© 2009 Eyeblaster. All rights reserved Current and Future Integrations Presented by: Geoffrey King ● Sales Engineer ● 3 rd February 2009 Eyeblaster and Omniture Integration

© 2009 Eyeblaster. All rights reserved Channel Data Flow Integrations – Omniture ::  what does an ‘integration’ mean?  Who are we integrated with?  What metrics are shared?  How does it work in summary?  Process for getting client on board – both agency and 3 rd party. Geoffrey King All good with this G-Funk? You should definitely include: Learnings from Vodafone on power of SV. Channel Connect case study from Masterfoods (Lianne promised we’d have this next week). Go through the process for requesting Custom Reports.

© 2009 Eyeblaster. All rights reserved Agenda Introduction to Omniture Eyeblaster Involvement Integration Technical Discussion Costs and Timelines

© 2009 Eyeblaster. All rights reserved Introduction to Omniture

© 2009 Eyeblaster. All rights reserved Introduction to Omniture Leading provider of online business optimisation software, enabling customers to manage and enhance online, offline and multi-channel business initiatives Founded in 1996 and listed on the NASDAQ in 2006 Omniture's approximately 5,000 customers include big names such as eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony, Vodafone, CBA and HP There tools enables customers to capture, store and analyse information generated by their Web sites and other sources and gain insights into the performance and efficiency

© 2009 Eyeblaster. All rights reserved Introduction to Omniture Most famous tool is SiteCatalyst that provides detailed web analytics. Other products include;  Genesis™: integration of all your digital marketing tools into one central location (for example Eyeblaster Analytics)  SearchCenter®: forecasting and optimizing SEM results, automating keyword bidding and combining multiple search engines into one interface  Discover OnPremise: real-time, visual analysis of customer interactions across multiple channels  Test&Target: quickly test different Web site design, content, navigation and campaigns Omniture offers professional services that complement its online services, including; Implementation + consulting services, best practices and customer support + user training

© 2009 Eyeblaster. All rights reserved SiteCatalyst - Channel Data Flows SEARCH MOBILE DISPLAY Traditional Media Omniture SiteCatalyst

© 2009 Eyeblaster. All rights reserved Tracking Campaigns in Omniture As part of SiteCatalyst advertisers get access to a JavaScript file that is placed on every page of the website During the setup process important pages are defined and named. For example the Homepage, Signup start page. The most important pages and actions are called “success events” and are also defined. Tracking codes are then appended to all links that refer traffic to the advertisers website. Each tracking code should be unique. B: “Tracking code”, uniquely identifies the referrer A: Prefix starts the query

© 2009 Eyeblaster. All rights reserved Tracking Campaigns in Omniture (Con’t)

© 2009 Eyeblaster. All rights reserved Tracking Campaigns in Omniture (Con’t) Each tracking code is then defined within the Omniture system by classifications (also known by the acronym SAINT for SiteCatalst Attribute Importing and Naming Tool) Generally this is done offline using Excel and then importing In this example the link would be 

© 2009 Eyeblaster. All rights reserved Challengers for Advertisers 1) Unified Reporting: Advertisers need one “true” source of analytics and de- duplicated conversion reporting to accurately analysis campaigns.  In the case of display, Omniture is unable to track post-impression conversions 2) Manual Work: to have granular analytics they are required to put as much detail as possible into the SAINT classifications file. For this to work many parties are involved. For example in Display Advertising; 1) Media Agency: need to provide information about the campaigns (placement names, booked media costs, delivered media value, campaign delivery). 2) Omniture Trafficker: needs to setup the SAINT file, generate the tracking code and import based on the campaign information. 3) Creative Agency: need to implement the correct tracking code into each ad/flight/campaign (depending on level of tracking). 3) Change Management: As campaigns evolve and change over time (for example new placements get bought) they need to update the campaign to include these changes.

© 2009 Eyeblaster. All rights reserved Eyeblaster Involvement

© 2009 Eyeblaster. All rights reserved Eyeblaster Involvement - Channel Data Flows SEARCH MOBILE DISPLAY Traditional Media Omniture SiteCatalyst Eyeblaster Served

© 2009 Eyeblaster. All rights reserved Integration Technical Discussion

© 2009 Eyeblaster. All rights reserved Eyeblaster Working Toward Gensis™ Eyeblaster has joined and is working to complete the integration with the Genesis™ project. This integration allows Eyeblaster to automate a large portion of the information sharing process and provide additional information. The steps involved in an integration are; 1. Integration wizard 2. Collecting conversion data on runtime 3. Importing data to the Omniture System

© 2009 Eyeblaster. All rights reserved 1. Integration Wizard Each advertiser to be integrated will be required to run the integration wizard once from within the Omniture Platform. The user will provide a login and password to the Eyeblaster platform, this will enable an API connection by Omniture to Eyeblaster for authentication. Within in the integration wizard, the user will also provide the relevant Advertiser ID and Conversion Tag ID(s).

© 2009 Eyeblaster. All rights reserved 2. Collecting Conversion Data On each webpage considered a conversion, the Omniture tag will call the Eyeblaster activity server. This enables Omniture and Eyeblaster to collect post impressions and post click conversions  note this process will replace the need for an Eyeblaster conversion tag to be physically inserted onto the advertisers website This enables Omniture and Eyeblaster to collect post impressions and post click conversions Omniture Data Eyeblaster Data

© 2009 Eyeblaster. All rights reserved 3. Importing Data to Omniture Once a day Eyeblaster will generate a text file and upload it to Omniture.

© 2009 Eyeblaster. All rights reserved Summary

© 2009 Eyeblaster. All rights reserved Current Eyeblaster / Omniture Integration We currently have an integration in Australia with Vodafone. The integration is different to Genesis in a couple of ways;  Each Eyeblaster ad includes a click-through URL that contains the AD ID. This can be implemented easily by using the token (a.k.a macro) “[%tp_adid%]”. For example;  When the ad is displayed/clicked the token is replaced with the actual Ad ID (a.k.a Expanding the macro).  The Ad ID serves as the “tracking code” and provides the unique ID enabling Eyeblaster and Omniture to match information.  Eyeblaster conversion tag exists on relevant pages and a custom development enabled it to communicate post-impression conversions with Omniture

© 2009 Eyeblaster. All rights reserved Costs + Timelines

© 2009 Eyeblaster. All rights reserved Integration Costs and Timelines Costs Official amounts are still to be confirmed Approximately;  $10,000 USD for initial integration  10% Uplift their SiteCatalyst contract (minimum of $500 USD per month) Timelines Integration is still under development First Beta to start on 24 th of February

© 2009 Eyeblaster. All rights reserved Thank you