Delivering the Present Creating the Future Moving from Evolution to the Engagement Revolution 1 Presented by : John Healy Head of GSI Commerce Global Marketing Services (GMS) Product Group

30 Seconds on your Presenter Former CEO of Dydacomp Global commerce technology platform company 2k Global clients $4B USD in Global Commerce Transactions 3MM mulitchannel orders Original Global Multichannel Marketing Partner DoubleClick (pre Google acquisition) Global Marketing Services Products Group $150MM+ USD 700+ Global Associates 2

Corporate Mission: Enable Commerce Anytime, Anywhere, Anyhow GMS Product Group Business Mission  Drive customers to you and keep them coming back  Website  Retail  Call Center  Business Chllenges  CPA is up  Online acquistion is slowing  Open rates for are flat to down  Manage more programs and partners Acquistion Re Acquistion Shoppers Buyers Multi Buyers Browsers 3

Great set of assets to meet our mission… lytic Database Marketing CRM, interactive services and analytics Marketing Strategy and Services Design Integrated Marketing Design and Strategy agency Affiliate Affiliate marketing network SMS SMS and mobile marketing Ad Analytics Multichannel Marketing attribution and optimization modeling Retargeting Website visitor remarketing Search & Social Full service interactive agency with Search and Social practices 4

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6 Key UK e-Commerce Stats Source: IMRG October 2011 The UK is Europe’s leading e-retail economy, with sales estimated to reach €81bn in 2011 The UK e-retail market is currently growing at 18% per annum, in spite of the Economy e-Retail contributed 9.4% of total retail sales in May 2011 (excluding automotive fuel) The UK’s per capita spend of €1333 per annum is the highest in the world The digital commerce market provides employment for over 730,000 people in the UK 37 million people shop online in the UK More than one billion parcels are shipped from online purchases each year in the UK

UK Ad Spend continues to grow… 7 Source: MagnaGlobal, September 2010 Billions “Controlled “ Growth in Spending

How are you investing in online advertising? How are you measuring success? Overwhelming measured on click through! Source: eConsultancy 8

Billion Impression Research Project Methodology Subset of our Advertisers January 2011 through April % of converter & non-converter data 1.1 Billion Impressions 81.5 Million Clicks 3 Million Conversions Attribution Models Last-ad methodology ClearSaleing (CS) Altitude: glass-box, algorithmic model Channel Influence Path Position Dynamic Exclusions 9

Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Our research shows last click isn’t the whole story Purchase Path Analysis 10

Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Our research shows last click isn’t the whole story Purchase Path Analysis 11

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 13

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 15

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 17

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 19

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 21

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Search Branded Key Word Day 8 Site Purchase Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… Purchase Path Analysis 23

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Introducer Influencer Closer Search Branded Key Word Day 8 Site Purchase *Radius of circle depicts number frequency of am events likely in the purchase path Day 1 CSE Natural Search Retargeting campaign Marketing- Offer Affiliate Site Visit Here’s what you saw…Now here’s what you missed… All about Total Customer Engagement 26

Summary of our Research findings 9 out of 10 ad impressions are missed with last click attribution 3.8 is the average number of touch points generated in a Purchase Path 36% - 50% of Purchase Paths involve more than one touch point Varies based on seasonality 42% increase in average order value from a multi touch point Purchase Path Premium Publishers have a 2X greater ability than ad networks and a 4X greater ability than DSP’s to start new customer conversations In terms of number of ads per order generated, premium publishers require ¼ as many ads to create the desired result 25% - 30% improvement in Digital media ROI (Forrester) 27 Source: “Billion Impression Research Project” Q1 2011

What you think is working and not working… 28

Channel Revenue shift using Attribution 29 68% of ad spend gets moved

Case Study: Fashion Retailer Department Store which generates $4B USD in annual revenue 3 months after launch: – Total orders have increased by 16% – Google PPC profitability has grown by 4X – Revenue per order increased by 66% – Annual digital budget has grown from $32MM to $47MM USD

Deliver the Present and Create the Future Start to think about how Advertising Analytics and Attribution can help your business Customer Engagement improves with solid Purchase Path planning No such think as a loyal customer... Think in terms of acquisition and reacquisition when planning 31

Deliver the Present and Create the Future Start to think about how Advertising Analytics and Attribution can help your business Customer Engagement improves with solid Purchase Path planning No such think as a loyal customer... Think in terms of acquisition and reacquisition when planning Thank you for your time 32