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					Campaign Management for Experts

      Track: Marketing Executives

                    Brian Checkoway,
                    Scott Harris, Omniture
                    John Wall, AccuRev
Safe Harbor Statement

―Safe harbor‖ statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-
looking statements including but not limited to statements concerning the potential market for our existing service offerings
and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or
uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results
expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in
our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our
service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain
profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating
history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to
release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of
the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective
tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and
interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-
K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These
documents are available on the SEC Filings section of the Investor Information section of our website at, inc. assumes no obligation and does not intend to update these forward-
looking statements, except as required by law.
  Scott Harris
Director, Marketing
Omniture is a leading provider of online business optimization software

• INDUSTRY: High Tech, Online Marketing
• EMPLOYEES: 1,100
• GEOGRAPHY: Global (15 offices)
• # USERS: 4,500 Companies
          •SiteCatalyst              •Discover
          (campaign analytics)       (real-time segmentation & site analysis)

          •Test&Target               •Genesis
          (mvt, a/b and targeting)   (marketing application integration)

          •SearchCenter              •Site Search
          (search marketing)         (Internal Site Search)
All About Omniture
                     Omniture is a leading provider of online business
                     optimization software. Omniture’s software,
                     delivered to customers through hosted, on-
                     demand services, offers an easier and more
                     flexible way to manage online, multi-channel and
                     off-line business initiatives without costly
                     investments in IT infrastructure.

                     •   INDUSTRY: High Tech, Online Marketing
                     •   EMPLOYEES: 4,500
                     •   GEOGRAPHY: Global (15 Offices)
                     •   # USERS: 4500
                     •   PRODUCT(S) USED: SFA, Service & Support, 3
                         downloaded AppExchange applications
Total Campaign Measurement
  Omniture’s measurement strategy (beyond the lead)
   hinges on the campaign feature within salesforce
  Expanded the standard fields within the campaign
   object (flexibility) to enable campaign report ―slicing and
  Three primary objectives for marketing activity and thus
    – Sending traffic to your site/database
    – Converting it
    – Remarketing
―When marketing tries to define its
impact on the business only in terms
of leads generated, it sells itself
short.  ‖

   7   July 15, 2011
The Salesforce Campaign Object

 The campaign object is the ―connector‖ to the
  marketing systems that we use:
   – Email service provider
   – Closed Loop: a connection between Omniture
     SiteCatalyst and
 With the use of the object we can track the key
  metrics for a campaign all the way from the send
  stats to closed deals
How it Works: Creating a Campaign

    Create a campaign within Salesforce

   Campaign ID is
   used as the
   common element
   across both

        9   July 15, 2011
Classification Template Example
  How it Works: Capturing Leads
                  • Leads from campaigns are captured in real-time
                  • Leads automatically de-duped prior to submission
                  • Campaign codes are passed through from form to

Real-time integration
between Omniture
and Salesforce
through Salesforce
API for multi-
campaign allocation
How we look at campaigns:

 From Impressions to Won Opportunities

                                          Sending traffic
                                          to your website

                                          that traffic
Lead Management and Closed Loop Marketing
Omniture Reports using Campaign Objects
Parent Campaign – Return on Campaign Spend (ROCS)
The ROCS report provides actual cost of the campaign, web bookings,
 offline bookings linked to the campaign, and the ROCS for the campaign.

                    New New: Lead Sales: Online Offline
                      Net Opportunity New Sales:
                               Opportunity Closed
              Lead:Lead: Existing                            ROI
                                                    Actual Cost
Campaign Example – Webinar vs. Guide

  Offer Testing Example: Measuring Beyond Leads


Web to Lead Conversion

  Guide converted
  42% more leads

      27%     Guide

      19%   Webinar
But, Webinar Converted Better in the Pipeline

    2.42%   Webinar

    0.95%    Guide

      •155% better conversion from lead to sales-
      ready opportunity
      •80% better close ratio from opportunity to
      •2X average selling price
Campaign Objects allow Omniture to Connect
Marketing Efforts

  ―…only 17% (of marketers) say … that (they) link
  marketing effectiveness with longer-term business
  impact — like revenue earned per marketing
  dollar spent (ROI) and increases in lifetime
  customer value…‖
                Forrester Research
                Redefining B2B Marketing Measurement August 10, 2007
                Laura Ramos
     John Wall
Marketing Manager
Notice of My Bias
My Employer
My Environment
                 Lead Gen, Trade Shows, White
                 Papers and other Campaigns

                       Email, Drip Email, Web Analytics
                       and Alerts

 Over 250 Campaigns
 Determine Which Programs Work
 Understand Customer Behavior/Buying Cycle
 Increase Productivity
 Allocate your Budget More Effectively

  Organize campaigns – Proper Naming
   and Hierarchies
  Use Status Values
  Custom Reporting
  Campaign Influence
When Things Get Thick

  Naming Convention
  Custom Fields
  Follow Up Section

  Type (Webinars, White Papers, Trade Shows, EvalKit)
  Competitive (Who can you beat?)
  Geography (How are regions doing?)
  Google AdWords (Roll up multiple campaigns)
  Training (Does training affect adoption?)
  Telemarketing (Campaign for each rep)
Status Values

  Web – Responded vs. Converted
  Triggers for Dynamic Email Campaigns
  Call lists for non-converters
Status Feeding Automated Email Campaign
Before Custom Report Types

  Average Days from Lead to Oppty – What Indicates a
   switch to buying? (2x your average)
  Average from Opportunity to Close – Your Sales Cycle
  Lead to Close – Your Product Life Cycle Proven
Programs That Are Working
Campaign Influence Before it Existed
  Custom Report Types
  You no longer have to add competitors for Every Deal –
   Add them to the Account! We also track Incumbents
Custom Report Types and Campaigns

  For a single campaign cross with the email history to
   get campaign members that have opened or forwarded
   an email
Win/Loss Report by Campaign Influence
If you’d like to talk more…

 Tonight 6:30 pm – 8:30 pm Restaurant Azie
 826 Folsom Street - about a block from Moscone Center
Brian Checkoway
Senior Sales Engineer
Campaign Influence: Key Capabilities

  Tie Multiple Campaigns to an Opportunity – With a many to
   many relationship between campaigns and opportunities, users
   can now see ALL of the campaigns that influenced an opportunity.
  Automated Association with Custom Logic – All campaigns
   related to contacts on the opportunity prior to opportunity close
   date will automatically populate in the campaign influence related
   list. Filters based on standard and custom fields on campaigns and
   campaign member allow organizations to customize the
   association rules to meet their specific business needs.
  Manual Add – Allow end users to associate campaigns directly to
   an opportunity on the campaign influence related list.
  Out of the Box Reporting – End users can easily access
   reporting to get to the data they need.
Campaign Influence: What’s Not Included?

  Does not include…
   – The ability to apply weights or percentages of the opportunity
     value back to specific types of campaigns. When looking at the
     data, users will see the entire value of an opportunity attributed
     to the influenced campaign
   – The data reflected back on the campaign detail page. You can
     only access the data through reports.
Session Feedback
Let us know how we’re doing and enter to win an iPod nano!
    Please score the session from 5 to 1 (5=excellent,1=needs
       improvement) in the following categories:
         Overall rating of the session
         Quality of content
         Strength of presentation delivery
         Relevance of the session to your organization

               Additionally, please fill in the name of each speaker &
               score them on overall delivery.

                We strive to improve, thank you for filling out our survey.

        Scott Harris
        Director of Marketing Analysis

        John Wall
        Marketing Manager

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