Digital transformation requires evolution across all areas of the business in order to effectively engage customers at every touch point in the customer experience lifecycle. Companies that still rely on traditional marketing methods to reach customers and grow their business can’t keep up with evolving consumer behavior and the digital marketing landscape. In our webinar, our experts discussed how to increase ROI by digitally transforming your marketing strategy and operations. They covered how to: -Collect and leverage data to define your target market and business goals -Acquire new customers online with an enhanced customer experience across all relevant channels -Increase conversions and track results -Build loyal customers and turn them into brand advocates -Track metrics and sales funnels using CRM, marketing automation and analytics We also covered common challenges, highlight proven strategies for success, and provide actionable ideas for some quick wins.

1. WEBINAR
INCREASE ROI
BY DIGITALLY TRANSFORMING
YOUR MARKETING
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2. WHO IS PERFICIENT?
PERFICIENT
OVERVIEW
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3. *2016 projection
$500+ Million in Revenue*
1997 Founded
PRFT Listed on NASDAQ
90% Repeat Business Rate
Employees
2800+
N. America Locations
23
Global US, EU, China + India
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4. 4
With unparalleled information technology, management consulting, and creative
capabilities, Perficient and its Perficient Digital agency deliver vision, execution, and
value with outstanding digital experience, business optimization, and industry solutions.
ABOUT PERFICIENT
LEADING DIGITAL TRANSFORMATION
Major market locations:
• Allentown
• Atlanta
• Ann Arbor
• Boston
• Charlotte
• Chattanooga
• Chicago
• Cincinnati
• Columbus
• Dallas
• Denver
• Detroit
• Fairfax
• Houston
• Indianapolis
• Lafayette
With dedicated Perficient Digital agency expertise in Ann Arbor, Atlanta, Irvine,
Milwaukee, and St. Louis.
• Milwaukee
• Minneapolis
• New York City
• Northern California
• Oxford (UK)
• Southern California
• St. Louis
• Toronto

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SPEAKER INTRODUCTIONS
JOHN LATHAM
DIRECTOR, CUSTOMER EXPERIENCE
PERFICIENT
John leads strategy, sales enablement, talent development, and delivery for Perficient’s Customer Experience
Practice. He focuses on client, partner and employee engagement and growth, and he is passionate about
opportunities to improve lives and help businesses succeed at the intersection of data, technology and CX.
NATE BAUER
SENIOR DIGITAL MARKETING STRATEGIST
PERFICIENT DIGITAL
Nate leads strategic planning, roadmapping and execution for the Digital Marketing Strategy team. His focus is on
acting as the initiator for client interaction with the digital marketing practice, the instigator for helping clients
develop business and marketing goals that fulfill targeted KPIs, and the implementer of coordinated, cross-channel
delivery and measurement.

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AGENDA
⟩ Backdrop: Impetus for Change
⟩ Digital Transformation Strategy
⟩ Digital Transformation Execution

7. DIGITAL TRANSFORMATION
WHAT IS DIGITAL
TRANSFORMATION?
The realignment of, or new investment in,
technology and business models to more
effectively engage digital customers at every
point in the customer experience lifecycle.
— Altimeter
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8. DIGITAL TRANSFORMATION
WHY TRANSFORM?
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HISTORY/BACKDROP
• Customer is in charge of the journey
• CMO is a relatively new kid on the block
• Emergence of marketing technologies
• Change in customer expectations

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MODERN CMO FOCUS +
CHALLENGES
CHALLENGES:
• Organizational, Digital Immaturity
• Customer Experience
• Data
• Traditional Marketing v. Digital Marketing
FOCUS:
• Vision Alignment
• People/Process/Technology
• Organizational Effectiveness
• Growth

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OKAY, BUT HOW?

12. Use customer insight
to evolve digital assets
and capabilities
Encourage customer
empathy among teams
DIGITAL TRANSFORMATION
CHANGING
FROM THE
OUTSIDE IN
Transformation is a process that requires a holistic
approach within your culture, processes, and
technology… based on your customer.
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UNDERSTAND
THE CUSTOMER
• Customer Experience, Journey Map
• Qualitative & Quantitative Research
• Digital Opportunities & Gaps

14. DATA-DRIVEN APPROACH TO
IMPROVING THE CUSTOMER
EXPERIENCE
QUANTITATIVE QUALITATIVE
User Recordings Heatmaps + Funnel Tracking Surveys + Polls
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Desktop
HOWAREYOURCUSTOMERS
ENGAGING WITH YOUR BRAND?
TabletMobile
Apps
(iOS + Android)

