Applicata Plans & prices

Applicata Plans & prices Applicata GmbH Ritterstraße 3 10969 Berlin Sebastian Rieschel Managing Director M: +49 177 385 84 84 sebastian.rieschel@applicata.de 1

Content Applicata in a nutshell... 3 What is Applicata?... 3 How does Applicata work?... 3 Who uses Applicata and what for?... 4 Applicata soultion: the tool and the service... 6 Tool features... 6 1. Plan... 6 2. Run... 8 3. Optimize... 10 Applicata services... 12 Applicatas setup process... 13 Technical Infrastructure... 13 Great connectivity with many applicable data sources... 13 Superior infrastructure: secure, intelligent, and custumizable... 14 Plans & prices... 16 Price model... 16 Corporate introduction package... 16 About Applicata GmbH... 18 2

Applicata in a nutshell What is Applicata? Applicata is a Business Intelligence solution for managing and controlling Performance Marketing. It provides one single GUI via your web browser ( SaaS model ), which enable standardized campaign management for all marketing channels (on and offline) automated performance calculation and cost analysis extensive reporting features and extensive analytical capabilities to identify the best paths to conversion and the most valuable customers Applicata GmbH offers complementary services to help with technical implementation and training. MARKETING CONTROLLING TOOL PROFESSIONAL SERVICES ONE SINGLE GUI TO PLAN, RUN AND OPTIMIZE YOUR MARKETING CAMPAIGNS CUSTOMIZED SETUP AND USER TRAINING MAKE THE BEST USE OF THE APPLICATA TOOL Automated campaign management Cost allocation for all marketing channels State of the art reporting engine Intelligent analytics for Marketing and business success measurement Smart reccommendations for execution Implementation Setup of channel tracking User training Knowledge Transfer Customization Consulting Project setup and change management How does Applicata work? All functions of Applicata come in one single GUI, which can be accessed through any web browser. Cloudhosted browser application Used by you, managed by Applicata GmbH Unlimited users Rolebased rights Connects to all your data sources 3

Dedicated, secure server Monthly fees Who uses Applicata and what for? Typically, our customers are ebusiness, marketing agencies or incubators with a monthly ad spend of more than 50,000 EUR. That is the size, at which marketing organization and businesses become so complex in their marketing activities, that Applicata can create considerable value. Inside our client s organizations, there are many different user roles and use cases. Applicata takes account of those particular needs. CEOs CEOs use Applicata to get a highlevel overview about profitability of their marketing. They prefer to start the day with a set of relevant reports. They need fast communication about the same numbers across departments. CMOs CMOs use Applicata to optimize the conversion of their marketing campaigns and thus increase business success. They steer the marketing operations and strategy with the comparable performance and cost data which Applicata offers. Applicata enables them to retain and attract talent through smooth marketing team. Marketing managers Marketing team members use Applicata to monitor the performance of their particular channels and identify the best and worst campaigns. They can drill down to the smallest entity (key word, partner, banner, ) to better understand drivers of performance. The CRM features of Applicata enable them to manage their partners and keep relevant partner information in a single place. Applicata allows them to manage payouts through its automatic calculation and adaption features and also to review the status of partner invoices. They also use Applicata to identify and process fake customer accounts from affiliate partners. 4

Last but not least, Applicata fascilitates hygienic campaign setup with the automated creation of tracking URLs. Business Intelligence Managers/ Controlling These departments use Applicata to support other stakeholders with timely, correct, automated, meaningful reports and dashboards. They also use it to support recommendations for business decisions with reallife data. 5

Applicata soultion: the tool and the service We believe that there are three main phases of marketing: planning, execution ( run ) and optimization. This is what we call the Campaign Lifecycle. Applicata supports the entire Campaign Lifecycle with it s features. PLAN CAMPAIGN LIFECYCLE RUN OPTIMIZE That is why we have structured Applicata along the campaign lifecycle. Tool features 1. Plan CAMPAIGN LIFECYCLE PLAN RUN OPTIMIZE Key activities Setup the campaigns for all channels and allocate the budget in order to boost the brand or product Decide about the partner deals (incl. prepayments) Set goals/ forecast values Users CMO Marketing team members Tool features Complete and automatic marketing overview for all channels Automatic collection of marketing properties from all sources systems, e.g. domains, channels, partners, campaigns, placements product types Complete view of all properties in a single GUI with a common terminology 6

