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

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Learn how three major brands from three different industry categories are leveraging the Tealium AudienceStream solution to transform their business models and achieve their omnichannel goals.

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

  1. 1. © 2015 Tealium Inc. All rights reserved. | 1
  2. 2. © 2015 Tealium Inc. All rights reserved. | 2 PANEL: SUCCESS WITH TEALIUM AUDIENCESTREAM American Eagle ALM Media Lincoln Financial Group
  3. 3. © 2015 Tealium Inc. All rights reserved. | 3 AUDIENCESTREAM ACROSS PLATFORMS American Eagle Use Cases
  4. 4. © 2015 Tealium Inc. All rights reserved. | 4 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
  5. 5. © 2015 Tealium Inc. All rights reserved. | 5 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
  6. 6. © 2015 Tealium Inc. All rights reserved. | 6 USE CASES Reserve Online, Collect in-Store
  7. 7. © 2015 Tealium Inc. All rights reserved. | 7 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
  8. 8. © 2015 Tealium Inc. All rights reserved. | 8 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
  9. 9. © 2015 Tealium Inc. All rights reserved. | 9 USE CASES Standardizing Web Data with Corporate Systems
  10. 10. © 2015 Tealium Inc. All rights reserved. | 10 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
  11. 11. © 2015 Tealium Inc. All rights reserved. | 11 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
  12. 12. © 2015 Tealium Inc. All rights reserved. | 12 THANK YOU
  13. 13. © 2015 Tealium Inc. All rights reserved. | 13 #digitalvelocity15
  14. 14. © 2015 Tealium Inc. All rights reserved. | 14 Shifting from Brand to Audience Selling
  15. 15. © 2015 Tealium Inc. All rights reserved. | 15 Jeff Litvack – President, Intelligence & Advisory and Chief Digital Officer Legal Financial Advisory Insurance Real Estate Consulting About ALM
  16. 16. © 2015 Tealium Inc. All rights reserved. | 16 CHALLENGE
  17. 17. © 2015 Tealium Inc. All rights reserved. | 17 Hybrid Subscription & Advertising Model Better Monetize Audience
  18. 18. © 2015 Tealium Inc. All rights reserved. | 18 Hybrid Subscription & Advertising Model Better Monetize Audience
  19. 19. © 2015 Tealium Inc. All rights reserved. | 19 Parent Child Grandchild Grandchild Child Grandchild Transform Selling Model 1. Uniform and detailed taxonomy structure 2. Platform consolidation 3. Metering registration model 4. Tealium
  20. 20. © 2015 Tealium Inc. All rights reserved. | 20 Data Sources Campaign Automation Behavioral Targeting BI Reporting Platforms Personalization ALM’S DATA ECOSYSTEM More Data Enrichment Data Enrichment & Audience Sizing
  21. 21. © 2015 Tealium Inc. All rights reserved. | 21 ALM’S DATA ECOSYSTEM 1. Legal 2. Financial Advisory 3. Insurance 4. Real Estate 5. Consulting Scalable Network of Platforms
  22. 22. © 2015 Tealium Inc. All rights reserved. | 22 AUDIENCE TARGETING
  23. 23. © 2015 Tealium Inc. All rights reserved. | 23 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
  24. 24. © 2015 Tealium Inc. All rights reserved. | 24 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
  25. 25. © 2015 Tealium Inc. All rights reserved. | 25 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
  26. 26. © 2015 Tealium Inc. All rights reserved. | 26 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
  27. 27. © 2015 Tealium Inc. All rights reserved. | 27 ALM LEARNING  Data is the future and focusing on data requires a cultural change  Can be expensive  Not a one-time investment
  28. 28. © 2015 Tealium Inc. All rights reserved. | 28 THANK YOU Jeff Litvack – jlitvack@alm.com #digitalvelocity15
  29. 29. © 2015 Tealium Inc. All rights reserved. | 29 LINCOLN FINANCIAL GROUP Tealium AudienceStream Use Case
  30. 30. © 2015 Tealium Inc. All rights reserved. | 30 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.
  31. 31. © 2015 Tealium Inc. All rights reserved. | 31 BUSINESS MODEL - B2B2B2C AudienceStream Use Case Wholesalers Financial Advisor Investor / Customer Broker Dealer - LPL, Merrill Lynch, Edward Jones Lincoln Financial - Manufacture products Lincoln Financial Distributors - Broker Dealer
  32. 32. © 2015 Tealium Inc. All rights reserved. | 32 OPPORTUNITY AudienceStream Use Case 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
  33. 33. © 2015 Tealium Inc. All rights reserved. | 33 SETUP OVERVIEW AudienceStream Use Case 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
  34. 34. © 2015 Tealium Inc. All rights reserved. | 34 GENERATE ANOTHER REPORT AudienceStream Use Case 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
  35. 35. © 2015 Tealium Inc. All rights reserved. | 35 VISUALIZER TOOL AudienceStream Use Case
  36. 36. © 2015 Tealium Inc. All rights reserved. | 36 FOCUSED ACTIONABLE DATA AudienceStream Use Case 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
  37. 37. © 2015 Tealium Inc. All rights reserved. | 37 RESULTS AudienceStream Use Case  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
  38. 38. © 2015 Tealium Inc. All rights reserved. | 38 THANK YOU #digitalvelocity15

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