16. PLOTTING MOBILE MOMENTS
FOR A STARBUCKS CUSTOMER
FORRESTER RESEARCH
-10 MINUTES OUTSIDE A STARBUCKS STANDING IN LINE
AT THE REGISTER
+10 MINUTES
Locate nearest café
Get directions
Check card balance
Reload card
Check for reward options
Browse message center
Download “Pick of the Week”
Redeem rewards
Scan to pay
Watch latest colored star filling the reward cup
Send eGift to friend
Add a tip
LOCATE NEAREST CAFE DOWNLOAD “PICK OF THE WEEK” SCAN TO PAY
Whom are we serving?
A commuter
What is the context?
Looking for a convenient café close to
their current location
What is the motivation and goal?
To satisfy their caffeine and snack needs
as quickly as possible
Whom are we serving?
A commuter
What is the context?
Looking for a convenient café close to
their current location
What is the motivation and goal?
To satisfy their caffeine and snack
needs as quickly as possible
Whom are we serving?
A commuter
What is the context?
Looking for a convenient café close to
their current location
What is the motivation and goal?
To satisfy their caffeine and snack
needs as quickly as possible 17

17. Organizational Alignment
Research, Discovery, Analysis
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VISION&INSIGHTS
STRATEGY
Customer Experience
Key Initiatives, Capabilities, Technologies
Measurement
ROADMAP
Effort & Impact
Resources & Timing
VISION & INSIGHTS,
STRATEGY + ROADMAP

18. Define your business goals and KPIs for a cohesive strategy. Then create tactical initiatives to get you there.
MEET YOUR GOALS.
GROW YOUR BUSINESS.
BUILD BRAND INCREASE ENGAGEMENT BUILD LOYALTY
GOAL
Increase Social Mentions
KPI
Social Shares / Target: 100 Shares/Month
TACTICS
Add This Order Email
FB Ads w/ Landing Page
TOOLS
Google Analytics • FB Reports • Brandwatch
GOAL
Increase Checkout Conversion
KPI
New Visitor Conversion % • Target: 15%
TACTICS
CRO Testing on Checkout Page • UX Surveys
TOOLS
Optimizely • Google Analytics
GOAL
Create Brand Ambassadors
KPI
Site Promotion Shares via Social
Target 150 Shares/Month
TACTICS
Incentive Coupon • Repeat Order Incentive
TOOLS
Brandwatch • Google Analytics
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19. • Iterative planning and delivery for
measurable results.
• Comprehensive strategic approach to
deliver incremental, consistent lift across all
digital marketing services.
• Road map for internal and external
alignment, budget planning, and timeline for
execution.
DIGITAL
MARKETING
STRATEGY
ITERATIVE
WORKFLOW
Analytics
Assessment
Deliverable
Identity
Stakeholders
Discovery
Refine
Goals/KPIs
DISCOVERY
OUTCOMES
Initial
Questionnaire
Sent to Client
Analytics
Assessment
Analytics
Assessment
Deliverable
INITIAL PREP
Client
Complete
Questionnaire
Refine
Goals/KPIs
Establish
Benchmarks &
Measurement
Standards
Data
Validation
Strategic
Planning
Tactical
Initiatives
Roadmap &
Recommendations
Internal
Team
Meeting
Align All
Service to
Current
Roadmap
Develop
Team
Strategy
Internal
Roadmap for
Delivery
Delivery
Management
Monthly
Analytics
Dashboard
Monthly
Executive
Insights
Monthly
Client
Meeting
Quarterly
Review/
Roadmap
Planning
DISCOVER PLAN DELIVER MEASURE
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20. BUSINESS ALIGNMENT
ENGAGE RETAINACQUIRE
SEO
DISPLAY
EMAIL
PPC
AFFILIATE
SOCIAL
USER EXPERIENCE
ANALYTICS
CONVERSION
CREATIVE DESIGN
CONTENT
MOBILE
SOCIAL
EMAIL
MOBILE
CONTENT MARKETING
REMARKETING ADS
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21. • Better Search Traffic
• Drive Quality Traffic with ROAS
• Generate More Leads
• Increase Website Sales
• Improve Revenue from Email
• Retargeting and Remarketing
• Quality Content Generation
• Personalized User Experience
• Maximize ROI for Each Channel
• Easy-to-Understand Reporting
CROSS-
CHANNEL
DELIVERY
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23. MEASUREMENT
DOESN'T COME AT THE END
Define Goals +
Measurement
Requirements
Develop + Execute
a Digital Tracking
Strategy
Monitor + Analyze
Results
Generate Actionable
Insights to Inform
Digital Strategy
Collaborate Across
Teams to Implement
Optimizations
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24. EXECUTIVE DASHBOARDS
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25. CHANNEL-SPECIFIC REPORTING
Over the last two years, Company Inc. has typically seen a 4% month-over-month traffic
increase from January to February. However, this year it saw a 10% MOM increase. Not only
did February’s organic sessions significantly outperform previous years, it also set a record
for the most traffic in a single month, beating October 2015 by 782 sessions. Compared to
last year, Company Inc. drove 28% more traffic (+123K) and 77% more traffic (+247K) than
2014.
Based on previous trends, we expect organic growth to steadily increase until June. We’ve
consistently seen a massive uptick in organic traffic ever since October 2014. This is an
indirect result of our organic campaign optimizations.
Year-over-year increases, however, show 27% more revenue than last year (+97K) and that
revenue has more than doubled with a 139% increase (+265K) from 2014. Pages that
improved the most in YOY revenue was the Company Inc. homepage (+$18K), the Company
Inc. & Improvement page ($11K), the Six Company Inc. page ($5K), and the Company Inc.
About page ($6K).
Trends from previous years show us that revenue should dramatically decrease from
January to February, which rang true again this year. In the next two months, revenue will
ramp up for the second peak month of the year, April. We expect revenue to continue to
outpace last year in the coming months and likely break the record for most organic revenue
over April 2015 ($782K), this year.
YOY Organic Traffic & Trends YOY Organic Revenue & Trends
ORGANIC: YOYDATA
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26. QUALITATIVE CONVERSION DATA
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27. OUR WORK
CATEGORY
PRODUCT DISPLAY PAGE
CHECKOUT
+46% YOY Conversion Rate Increase
+68% Revenue Per User Increase
We were commissioned to conduct a conversion audit and perform conversion testing aimed to improve eCommerce revenue for an
online ceiling fan and lighting retailer. More than 20 tests ran across 2014 to 2016. This data-driven growth plan helped our client get
ready for an upgrade to a newer version of its enterprise eCommerce platform. All website changes were tested to mitigate loss,
resulting in a 68% increase in revenue.

