StrongVIEW Marketing Services

Proprietary and ConfidentialProprietary and Confidential

STRONGVIEW MARKETING SERVICESYour Full-Service Partner

Proprietary and Confidential

• Partners with clients to increase revenue and efficiency for their email programs

• Award-winning marketing services

• Recognized industry experts & thought leaders (Click Z, MediaPost, DMA, etc.)

• Industry-leading client satisfaction scores (Forrester)

OUR FULL-SERVICE TEAM


ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER

PROGRAM MANAGER

EMAIL PRODUCER DELIVERY SPECIALIST

EXPERT SERVICES

STRATEGIC CONSULTING

CUSTOM DEVELOPMENT

THE CAST OF CHARACTERS


• Industry leader with 10+ years of experience• Owner of overall customer satisfaction• Provides direction for continuous innovation and

growth for clients

ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER

PROGRAM MANAGER


EXPERT SERVICES


CUSTOM DEVELOPMENT



ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER

PROGRAM MANAGER


EXPERT SERVICES


CUSTOM DEVELOPMENT

• Owner of daily operations

• Accountable for program management

• Industry leader with 5+ years of experience

• Day-to-day contact

• 5+ years industry experience

• ISP relations & delivery management

• 3+ years industry experience

• Accountable for campaign execution & delivery



ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER

PROGRAM MANAGER


EXPERT SERVICES


CUSTOM DEVELOPMENT

• Custom data integration• Automation and

efficiency tools• Custom reports

• Cross-channel strategy & program development

• Program optimization & actionable analysis

• Creative design & copywriting



PRODUCTION PROCESS

STRONGVIEW AUTOMATED WORKFLOW

What is submitted?

• Campaign Request Form

• PSD Files

• Assets

• HTML Files

• Dynamic Logic Matrix

• Target Definitions

What do we do

• Validate Code

• Render Test

• Mobile Optimize*

• Link/Open Tracking

• Dynamic Content

• Tests

• 41 Point QA

* Creative and responsive templates are an

option


We pair our technology with expertiseGetting the most out of your programs takes a partnership of technology and services

We partner to determine the most effective approachThe audience, the offer, the information is collected or developed together to accurately align our industry expertise with the power of your brand

We align expectationsYour Account Team works together to turn your input into a brief as well as an initial strategy and execution plan

We deliver seamlessly With your approval, we begin to put your strategy into action by developing a strategic framework and an initial look and feel to your campaign

We continue to optimize beyond deploymentThe project doesn’t conclude just because it has delivered, the Account Team stays with you to validate its effectiveness and identify learning opportunities as we move forward

HOW WE DO IT


More StrategicStrongView’s powerful self-service tool is used by our own experts, resulting in their delivery of full service capability resulting in less spend on production and a greater focus on program strategy.

Greater FlexibilityFrom full services to supervised use of our tool by our experts to on-site training to self-service, we can seamlessly move back and forth among full, collaborative, and self-service models allowing clients to add or subtract services based on calendar or project needs.

Seamless IntegrationIntegration with your data model and systems allows for a more succinct and streamlined look at your customers. Because there is no need to move all of this data from one place to another you can better access and leverage a single view of your customer.

HOW WE DO IT BETTER


ACHIEVING SUCCESS FOR CLIENTS: COOKING.COM

Analyzing the Data

Analyses of customer base for persona alignment.

Optimizing Against the

Data

Response data used for further personalization of the content.

Taking Action on the Data

Welcome Series developed, includes progressive profiling

strategy.

Reduction churn by 29% and increased engagement by

198%.

