Participate or Dominate?

Gaining Competitive Advantageusing Competitive Analytics

Competitive Advantage …gained with eDataSource..

Verified monitoring of one’s own results that enables maximum efficiency and success

A more accurate picture of the competitive landscape allowing insight and countermeasures to competitors strategy and tactics

Understanding of successes and failures across industries and industry segments

Tools for the Task eDataSource pioneered monitoring of email

deployments through consumers inboxes in 2010. This service is now offered in a free version as InboxTracker

eDataSource just launched a seed based monitoring platform, DeliveryTracker

eDataSource pioneered monitoring of promotional email and social media deployments and now has an archive of messages reaching back as far as 2005

eDataSource aggregates and reports on revenue and sales information from order confirmations sent bydozens of large ecommerce players

eDataSource’s Focus Internal efficiency control

Control real inbox delivery through an organically grown panel

Deploy and monitor email seeds Verify 3rd party deployments and social media

messages sent on the company’s behalf

eDataSource’s Focus Strategic Monitoring/Competitive

Analytics Know your competitors email list sizes and

segmentation strategies, offers and creative Monitor deployments in Email and Social media Benchmark your own successes to competitors

results

Internal Revenue Maximization Clear view of your own performance

Inbox Tracker – Real tracking of consumers interaction with you emails – And It’s FREE

Delivery Tracker – Delivery monitoring, duration analysis and Spam Filter control

Affiliate Quality Tracking

Leg up on the competition Clear view Competitors Actions

Promotional Creative, current and historical Segmentation, Personalization, Promotions and

Merchandizing External traffic drivers, social media activity,

affiliates

Know what you are up against Competitors Metrics

What is working for your competition and what is not

Understand approximate list sizes and deployment sizes

Monitor Read Rates, Inbox Placement and Deletion Rates

How It Works in Email Search for any Email Marketer to view

Detailed information about the emails and their performance

Image of Email Email HTML Subject line Third party emails Domain owner Link report Overview of other links Analytics for the specific email

Or search by any Word or Phrase In subject line or copy

Learning from others Proflowers.com challenges with Gmail

Increased frequency reduces inbox placement beforeValentines Day

Inbox Delivery needs to be improved byEaster

Action: Do whatever it takes

to increase activityamongst GmailSubscribers

Learning from others Cigars International Challenges with

Gmail Copied Proflowers approach with Gmail specials Saw immediate and sustained improvement in

email activity Results

Improvement in activity lead to sustainedimprovement ininbox delivery for Gmail

Keyword usage in Subject Lines Usage of “Black Friday” in Retailers

Subject Lines

86.80%

13.20%

97.53%

2.47%

68.11%

31.89%

List Overlap Analysis Who else is influencing your customers

Presidential

Candidates

- Competition in Email

Apple

.com

Amaz

on.com

Group

on

Barne

s & N

oble

Living

Socia

l

Ticket

mas

ter

iTun

es

Netflix

.com

Pando

ra.com

0%

10%

20%

30%

40%

50%

60% 52%48%

31% 28% 27% 24% 23% 22% 22%

Largest Marketers sharing inboxes with J. Crew

Nords

trom

Bloom

ingd

ales

Mac

y's

Neim

an M

arcu

s

Saks 5t

h Ave

nue

Kohls

J.C. P

enne

y

e.lo

rdan

dtay

lor.c

om0%

5%

10%

15%

20%18%

15% 14%12% 12%

9% 9%

5%

Department Stores sharing inboxes with J. Crew

Gap

Banan

a Rep

ublic

Old N

avy

Expre

ss

Urban

Out

fitters

Ann T

aylo

r

Amer

ican

Eagle

0%

5%

10%

15%

20% 18%

15% 14% 13%

10% 9% 8%

Other Clothing Brands sharing inboxes with J. Crew

- Competition in Email (Dell Home USA)

