1. …real time CRM
Online tracking tool – short introduction
Segment profiling
Predictive Behavioural Targeting

2. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 2
Limits of current research and profiling tools
• Vast majority of customers (B2B) and consumers (B2C) use internet
• Internet is the primarily information source reflecting to high extend
socio-demographic and interest profile of the user – most topics are
represented on internet
• Social networks, collaborative filters and other new internet options
further extend the internet usage and richness of behavioural
profiles
• Customer decision process and preferences are dynamic and it is
extremely difficult to capture and track them with conventional tools
• Internet behavioural track provide instant, real time feedback on
customer and consumer demands
• Most internal databases used for profiling and segmentation are
limited in scale of behavioural data missing the necessary depth of
information and timely content
• Most traditional research techniques beside its costs are static not
providing time perspective and difficult to match to internal data
models

3. Online tracking solution, © Invite CRM, sro, 04/2011
How it works
• Individual internet users are tracked
on servers which carry nugg.add
monitoring script
• Servers are sorted into social-
demographic and interest groups
creating together with additional
online questionnaires rich internet
user profile
• Any web site visitors (based on their
individual ID) therefore can be
described with behavioural profile
• The profile can be used backwards
for predictive targeting – when
visiting a site displaying
personalised content or offer
Psychografický profil (průzkum) Péče o tělo
Zájmy
(průzkum)
Péče o tělo
Jídlo
Demografický profil
(průzkum)
Pohlaví
Věk
Obsahové kanály
(změřené Cookie)
Bydleni.cz/reality
Kultura.idnes.cz/hudba
Finance.cz/kapitalovy-
trh
ecinema.cz/kina
Brand Affinities
(změřeno)
Ufon.cz
Nespresso.cz
nugg.adPredictionEngine
RadekPetr | Jitka|Honza
Psychografický profil (průzkum) Péče o tělo
Zájmy
(průzkum)
Péče o tělo
Jídlo
Demografický profil
(průzkum)
Pohlaví
Věk
Obsahové kanály
(změřené Cookie)
Bydleni.cz/reality
Kultura.idnes.cz/hudba
Finance.cz/kapitalovy-
trh
ecinema.cz/kina
Brand Affinities
(změřeno)
Ufon.cz
Nespresso.cz
nugg.adPredictionEnginenugg.adPredictionEnginenugg.adPredictionEngine
RadekPetr | Jitka|Honza

4. Online tracking solution, © Invite CRM, sro, 04/2011
The most important 2010 marketing strategies
27.11.2016 4
Source: Marketing & Media Ecosystem 2010 survey and Booz Allen Hamilton analysis

5. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 5
Data sources
online behavioural DB
Online research tool
B2C studies
B2B studies
Internal studies
other
proprietary
internet
pages
corporate
internet
pages
Corporate pages
Main pages
E-shop
Other own pages
Customer portals
Microsites
Public web pages
Public pages
Industry pages

6. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 6
Standard socio-demographic and interest profile
• Socio-demographic profile
– Gender
– Age
– Size of household
– Infants
– School children
– Young adults
– Main income-earner in
household
– Responsibility for household
– Level of education
– Employment status
– Personal income
– Household income
• Interest profile
– Beauty & Care
– Consumer Electronics
– Fashion
– Finance
– Food & Drink
– Health
– Home & Garden
– Lifestyle & Leisure
– Travel & Cars
– Other

7. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 7
Industry, topic extensions
• Basic behavioural profile made of
socio-demographic and interest
data can be extended with
industry or topic specific tracking
and outputs
• In case of financial services
specific industry portals or product
specific pages can be included

8. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 8
Example of consumer profile

9. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 9
Use of online behavioural data
• Segment profiling
– visitors of corporate pages, customer portals and other proprietary web
pages can be tracked on anonymous basis in web pages of Internet
BillBoard clients, who use the PBT technology and their profile built
– such data can significantly improve segmentation model and provide
further insight to decision segment.
• Predictive Behavioural Targeting and Selling
– Based on ID captured on corporate sites and profile built with nugg.add
technology reflecting specific usage and preference profile customer
can be targeted with personalised offers displayed on proprietary of
public pages
– Only correct offers will be displayed to correct customers using timely
information on customer‘s status
– As an example – customer is starting to visit baby pages, moving to a
different profile, hence relevant „family“ services can be offered

10. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 10
Provision of online behavioural data
• Tracking system reports
– Instant solution is to provide access to standardized tracking system
reports to view built profiles
• Consolidated reports from online CRM system
– Complex consolidated online behaviour including online research tool
and other market data can be provided via online CRM system with
complex reporting services
• Direct export into ERP
– Data collected by online tracking system can be exported and used in
proprietary ERP environment based on individual data interface

11. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 11
Service limitations
• Servers included in panel have to accept monitoring script (servers
outside current network)
• https servers can not be included into tracking panel
• Individual customer ID can not be disclosed for internal use due to
law restrictions, but individual customers can be reached via
personalised messages in internet environment (own or public
pages)

12. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 12
Pricing
Item Price Comments
Tracking set up cca 3.000 Euro one off
Monthly reporting 1.000 – 2.000
Euro
standard reporting,
depending on scope
Online research tool 2.000 – 5.000
Euro
licence, 3 free set of
questionnaires
Consolidated
reports
2.000 – 4.000
Euro
reports consolidation and
personalisation
Media costs
display of personalised offers
individual based on target group and
type of service
Export to ERP individual based on analyses and
requirements