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Driving Relevanc

y (and Incremental Sales)

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o Founded in 1990 o A beauty superstoreo The largest US

beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services

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609 stores across the US

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Over 20,000 beauty products…

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…and a Salon in every store

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Over 11 million active members

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Members love our catalogs, coupons, and

rewards

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We communicate with members

across many channelsGuest Services

Mobile

Direct Mail

Online

Email

Point of Sale

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Our primary challenge?Making our

communicationRELEVANT

to her.

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ObtainCustomer Data

Develop RelevantContent

Send it via the Right

Channels

The Concept Seems Easy

Learn From the

Data

… but it’s NOT Easy

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Enter Adobe Campaign

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Better insights via a single view of the customer

+ Self-service, cross-channel marketing tool

+ Fast, intuitive campaign setup & measurement

+ One-to-one personalization

Benefits

13

= Relevant Communications

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CRM Solution

AdobeCampaig

n

Data Source

s

AnalyticsDatamart

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Data Sources

15

7 Systems and 38 Data Feeds

Marketing Planner

Loyalty

POS

Email

Salon

Pricing

eComm

Adobe Campaign

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Adobe Campaign

16

o Daily Data Feeds & Data Cleansingo Harmonization Rules (Single View of

Customer)o Segmentation & List Selection Toolo Integrated with Delivery Channelso “Next Day” Campaign Measuremento Multi-Level Reporting

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Data Mining, Modeling, and Scoring (via SAS)

AdobeCampaign Database

ULTA Analytics Datamart

Daily updates

Model Scoring

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So, how does use

it?

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Personalize Content1 email

21 ad tiles

1,050 unique

versions

3

7

1

1

3

6

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Email

20

Direct Mail

Reach via Multiple Channels

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Deliver a Multi-Touch Series

21

+ 14 days

+ 7 days

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Recognize Special Events

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Accelerate Brand Sales

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Increase Purchase Frequency

24

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Drive Product Trial

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Test & Learn

26

Original Send Date: Thursday, April 18Offer Valid thru: Thursday, May 9Subject line: Exclusive Ojon Offer Just for You!

E-MAIL STATS Open Rate

Click Rate

TOTAL

ULTA Incr. Lift

Transactions

Average Ticket

Total Sales

Margin

Target Audience:

OJON Incr. Lift

Transactions

Average Ticket

Total Sales

Margin

Easy to set up control and test groups!

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Thank you.