Technology Infrastructure Matt Mobley Chief Marketing Technology Officer

Here is what we have talked about so far.

2

What data, systems, tools

and technologies

will be necessary?

How do we organize and

what capabilities and

business processes will be

necessary?

Organization Infra

stru

ctur

e Experience Delivery

Financial Management

Customer Strategy

Financial management informs customer strategy and experience delivery decisions as a closed loop process

These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences

Portfolio Strategy

Segment Strategy Program Strategy

Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation

Media Planning Channel Planning

Targeting & Personalization

Measurement & Attribution

Budget Allocation

The Connected CRM Framework (CCF)

3

What data, systems, tools

and technologies

will be necessary?

How do we organize and

what capabilities and

business processes will be

necessary?

Organization Infra

stru

ctur

e Experience Delivery

Financial Management

Customer Strategy

Financial management informs customer strategy and experience delivery decisions as a closed loop process

These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences

Portfolio Strategy

Segment Strategy Program Strategy

Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation

Media Planning Channel Planning

Targeting & Personalization

Measurement & Attribution

Budget Allocation

4

Here is how we segment the landscape

Inte

ract

ive

(onl

ine)

N

on-In

tera

ctiv

e (O

fflin

e) Known Anonymous

Where most organizations are struggling

Known Anonymous

Master Data Management

Digital Data Exchange

DMP

“Today’s” Marketing Databases

Inte

ract

ive

(onl

ine)

N

on-In

tera

ctiv

e (O

fflin

e)

Here is how we view the world

Known Anonymous

Master Data Management

Interactive Marketing Platform

Marketing Data Warehouse

Digital Data Exchange

DMP

“Today’s” Marketing Databases

Inte

ract

ive

(onl

ine)

N

on-In

tera

ctiv

e (O

fflin

e)

Here is how we view the world

Known Anonymous

Interactive Marketing Platform

Marketing Data Warehouse

Connected CRM Platform

Inte

ract

ive

(onl

ine)

N

on-In

tera

ctiv

e (O

fflin

e)

Technology Infrastructure Key Foci

Integrate all platforms across known & unknown and non-interactive & interactive

Be able to facilitate data and decisions in both the interactive and non-interactive environments

Embed analytics in all environments

Solve for Identity and Experience to enable better marketing

Understand the known and unknown worlds

The 6 Core Infrastructure Capabilities There are six infrastructure capabilities that enable cCRM execution and support client needs as they evolve over time. The capabilities are enabled by enterprise class technologies and embedded analytical frameworks and processes to support relevant consumer interactions and drive impactful marketing results.

Ability to source, capture, cleanse, link, and integrate all data in the organization's CRM data strategy and recognize prospects and customers at point of interaction regardless of the channel or media

Connected profile of consumer data

Longitudinal view of interactions

Insights platform for performance tracking

Cross-channel marketing mix enablement

Personalized experience enablement

Centralized user access console

Ability to understand the sequence of consumer engagements for insight into cross-channel attribution and to support media and channel targeting recommendations

Ability to make the enterprise’s information assets available and part of normal business operations with access to the right level of data, to the right users, and with the right tools to enable cCRM decisions

Ability to make informed decisions regarding marketing mix optimization and implement actions that improve cCRM performance through holistic marketing mix management

Ability to support all interactions and make decisions across campaigns regarding consumer level offers, personalization, and delivery regardless of channel or media

The ability to make cCRM platform accessible for configuring inputs for marketing actions and monitoring outputs for driving decisions around cCRM marketing execution

10

Connected profile of consumer data

Alias: MarketableDig Handle: @MarketableTom

Name: Anonymous IP: 192.168.1.201 Address: Unknown Cookie: 49526F636B DOB: Unknown Phone: 443.542.4000

Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1st, 2nd, and 3rd party data in a standard data model.

Connected profile of consumer data

Alias: MarketableDig Handle: @MarketableTom

Name: Tom Malthus IP: 192.168.1.201 Address: 1001 Semblance Dr. Cookie: 49526F636B DOB: 10.03.1965 Phone: 443.542.4000

Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1st, 2nd, and 3rd party data in a standard data model.

Longitudinal view of the experience

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote

User Event Table

Event Meta Data

Event ID EM088

Creative A2346 Insurance you can count on

Offer OI92365 $14/Mth for $25K Coverage

Product P978 Term Life

DM Delivered 2/1/2012

Shown Display Ad 2/2/12 3:05pm

Calls 800# Requests Info and gives email 2/2/12 3:06 pm

Clicks Branded Paid Search Ad 2/6/12 9:00 pm

Sent Email 2/2/12 5:05pm Opens Email 2/2/12 9:30 pm

Completes Quote on site 2/6/212 9:15 pm

A time-sequenced view of the consumer’s interaction with the brand, enabling the brand to understand and impact the customer experience moving forward.

