Know more to earn more …

February 2009

Introduction to mSpoke

Problem: media companies have lost their “hold” on audiences

Audience is in control with higher expectations

Must win their “signature” (i.e., attention) with each click instead of once/year

Content matters more & more …– Does brand I trust have the content I need right now?

Solution: Deep knowledge that yields superior service

Companies need audience systems that

Deeply understand the needs of audience members

Respond directly to those needs

Match those needs with personalized– Articles – Ads – White papers– Webinars– Events

Solution: Deep knowledge also yields superior media performance

Increases conversion rates by making the right offer to the right visitor at the right moment when they are most interested

Decreases list fatigue by– Sending emails to smaller, more targeted subsets of the

list – yet getting same or better conversion because of matching the interests of those in that targeted subset

– Converting right off a web page, “in the moment” (reducing need for list blasts in the first place)

Enter mSpoke!

A team of rocket scientists from CMU

Developed adaptive learning algorithms

Spun out in 2002 to form Peak Strategy

Built an initial product around highly structured data for the financial services market, targeted at asset managers– Did “alpha modeling” – unless you’re a “quant,” you

don’t want to know! – Assets, but no employees, sold to Morgan Stanley in

2006

Used proceeds to form mSpoke to apply technology to unstructured content for media market.

mSpoke: Know More to Earn More“Metadata as a service”

Not everyone has well-formed metadata on their

content

SEO optimizedDeveloped at customer

request

Creates profiles of the reading habits of registered web (or email or

widget) userswhat is read and what is passed

up

Uses profiles to recommend content that matches the observed interests

of the users

Can also match advertisements, conferences, white papers, webinars,

etc …

How can this be applied

Integrated website widgets that offer– Contextually related content recommendations (when don’t know user)– Personalized content recommendations (when know user)– Personalized ads, white papers, etc.

Personalized email newsletter– Increasingly personalized to reading habits of each individual

subscriber– Can use all internal content or mix of internal and externally

aggregated content– Can leverage all external content in aggregation play

Companion micro site– Relevant content from across the live web– Personalized to the interests of the user over time– Can be used with events to establish year-round brand relationship

with attendee audience

Customers– uses mSpoke's "mPower" to manage and host an

email newsletter named SupplyChainDaily (www.SupplyChainDaily.com).

– Each subscriber gets his own newsletter with content tailored to his specific interests, based on what he's clicked on (and passed up) in the past.

– a continuing medical education provider, uses mPower to track what "credits" its registered doctors are working toward. mSpoke suggests articles to accelerate their progress

– also uses mSpoke's "mSense" to automate the process of adding SEO-optimized metadata to their content

– uses mSpokes “mSense” to power their related content widget

– One of the world's best known strategy consulting firms uses mTrends to track mentions and reactions in the media and the blogosphere to their reports

Thank you!

www.mSpoke.com

Sample Personalized Email

Every article scoredbased on personalrelevance

Every article scoredbased on personalrelevance

Optionally: Userscan provide more feedback

Optionally: Userscan provide more feedback

You select the sources

You select the sources

Abstract they can click on toread the entirestory

Abstract they can click on toread the entirestory

Sample Related Content Widget

Every article scoredbased on contextualrelevance (or personalized in other cases)

Every article scoredbased on contextualrelevance (or personalized in other cases)

Can include links to a set of topic

pages

Can include links to a set of topic

pages

You define the set of sources included

You define the set of sources included

Related Content Widget

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mPower Configuration Options