Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing How Companies Track You

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 2 Agenda Introductions Tracking Web Tracking Offline Tracking

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 3 Tracking Track Messages Opened Links Clicked Conversion to Purchase Valid Address When you open (time of day) Where you open (geographic)

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 4 Samples

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 5 Samples

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 6 Web Tracking Cookies Session Cookies Persistent Cookies 1 st Party Cookies 3 rd Party Cookies

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 7 Web Tracking Username & Password Login info Geographic Information Time, Date Facial Recognition Gender “Guessing”

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 8 eCommerce Conversion Tracking Conversion Tracking:  Code placed on order success page, contact form success page.  Allows you to know what CPC keywords resulted in a Conversion. You Can Only Control What You Can Measure

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 9 Offline Tracking Cooperative Databases Everyone adds to the pool Everyone can take from the pool Age, Income, Home, Marital Categories: White wine, import car Beer & Nascar

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 10 Offline  Online Tracking Promo Codes Personalized URLs Coupon Codes QR Codes

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 11 Search for “ Car Stereos ”

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 12 Confusing… No Car Stereos!

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 13 Search: build ipad app Boulder CO

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 14 Personalized Search Result

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 15 Want A Real Person?

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 16 Works for Other Terms, Too.

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 17 Personalization On Form

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 18 “ Personalized ” Success Page

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 19 Quick Conversion Stats Campaign Result: 35% Increase in Conversions for Personalized Search Pages

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 20 How Search Personalization Works  Website “Reads” inbound Search Terms  Uses terms to Personalize Page  Mail Merge  Rules-based System

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 21 Postcard - Front

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 22 Postcard – Personalized URL Dear Jeff, P.S. To sign up / more info, visit: Jeff Finkelstein 2990 Vassar Drive Boulder, CO P.S. To sign up / more info, visit:

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 23 Website – Personalized URL

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 24 Pre-Filled Contact Me Now

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 25 Pre-Filled Registration Page

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 26 How a pURL Works  User Enters pURL into Browser  System “reads” information from browser  System goes to database, retrieves info, creates personalized page.

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 27 Quick Conversion Stats pURL Success Statistic: 22% Increase in Registrations for Personalized Landing Page vs. non-personalized

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 28 Personalized Campaign Regular Website:

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 29 Welcome, Jeff Finkelstein!

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 30 First, Last, Pre-Filled Regular Website:

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 31 How Personalization Works  User Clicks On Link in message.  System “reads” information during link redirect.  System sets cookie; values of first, last, can be read by site.

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 32 Quick Conversion Stats  Web Personalization: DiscountDecorating.com had 18% increase in orders vs. non- personalized site.

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 33 Customer Paradigm ’ s Approach (Talking to existing customers) Retain  Marketing  pURL / Direct Mail  Search Engine Optimization  Search Engine Marketing  pURL / Direct Mail  Trade Show Marketing  Viral / Microsites Acquire (Get new customers)  Design  Content Mgmt  Calendar / Events  eCommerce + more  iPhone / iPad Apps Interact (Interact via the web)

Copyright © 2013 Customer Paradigm, All Rights Reserved.Web Marketing 34 Questions? Contact: Jeff Finkelstein Questions? Web & Marketing Print Design