Leveraging

the Power of

First-Party DataBy Jonathan Doan, VP of Data Solutions

© 2015 Tealium Inc. All rights reserved.

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First-Party

DataUsing what you know

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Targeting

AccuracyUsing cookies

*% of impressions delivered accurately

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Women

(1 demographic)

Woman age 18-34

(2 demographics)

70% 48%

Woman age 18-34

with kids

(3 demographics)

Behavioral

Targeting

11% 36%

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I purchase more from

retailers who suggest

products based on my

browsing or buying behavior

I get frustrated when emails

recommending products do

not take into account my past

browsing behavior

I expect retailers to take

into account in-store

purchases when marketing

to me afterwards

Customer Expectations are Growing

Source: 7th Annual Consumer Personalization Survey, the e-tailing group and MyBuys

53% 38%49%

Fragmented Customer View© 2015 Tealium Inc. All rights reserved.

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Wrong MessageRetail

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Bad TimingWireless Carrier

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Already Own ItFinancial Services

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Never Use ItRetailer

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Poor CurationAuction Site

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Poor TargetingTravel and Hospitality

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How Do We

Solve This?

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The Customer Data Platform

Audience CDP Action

Four Critical

Building BlocksCustomer Data Platform

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Data Layer

Audience Profiles

Audience Actions

Audience Analytics

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Unified

Customer

ViewThe Best View

First-party, real-time, cross-channel

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Perfect TimingReviews Site

Case StudyAncestry.com

Raised effectiveness of re-engagement by

60% by contacting cart abandoners in one

hour or less (vs. 24 to 48 hours later).

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Case StudyCharter Communications

Granular focus on higher-value product

segments enabled company to shift away

from volume-based growth to running

smarter campaigns that improve retention

and increase average order size.

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Case StudyAmerican Eagle

Ability to stitch customer data together

across online and offline systems enabled

an entirely new shopping experience

(reserve on-line, collect in-store), and

armed associates with up-sell opportunities

via personalization.

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In SummaryKey Takeaways

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Unified Customer View© 2015 Tealium Inc. All rights reserved.

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Thank YouJonathan Doan, VP of Data Solutions

© 2015 Tealium Inc. All rights reserved.

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