The document discusses different use cases for audience-preference analysis, including finding targetable audience segments, understanding negative interests, proposing sponsorship opportunities, guiding sponsors on asset types, and finding audiences interested in specific assets. It provides examples of analyzing users interested in security and what other topics they are interested in or uninterested in. It also analyzes interest drivers for those who engaged with past Cisco-sponsored content.

1. Audience-Preference Analysis Concepts July 2009

2. Segment Analysis Use Case: Find targetable segments. Users interested in: Security (category) (Follow hyperlinks above to generate email targeting lists.) Are Also Interested In Number of Users malware (keyword) 23,345 cloud computing (keyword) 12,982 Hardware (category) 7,242 virtualization (keyword) 4,238

3. Negative Interest Indicators Use Case: Understand what readers do not find interesting. Users interested in: Security (category) (Follow hyperlinks above to generate email targeting lists.) Show negative interest in: Number of Users xyzzy (keyword) 11,324 plugh (keyword) 5,492 Category Name (category) 3,021 smurfing (keyword) 2,083

4. Sponsor Opportunity Analysis Use Case: Propose opportunity to sponsor or generate mailing list. (breaks down positive user preferences that match previous Cisco-sponsored items) Analyze user interest drivers across previous items sponsored by: Cisco (Follow hyperlinks above to generate email targeting lists.) Cisco interest driven by: Number of Users malware (keyword) 23,345 cloud computing (keyword) 12,982 Hardware (category) 7,242 virtualization (keyword) 4,238

5. Sponsor Format Guidance Use Case: Guide a sponsor on the asset type to use. (analyzes asset type preferences of readers who previously clicked on Cisco-sponsored items) Analyze asset type preferences for readers of items sponsored by: Cisco Most Interested In Number of Users articles 2,345 live events 1,982 whitepapers 742 research 438

6. Asset Promotion Use Case: Find users with likely interest in a particular asset. ID of asset to promote 212900304 (Follow hyperlinks above to generate email targeting lists.) Cell Phone -Controlled Security Surveillance System Unveiled Predicted Interest Level Number of Users Moderate 23,345 Strong 12,982 Very Strong 4,238

7. More Compelling Visuals?