Presentation from the Razorfish Client Summit on April 22, 2009 with Jamie Yaptinchay Prins

1. Driving Profit in the Downturn:Using Data to Improve Website Performance and Drive Business Results Marisa Gallagher and Jamie Yaptinchay

2. Who We Are Marisa Gallagher Vice President, User Experience 8+ years with the company Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC Studied Anthropology and Film at Notre Dame, Business at Haas Worked at the early days of CNET and LookSmart Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise Jamie Yaptinchay Strategist, Site Optimization 4 years with the company Clients: 50+ Double degree in Informatics and Economics at University of Washington Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis Areas of focus: translating data to business goals, SO, combining qual + quant Page 2© 2009 Razorfish. All rights reserved.

3. Why Data + Profits = Marketing Needs to Sharpen Its Focus 88% of CMOs are seeing the downturn wreak havoc on their budgets and plans Page 3© 2009 Razorfish. All rights reserved.

4. Let’s Get Down to Business Setting Perspective

5. The Top 10 Profit-Driving Uses of Data Page 5© 2008 Razorfish. All rights reserved. See how you measure up Don’t play hard to get Know where you’re coming from and going to Dig for (buried) treasure Follow your treasure trove Don’t play 20 questions Don’t fumble in the end zone Raiders of the last log Explore the space-time continuum Track your buzz, hug your haters

6. Start with a Hypothesis – Map Your Customer’s Flow Page 6 © 2008 Razorfish. All rights reserved. Use the timeline below to map a typical (core or new type) customer’s relationship to your brand. Plot 3-5 key experiences your customers have on the way through the gates of the funnel. Mark down when and where those experiences happen and why they are so key to your funnel. Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate. preference You rock! conversion consideration awareness zero emotion You suck!

7. Start with a Hypothesis – Map Your Customer’s Flow Page 7 © 2008 Razorfish. All rights reserved. EXAMPLE preference Tested the product + like it Found a perfect deal You rock! Friend recommended them Got coupon for new one, just as was running out Another friend recommended a second option conversion loves the monthly newsletter and is on an auto-refill Saw funny commercial consideration Saw good demo from competitor awareness zero emotion You suck!

8. Diving Into the Details Seeing the Ideas in Action

9. 1. See How You Measure Up Page 9© 2008 Razorfish. All rights reserved. Do you have room to move? Are you closer to the floor or the ceiling? *sample stats only

10. 2. Don’t Play Hard to Get Search marketing is too big to ignore – your competitors will be using it, if they aren’t already Page 10© 2008 Razorfish. All rights reserved.

11. 3. Know Where Your Coming From & Going To Page 11© 2008 Razorfish. All rights reserved. Is every page your “home page”?

12. 4. Dig for (Buried) Treasure Page 12© 2008 Razorfish. All rights reserved. E-commerce Media & Entertainment

13. 5. Follow the Treasure Trove Page 13© 2008 Razorfish. All rights reserved. Test to understand users’ behavior

14. 6. Don’t Play 20 Questions Page 14© 2008 Razorfish. All rights reserved. Only dogs like to jump through hoops

15. 7. Don’t Fumble In the End Zone Page 15© 2008 Razorfish. All rights reserved. The most critical drop-off point occurred after users actually submitted application forms. This represents a loss of over 3,600 card applications

16. 8. Raiders of the Last Logs Page 16© 2008 Razorfish. All rights reserved. Even Google and Zappos can offer Insights

17. 9. Explore The Space-Time Continuum Page 17© 2008 Razorfish. All rights reserved. “We’ve moved our publication schedule because the news environment has shifted and we’ve been listening to you.” – Time Magazine

18. 10. Track Your Buzz, Hug Your Haters Page 18© 2008 Razorfish. All rights reserved. Even disappointment can lead to a better relationship – if it’s thought of as one.

19. Thank You Marisa Gallagher marisa.gallagher@razorfish.com www.twitter.com/marisagallagher Jamie Yaptinchay jamie.yaptinchay@razorfish.com www.twitter.com/jamiey

20. Appendix - Abandonment Rate Page 20© 2008 Razorfish. All rights reserved. Do you have room to move? Are you closer to the floor or the ceiling?