AgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier.

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1 AgilOne + Responsys Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne s out-of-the-box bi-directional integration with Responsys combines comprehensive customer data and rich customer analytics to deliver targeted, personalized campaigns through Responsys in just a few clicks of button.

2 Table of Contents I. Overview. 2 II. AgilOne + Responsys = Better insight. Easier execution. Better results. 1. Better, easier targeting and personalization 3 2. Understand the true impact of your Responsys campaigns 5 Measure s impact on cross-channel sales by margin and customer lifetime value Simple, yet-powerful A/B testing and holdouts Deeper analysis across 400+ customer, order and product attributes 3. Build better customer profiles. Automatically. 7 III. You re in good company. Leading brands use AgilOne + Responsys. 8 IV. How it Works: Executing and measuring campaigns. 9 V. It s simple to get started. 1. Setting up the Responsys connector What happens when a campaign is executed? How are the results integrated back into AgilOne? 12

3 Overview Build customer relationships the old fashioned way. With technology that s anything but old fashioned. Every successful online brand has one thing in common - superior customer experience. Forming the personalized relationships that build those experiences requires a deep understanding of your customers, fueled by fully integrated customer data. AgilOne s Marketing Cloud is a comprehensive platform that integrates omni-channel transactional data, interaction data and profile data into a single customer profile, applies pre-built predictive and behavioral analytics so you can see what these 360 profiles are telling you, and gives you tightly integrated omni-channel campaign tools so you can execute flawlessly. And it s all automatic. It s all in the cloud. And all in a single, easy-to-use integrated platform. With our out-of-the-box bi-directional integration with Responsys, we ve made it easy to leverage that comprehensive customer data and rich customer analytics to deliver targeted, personalized campaigns through Responsys in just a few clicks of a button. This empowers marketers to understand their customers, segment and target them with precision and deliver better customer experiences. The result? Happier customers, higher conversion rates, increased loyalty and overall revenue. Key features: Clean and enriched data to create a single customer profile. Clean integrated customer profiles that combine omnichannel interactions, transactions and profile data. Automatically standardized, deduplicated and cleansed contacts even if name, or address are slightly different. Refreshed daily. Automated genderization, householding and geotargeting including distance to store Easily build segmented audiences and create lists. No SQL needed. Define audience criteria based on rich customer attribute data. Rich segmentation based on past customer behavior, and predictive elements such as likelihood to buy, likelihood to engage, brand or product affinities (via clusters) and even current or predicted lifetime value. Create Responsys campaigns in a few easy clicks. Leverage pre-built templates or create your own Push targeted lists and personalized attributes to Responsys Campaign scheduling for one-time and recurring campaigns 1:1 cross-channel recommendations leveraged in Target and reach customers on other channels. Create and push look-alike and re-marketing campaigns to Facebook File export for direct mail with closed-loop reporting via match-back 1:1 recommendations for web (and ) File export for mobile marketing via SMS or push The easiest A/B testing you ve ever used. Simple interface for setting up and measuring A/B testing and holdouts Track and attribute sales from any channel to any campaign Track and attribute revenue from your Responsys campaigns from transactions in-store, via ecommerce, call center or mobile. Analyze and measure campaigns by discounts, margins, new and existing customers, lifetime value and more. 2

4 AgilOne + Responsys = Better insight. Easier execution. Better results. Rich customer data and analytics powers 1 to 1 personalization capabilities. It all starts with connected, clean data. AgilOne makes it easy to collect all your omni-channel customer data in one place, with standard data feeds, open APIs and over 80+ turnkey connectors including Responsys, POS, order management systems, e-commerce and tag management systems with full-service and custom data integration options. We help you link every customer action to the right customer profile with the most automated and complete data quality engine on the market. AgilOne checks, standardizes, links and dedupes your online and offline customer data every day, using advanced matching algorithms that capture 2X the number of duplicates than exact match, automatically in the cloud. Multiple records + multiple channels + multiple contacts = One customer. One profile. Unlike other solutions, AgilOne is the only vendor to deliver a single customer profile that combines interactions, transactions and enriched profile data, that s easily configured - and automated daily. And we can pull data from any channel and any device. Track, measure and combine mobile interactions via app, mobile web, or beacon with transactions in-store, call-center, mobile and ecommerce channels. With reporting, dashboards, and over 400 customer, marketing and sales metrics. Powerful analytics with pre-built and customizable reports that leverage over 400 metrics that help you easily analyze and/or calculate customer lifecycle, retention and loyalty, customer upside potential, next-sell and cross-sell opportunities and omni-channel/multi-channel marketing performance. With AgilOne, you can measure and understand: Business health and trends Sales growth by geo Margin trends Number of orders Average order value Customer behavior, value, lifecycle Number of customers New customers Lapsed customers Best customers Churn by value-segment Product influence and trends Top products by segment Most returned products Trending categories Marketing response, performance, attribution LTV by acquisition channel Overall s sent Open/click/conversion rates 3

