Recommendation Tree from a Marketing Manager EXECUTIVE SUMMARY

Recommendation Tree from a Marketing Manager EXECUTIVE SUMMARY ACT 1 ACT 2 ACT 3 Even though we got 2 x the amount of anticipated traffic to our site, we didn’t meet our first-year revenue goal. 74% of our potential customers abandoned their shopping carts. Changing the shopping cart experience and shipping policies could increase sales by 40% ACTION PLAN WHAT Implement optional registration. Design “Save Cart” functionality. Offer free shipping for all orders over $50 WHY 28% of users abandon their shopping cats because they do not want to register. 37% of shoppers are just browsing and comparison shopping. Let’s make it easy for them to complete the purchase. 56% of shoppers leave because of unexpected costs. Shipping is the most frequent cited cost. HOW • Expand functionality to include a “Guest” purchasing option. • Prioritize developers to build “Save Cart” functionality. • Start providing free shipping on orders over % where profit margin is minimally impacted. • Leverage their interest by deploying email reminders. • Reengage former buyers through new shipping model view email campaign. © Duarte Press, LLC | 650. 625. 8200 | www. duarte. com/datastory 1

Recommendation Tree from an IT Director EXECUTIVE SUMMARY ACT 1 ACT 2 ACT 3 Our legacy technology systems are highly complex and disparate. These systems provide little visibility into analytics across the entire ecosystem. They also cannot protect us against security threats Maintaining outdated technology and protecting it against security threats drives our annual operating costs higher than most companies our size. Frustrations with these legacy systems have led to high turnover within the IT department Redesigning IT infrastructure into a cloud-base system will secure out teams, data and costs. ACTION PLAN WHAT Reduce complexities of disconnected systems. Focus on new systems implementation. Integrate security with a cloud- based solution. WHY It’s costly and difficult to manage multiple technology systems. An integrated, cloud-based approach will collect analytics that enable better insights across all systems. Our top IT managers spend the majority or their time overseeing the help desk. They are qualified to drive this implementation, and would be energized by the With and integrated security solution, we can ensure our new technology systems are protected from sophisticated outside threats. HOW • Implement a consolidated cloud-based systems approach. • Identify top talent to run implementation project to minimize consulting fees. • Craft data- governance protocol; design a new security policy to mitigate risk. • Migrate existing data into new, unified system. • Shift help-desk queries to a lower-cost, third party vendor. • Create and incident response plan. • Audit software service offerings and opt-in to subscription as needed. © Duarte Press, LLC | 650. 625. 8200 | www. duarte. com/datastory • Require IT training on new systems to optimize capabilities. 2