Overview of Causata's Customer Experience Management platform and applications, including case studies. For more info visit http://Causata.com

1. Customer Experience Management
Overview
March 2013

2. Causata v4 CXM Applications

3. © 2013 Causata Inc. All Rights Reserved.3 www.causata.com
Causata’s Customer Experience Solution
website click data
email campaign
data
machine data
CRM campaign
data
social campaign
data
mobile app data
personalized real-time
web experiences
targeted email and
messaging campaigns
context-driven sales and
service relationships
relevant social and
mobile ads
Hbase NoSQL data store
Web Personalization
Mobile & Social
Advertising
Event Pathing
Micro Customer
Segmentation
Next Best Offer
Multi-Channel Personalized OffersBehavioral Predictive Analytics
Marketing
Attribution
Customer Lifetime
Value
Email Content
Targeting
Identity Graph Predictive Profile Machine Learning
Causata enables B2C companies to turn their most valuable customer data into more personalized and
timely actions (offers, promotions and ads) to create richer customer experiences.
1st-Party Data

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• Seeded with established industry-
specific events and attributes
• Pre-defined analytic variables for
common industry analysis
• Best-in-class predictive models and
machine learning algorithms
• Campaign optimization Dashboards
pre-built via SQL Interface
Industry Specific Analytic Applications
Financial Services
Share of Wallet
Balance Consolidation
Digital Media & Technology
Subscriptions Renewal
Optimize Customer Lifetime Value
Communications
Reduce Churn
Cross-Sell
Hospitality /
Entertainment
Recommendations
Personalized Content

5. © 2013 Causata Inc. All Rights Reserved.5 www.causata.com
HBase Data Store
• Causata event storage powered by
industry-standard HBase database
• Built-in high availability and sharding
of tables
• Linear & modular scaling to dozens of
TBs in response to system usage
• World-class monitoring via Cloudera
• Event load statistics for data quality
purposes
Cloudera
Monitoring

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Flexible Identity Graph
• User-configurable Strategies to define
how strictly profiles are assembled
• Flexible event storage allows you to try
different Strategies for different
personalization applications
• Interactive animated customer
timelines highlight how profiles are
assembled
• Discover common profile linkages and
identifiers through Identity Statistics
Identity
Graph
History

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Customer Analytics with Explore
• Simple Variable handling in Causata
Analytics simplifies analyst workflow
• Group variables by labels or data
types, and easily create customer
micro-segments
• Use refined variable sets and
segments consistently with Causata
Decisions for decisioning offers
• Export predictive variables to your
modeling tool of choice
Variable
Exploration

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Paths
• Causata’s new Customer Journey
analytics application
• Visualize and break-down customer
journeys across channels
• Drill down into common paths to find
drop off points or cross-sell
opportunities
• Establish key customer segments for
personalized, multi-channel
campaigns
Customer
Paths

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Machine Learning
• Reinforcement Learning techniques
automatically optimize cross-channel
offers to specific customer segments
• Online models continually learn decision
after decision, offer after offer
• Configurable settings to optimize for long-
term goals, such as lifetime value, or short-
term goals, such as next best offer
• It’s not a black box; gain visibility into the
performance of your machine-learning
decisions via Causata campaign statistics
and attribution dashboardsMachine
Learning
Statistics

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Predictive Modeling
• Open-source R Package available to
seamlessly access Causata data via R
• Build powerful R models from Causata’s
predictive record sets to derive better
predictions of customer intent
• Publish linear and logistic regression
models from R to Causata to power
Causata Decisions in <50 ms
• Model scores are available over APIs and
SQL queries to make your organization
smarter about customers
Work
across R &
Causata

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Access your Causata Data through SQL
• Causata SQL Interface enables SQL
queries into the Causata data store
• Access Causata’s powerful
event, identity graph and focal point
query features
• Leverage Causata event and customer
data via 3rd party tools such as R
• Build business dashboards in
QlikView, Tableau or other BI tools
Access via
ODBC tools