Manual entering of additional data Manual entering of campaigns and other properties possible Forecast values to make comparisons to actual performance Admintration of deal types and publisher deals Partner Management Partner contacts and partner accounts in one place, including contact history Payment history for partners, including partner cost, prepayments and performance based invoices and the status of invoices Automated generation of target URLs Applicata creates your target URLs automatically, while you enter the campaign details Partner invoices and costing Payment history for partners, including partner cost, prepayments and performance based invoices and the status of invoices Complementary services We help you setup your channel tracking systems and processes, e.g. URL structure, checking process etc. When introducing Applicata, we also help to migrate the existing campaign structure and ensure ongoing operations We have considerable knowledge about the best marketing tools, service providers and partners. We will gladly consult on the optimal choice for your given environement (besides Applicata) 7

2. Run CAMPAIGN LIFECYCLE PLAN RUN OPTIMIZE Key activities Run campaigns in the designated marketing systems Monitor active campaigns for weekoverweek performance and any issues Gather cost from channel systems and allocate to campaigns Users CMO Marketing team members Tool features Performance monitoring of active campaigns Monitor the performance of campaign cohorts in terms of subscriptions, cost, and ROI Costing Reconciliation of partner invoices against internal calculations with Applicatas special view for imported cost to avoid duplicate payments for the same leads Automatic assignment of imported performance and cost data. Automatically calculate profitability, based on the respective deal formula for each campaign. Add campaign costs manually, e.g. for organic channels Periodical assignment of unallocated cost 8

Entering of nonperformance based cost Payment provider fees Automatic conversion of noneur values International marketing activities are often conducted in local currency. Applicata automatically converts noneur values to EUR (or any desired currency), using the official Exchange rates of the European Central Bank. Automatic tracking of changes Applicatas changelog feature automatically tracks who enters which numbers on which property. That way, changes can be tracked easily for review matters or just for handovers in case of vacation. Issue flagging Automatic flagging of fakes leads Automatic flagging of broken URLs Complementary services Setup of dedicated tracking servers for tracking of organic channels (DTI, SEO) 9

3. Optimize CAMPAIGN LIFECYCLE PLAN RUN OPTIMIZE Key activities Allocate customers to channels Analyze the relevant pathstoconversion Identify the best and worst campaigns and channels Decide upon future marketing plans Users CEO CMO Marketing team members Business Intelligence, Controlling Tool features Reporting Powerful report builder Multiple standard reports (high level reports for top management, cohort reports over time for marketeers, customer journey reports including CLV projection, period reports for Finance) Saving, export and sharing of reports with coworkers. Scheduled sending of reports Customization for experts to create own KPIs, dimensions, reports, dashboards and even data cubes 10

Machine readable output (feeds) Analytics All common marketing KPIs, e.g. Leads, Double Optin Leads, Sales; Advanced KPIs that are calculated automatically, e.g. CPL, CPO, Lead Value, ROI, Lead Value Projection Extensive drilldown capabilities for indepth analysis Global fixed date Export to MS Excel CLV projection 11

Graphic display of results: graphs, heatmaps, colored number Complementary services We help you optimize your online campaigns (SEA, SEO, Affiliates) Besides providing a technical platform for attribution and pathtoconversion analysis, we also consult on the business specific soncept these advanced topics We help you identify and analyze the relevant external customer data and other external factors Our project management knowledge helps you with change management and general execution Applicata services Customized training which guides through the features and functionalities of the Applicata tool in depth. Trainings are enriched with exercises to make sure the users keep the knowledge. Customization of reports, usability, report scheduling etc. to the customers need Analysis of your business model and its value drivers Creation of KPIs and reports for management and other business units Firsttime pixelization of the website / shop with the most important analysis and conversion pixels Management and optimization of pixels from thirdparty Design and implementation of A / B tests to optimize conversion Project setup: Applicata brings change. These changes can affect many stakeholders. From years of experience we know that these changes must be executed with care and diligence. Otherwise the best change cannot bear fruits. Thats why Applicata offers a project management setup which includes the setup of a project management structure. Generally, Applicata will start an engagement with a kickoff conversation with the customer (free of charge). Applicata will then make a proposal regarding the entend and degree of cooperation. 12