ResultsGreat Success

WELCOME SERIES


ACHIEVING SUCCESS FOR CLIENTS: IHG

Consolidating the process

Converging providers, streamlining creative, minimizing vendor headcount

Optimizing the global effort

Utilizing existing data to leverage revenue driving / multi-lingual campaign add-on’s, and resources

Implementingthe plan

Launching sophisticated marketing initiatives and

vertical-specific “best-practices”, across all brands

Market leading messaging tactics, exposing subscribers

to industry leading technology

InnovationForward thinking

INTERCONTINENTAL HOTELS GROUP


IHG: RESULTS

108.5MRevenue

Growth 37% YOY

66%

Q4 2012 Q4 2012 Q4 2012

Revenue per email (RPE)

21%Open rates

16%Click-thru rates (CTR)


Full Service Capability• Account• Strategy• Creative• Technical

More Strategic• Our people leverage advanced tools that result in them requiring less billable

hours

Flexible Deployment• Full, hybrid and self-service options, with ability to move among them• Expand and collapse based on calendar needs

Supports Central & Local Use• Central services can be deployed in combination with local office variations

SUMMARY


[email protected]

• Go to www.strongview.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongview• Facebook.com/strongviewinc

QUESTIONS


APPENDIX


Process Review

Standardized Message Inputs

Automated Template Coding

Account Services Team QAs, Tests,

and Launches

Campaign Turn-around decreased to 3-days from

10-days

Man hours decreased to 96 hours/mo from 1,280 hours/mo8 full-time resources to

hand code message

Reduction in Errors & Increase in ROI

Creative

Technical

Account

Strategy

Faster, more efficient campaignsleads to higher ROI

EPSILON

IHG: CONSOLIDATION

Strong Mail

This is a winner, can we move this up in the flow? Add to this the benefit in the reduction in time. By going from 10 to 3 days where they able to send more emails? If so, did this drive more revenue?How did the reduction in errors improve the RPE?Any way to work strategy into this? even if not directly the strat folks? ex was the need for an automated template a conclusion we helped them draw? If so, that's a strategy engagement.


• Transactional Initiatives

• Template Redesign

• Promotional Initiatives

• Calendar Management

• Mobile Device Tracking

• Executive Dashboard

IHG: IMPLEMENTATIO

NImplementation Milestones

Implemented PCR & Brand transactional email templates

Redesign all email templates to deliver on best practices and brand GL’s

Implemented PCR & Brand promotional email templates

Instituted cross program deployment calendar management

Implemented platform and mobile device tracking

Designed executive reporting dashboard

Strong Mail

Let's makes this more about being world class -- deep experience developing cutting edge programsRemove cost-effective - focus on the revenue not the cost


• Process Documentation

• Continuing Best Practices

• Disaster Recovery Prep

• Media Redundancy Plan

• AMEA Full Service Work

IHG: IMPLEMENTATIO

NImplementation Milestones (cont.)

Created process and training documentation for all email programs

Established IHG specific best practice documentation

Established disaster recovery communications plans

Digital Asset Manager back-up plan established

Took over full-service work for AMEA’s PCR Newsletter

Strong Mail



• Cross Sell Marketing

• Program Categorization

• Multi-Lingual Unsubscribes

• Template Consolidation

• Template Redesign

• Web Analytics Transition

IHG: OPTIMIZATIONOptimization Milestones

Enabled Cross Sell Marketing: per offer reporting across all programs

Categorization for email programs reflecting the purpose of the

Consolidated multi-lingual unsubscribe pages & surveys

Consolidated dynamic content to one block of verified source code

Template redesign matching dialogue marketing efforts

Managed transition from Coremetrics to Omniture

Strong Mail



• Mobile Key Messaging

• Countdown Clock

• Mobile Optimization

• User Generated Content

• EMEA Preference Center

IHG: INNOVATIONInnovation Milestones

Implemented Mobile Key messaging

24-hour flash sales program executed on proprietary countdown clock technology

Mobile optimized monthly eStatement customer emails

Automated the process of placing customer reviews in emails

EMEA preference center built to allow for list imports from hotels

Strong Mail



IHG: COUNTDOWN-CLOCK, 08.14.2012

Solution SummaryStrongView created and provided a countdown clock that was embedded into an email template and a website. The clock was designed to provide a countdown based on the date/time of their single selected event. Asset SummaryWe provided the clock as a GIF / 8 bit PNG file.

Marketing ObjectivesIHG is pairing a flash-clock creative element with subject line testing, seeing whether leading with the time or the discount amount will drive more engagement. Subject Lines1) 24 Hours Only. 50% off Reward Nights2) 50% off Reward Nights. 24 Hours Only.

