slcsem slides 3 20-13

Analytics and AttributionSLCSEM 3/20/2013

• $4.2 Billion Company• 2nd Largest Self Storage Company in USA• 2500 Employees• 937 Locations• Largest publically held company headquartered

in UT

Where We’re Going

• Cross Channel Attribution Application• Leveraging analytics data for real time

decisions

Swim Lane Marketing

Where’s the Data?

Data IntegrationSocial Media Scores & Data

Socio-Demographic Data

Website Analytics

CMS

Paid SearchPhone Conversions

Call Center

SEO RankingsCustomer Surveys

Expenses

Competitive Data

Bing

Google

Email

Census Data

Pricing & Promotion Data

Data Warehouse

How It Helped Mobile

Jan '12

Feb '12

Mar '12

Apr '12

May '12

Jun '12

Jul '12

Aug '12

Sep '12

Oct '12

Nov '12

Dec '12

Jan '13

0%10%20%30%40%50%60%70%80%90%

100%Spend

DesktopMobile

LTV Seasonality

2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53

0

500

1000

1500

2000

2500

0

200

400

600

800

1000

1200

1400

Lifetime Value (Rent * Length of Stay) adjusted for increases

Customer Count Mean LTV Median LTV

Week Number

Cus

tom

er C

ount

Mean LT

V / M

edian LTV

94303 LTV $1037

Find the Most Valuable Customers

94025 LTV $963

94301 LTV $1033

94303 LTV $1037

Segment By: Demographic

AGE LTV

25-35 -12%

35-45 +2%

45-55 +10%

55-65 -6%

65+ +7%

AGE LTV

25-35 -8%

35-45 +3%

45-55 -5%

55-65 -1%

65+ +8%

Segment By: Demographic

45-55

-5%45-55

+10%

45-55

+10%

Segment By: Demographic

Analytics and AttributionSLCSEM 3/20/2013

Cameron Urrycurry@extraspace.com

@cameronurry