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Applicata
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Plans &
prices
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Applicata GmbH Ritterstraße 3 10969 Berlin Sebastian Rieschel Managing Director M: +49 177 385 84 84 [email protected]
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Content
Applicata in a nutshell ... 3
What is Applicata? ... 3
How does Applicata work? ... 3
Who uses Applicata and what for? ... 4
Applicata soultion: the tool and the service ... 6
Tool features ... 6
1. Plan ... 6
2. Run ... 8
3. Optimize ... 10
Applicata services ... 12
Applicatas setup process ... 13
Technical Infrastructure ... 13
Great connectivity with many applicable data sources ... 13
Superior infrastructure: secure, intelligent, and custumizable ... 14
Plans & prices ... 16
Price model ... 16
Corporate introduction package ... 16
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Applicata in a nutshell
What is Applicata?
Applicata is a Business Intelligence solution for managing and controlling Performance Marketing. It provides one single GUI via your web browser („SaaS model“), which enable
• standardized campaign management for all marketing channels (on- and offline) • automated performance calculation and cost analysis
• extensive reporting features and extensive analytical capabilities to identify the best paths to conversion and the most valuable customers
Applicata GmbH offers complementary services to help with technical implementation and training.
How does Applicata work?
All functions of Applicata come in one single GUI, which can be accessed through any web browser.
• Cloud-hosted browser application
• Used by you, managed by Applicata GmbH • Unlimited users
• Role-based rights
• Connects to all your data sources
PROFESSIONAL SERVICES
CUSTOMIZED SETUP AND USER TRAINING MAKE THE BEST USE OF THE APPLICATA TOOL
Implementation Setup of channel tracking User training
Knowledge Transfer Customization Consulting
Project setup and change management -MARKETING CONTROLLING TOOL
ONE SINGLE GUI TO PLAN, RUN AND OPTIMIZE YOUR MARKETING CAMPAIGNS
Automated campaign management Cost allocation for all marketing channels State of the art reporting engine Intelligent analytics for Marketing and business success measurement Smart reccommendations for execution
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• Dedicated, secure server • Monthly fees
Who uses Applicata and what for?
Typically, our customers are eBusiness, marketing agencies or incubators with a monthly ad spend of more than50,000 EUR. That is the size, at which marketing organization and businesses become so complex in their marketing activities, that Applicata can create considerable value.
Inside our client’s organizations, there are many different user roles and use cases. Applicata takes account of those particular needs.
CEOs
CEOs use Applicata to get ahigh-level overviewabout profitability of their marketing. They prefer to start the day with a set of relevant reports. They need
fast communication about the same
numbers across departments.
CMOs
CMOs use Applicata to optimize the conversion of their marketing campaigns and thus increase business success. They steer the marketing operations and
strategy with the comparable performance and cost data which Applicata offers. Applicata enables them to retain and attract talent through smooth marketing team.
Marketing managers
Marketing team members use Applicata to monitor the performance of their particular channels and identify the best and worst campaigns.
They can drill down to the smallest entity (key word, partner, banner, …) to better understand drivers of performance.
The CRM features of Applicata enable them to manage theirpartners and keep relevant partner information in a single place.
Applicata allows them to manage payouts through its automatic calculation and adaption features and also to review the status of partner invoices.
They also use Applicata to identify and process fake customer accounts from affiliate partners.
5 Last but not least, Applicata fascilitates hygienic campaign setup with the automated
creation of tracking URLs.
Business Intelligence Managers/ Controlling
These departments use Applicata to support other stakeholders with timely, correct, automated, meaningful reports and dashboards. They also use it to support
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Applicata soultion: the tool and the service
We believe that there are three main phases of marketing: planning, execution („run“) and optimization. This is what we call the
Campaign Lifecycle. Applicata supports the entire Campaign Lifecycle with it’s features.
That is why we have structured Applicata along the campaign lifecycle.
Tool features
1. Plan
Key activities
• Setup the campaigns for all channels and allocate the budget in order to boost the brand or product
• Decide about the partner deals (incl. pre-payments)
• Set goals/ forecast values
Users • CMO • Marketing team members Tool features
Complete and automatic marketing overview for all channels
• Automatic collection of marketing properties from all sources systems, e.g. domains, channels, partners, campaigns, placements product types
• Complete view of all properties in a single GUI with a common terminology
PLAN CAMPAIGN LIFECYCLE RUN OPTIMIZE PLAN CAMPAIGN LIFECYCLE RUN OPTIMIZE
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Manual entering of additional data
• Manual entering of campaigns and other properties possible
• Forecast values to make comparisons to actual performance
• Admintration of deal types and publisher deals
Partner Management
• Partner contacts and partner accounts in one place, including contact history
• Payment history for partners, including partner cost, prepayments and performance based invoices and the status of invoices
Automated generation of target URLs
• Applicata creates your target URLs
automatically, while you enter the campaign details
Partner invoices and costing
• Payment history for partners, including partner cost, prepayments and performance based invoices and the status of invoices
Complementary services
• We help you setup your channel tracking systems and processes, e.g. URL structure, checking process etc.
