company overview lunch & learn
TRANSCRIPT
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04/12/23
[ + ] Make every interaction countVersion
Introduction to [x+1]Introduction to [x+1]
2.1
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© [x+1] 2010, Proprietary and Confidential
• Massive amounts of data from website interactions
• Even more data from off-site interactions in search and media
• But the data is siloed…
• …and its mostly anonymous data…not easily linked to everything we know offline.
• Its expensive to store, to process and interpret
• Its even harder to make it actionable at the point of contact with the consumer… because real time contact on websites and online advertising requires data to be collected and analyzed and content decisions made in milli-seconds
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The online marketer’s challenge:
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© [x+1] 2010, Proprietary and Confidential
We provide an audience targeting platform to enable marketers and agencies
to optimize prospect and customer interaction across multiple digital channels.
[x+1] delivers the power of relevant communications to the world’s best companies
Customer-centric, data driven online marketing
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© [x+1] 2010, Proprietary and Confidential
A common data and reporting infrastructure ties the products together and enables advanced custom analytics
The decision server (SSM) delivers the decision or the content to the 3rd party ad or content server for each channel
Display SiteSearch / LPO
Data &Reporting
Targeting /Decisioning
Serving
Tools and Interface
Email Offline:
Direct Mail Call Center
Courier
Video
Unified Interface Integrated Partners and Open API’s
Reporting and Analytics
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[x+1] Technology PlatformTechnology Platform
POE models provide algorithmic optimization
decisions in real time
List builder creates contextual, geographic/demographic data, and
behavioral lists
Rules engine allows for marketer defined decisions, alone or
combined with POE
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© [x+1] 2010, Proprietary and Confidential
POE is the heart of the solution
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identifies consumer attributes correlated with positive responses to a marketer's advertising and uses this information to identify target audience profiles
HTTP and IP DataHTTP and IP Data Demographic DataDemographic Data Contextual DataContextual Data Customer DataCustomer DataBehavioral DataBehavioral Data
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• Northern California• White male, age 50• Low bandwidth• Middleburg manager• Thursday• Home• 3:30 p.m.• Clicked on search results• Long-term customer
Audience 1• Northern Utah• Teenage female• Medium bandwidth• Suburban sprawl• Thursday• Work• 6:30 p.m.• Repeat customer• SkyMiles user
Audience 5• Central Missouri• Professional services• Male, age 35• Medium bandwidth• Wednesday• Home• 9:30 p.m.• Saw online ad• Gold loyalty member
Audience 8 Audience 12• Urban New York• Medium bandwidth• Graduate student, male• Bohemian mix• Friday• Home• 11:45 p.m.• Visited marketer’s site• Frequent purchaser
Technology Platform
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© [x+1] 2010, Proprietary and Confidential6
Company Overview
Our unique value proposition
$4.20
$2.53
$2.12
$1.05 $0.80
$0.32
$0
$1
$2
$3
$4
$5
1 2 3 4 5 6
Segem
ent Valu
e
[x+1] Technology Predicts the Response Rate and Value of Online Users, One Impression at a Time…
…in order to Maximize the Performance of Online Media and Websites
Without [x+1], in a typical display campaign, 20% of the impressions account for 80% of the conversions
Audience Segments
[x+1]’s predictive marketing engine substantially increases conversion rates among highly-valued customers and prospects
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Proven Value to Leading Advertisers
Advertisers / Brands
Company Overview
Agencies / Marketers
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Spurred by industry recognition
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Digital Marketing HubDigital Marketing Hub
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Search Landing page
Display
E-MailOffline Lists
Client Website
POE-enabledReal-TimeTargeting
ClientMarketingDatabase
Mobile
Video
Product portfolioOffline transactionsDirect mail exposureTenure
[x+1] enables marketers to manage ALL prospect and customer touch-points through a single decision engine
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© [x+1] 2010, Proprietary and Confidential
Why Clients Choose [x+1]
• FedEx recently signed a large contract with [x+1] for the integration of an interactive marketing program
• FedEx chose [x+1] over several large marketing optimization platforms
Why FedEx Chose [x+1]
• [x+1] was the only company with a seamless media and site offering
• [x+1] was the only company who built a solution from the ground up – the code is proprietary, not acquired or borrowed
• [x+1]’s entire team is extremely knowledgeable and “bends over backwards” to support customers
• The RFP and pitch spoke directly to FedEx needs
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Company Overview
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© [x+1] 2010, Proprietary and Confidential
Large, Dynamic Market Opportunities
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$13.8bn
14.6% CAGR
Estimated $42bn Total Addressable Market
$8.6bn
10.9% CAGR
$8.6bn
7.5% CAGR
$2.2bn
30.8% CAGR
$3.8bn
34.3% CAGR
$5.2bn
17.3% CAGR
Search
Mobile
Online Video
CRM Marketing
Display
Source: Wall Street research.
Note: Market size values represent estimates for 2010E. CAGR values represent estimated organic growth rates from 2009-2012E.
Company Overview
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Delta Airlines Delta Airlines
Digital Marketing HubDigital Marketing Hub
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Client Marketing Data Warehouse
Search
Display
Lists (other channels)
3rd Party Data
Multi-Channel Prospect/Customer Engagement Management & Delivery
Targeting
Operations
ModelingRules,
Testing Lists
ReportingExecution Response Attribution
List Mgt CampaignSet-up
CampaignSet-up
Real-TimeProspect / CustomerTargeting Database
Case study: Delta optimizes customers and prospect interaction across digital channels
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Automated Synchronization
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© [x+1] 2010, Proprietary and Confidential
The Delta homepage used to show the same static message to all US site visitors
Home Page Optimization and Search Integration
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© [x+1] 2010, Proprietary and Confidential
First the hero shot…then other placements made dynamic
B
D
C
E
ADynamic Variables:
Headers
Headlines
Copy
Action Buttons
Images
Dynamic pages enable a personalized experience that is integrated with any banner ad or search keyword campaign.
A
B
C
D
E
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Delta.com After [x+1] Optimization
Optimized Pages:
• Tailored to the unique needs of each individual.
• Leverageanonymous + customer data and continuously adapts to changing customer needs in real time.
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Audiences are identified and addressed with uniquely relevant content
[x+1] identifies over 1,000 discrete audience segments on Delta.com, and can serve those segments unique pages
Fare Sale
Breadth - SAM U
rban
Breadth – All Other
OriginNTR
Functionality – West EU UrbanFunctionality – US UrbanFunctionality – US Rural
Functionality – US Beach
Functionality – SAM Urban
Functionality
– Nature
Func
tiona
lity
– M
iddl
e Ea
st
Functionality – Africa
Functionality – Asia
Functionality – Carribean
Func
tiona
lity
– Ea
st E
U
Personalization of Delta’s pages drives lift and produces significant incremental revenue
In 6 months, [x+1] has generated 40x ROI for Delta
Through conversion tracking [x+1] has been able to advise which creative copy and imagery are most successful at driving ticket sales
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2010: Customer data and digital marketing hub
Synchronized offline/online view of customersMulti-channel campaigns: site, email, display, mobile, offline.
YOU ARE ALMOST THERE!
Less than 500 Miles to GOLD medallion status.
Book a fare sale now!
Middle Seat Monday?
Sorry your flight was not perfect.
Please accept free Wi-Fi on your next trip with Delta
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© [x+1] 2010, Proprietary and Confidential
• Continue to advance the media platform• Build out the endpoints of the hub…Email, Video,
Search and Mobile• Integrate new data sources• Launch Publisher Solutions• Scale the team
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2011 Key Initiatives
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Thank You!Thank You!
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