Applicatas setup process Since Applicata will change the very way ebusinesses conduct marketing, it needs to be introduced with care and diligence. Typically, the introduction has three milestones: 1. Full marketing campaign view in one single GUI 2. Full performance data view and automated reporting 3. Advanced customer behavior analytics Typically, the full setup can be done within 9 weeks. You only start to pay when Applicata goes live for you: Kickoff: Scoping session with Marketing, Sales and Management Workflow & ETL concept, technical setup Connection to marketing data sources, Import of existing marketing data Connection to business systems Setup of costing feature Attribution model setup Control Performance Intelligence Applicata operates an automated bug tracking system for each customer to ensure an effective project management during the setup. Technical Infrastructure Great connectivity with many applicable data sources Applicata can connect to any of the following tools and systems: All common webservices (JSON, SOAP) All common database systems (MySQL, Postgres) All common Marketing APIs (Adlens, Google Analytics) 13

Marketing performance data Business databases Web analytics providers Business applications/software Connection technologies Superior infrastructure: secure, intelligent, and custumizable Amazon hosted infrastructure: Highly scalable with topicalnotch security setup (Firewalls, SSL) Intelligent data definition and incremental loading Fastest performance through parallelized ETL processes Being SoftwareasaService, Applicata charge requires no physical infrastructure, and comes with an unlimited number of users. AMAZON COMPUTING CLOUD AWS FIREWALL Apache Webserver with Applicata GUI (SSL Secured) Applicata ETL Application PostgreSQL DB LOAD TRANSFORM AGGREGATE AWS Redshift DB BIG DATA 14

Your benefit Applicata gets you control about all your campaigns, partners & publishers and team members. Your marketing perfomance INTELLIGENCE +30% Applicata makes the performance of your marketing We boost your online marketing performance by 30% in 2 months PERFORMANCE +20% comparable and gives recommendations for optimizing your marketing. Applicata allows CONTROL +10% you to include external data and influence into your marketing decisions. Week 0% 1st 2nd 3rd 4th 5th 6th 7th 8th 9th Applicata enables the optimization of marketing mix and budget with regards to CLV, pathtoconversion, and attribution analytics, effectively providing a headstart in intelligent and sustainable customer acquisition and retention. 15

CAMPAIGN LIFECYCLE Plans & prices Price model For the standard tool Applicata, the pricing consists of a monthly fee for the required setup: Analytics server IT infrastructure OPTIONAL EXTENSIONS CHANGELOG BUSINESS DATA IMPORTS MYSQL MAGENTO PSQL... + PERFORMANCE DATA IMPORTS ADLENS Per imported business data and performance data source Per added advanced analytics feature CONTROLLING ATTRIBUTION + ANALYTICS SERVER PLAN RUN OPTIMIZE + CONSULTING + GOOGLE MARIN... Consulting and extensions are optional Our offer: less than 3% marketing budget. Our prices already include Operations of the necessary IT infrastructure ( SaaS model) Setup of the Applicata tool including automatic import of existing marketing structure Connection to data sources Development of analytics features Customer specific Consulting and feature development are priced by manhour. Corporate introduction package The introduction and usage of Applicata costs less than 3% of your marketing budget. The following table shows an example for setup and usage cost for a client with a monthly marketing budget of roughly 300,000 EUR. 16

Item Setup Cost Monthly Cost Main Analytics Server 999 4.999 Campaigns Module 499 Costing Module 499 Reporting Module 499 Per Data Import Module for performance Data 999 499 Monthly Cost Phase 1 (Main, 3 Modules, 3 Imports) 7.993 The implementation of Applicata largely depends on the system landscape of the client. In any case, a kickoff session and a detailed offer of service are provided free of charge. If relevant, working hours will be billed according to the induvidual offer of service. Applicata charges no fees for physical infrastructure or software version updates. All prices in EUR excl. VAT. Timebased items priced at 100, EUR per hour. 17

About Applicata GmbH Applicata is a Business Intelligence solutions company, which provides multichannel Performance Marketing Controlling solutions to its customers via the Internet. We are based in Berlin. Our management has 10+ years experience in Performance Marketing consulting and in building Business Intelligence solutions. They have had substantial impact at well known ebusinesses, e.g. Groupon, Smava, Jamba, Project A, and Tirendo Applicata s vision: We want to become the most intelligent Performance Marketing Controlling solution in Europe. We develop advanced technologies and algorithms to fulfill the promise of Performance marketing. We want to democratize performance marketing and relieve disconnect between the experts and the daytoday operations. Every stakeholder should understand Performance Marketing and act entrepreneurial about it. We want to become an integral tool with those businesses who define their success in corporate value Return on Investment. Those who build a business to create value will benefit most from the focus and intelligence Applicata gives them. 18