5 And it s easy-to-use. No data scientists, no SQL queries. Just a simple drag-and-drop interface. You ve got the insights. AgilOne makes it easy to put them to work. Drag and drop customer attributes and predictive insights let you segment your customers in real-time and automatically creates dynamic 1:1 recommendations for campaigns. AgilOne comes with built-in predictive models that make sophisticated predictive targeting easy for any marketer. See and use predictive engagement segments, predictive customer value, likelihood to buy, cluster-based targeting and personalized recommendations, all without hiring a data scientist or consultant. Our built-in execution and personalization lets you design and launch social, mobile, direct mail, call center and store campaigns directly from both the AgilOne cloud and from Responsys with just a few clicks of a button. And our full A/B test and measurement capabilities make sure you always know what s working, what isn t, and what s next. The AgilOne Responsys Connector can power such campaigns as: Acquisition Retention Growth Abandoned Cart Abandoned On-Site Search Abandoned Ad-Word Abandoned Browsed Facebook Custom Audiences New Customer Welcome Product/Brand Clusters Behavior Clusters Post-Purchase Messaging New Product Introduction Product Recommendations VIP Recognition Purchase Frequency Preventive Touch Reactivation 4

6 Understand the true impact of your Responsys campaigns. With AgilOne, you can understand the impact of your Responsys campaigns like never before. Measure s impact on cross-channel sales by margin and customer lifetime value. The bi-directional AgilOne-Responsys connector provides out-of-the-box capabilities that automatically pull campaign data (opens/clicks/id) from Responsys and combines with all transactional data to measure campaign performance like never before. Because AgilOne gets the purchase data from multiple channels, revenue can be attributed to a campaign even when a customer opens/clicks an but places an order on another channel like mobile or store. Prove the impact of marketing with A/B testing and holdout groups. Configure A/B tests and define holdout groups in one-step to calculate the potential lift on sales in-store, online or via the call-center with standard and configurable reports. Since we get multi-channel data and know about who were in the holdout group (unlike an ESP), we can calculate the lift of segments directly compared to the performance of holdout group. Measure campaigns and holdout groups by total sales, margin and AOV through standard reporting or create your own custom report. 5

7 Understand Responsys campaigns at a deeper level with drag and drop reporting. In-depth business intelligence with predictive metrics are available via pre-defined reports, customizable dashboards and our drag-and-drop report builder/editor. Answer questions such as: How much was store sales revenue impacted by our ? What is the current or predicted lifetime value of the customers who responded to my Responsys campaign? What is the offer sensitivity for certain products, clusters or campaigns? In this example above, marketing can understand which campaigns are driving the most volume by sales channel and margin. 6

8 Build better customer profiles for future targeting. Leverage customer engagement, response and conversion data to enrich the customer 360 profile to power and inform future campaigns. AgilOne s engagement model identifies customers least likely to engage so you can create targeted campaigns on other channels like Facebook, catalog or direct mail. 7

9 You re in good company. Leading brands use AgilOne + Responsys. Over 250 brands rely on AgilOne to understand their customers and deliver the right message at the right time. Every time. Here are just a few AgilOne + Responsys customers: 8

10 How it Works: Executing and measuring campaigns. The AgilOne-Responsys connector is easy to setup. Upon first time use, it even creates the necessary tables in Responsys. More details on setup are below. To create a targeted campaign, marketers can use the easy-to-use AgilOne UI to choose the right target audience for a campaign and the data they want to leverage to personalize the content (ex: product recommendations). Then just click send or schedule for one-time or recurring campaigns and the data is automatically sent to Responsys. Use the supplemental data table to build and send your campaign and . AgilOne automatically gets the execution results of the campaign, as well as the master contact list, again automatically through the same setup above. Campaign performance reports are available automatically. The data is also available immediately to build any custom reports. 9

11 It s simple to get started. Setting up the Responsys connector. The AgilOne-Responsys connector is easy to setup. During the implementation process, AgilOne will help you configure Responsys to create the data feeds for events and contacts which are sent to the Responsys file server location and updated nightly. This will create files corresponding to the open/ click rate of each campaign and also generates a file with the unsubscribe and bounce information of customers. 2 And enter your Responsys API and FTP credentials. To configure AgilOne with the credentials and coordinates to connect to Responsys, you will need: API credentials which are used by the connector to push data for campaigns FTP credentials to read and pull the data captured in the event and contact feeds you defined 1 Connecting to Responsys is simple. In AgilOne, simply select Responsys from the settings menu. 3 That s it!! For more detailed documentation and step-by-step instructions, see the AgilOne Knowledge Base. Responsys: Configuring your Output Targets & Output Contents Responsys: Connect to AgilOne Responsys: Campaigns 10

12 What happens when a campaign is executed? Once you send/schedule a campaign [after you choose the audience and the data for those audience for that campaign via the easy-to-use campaign UI in AgilOne], the following is automatically done by the AgilOne Responsys connector. Populate, as needed for that campaign, these different tables in Responsys with the data from campaign. 1. Audience 2. AbandonedCart 3. Last Browsed Product 4. Product Recommendations When configuring Audience attributes you are in control. Pick and choose the customer attributes that are relevant for your business and campaigns. Frequently used attributes are available as pre-built groups. 11 That s it!! Now this data in these tables is ready for you to use in the content and execution in Responsys. For example, you can add the personalized product recommendations from #4 into your creative to personalize s.

13 How are the results integrated back into AgilOne? The setup here (shown on previous page) will automatically pull in these 2 types of information into AgilOne from Responsys via the FTP connector. Event data - open/click metrics of the campaign. This data will be ingested into the AgilOne data analytics, where we calculate the revenue impact, deliver and powers out-of-the-box predictive algorithms and custom reports. Contact data - opt-outs and bounce information. The connector automatically pushes opt-out and bounce information into AgilOne on a daily basis. This updates the customer 360 record, is available for any analysis and reporting and is used to power further campaigns. No additional work is needed. For more details, see KnowledgeBase Article: Responsys-Campaigns 12

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