Apple

Amaz

on

Wal

mar

t

BestB

uy

Stapl

es

HP Sho

ppin

g

Radio

Shack

Tiger

Onl

ine

Office

Depot

Neweg

g

Samsu

ng U

SA

Circui

t City

CompU

SA

B&H P

hoto

0%

10%

20%

30%

40%

50% 45%41%

21%17%

12% 10% 9% 8%6% 5% 4% 4% 2% 2%

Electronics Brands and Vendors Sharing Inboxes with Dell

Paypa

l

Zynga

mai

l

Skype

mca

fee.

com

Syman

tec

0%

5%

10%

15%

20%

25%

30%29%

22% 21%

14%

2%

Common Online Services Sharing Inboxes with Dell

Series1

Netflix Pandora iTunes Audible Blockbuster0%

5%

10%

15%

20%

25% 22%19%

12%

6% 5%

Audio and Video Streaming Providers Sharing Inboxes with Dell

- Competition in Email

South

wes

t

Pricel

ine

Exped

ia

Trave

lzoo

Tripad

viso

r

Delta

Vacat

ions

2Go

Hotwire

0%

5%

10%

15%

20% 17%16% 15%

13% 13%11% 11% 10%

Travel Sites Sharing inbox with Victoria's Secret

Bath

& B

odyw

orks

Sepho

raUlta

Sally B

eaut

y

Mar

y Kay

Fragr

ance

net

MAC C

osm

etics

Frede

ricks

of H

ollyw

ood

0.0%

5.0%

10.0%

15.0%

20.0%19.6%

13.7%

6.2% 4.4% 4.3% 4.2% 3.3% 2.5%

Beauty and Intimates sharing inbox with Victoria's Secret

Zulilly Rue la la Gilt Ideeli Myhabit Haute Look

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%9.0%

5.9% 5.9% 5.5% 5.1% 4.9%

Flash Sales Sites sharing Inbox with Victoria's Secret

Presidential CandidatesWho’s Sharing Inboxes?

0.0%

10.0%

20.0%

19.6%

11.3% 10.4% 8.7%

0.9%

Political Senders Sharing Inbox with BarackObama.com

GOP.com

TownH

all.c

om

Mich

elle

Bac

hman

Campa

ign

for L

iber

ty

Freed

omW

orks

Barac

kOba

ma.

com

0%10%20%30%40%50% 42%

17% 17% 15% 13% 12%

Political Senders Sharing Inboxes with MittRomney.com

Wal

-Mar

t

Netflix

Delta

Best B

uy

BN.com

Bed B

ath

& B

eyon

d

Fox N

ews

CNN

Saks 5t

h Ave

nue

Hotel

s.com

0%

5%

10%

15%

20%

25% 22% 22%

12%

16% 15%

8%5%

3% 2%

10%

20%22%

10%

15%17%

5%

0%3% 2%

7%

Brand affinity between Romney and Obama campaign subscribers

MittRomney.com BarackObama.com

More on the Presidential Campaigns

The first Presidential Debate

The Finale

ECommerce Monitoring and Benchmarks Keeping up with Amazon

Over 20% increase in AOV from September to November

Almost 15% increase in number of orders Almost 30% increase in Revenue in the period

Example: Competitive Insights

Staples Office Depot

Average Order $ $156.53 $104.30Items Per Order 5.42 5.39Avg. Price per Item

$28.88 $19.35

Daily Total $ Sales Index

Walmart.com’s Black Friday and Cyber Monday sales events resulted in a higher boost in sales than Amazon’s week long approach.

Staples AOV and Avg Price per Item is significantly higher than Office Depot.

Amazon’s Avg Daily Sales are 4.28x that of Walmart.com

Data Accuracy•Data is gathered from an organically grown panel of around 800,000 active email subscribers.•eDataSource has never used targeted promotions, toolbars, co-registration or other tactics to grow its panel size. This preventsinaccuracy’s and imbalance in subscriber demographics•No other analytical platform can make this claim

Q&A