Autonomy Interwoven Confidential

Dan DarnellDirector, OptimostMarketing

Annie WeinbergerVice President, InterwovenMarketing

What's Clicking on Your Website:How to Understand and Deliver Exactly What Today's Web Visitors Want

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Unstructured data represents 80% of all information Now we have the ability to understand it

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Imagine if technology could help marketers…

Read / listen to / watch every piece of content

Form a conceptual understanding of, derive meaning from, and create conceptual relationships with all forms of customer information

Automate processes that could not be automated before

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We Call This Meaning Based Marketing

Analyze all customer insights across information typesUnderstand customers’ interests and intentMatch customer needs with desired business outcomesNext-generation architecture optimized to deliver persuasive content

Meaning Understanding Relevance Action Business Results

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Automatically Create Customer Segments

Understand both structured and unstructured / conceptual information across all customer touch pointsLeverage conceptual customer information (even sentiment) and content to automatically create accurate customer segmentsDiscover new customer trends and optimize segments appropriatelyAll automatically…

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Automatically Act on and Optimize Segments

Deliver the most relevant web experience based on this meaning-based segmentation

HyperlinkingDirected NavigationRecommendations

Hot & BreakingImplicit Profiling

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Press and Analysts on Meaning Based Marketing

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Meaning Based Marketing

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Profiling & Personalization

Product Recommendations

Social Media Monitoring & Analysis

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Metadata: The Secret to Success

Metadata impacts everything Dynamic deliveryTargeting and personalizationSearch and retrievalNavigation and relationship mappingSearch engine optimization (SEO)Multichannel integration

Taxonomies and vocabulariesFixed, structured, and hierarchicalDynamic, fluid and ever changing

Categorization and classificationManual taggingSemi-automated recommendationAutomated analysis and relationship mapping

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Dogs

Madonna

Cycling

Labrador

Tag Profile

Implicit Profile: The Old, Tag Based Way

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Concepts 1Dogs

Man’s Best Friend

Concepts 2Batman

Joker

Concepts 3

CyclingEntertainment

Hobbies

UGC

News

Content offers:Campaign: Pop Music

1

2

3

4

ProfileProfile

Action

Madonna

Ideal Distance

Pop Music

Implicit Profile: The Meaning Based Marketing Way

Concept Based

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Profiling & Personalization Example

Target based on explicit (information provided by

visitor) and implicit information (past

interactions)

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Agenda

Profiling & Personalization

Product Recommendations

Social Media Monitoring & Analysis

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Product Recommendation Challenges

Customer profiles are quickly out of date and based on a partial view of informationProducts need to be constantly entered, updated, and removed from catalog management systemsAnalyzing and tagging the products people buy togetherLack of understanding of customers and content leads to inaccurate recommendations

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Deliver Meaningful Recommendations

When you have a deep real-time understanding of customers and products you can make the right recommendations

Concept 1XBOX

Concept 2Batman

Joker

Formula One

Game Site

Gaming Blog

News Article

Concept 3Ferrari

Online Gaming

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Featured Products Example

Featured Items area promotes cross-selling, new

products and upcoming events based on the concepts the customer is interested in.

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Related Products

Related Products lets users quickly jump to

products or services that are related to products,

pages or downloads they have recently

accessed

Related Product Recommendations

Product categories change based on the

interests and relevancy to each visitor

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Agenda

Profiling & Personalization

Product Recommendations

Social Media Analysis

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The Opportunity: Social Media ParticipationAges 18-24

Age 55+

Social Media contains a lot of

customer insight!

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The Risks & Challenges with Social Media

Legal RisksUnmonitored content can lead to damaging liabilities

Brand RisksUnfiltered content can have a negative impact to the brand

Revenue riskFalse scares based on a blog

ChallengesQuantity and velocity of informationManual categorization is impossibleSentiment varies wildly and rapidly

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Why is Listening Difficult?Why is Listening Difficult?

Conversations happen everywhere

Volume of Social Media is exploding

Social Media is poorly tagged

Happens real time

Sentiment varies wildly

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Automated Social Media Analysis

Creation and fostering of online communities

Polls, ratings, forums, and RSS

Automatic, real-time monitoring and aggregation

Blogs, Twitter, YouTube, Forums, etc.

Automated understanding and conceptual analysis

Sentiment analysisCategorizationHyperlinking

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Act on Social Media Analysis

Automatically deliver relevant, personalized social media

Post positive 3rd party social media contentConnect visitors based on similar interests or expertise

Respond quickly to capitalize on successful lines, and repair damage of complaints

Filter and remove legally questionable content

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Customer Case Study - VMS

Combines news and ad monitoring and intelligence

1250 Television stations = 3800 hours of news per day2000 hours of Podcasts and radio stations per day470 corporate CMOs, Ad agencies

Understands what is being said

Innovative, web-based portal for 24/7, global news coverage and media management

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Understanding the human richness of all interactions with customers and

prospects is fundamentally changing the nature of marketing

The Unique Opportunity

Understand the meaning, sentiment and context of all customer interactions (including social media)Act on newly-discovered trends, opportunitiesOptimize the customer experience across every channel

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Over 400 OEMs – You may be using us already

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Autonomy Interwoven Customers

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$1.9M the first year

by several million Euros

Decreased Costs

saved millions in support costs

Our Customer Results

$30 million by five to tenfold $10+ million

$3+ million$3+ million 400 more orders per week

Increased Sales

donation click-throughs by 157%

Increased site interaction by 153%

email click-throughs by 103%

Increased Click-

throughs

voted Website of the Year by users

from 59% to 79%Improved Customer

Satisfaction

by delivering targeted content

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Thank You