12. © 2013 Causata Inc. All Rights Reserved.12 www.causata.com
Marketing System Integrations
• Decisions API & Profiles API
integrate Causata decision results
with common marketing
systems, such as
CMS, Email, Advertising and CRM
• Import/export customer
segments, campaigns, offers, targeti
ng criteria and more
• Pre-built integration with Adobe
CQ, ExactTarget, SFDC and more
marketing applications Adobe CQ
Integration

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Causata Architecture
Real-Time Decisions
Batch LoadsReal-time Events (JSON)
Data Capture Service
Identity Association Service
Campaign
Management
Time Series Event Store (HBase)
Predictive ModelsCustomer Profiles Machine LearningScenario Records
Web & Mobile
Behavioral Data
CRM &
Call Center Data
Databases &
Data Warehouse
Transactional Data ETL Tools
SQL Queries
Web
Personal-
ization
Email
Content
Targeting
Mobile &
Social
Advertising
Marketing
Attribution
Event Pathing
Micro-
Segmentation
Next Best Offer
Modeling Tools
R Package
Integration
PMML
Multi-Channel Offer PersonalizationPredictive Analytics Applications

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Summary
• Open, horizontally-scalable, predictive analytics DMP with real-time decisioning
• Store granular data in time order to retain causal information and rapidly
assemble structured predictive records
• Exploratory analysis and advanced scoring models through advanced model
integration, machine learning and real-time APIs
• Automated, global optimization of marketing actions across web
content, email, call center and social/mobile content to drive business goals
• Integrated into 3rd party systems as a web service to scale linearly based on data
volumes
• Direct measurement of business returns through use of control groups for
benchmarking

15. Customer Case Studies

16. © 2013 Causata Inc. All Rights Reserved.16 www.causata.com
Customer Case Study | Online Bank
Pain
Maximize ROI for each marketing dollar spent on online customer cross-sell and retention.
Opportunity
Next Best Product offers for millions of end consumers.
Data Sources
Known and anonymous web clicks, email clicks, bank transactions, mobile app, customer
details and bill pay application.
Predictive Analytics & Decisioning
Predict next best product interests and offer response likelihood across investment
products, loans and new services. Optimize log-in and log-off pages with offers.
Results
Improving online offer conversions and product applications from 60% to 120% versus
control groups receiving random offers.

17. © 2013 Causata Inc. All Rights Reserved.17 www.causata.com
Customer Case Study | Top 10 Auto
Manufacturer with Digital Agency Partner
Pain
Better understand customer browsing behavior (pathing) and improve online performance through
personalized content and offers. Accelerate web conversions to dealer test drives and car quotes.
Opportunity
3 million consumer web interactions monthly via website. Predictive analytics and scoring for 1:1
website content targeting.
Data Sources
Web click behavior, car sales/leasing data, and demographic data.
Predictive Analytics & Decisioning
Predict most likely car of choice and offer response likelihood. Optimize content and offer
placement.
Results
Dispelled myths about certified pre-owned car and income-level/demographic browsing behavior.
Identified most successful paths and offers to convert visitors to test drives and car quotes.

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Case Study | Online Gaming
Pain
Better understand online (web, mobile) betting behavior and sports interests in
order to optimize customer loyalty and profitability.
Opportunity
50 million consumer web interactions monthly, and 150 million offsite
interactions. Opportunity to understand customer and prospect interests early
and optimize Acquisition, Conversion and Retention.
Data Sources
Web click behavior, email campaign clicks, data warehouses for customer
data, ad impressions/clicks and online survey data.
Predictive Analytics & Decisioning
Predict next best interests and offer response likelihood. Optimize landing pages
and online ads with most relevant sporting and offer content. Reactivate lapsed
customers with targeted email campaigns and offers. Move from last-click
attribution to equal weighting.

19. © 2013 Causata Inc. All Rights Reserved.19 www.causata.com
Customer Case Study | Subscription Software
Pain
$100s millions annually in lost revenue from auto renewal refunds and retail
channel churn.
Opportunity
Build predictive churn and up-lift models to run proactive campaigns across
multiple digital and call center channels to increase auto renewal rates.
Data Sources
Known and anonymous web behavior, email campaign clicks, subscription
information, customer service inquiries, product use machine data.
Results
Launching multiple in-market retention campaigns in 2013 expected to
generate $10m+ in retention savings for both direct and indirect renewals.