28. ATTRIBUTION MODELING
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What is your acquisition cost per channel, per persona?
HOW MUCH
DOES YOUR
CUSTOMER
REALLY COST?
HOWTOGETTHERE
Regular audit and calculation of the following is essential to
determining ROI for marketing budget:
1. Customer Lifetime Value
2. Customer Acquisition Cost
• Acquisition Cost Per Channel
• Acquisition Cost Per Persona

30. AVERAGE ORDER VALUE (AOV)
Total Revenue for Period $10,000
/ Total # of Transactions for Period $100
Average Order Value $100
AVERAGE GROSS MARGIN PER ORDER
AOV $100
- Average Cost Per Order $50
Average Gross Margin Per Order $50
RETENTION RATE (RR)
# of Customers at End of Period $220
- # of New Customers Acquired During Period $70
/ # of Customers at Start of Period 200
Retention Rate 75%
AVERAGE CUSTOMER LIFESPAN (IN MONTHS)
1/(1-RR)/12 = 0.33
CUSTOMER LIFETIME VALUE
Average Monthly Transaction Per Customer 2.00
x Average Order Value $100
x Average Gross Margin Per Order $50
x Average Customer Lifespan (in months) 0.33
Customer Lifetime Value $3,333.33
THE VALUE OF EACH OF YOUR PERSONAS
CUSTOMER
LIFETIME VALUE
Understanding and calculating the CLV is the first step in
determining how much it costs to acquire a new customer.
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31. CUSTOMER ACQUISITION COST
DETERMINE THE COST TO ACQUIRE A PAYING CUSTOMER
BASIC MODEL
(CAC = MCC/CA)
Total Marketing Campaign Costs $5,000
/ Total Customers Acquired (during time period) 100
Cost of Acquisition $50
CORRECT MODEL
(CAC = MCC+W+T+PS+O/CA)
Total Marketing Campaign Costs $5,000
+ Wages Associated with Marketing and Sales $250
+ Tools Used to Market and Sell $100
+ Services Used in Marketing and Sales $100
+ Other Overhead $100
/ Total Customer Acquired 100
Cost of Acquisition $55.50
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GOAL FULFILLMENT
REALIZING ROI FROM DIGITAL TRANSFORMATION

33. Q+A
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WHAT’S NEXT?
CONNECT WITH US
@PRFTDIGITAL
Facebook.com/PerficientDigital
Blogs.Perficient.com/PerficientDigital
PerficientDigital.com
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