If I solve for identity and experience, I can …

Understand whom I am speaking with

Personalize and optimize the experience

Attribute the behaviors

Movers & Shakers

Family Matters

Mature Planners Passives

Loners

Marketing Data Warehouse

Identity Attributes Connected Identity Data Insights

Marketing Database

Connected Recognition (cR)

The management and association of identity attributes across all channels

and media. The creation of a longitudinal view of the experience a consumer has with a brand: Event

Stream.

The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.

Insights Platform The core analytics capabilities

to provide insights to drive marketing strategy.

Marketing Automation

Marketing Management

Offline Event Management Customer Data Warehouse

Model

Attribute

Analyze

Customer Performance & Portfolio

Management Visualize

Standardize Hygiene Link

Identity Map Event Stream

Media Data Hub

Compiled Event Stream

The traditional marketing database is here to stay, but it needs to adapt…

Ingest more digital data: The definition of identity needs to expand

• Social • Site

• Display • Mobile Embedded analytics

Promotion history must become consumer experience

Better connection to the digital world through improved data sharing paths

Analytics Platform

Decision Management Business Rules Testing Optimization

cR CRM Database

(CDW)

Interactive Platform

(IMP)

Platform is built with embedded, integrated analytics and visualization technologies to seamlessly enable insight-driven decisioning.

• Attribution and MMO enablement • Centralized measurement platform • Segmentation management • Standardized scoring frameworks • Scenario planning and forecasting • Analytics automation

16

Decision Management

cR CRM

Database (CDW)

Interactive Platform

(IMP)

Decision Services

Interactive Conductor Web

Service API

Dat

a Insights

Decision Management

Business Rules Testing Optimization

CC DM EM Display Search Social Mobile Site Agent

Campaign Feed

Batch Lists

Channel-specific interface File delivery - latent

Insights D

ata

Underlying technology architecture supporting channel-specific technologies enabling consistent, personalized customer experience across touchpoints.

cCRM Functional Reference Architecture

Data Data

Identity Attributes

Identity Attributes

Connected Identity

Connected Identity

Data

Data

Insights

Insights

Insights

Insights

Marketing Database

Media / Channel Specific Applications

Decisioning The deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled

with a machine learning layer that is able to systematically fine tune rules and algorithms.

Connected Recognition (cR)

The management and association of identity attributes across all channels

and media. The creation of a longitudinal view of the experience a consumer has with a brand: Event

Stream.

Data Management Platform (DMP) A Data Management Platform for anonymous and

identified audiences and individuals from both the digital and traditional marketing realms. This platform allows

you to evaluate, identify, and acquire new audiences for marketing and provide data and insights for execution of

the marketing activities.

The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.

Use

r Acc

ess

Con

sole

Insights Platform The core analytics capabilities

to provide insights to drive marketing strategy.

Data

Marketing Automation

Marketing Management

Offline Event Management Customer Data Warehouse

Model

Attribute

Analyze

Customer Performance & Portfolio

Management Visualize

Standardize Hygiene Link

Identity Map Event Stream

Media Data Hub

Compiled Event Stream

Data

Audience Anonymous Individual

Known Individual

Function

Audience Management

Analysis & Visualization

Data Exchange

Marketing Rules Engine

Decision Engine

Machine Learning

Web Service API Pixel

Data Services

19

TECHNOLOGY INFRASTRUCTURE SESSIONS

10:20am – 10:50am Technology Enabled Marketing Intelligence (Live Oak) Will Bordelon, SVP, Banking & Finance Practice Leader, Merkle Pete Rogers, VP, Technology Solutions Group, Merkle

10:20am – 10:50am How to Obtain a 17:1 ROI Using a Next Evolution Approach to Global Data Quality (Cypress) Evan Kent, VP, Global Customer Retention, Schneider Electric Chandos Quill, VP, International Data Solutions Group, Merkle

10:20am – 10:50am Analytically Driven Data Sourcing & Optimization (Dogwood) Willy Sennott, Sr. Dir., Business Analytics & Research, People to People Ambassador Programs Ozgur Dogan, SVP, Data Solutions Group Leader, Merkle

Financial Services

Thanks

Matthew Mobley mmobley@merkleinc.com Chief Marketing Technology Officer Merkle