ObservationsThe most successful Adhoc email launched in ‘12 from both engagement and revenue perspective. This is credited to a well thought out strategy and rich offer. The subject line test with the symbol generated slight lift in open rates for Split 1, and the 24 hour countdown clock generated a sense of urgency (presumably) to take advantage of the offer


IHG: COUNTDOWN-CLOCK, 11.02.2012

Solution SummaryWe created and provided a countdown clock that was embedded into an email template and a website. The clock was designed to provide a countdown based on the date/time of their single selected event. Asset SummaryWe provided the clock as a GIF / 8 bit PNG file, a sized specified by IHG. The image will be utilized for a one-time campaign with an approximate quantity of 1M members (max).

Marketing ObjectivesMembers were presented a discount for 24 hours when using points to redeem gift cards.

Subject Lines★Save 25% on gift cards and brand merchandise! Offer ends November 2 at noon EST

ObservationsThe flash sale was a great success and surpassed their channel benchmark on all levels. This is their most "engaged" segment though, so this was expected, but not at this level.


IHG: COUNTDOWN CLOCK: REPORTING

11.02.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")

08.14.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")

Click ActivityEN Split 1 = 1) Primary CTA (70.6% of clicks) 2) Account (9.2 % of clicks) 3) Subhead (5.8 % of clicks)EN Split 2 = 1) Primary CTA (70.6% of clicks) 2) Account (9.4 % of clicks) 3) Teaser (5.7 % of clicks)ES Split 1 = 1) Nav Login (51.0% of clicks) 2) Booking Module (21.9 % of clicks) 3) Nav Rewards (3.9 % of clicks)ES Split 2 = 1) Nav Login (50.5% of clicks) 2) Reservation (20.5 % of clicks) 3) N/A

PA2 = 1) Primary CTA (65.3% of clicks) 2) Nav Login (13.6 % of clicks) 3) PCR.com (3.1 % of clicks)STANDARD = 1) Primary CTA (69.1% of clicks) 2) Nav Login (10.3 % of clicks) 3) Flights Anywhere (2.8 % of clicks)

Click Activity


Day 0 Day 4 Day 8

COOKING.COM WELCOME PROGRAM: MAILINGS


• Lift in Open rate of 41.83%• Lift in Click through rate of 7.68%

• For profiled users, average open is 51.2% and average click through rate is 22.9%!

• 29% decrease in disengagement (complaints and unsubs)

• Increased conversions form old 1-email welcome program to 3 emails with more relevant, behaviorally targeted content

LIFT IN OPENS, CLICKS AND CONVERSIONS


ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER TECHNICAL SUPPORT LEAD

EXPERT SERVICES


CUSTOM DEVELOPMENT

The transition to StrongView was seamless and quickly put an end to our skyrocketing email costs – not to mention the improved support we’re receiving from their top-notch deliverability and strategic services teams.



• Industry leader with 10+ years of experience• Owner of overall customer satisfaction• Provides direction for continuous innovation and

growth for clients

ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM


EXPERT SERVICES


CUSTOM DEVELOPMENT



ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM


EXPERT SERVICES


CUSTOM DEVELOPMENT

Your dedicated “go-to” person leverages a clear understanding of your business and unique marketing objectives to help ensure your complete success.

Proactive account management & customer service

Program assessment & recommendations

Benchmark analysis Periodic reviews Best practice

consultation Training

Dedicated Account Manager



ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM


EXPERT SERVICES


CUSTOM DEVELOPMENT

Provides personalized support from an expert who has a deep technical understanding of your implementation, including marketing programs and business objectives.

Dedicated Tech Lead

Dedicated support engineer serves as you main contact for all cases

Detailed knowledge of your specific email infrastructure and practices

Informed & most expedient response to questions

Weekly status meetings



ACCOUNT DIRECTOR

DAILY ACCOUNT TEAM

ACCOUNT MANAGER

PROGRAM MANAGER


EXPERT SERVICES


CUSTOM DEVELOPMENT

• Custom data integration• Automation & efficiency

tools• Custom reports

• Cross-channel strategy & program development

• Program optimization & actionable analysis

• Creative design & copywriting



• 3 products – PCTuneUp, Antivirus, Mobile

• Target: Existing PAID and FREE customer base

• Duration: 1 month (holiday season)

