This document provides an agenda and summaries of presentations on Audience Builder and IMH Reporting. The first presentation gives an overview of Audience Builder's segmentation capabilities and consolidated data. The second is a case study on how threadless uses Audience Builder for personalized messaging. The third presents a case study on using Discover, a new IMH reporting tool, for data-driven insights. The last discusses best practices for working with customer data, including stakeholder involvement, data readiness, and post-deployment planning. The document concludes with an open question and answer session.

1. AUDIENCE BUILDER &
IMH REPORTING IN ACTION
PANELISTS:
JIM MCINTOSH
JOE LEKOSTAJ
LAURENCE ROTHMAN
JEFF SCHLITT
MODERATOR:
JIM EUP

2. AGENDA
Jim McIntosh
ExactTarget • Audience Builder & IMH Reporting 411
Joe LeKostaj
• Audience Builder Case Study
threadless
Laurence Rothman
Crown Partners • IMH Reporting: Discover Beta Case Study
Jeff Schlitt
Aginity • Customer Data Best Practices
YOU • Open Questions & Answers

3. AUDIENCE BUILDER &
IMH REPORTING 411
JIM MCINTOSH
EXACTTARGET

4. AUDIENCE BUILDER
SEGMENTATION DATA MART
• Common view of consumer for cross-
channel interactive marketers
• Marketer control
• Drag & drop segmentation
• Relevant dynamic content messages
with little or no scripting

5. CONSOLIDATES DEMOGRAPHIC & BEHAVIORAL DATA
INTO MARKETER-FRIENDLY FORMAT
• Standard Email Behavior
& Subscriber Attributes
• Custom Dimensions
– Products Purchased
– Web Analytics
– Customer Scoring
– Geo Targeting

6. IMH REPORTING ROADMAP: CENTRAL ACCESS TO
OLD & NEW REPORTS – STANDARD & CUSTOM
Current Email Reports New IMH Reports Tool Discover
Email reports in same tool More Flexibility – Pivot table + analytics &
Build from Templates visualizations

7. DISCOVER: PREMIUM REPORTING DATA
MART IN BETA SINCE Q1 2012
• Data mart for ad-hoc
analysis & discovery
• Drag & drop pivot-
tables + interactive
visualizations
• Custom calculations
DRAFT: All information subject to change without notice

8. DISCOVER DOES NOT REQUIRE CUSTOM
DEVELOPMENT SERVICES
• Standard data
supported now
• Custom data in
the future with
Contacts Meta
Data Tool

9. threadless +
Audience Builder =
$$$$$$
Joe LeKostaj
threadless.com

10. • 100% community designs
• Founded in 2000
• Not just t-shirts!
• Focus on challenges
– Partners including
Gap, Disney, Marvel, Sony

11. “TRADITIONAL GREETING”
What can I promote to someone
who bought this hoody?
• Other designs by this artist
• Other designs tagged with
“Nerdy,” “Sci-Fi”
• Other high price-point items
• Focus on guy stuff

12. WHY AUDIENCE BUILDER IS COOL
• As good as the data you fill it with
• Instantly calculate audience size for partners
• Create laser-targeted small audiences, or break up
large groups into segments for dynamic content
• Waterfall priority segmentation
• Easy dynamic content
• Awesome for split-testing

13. WHAT’S NEXT FOR THREADLESS?
• Smart content blocks
• Optimizing transactional emails
• Much more community focus
– Dynamic notifications when new designs are
submitted/printed by an artist you like
– Scoring incentives
– Badges

14. IMH REPORTING:
DISCOVER CASE STUDY
LAURENCE ROTHMAN
CROWN PARTNERS

15. WHO I AM…
• Laurence Rothman
Principal Consultant,
Digital Messaging Practice
• Crown Partners
• A full service, full life cycle
eBusiness firm

16. WHY DISCOVER?
• Drive decision making
• Understand what’s
happening now
• Data to make informed
decisions

17. HOW I USED DISCOVER
• Typical points
made are made
better in real time
and graphically
• Many measures
make your point

18. THE COMPARISON
• Everyone wants to
benchmark
• How are we doing
versus…

19. Enabling Email Channel Management
• Starts from the
baseline
• Understand your
trends
• Win budget and
priority

20. CUSTOMER DATA BEST
PRACTICES
JEFF SCHLITT
AGINITY

21. We help our clients build meaningful relationships
with their customers and take profitable action based
on deep customer insight.
Organize … Analyze
Disp arat e … t hro ug h Realize
Dat a Dat ab ase … A d vanced Benefi t s
Ho w d o w e g et a Sizes Dat a A naly t ics Ho w d o w e
sing le v ersio n o f cap it alize o n
t he accurat e Ho w d o w e Qualit y How d o w e d riv e
cust o m er insig ht s?
p ro cess, rep eat ab le,
t rut h w hile How d o w e Ho w d o w e ut ilize
analy ze and st o re p red ict iv e
co nsum ing achieve int eract iv e rep o rt ing
v ery larg e v o lum es analy t ics t hat
ext rem ely v aried t he level o f d at a can b e and d y nam ically
so urces o f d at a? o f d at a q ualit y need ed int eg rat ed int o d rill d o w n t o g ain
( t ransact io n, w it ho ut
clickst ream , so cial co m p any insig ht s?
sig nifi cant , d ecisio n m aking
m ed ia, exp ensiv e, t im e
b ehav io ral) ? p ro cesses?
co nsum ing
m anual clean up ?

22. CUSTOMER DATA BEST PRACTICES TO HELP
YOU GET READY
• Get the right people involved
• Make sure your data is ready
• Make sure you and your marketing team is ready
• Plan for post-deployment

23. Audience Builder: Who is Involved?
• Marketing managers
• Marketing data analyst
• Information technology customer database specialist
• Your ET services team
– Creative specialists
– Project manager
– Audience Builder data/technical architect

24. Audience Builder: Data Readiness
• Single customer
identifier and
source
• Centralized
customer database?

25. Audience Builder: Data Readiness
• Data extension
model
• Import process
defined and
validated

26. Audience Builder: Am I Ready?
• Segmentation use case inventory
– How many customers bought product A in the last 30
days?
• Do I understand “my” data?
– How will we validate and feel comfortable with the
data Audience Builder is showing?
• Am I familiar with Interactions @ ET
– Activities
– Programs

27. Audience Builder: Am I Ready?
• Am I an existing customer converting from Data
Filters or Query Activities to Audience Builder?
• How is segmentation done currently if not at ET?
• Data extension model design

28. Audience Builder: Post-Deployment
Value
Crawl Walk Run
• Use Audience Builder as a • Save simple segment models • Layer in email behavior to the
discovery and analysis tool (Product affinity, cyclical segments
• Use source lists to as a customer) • Prioritize offers based on most
dimension • Drive simple dynamic content profitable segments
• Analyze segment behavior with based on segment assignment • Adjust or manage frequency to
same content using the • Link Web Analytics and ET optimize and increase click rate
segment report Segments – Google Analytics
• Manual execution • Begin Automation

29. Audience Builder: Post-Deployment
• How can we accelerate our iterative deployment?
– Flexible attribute add-on
– Audience Builder Base + Email Edition
– Additional services – SLA or ad-hoc driven

30. QUESTIONS &
ANSWERS