectiveness of online
marketing
– Inject ‘online intelligence’ into offline channels
– Apply intelligence to increase relevance/effectiveness of offline
marketing
– Measure the REAL impact of their online presence through
conversions

28. Webtrends Open Architecture
Website
Mobile Site WTOD- Redundant DC Visitor Data Mart
SDC Servers Named Queries
Data Scheduler
Tag
Data
Collection API
Web Analytics
Applications SDC Files
Mobile Data Scheduler/ SFTP
IVR REST API
Set Top Box
Facebook
Video
SDC Log File
delivery SFTP
Adaptor

29. Webtrends and Teradata IWI Offering
• Business needs assessment
• Identification of data needs
– Tagging/data collection gap analysis including custom fields
• Data collection and file delivery testing
• Mapping online data into Teradata IWI physical models
– Load data into staging table(s) using Teradata standard load utilities
– Processes the desired Webtrends fields and populates them into Teradata’s IWI physical
data model
– Web analytics data populates 4 subject areas, 25 tables and unlimited fields
Step 2
Step 1
Source Web
Analytics File

30. Teradata Interactive Marketing Framework

31. Next Best Action Campaign for Abandon
Basket /In-Store Purchase
Visitor = Registered Campaign = Upgrade
Visitor = VIP Offer = Free Data
Next
Basket = Abandon Best Email = Send
Action
Store = Purchase CMS = Campaign X
SKU = iPhone OBTM = Call

32. Next Best Action Campaign for Abandon
Basket /In-Store Purchase
Visitor = Registered Campaign = Save
Visitor = VIP Offer = Free Month
Next
Survey NPS=No Best Email = Send
Action
CS Call =Trouble CMS = Chat
Network = 4 Drops IBCC = Executive

33. Online / Offline; One Without the Other
Is Half the Picture
INTEGRATED WEB
Enhance your Conquer the
marketing visibility complexity of multi-
with the Best channel marketing
Database for with 10 pre-built data
Analytics. IWI sourcing toolkits and
Create new partnerships with
transparency into leading web analytics
customers and companies
campaigns across
INTELLIGENCE
channels.
Ignite your ingenuity with
Best of Breed CRM, Data Mining
and Analytics Applications

34. What If:
• You could look at visitor history, identify past visits
and pass behavior data to all channels.
• You could track repeat customers using Google Paid
Links as entry page and change profitability.
• You could see self-service exits and change
treatment at the routing, agent and skill.
• You could update LTV, Profitability, Volatility scores
after every web visit.
• You could ignite ingenuity in campaigns, offers,
CRM, optimization.

35. Tips for Successful Integration of
Online and Offline Data
• Limit the sources for initial integrations
• Focus on critical data to drive action
• Set clear goals and measure your progress
• Clearly define data itself, how it will be used, and
what the value is
• Engage domain experts

36. Q&A

37. BRINGING ONLINE AND OFFLINE
DATA TOGETHER

38. Thank You!
Bob Bongo
Director of Channel Sales, Webtrends
bob.bongo@webtrends.com
Paul Barrett
Director of Global Industry Solutions, Teradata
paul.barrett@teradata.com

39. Example: Customer Alerts
• Placeholder for your own sub headline
1 2 3 4 5
Webtrends Data is put in Data is
Collects the DW with integrated with
Visitor, Visit, IWI Adaptor offline data by
Behavior and Physical Data customer,
Context Model campaign,
Information geography, etc.
Marketing
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