• A/B Testing with Incentives / No Incentives

• Seasonal Theme of Sharing – to test Referral

Program

ACHIEVING SUCCESS FOR CLIENTS: AVG


AVG SEASON FOR SHARING

Intro Panel by ProductInvitation Received

Goals for Campaign:

• Drive Interest in top paid products: PC Tuneup, Antivirus, Mobile• Provide a free product download as a gift to new customers acquired• Convert those that try the gift to become subscription-based customers


AVG SEASON FOR SHARING

Campaign Action = DownloadKey Takeaways:

• 15,800 Participants to

Campaign

• 99,500 Initial Views (Intro

Panel)

• 21,000 Invites Sent

• 90% of Invitations by

Email

• Click Rate of Invites: 30%

• 3,986 Campaign Actions

• 65% of Invites Clicked,

ended in a Product

Download (Conversion Rate)

• Twice the common conversion rate

(of 30%) that are most successful

campaigns experience.


Ask a ?

Form a Hypothesis

KPIs/Baseline

Create TestSegment Test

& Control Lists

Measure & Analyze Results

Optimize based on Results

STRATEGIC TESTING METHODOLOGY

1. Ask a question2. Form a Hypothesis 3. Determine KPI’s and

establish a baseline4. Create the test5. Segment the list6. Measure & analyze the

results7. Optimize based on

learning'sWhat question are you

trying to answer?


PUT TOGETHER THE RIGHT TEST MATRIX

Type(pick one)

Variable(one for a/b, a

few for multivariate)

Metric(one

primary)

Duration(pick one)

A/B (Single Factor)

Multivariate

Subject From Name Format (HTML,

Mobile) Content (e.g. pre-

header text) Timing (day, hour,

time zone, etc.) Offer Call to Action Layout/Location Style (Font, Color,

etc.) Sequence Program (e.g. # of

emails) Personalization Other

Delivered Open Rate Click Rate Clicks-to-Open Conversions Revenue Revenue per

Email ROI Complaints Opt-Outs Forwards Shares

Set time (e.g. 30 days)

Set amount (10% of list, one batch, etc.)

Confidence level (e.g. 98%)

Manual End

Additional Tests

Audience Segments

Lifecycle Stage Purchase &

response Behavior Triggered

campaigns Device type Frequency/

Cadence Cross-channel

integration


Biographical Sketch 15 years of email & cross-channel marketing experience Strategic Client focus leveraging ESP and Agency services to

increase delivery, customer engagement, conversion and retention Domestic & International Interactive marketing experience Industry focus – Retail, Travel & Entertainment, Technology,

Financial, and Media Industry representative/speaker - AdTech, Email Insider Summit,

eTail, Dreamforce DMA & Email Experience Council member Education: Regis University

Areas of Expertise Cross-channel program integration: email, social, mobile, display and

direct, and POS Customer Acquisition, Purchase, & Retention Lifecycle marketing Channel Analytics, Attribution and ROI performance Behavioral/Response marketing & individualized campaign

development Audience persona & segmentation development strategies Email optimization, testing and engagement strategies

INTRODUCTION TO YOUR HEAD OF STRATEGY

37

Katrina ConnVP Marketing

Services


Called “StrongView’s design power” Mike currently tackles any of the 500+ client campaigns, from mobile optimization to full redesigns. Creating lasting campaigns with a fresh approach and proven results.

Previously work included, ACD at Hill Holliday, NY responsible for the agency's Verizon B2B/CRM, General Motors and Sirius Satellite Radio Business. He was instrumental in developing Hill Holliday into a National powerhouse with his creative strategy and off the wall approaches. Before that Mike was at McCann Erickson, NY building brands and customer loyalty for fortune 500 auto and tech companies. Clients include Xbox Live, Sprint, Mastercard, Hallmark, Gateway, Marriott and Buick.

Although mike has won numerous industry awards, (DMA’s, Caples, Echo’s..) he's most proud of his 2nd place "Mr Muscle" trophy, awarded by his hometown at the tender age of 4.

MIKE GENTILE, ASSOCIATE CREATIVE DIRECTOR

StrongVIEW Marketing Services

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