• When introducing Applicata, we also help to migrate the existing campaign structure and ensure ongoing operations
• We have considerable knowledge about the best marketing tools, service providers
and partners. We will gladly consult on the optimal choice for your given environement
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2. Run
Key activities
• Run campaigns in the designated marketing systems
• Monitor active campaigns for week-over-week performance and any issues
• Gather cost from channel systems and allocate to campaigns Users • CMO • Marketing team members Tool features
Performance monitoring of active campaigns
• Monitor the performance of campaign cohorts in terms of subscriptions, cost, and ROI
Costing
• Reconciliation of partner invoices against internal calculations with Applicatas special view for imported cost to avoid duplicate payments for the same leads
• Automatic assignment of imported performance and cost data. Automatically calculate
profitability, based on the respective deal formula for each campaign. Add campaign costs
manually, e.g. for organic channels • Periodical assignment of unallocated cost
PLAN
CAMPAIGN LIFECYCLE
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Entering of non-performance based cost
• Payment provider fees
Automatic conversion of non-EUR values • International marketing activities are often
conducted in local currency. Applicata
automatically converts non-EUR values to EUR (or any desired currency), using the official Exchange rates of the European Central Bank.
Automatic tracking of changes
• Applicatas changelog feature automatically tracks who enters which numbers on which property. That way, changes can be tracked easily for review matters or just for hand-overs in case of vacation.
Issue flagging
• Automatic flagging of fakes leads • Automatic flagging of broken URLs
Complementary services
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3. Optimize
Key activities
• Allocate customers to channels
• Analyze the relevant paths-to-conversion • Identify the best and worst campaigns and
channels
• Decide upon future marketing plans
Users • CEO • CMO • Marketing team members • Business Intelligence, Controlling Tool features Reporting
• Powerful report builder
• Multiple standard reports (high level reports for top management, cohort reports over time for marketeers, customer journey reports including CLV projection, period reports for Finance)
• Saving, export and sharing of reports with co-workers. Scheduled sending of reports
• Customization for experts to create own KPIs, dimensions, reports, dashboards and even data cubes
PLAN
CAMPAIGN LIFECYCLE
11 • Machine readable output (feeds)
Analytics
• All common marketing KPIs, e.g. Leads, Double Opt-in Leads, Sales; Advanced KPIs that are calculated automatically, e.g. CPL, CPO, Lead Value, ROI, Lead Value Projection
• Extensive drill-down capabilities for in-depth analysis
• Global fixed date
• Export to MS Excel
12 • Graphic display of results: graphs, heatmaps,
colored number
Complementary services
• We help you optimize your online campaigns (SEA, SEO, Affiliates)
• Besides providing a technical platform for attribution and path-to-conversion analysis, we
also consult on the business specific soncept these advanced topics
• We help you identify and analyze the relevant external customer data and other external
factors
• Our project management knowledge helps you with change management and general
execution
Applicata services
• Customized training which guides through the features and functionalities of the
Applicata tool in depth. Trainings are enriched with exercises to make sure the users keep the knowledge.
• Customization of reports, usability, report scheduling etc. to the customers need • Analysis of your business model and its value drivers
• Creation of KPIs and reports for management and other business units
• First-time pixelization of the website / shop with the most important analysis and
conversion pixels
• Management and optimization of pixels from third-party
• Design and implementation of A / B tests to optimize conversion
• Project setup: Applicata brings change. These changes can affect many
stakeholders. From years of experience we know that these changes must be executed with care and diligence. Otherwise the best change cannot bear fruits. Thats why Applicata offers a project management setup which includes the setup of a project management structure.
Generally, Applicata will start an engagement with a kickoff conversation with the customer (free of charge). Applicata will then make a proposal regarding the entend and degree of cooperation.
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Applicatas setup process
Since Applicata will change the very way eBusinesses conduct marketing, it needs to be introduced with care and diligence. Typically, the introduction has three milestones:
1. Full marketing campaign view in one single GUI 2. Full performance data view and automated reporting 3. Advanced customer behavior analytics
Typically, the full setup can be done within 9 weeks. You only start to pay when Applicata goes live for you:
• Kickoff: Scoping session with Marketing,
Sales and Management
• Workflow & ETL concept, technical setup • Connection to marketing data sources,
Import of existing marketing data
• Connection to business systems • Setup of costing feature
• Attribution model setup
Applicata operates an automated bug tracking system for each customer to ensure an effective project management during the setup.
