Europages Presentation SIINDA Show

Leveraging Data in e-marketing programs: experience feedback

in B2B

20th March 2015

Plan

1. Which Data do we leverage

2. How we collect and process it

3. How we use Data throughout the sales funnel

4. Q&A

25 million

visitorsfrom 157 countries

50 million

searches

1,1 billion

click-stream

Website in 26 languages

Data 2014 - source comScore digital analytix

▬Freemium model▬Multimedia

content (Text, pictures, catalogue, video, PDF, website & social links)

▬Content translated into 15 languages

Our core product: E*Page

Our core product: E*Page

▬Freemium model▬Multimedia

content (Text, pictures, catalogue, video, PDF, website & social links)

▬Content translated into 15 languages

Within a wide range of solutions

▬Comprehensive range of B2B e-marketing solutions

TRAFFIC ENGAGEMENT

+ +CONTENT =LEAD

Generatesanonymous

ROI Stats

A NON IDENTIFIED VISITOR

He searches companies and products on EUROPAGES and clicks to members

websites

Generates identified ROI Stats

AN AUTHENTIFIED

USERHe signs up to contact

members

Social networks

SEO

Corporate& Partnerships Br

and

Equi

ty

Visitors engagement process

A FREE MEMBERHe creates his E*Page.

He posts content on EUROPAGES.

Generates identified ROI Stats

Data collected from the visitors’ journey

Type of Visitor Derived data

Anonymous Browsing activity

• Search expressions• Origin (geographic & referrers)• # E*Page viewed • # Clicks to websites• # Emails sent• Areas & countries of interest

Identified(has sent email) Visitors details

• @• Emailing behavior, RFM,…

Registered Content • Text, videos, pictures, PDF’s, …

Clients & Free Members

Tracking

Data leveraged pursuing 3 main objectives

• Triggered emails to improve E*Page completion

• Interactive maps of searches

• Statistics Newsletter• Trigger email teasers

‘’anonymous’’ visitors• Selling offers

• Enriched ROI Stats NewsLetter

• Triggered emails ‘’identified’’ visitors

• Up-selling emails

Enrich Content Improve Customer Loyalty

Drive Free MembersConversion

Datamining insights

• Reach modeling: key visibility drivers of E*Page

• Free Members scoring: profile openers/clickers vs. non-…

• Customer profiling: propensity to purchase

E*Page completion impacts:• Free member reach > quality of lead• Overall content quality > site reach

System scans each completion item and issues triggered emails

Lacks 2 headings

No documents

Enrich Content #1

E*Page completion impacts:• Free member reach > quality of lead• Overall content quality > site reach

System scans each completion item and issues triggered emails

Lacks 2 headings

No documents Added 2

headings

Added pictures

Doc tab generated

Enrich Content #1

Emails to members to improve E*Page completion• Campaigns towards existing

members base• Ongoing triggered emails to

recent members

Improves content > traffic Re-engages Free Members through

improving their reach

Enrich Content #1

Search data is leveraged to generate content and provide visitors with insights

Enrich Content #2

User generated

dataData

processing& enrichment

Company rendered

knowledge

Search data is leveraged to generate content and provide visitors with insights

Enrich Content #2

Enriches content Improves UX & engagement Drives loyalty

Monthly Newsletter displaying visibility statistics• 1M per month• 50 countries• 12 linguistic versions• Avg. open rate 2014: 17.3%

Nurtures relationship Engages Free Members

Drive Free Members Conversion

Derived data monetization

Triggered email « teasers » with anonymous contact info• Each time an E*Page is viewed or a

click performed

Drive Free Members Conversion

Communicates Europages value Generates leads for the salesforce

« A professional in the cereals driers sector located in France has visited your website on 12-02-2015 »

Want to know more?

CONTACT US

Monthly Newsletter displaying ROI statistics• Transparency on ROI figures at the

core of the value proposition

Builds confidence Facilitates renewal

Improve Customer Loyalty

Improve Customer Loyalty

Triggered email with detailed contact info• Each time an E*Page is viewed or a

click is performed

Generates leads for customers

« Mr Dimityr Kezham procurement officer in the domain of auto switch sector located in Belarus has visited your website on 08-01-2015»

SEE THE FULL REPORT

Improve Customer Loyalty

Customer LeadGen report

Improve Customer Loyalty

On-site E-mailing On-demand

NewsLetters and triggers

Thank you !

Q&A

Contact : eric.hobein@europages.com