1010DATA ECOM PATH TO PURCHASEAARON MENDES – VP MARKET INSIGHTS PRODUCTS

Path to purchase is exactly what is sounds like:What do people do before they buy online?

1. Browse Internet

2.Search Google

3.Search for

Product on

Merchant Site

4. Compare Products

5. Add to

Cart

6. Browse More

Products

7. Add to

Cart

8.Check

Out

On what search terms should I bid?

Which keywords should be in my product lines?

With which websites should I advertise?

How much should I spend on Amazon paid search?

How much should I spend on Google AdWords?

What should I include in my ad copy?

Online path to purchase helps to maximize online sales through more effective allocation of resources and spend

Top referring domains

Top Google/Bing search keywords

Top on-site search keywords

Whether or not search keywords are branded or generic

Top complementary items, brands, and categories

Broken out by merchant, category, brand, and item

Reporting in terms of dollars, units, and views

1010data’s Path to Purchase product provides never-before-available details about the customer online shopping journey

1010data’s Path to Purchase product provides never-before-available details about the customer online shopping journey

25.7%

4.8%

4.1%

2.1%

1.9%

1.4%

1.1%

0.9%

0.7%

0.6%

0.5%

38.3%

25.0%

5.1%

4.2%

2.8%

2.1%

0.004%

1.6%

0.8%

0.3%

0.3%

0.0%

43.2%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

google.com

yahoo.com

facebook.com

youtube.com

amazon.com

ewg.org

ebay.com

walmart.com

target.com

reddit.com

sephora.com

all-other

SunCare Referrers Total Market Referrers

OPPORTUNITY

OPPORTUNITY

OPPORTUNITY

70% of SunCare sales on merchants’ sites start with search

46%

30%

24%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Generic

No Search

Branded

2.1%

0.3%

0.3%

0.3%

0.2%

0.2%

0.2%

0.1%

0.1%

0.1%

0.0% 0.5% 1.0% 1.5% 2.0% 2.5%

sunscreen

coupons for diapers.com,coupons-for-diaperscom

sun screen

sunblock

face sunscreen

toms toothpaste,toms-toothpaste

sunscreen spray

hand and face wipes,hand-and-face-wipes

kiss my face organic sunscreen

sunscreen face

SunCare has a massive long tail of keywords for generic search terms

The number of generic search

keywords that you could be buying for

pennies on the dollar.8000

0.7%

0.6%

0.5%

0.4%

0.4%

0.4%

0.3%

0.2%

0.2%

0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8%

elta md

blue lizard sunscreen

elta md sunscreen

elta md uv clear spf 46

neutrogena sunscreen

shiseido

blue lizard

badger sunscreen

la roche posay

SunCare has thousands of onsite long tail branded search terms that can help generate extra revenue

The number of branded search keywords that you could be buying for pennies on the dollar.

2000

$558,035

$167,472

$110,286

$95,061

$80,590

$76,235

$76,033

$59,861

$44,229

$43,915

$- $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

Neutrogena

Banana Boat

Babyganics

Coppertone

EltaMD

La Roche

Sun Bum

ArtNaturals

No-Ad

Blue Lizard

Keyword: ‘Sunscreen’

For the top generic search term, ‘sunscreen’ Neutrogena and Banana Boat dominate.

Copy their keywords and placement strategy.

$558,035

$73,682

$64,798

$53,969

$41,214

$38,861

$34,130

$32,069

$27,891

$27,663

$- $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

sunscreen

sunblock

face sunscreen

super sensitive sunscreen

spray sunscreen

sun bum sunscreen

sunscreen spray

sun screen

spray on sunscreen

sunscreen face

Owning onsite organic search

Neutrogena is winning onsite generic search.

Copy their keywords and placement strategy.

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%

amazon

amazon prime

macys

amazon.com

sephora

ama

nordstrom

amazon smile

macy

elta md

16 of the top 25 Google & Bing searches before buying SunCare are for retailer names, mostly Amazon

The percentage of SunCare money spend from Google & Bing searches with keywords containing ‘Amazon’.

25%

0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2%

elta md

lancome absolute replenishing loton

beaver sun

blue lizard sunscreen

chanel perfection lumiere 20 beige

clinique

le rosey posay sunscreen

elta md uv clear

chanel vitalumiere aqua

patches for jeans

Of non-retailer Google & Bing searches, most of them are auto-suggest long tail terms

The number of keywords you could be buying on Google & Bing to generate online SunCare sales.

22,000

Of non-retailer Google & Bing searches, most of them are auto-suggest long tail terms

Sales

• Onsite PPC & Promos

• Product Description Keyword

Optimization

• Onsite SEO

• Advertise with Complementary

Products

• Bundling Opportunities with

Complimentary Products

Marketing

• Display Media Buys

• Sponsorships & Partnerships

• Google & Bing PPC

• Branding

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