Technical Infrastructure
Great connectivity with many applicable data sources
Applicata can connect to any of the following tools and systems:
• All common webservices (JSON, SOAP)
• All common database systems (MySQL, Postgres) • All common Marketing APIs (Adlens, Google Analytics)
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Superior infrastructure: secure, intelligent, and custumizable
• Amazon hosted infrastructure: Highly scalable with top-icalnotch security setup (Firewalls, SSL) • Intelligent data definition and
incremental loading
• Fastest performance through parallelized ETL processes • Being “Software-as-a-Service”,
Applicata charge requires no physical infrastructure, and comes with an unlimited number of users.
Marketing performance data
Business databases
Web analytics providers
Business applications/software
Connection technologies
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PostgreSQL DB
LOAD TRANSFORM AGGREGATE
BIG DATA
AWS Redshift DB
AMAZON COMPUTING CLOUD
AWS FIREWALL
Apache Webserver with Applicata GUI (SSL Secured)
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Your benefit
Applicata gets you control about all your campaigns, partners & publishers and team members. Applicata makes the
performance of your marketing
comparable and gives
recommendations for optimizing
your marketing. Applicata allows you to include external data and influence into your marketing decisions.
Applicata enables the optimization of marketing mix and budget with regards to CLV, path-to-conversion, and attribution analytics, effectively providing a head-start in intelligent and sustainable customer acquisition
and retention.
1st 2nd 3rd 4th 5th 6th 7th 8th 9th
Your marketing perfomance
0% +20% +10% Week +30% CONTROL PERFORMANCE INTELLIGENCE We boost your online marketing performance by 30% in 2 months
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Plans & prices
Price model
For the standard tool Applicata, the pricing consists of a monthly fee for the required setup:
• Analytics server IT infrastructure
• Per imported business data and performance data source
• Per added advanced analytics feature
• Consulting and extensions are optional
Our offer: less than 3% marketing budget.
Our prices already include
• Operations of the necessary IT infrastructure (“SaaS” model)
• Setup of the Applicata tool including automatic import of existing marketing structure • Connection to data sources
• Development of analytics features
Customer specific Consulting and feature development are priced by man-hour.
Corporate introduction package
The introduction and usage of Applicata costs less than 3% of your marketing budget. The following table shows an example for setup and usage cost for a client with a monthly marketing budget of roughly 300,000 EUR.
BUSINESS DATA IMPORTS
MYSQL MAGENTO PSQL ... CONSULTING ANALYTICS SERVER PLAN CAMPAIGN LIFECYCLE RUN OPTIMIZE OPTIONAL EXTENSIONS CHANGELOG CONTROLLING ATTRIBUTION
PERFORMANCE DATA IMPORTS
ADLENS GOOGLE MARIN ... + + + +
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Item Setup Cost Monthly Cost
Main Analytics Server 999€ 4.999€
Campaigns Module 499€
Costing Module 499€
Reporting Module 499€
Per Data Import Module for performance Data 999€ 499€
Monthly Cost Phase 1 (Main, 3 Modules, 3 Imports) 7.993€
The implementation of Applicata largely depends on the system landscape of the client. In any case, a kickoff session and a detailed offer of service are provided free of charge. If relevant, working hours will be billed according to the induvidual offer of service.
Applicata charges no fees for physical infrastructure or software version updates. All prices in EUR excl. VAT. Time-based items priced at 100,- EUR per hour.
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About Applicata GmbH
Applicata is a Business Intelligence solutions company, which provides multi-channel
Performance Marketing Controlling solutions to its customers via the Internet. We are based in Berlin. Our management has 10+ years experience in Performance Marketing consulting and in building Business Intelligence solutions. They have had substantial impact at well known eBusinesses, e.g. Groupon, Smava, Jamba, Project A, and Tirendo
Applicata’s vision:
• We want to become the most intelligent Performance Marketing Controlling solution in Europe. We develop advanced technologies and algorithms to fulfill the promise of Performance marketing.
• We want to democratize performance marketing and relieve disconnect between the experts and the day-to-day operations. Every stakeholder should understand
Performance Marketing and act entrepreneurial about it.
• We want to become an integral tool with those businesses who define their success in corporate value Return on Investment. Those who build a business to create value will benefit most from the focus and intelligence Applicata gives them.