First 30 Days07/16/2015 KM Marketing Coordinator

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

The Big Picture

● Increase frequency of visits for returning customers● Convert returning visitors who have not yet purchased (window shoppers)● Encourage returning customers to try new types of items or brands

Daily Deals: Plan

Creation

Soft Launch

Test Functionality

KPI Ident.

KPI Tracking

Continued Development

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Test Shopper Response

Coordination:- Social- Newsletter- Affiliates

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Daily Deals: Integration

The Little Picture

● Algorithms and automation built from scratch● Spreadsheets feed item recommendations, calculate fluid performance metrics

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Daily Deals: Tracking

Performance Comparison

Future Milestones

Q3

● Correct gap in Analytics reporting between estimated and actual revenue from DD

● Track item performance by type (not just brand)

Q4

● Forecast performance of items based on type, brand, pricing, and day

● Optimize for item type, brand, and/or pricing to achieve maximum deal sales per day

2016+

● Utilize customer profiling to target personalized re-engagement campaigns

● Create algorithm for auto-selecting “deal” items

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Analytics: Upgrades

Now with Extra Extra!

● Transfer to Universal Analytics● Enhanced Ecommerce upgrade● Referral exclusions set up

Important Metrics

● Campaign performance● Purchase funnel performance● Checkout funnel performance● Product list performance● Coupon and affiliate marketing

Future Milestones

● Filter bot traffic (Q3)● Recover (Not Provided) keyword

traffic (Q4) Enhanced Ecommerce Checkout Behavior Analysis

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

KPI Reporting: Upgrades

Making It Work... Smarter

● Transferred EP and HP KPIs to shared spreadsheet● Organized data to enable scalable long-term

tracking● Structured pivot tables to feed complex charting● Implemented linear (MoM) and year-over-year

Defining a Standard

● Clear, accurate reporting to facilitate decisions● Charts enable quick comparison and analysis● Enforce best practices

○ Large range = Start-at-zero columns○ Small range = Truncated line○ Same metrics, same axis○ Same comparison, same ratio○ Annotations

Old Tracking

New Tracking

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Reviews: Post-Interaction Email

Before TreatmentBetter, Stronger, More Interesting

● Removed image pixelation● Removed product bias● Integrated logo into banner● Updated reward incentive● Updated call-to-action

“So, did it work?” KPIs Tracking

● % of Transactions Reviewed● Total Reviews per Month

Future Milestones

● Consistent 4.5% of monthly transactions reviewed (Q4)

● Expand coordination with social (monthly)

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Reviews: Analytics

Product Review Performance

● Feature highly rated products● Feature products with 0 reviews● Investigate low rated products● Escalate problem trends

○ Product performance○ Shipping○ Customer service

Future Milestones

● 60% product coverage* (2016)● Upgrade to Conversations platform to

improve SEO (Q3)● Implement PIE delay for international

customers (Q3)

* “Having almost 50% of your products that have reviews, that’s outstanding … you guys are definitely exceeding the industry benchmark.” - Amanda, Bazaarvoice Acct. Mngr.

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Reviews: Upgrades

Pushing SEO: Conversations Platform*

● Dynamically feed user-generated content● Increase category page organic search traffic● Track individual shopper behavior● Receive compiled, tagged product feedback● Segment customers for personalized targeting● Highlight both extremely satisfied and dissatisfied

customers for appropriate action

Addressing International Complaints: ROI Beacon*

● Delay sending of PIE to international customers● Receive email after product--not before!

* In progress

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Project Progress So Far

SEO: Plan

Crawl Determine Priority Pages

Technical Updates Rd. 1

Content Updates

Technical Updates Rd. 2

ON HOLD

ON HOLD

EP

EPRX

HVRX

Working On Right Now

● Keywords with more search traffic than competitors are reaching

● Bringing EP titles into line with best practices● Optimizing EP meta descriptions for top pages

Future Milestones

● Content keyword optimization (Q4)● Less frequently visited pages (Q4)

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Outside Vendors: Reconnecting

Reigniting Relationships| OurPet’s

● SEO optimization● Re-imaging● Product messaging

| Petstages

● New products● Discontinued products● Re-imaging● Product messaging

| PL360

● Rebranding● Promotion planning

| The Pet Firm

● New products● Product messaging

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Smaller Projects

Dog/Cat category page links

Best of 2015

AgilOne reporting issues

Bazaarvoice feed error correction

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Smaller Projects

Programmatic marketing research

Predictive marketing research

Mobile advertising research

Personalization research

OutlineDaily Deals Plan Tracking Integration

Analytics Upgrades

KPI Reporting Upgrades

Reviews Post-Interaction Email Analytics Upgrades

SEO Plan

Outside Vendors Reconnecting

Smaller Projects

Summary

Summary

Done

● Daily Deals launch● Enhanced Ecommerce

upgrade● KPI best practices

reporting standard● PIE update● Monthly reward drawing● SEO technical

optimization groundwork● Reignite vendor/COOP

relationships

Working On (Q3)

● Daily Deals KPI reporting● Conversations platform

upgrade● ROI beacon upgrade● Analytics bot traffic

filtering● Customer reviews social

coordination● SEO technical updates● Vendor relationships● Programmatic research● Predictive research● Mobile research● Personalization research

Future (Q4+)

● Daily Deals optimization● (Not Provided) keyword

recovery● Increased % monthly

transaction reviews● 60% product review

coverage● Mobile recommendations● Personalization

enhancements