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Page 1: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 1

Page 2: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 2

REAL-TIME MARKETING:

HOW FAST DATA CAN DRIVE NEXT-

GENERATION CUSTOMER INTERACTIONS

Use Cases and Learnings at L.L.Bean

Page 3: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 3

Page 4: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 4

COMPANY ORIGINS

Page 5: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 5

COMPANY ORIGINS

Page 6: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 6

CUSTOMER FOCUS

L.L.’s Golden Rule

“Sell good merchandise

at a reasonable profit,

treat your customers like human beings

and they will always come back for more.”

Page 7: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 7

L.L. BEAN TODAY

Page 8: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 8

LLBEAN.COM

…to big game hunting gear.From kids’ apparel…

Page 9: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 9

EMERGING MARKETING / ORGANIZATIONAL

NEEDS

Increase in breadth of vendor engagements

Rapid expansion of a diversity of planned marketing efforts

More granular audience segmentation

Cross-channel availability of rich customer data

Speed-to-market of new targeted efforts across channels

Avoiding resource bottlenecks (within and outside of marketing)

Page 10: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 10

TEALIUM AT L.L.BEAN

Implemented Tealium IQ Spring 2013

– Phase 1: Support marketing tags on www site

– Phase 2: Bring m. site into alignment

– Phase 3: Migrate site analytics tag into Tealium

Joined Tealium AudienceStream beta in Dec.

2013

– First broad applications in mid-2014

Page 11: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 11

TEALIUM AT L.L.BEAN

Digital Analytics

Corporate Marketing

AdvertisingPaid

SearchEmail

Natural

Search

Adobe

AnalyticsBig DataGA

Page 12: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 12

USE CASES

Page 13: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 13

USE CASES

Merch-Based Segmentation for Online Targeting

Email Browse / Cart Abandon

Integration with Content System for Promo ID and

Presentation

Alignment of Treatments Across Touchpoints and

Measurements

Tracking of Low-Availability PDP Visitors

Page 14: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 14

MERCH-BASED SEGMENTATION FOR ONLINE

TARGETING

Bookpacks

Men’s button-down shirts– PDP viewers

– ATB visitors

Kids’ category

Also applied:– RFM segmentation

– Buyer suppression

Page 15: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 15

EMAIL BROWSE / CART ABANDON

Re-architecture of existing browse / cart abandon programs

– AudienceStream as event listener and behavior identifier

– Decrease turn-around time

– Increase personalization capabilities

Page 16: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 16

INTEGRATION W/TESTING VENDOR

FOR PROMO CONTENT

PRESENTATION

Audience of women’s shopping

abandoners

Qualified based on likelihood of new

buyer status

Page 17: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 17

ALIGNMENT OF TREATMENTS ACROSS

TOUCHPOINTS AND MEASUREMENTS

Audiences are available both internally

and to all marketing partners

Segments, offers and content are not

mimicked, they’re identical because they

have the same source: the UDO

This native syncing and transparency

extends to analytics

Page 18: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 18

TRACKING OF LOW AVAILABILITY PDP

VISITORS

Building an audience of visitors who see low-

stock or back-ordered items

Enables advertising and on-site messaging

about availability

Page 19: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 19

LEARNINGS

Page 20: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 20

AUDIENCESTREAM LEARNINGS

Tealium overlaps

with many systems.

Page 21: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 21

AUDIENCESTREAM LEARNINGS

Minimizing ‘lag’

between audience qualification

and content presentation

is key.

Page 22: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 22

AUDIENCESTREAM LEARNINGS

End-to-end QA

can be complex.

Page 23: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 23

AUDIENCESTREAM LEARNINGS

Cross-functional

work sessions

are highly effective.

Page 24: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 24

AUDIENCESTREAM LEARNINGS

There’s no such thing as a

‘minor detail’ when it comes

to business rules.

Page 25: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 25

AUDIENCESTREAM LEARNINGS

With sufficient training, marketing program owners

can be highly effective users of AudienceStream.

Page 26: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 26

AUDIENCESTREAM LEARNINGS

AudienceStream can easily

become

marketing mission-critical,

and this requires preparation.

Page 27: "Real-Time Marketing: How Fast Data Can Drive Next-Generation Customer Interactions" - L.L. Bean, Digital Velocity '15

© 2015 Tealium Inc. All rights reserved. | 27

Q & A


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