Digital marketers and agencies have tapped into data, and, more specifically, audience data to fuel marketing decisions. Targeting the right audience, uncovering new prospects and expanding reach potential through modeling are the top three ways in which marketers are applying big data to marry tailored content with relevant advertising. Learn how you can help your clients reduce waste, improve campaign results and drive 2012 revenue through data.

1. How Agencies Can Take Better
Advantage of
Online Audience Data
Jeff Huter
eXelate
3/4/2012 1
©2011 eXelate Inc. Confidential and Proprietary

2. The single source for the most effective and
actionable marketing data for digital advertisers.
We power optimal digital
marketing decisions through:
1. Unique, proprietary and modeled data
2. Delivered effectively and efficiently
3. Supported by superior services & analytics
3/4/2012 2
©2011 eXelate Inc. Confidential and Proprietary

3. is data
350M 1,000+
Unique Users Verified Segments
*based on a 30 day period
Audience Segments
Branded Data Premium Clients
10B
Data Points Analyzed
Each Month
3/4/2012 3
©2011 eXelate Inc. Confidential and Proprietary

4. the data movement
U.S. marketers will more than double their
annual spending on online-derived data
sources over the next two years - investing as
much as $840 million by 2012 on information
about digital audiences, transactions and
'clickstream' behaviors.
- “Changing Mission of Marketing Data”
3/4/2012 4
©2011 eXelate Inc. Confidential and Proprietary

5. data fuels 3 key marketer initiatives
discover reach expand
smarter marketing decisions
3/4/2012 5
©2011 eXelate Inc. Confidential and Proprietary

6. identify new prospects
glean audience insights
observe and plan for trends
discover
3/4/2012 6
©2011 eXelate Inc. Confidential and Proprietary

7. supplementing 1st party data with 3rd
party data
3/4/2012 7
©2011 eXelate Inc. Confidential and Proprietary

8. segment activation
3/4/2012 8
©2011 eXelate Inc. Confidential and Proprietary

9. extract valuable insights
The Chevrolet Intender is:
likely to be male (68%)
6.2x more likely than BMW
Intenders to be in Nielsen
Household Prizm 28 Traditional
Times

10. identifying trends
brand equity/trends emerge in spotting shopper intent to purchase by brand
Volume Trend: Mobile By Manufacturer Is activity spike following
60,000
other announcements
, such as changes carrier
50,000
relationships… is there
40,000 affect on other brands?
30,000
Is insight drawn from
20,000 daily changes…i.e. brand
shopping differences on
10,000 Cyber Monday that may
reflect perceptions of
0
premium vs. discount
value?
Make: Apple Make: HTC Make: LG
Make: Motorola Make: Nokia Make: Palm
Make: RIM Make: Samsung Make: Sony Ericsson

11. eXelate data = valuable informant
STUDY:
New nameplate for Chrysler
BUSINESS CHALLENGES:
1. Identify key markets and competitive brands to conquest.
2. Steal market share.
3/4/2012 11
©2011 eXelate Inc. Confidential and Proprietary

12. eXelate data = valuable informant
ADVANCED ANALYSIS RESULTS:
The cross section of Fiat and competitive
models shopper confirms:
1. People that are Mini, SmartCar, and Scion 'Intenders" are far more likely than
average to also be Fiat intenders
2. People who are Scion, SmartCar, and Mini Intenders (as well as
Honda, Toyota, and Nissan) have socio-economic characteristics that are
similar to that of Fiat intenders
3. Intenders of Asian and European Cars have relatively similar socio-economic
characteristics, and both are different than intenders of US makes
The Fiat shopper is dissimilar to Chrysler/Chrysler models
3/4/2012 12
©2011 eXelate Inc. Confidential and Proprietary

13. eXelate data = valuable informant
ADVANCED ANALYSIS RESULTS:
The cross section of Fiat and competitive
models shopper informs:
1. Additional targeting segments for conquesting
Nielsen Prizm households where competitive brands have
a strong preference
2. Additional targeting segments that Fiat should defend
Nielsen Prizm households that have early affinity for Fiat
3. Dealer showrooms
Where should Fiat retail
3/4/2012 13
©2011 eXelate Inc. Confidential and Proprietary

14. target the right consumers
minimize waste
improve user experience
reach
3/4/2012 14
©2011 eXelate Inc. Confidential and Proprietary

15. robust marketplace of audiences
household behavioral purchase
demographics propensity intent
NFL,
Shopping, Re
College Football
Gender, Age tail
Travel, Re
Pets
Household, Neighb gion
orhood
Tech Auto Buyers
Enthusiasts
Relationship
Hobbies, Playi Shopping, Fo
ng Music od & Wine
Income, Net worth
3/4/2012 15
©2011 eXelate Inc. Confidential and Proprietary

16. reach the right audience
Total NUMBER of available audience segments have doubled YOY to over 1,000
eXelate audience attributes
This may reduce AND enable your need to build custom segments
We continue to add data providers and attributes, but only where there is a need
We create segment(s) from commonly requested attribute combinations. These eXelate
“Smart Segments” are distributed to all buy-side partners
Example: “Men in Trouble”
{male AND shopping for flowers & gifts}

17. eXelate results: verification
• Confirmed session assignments and cookie matching
• Identified instances where multiple users access the same computer
1 2 3 4 5
demographic: Gender
intent: Auto
intent: Travel
intent: Shopping
eXelate demographic and intent data segments fell within the top 2 boxes of the 5-point rating scale.
3/4/2012 17
©2011 eXelate Inc. Confidential and Proprietary

18. audience targeting
Historical use of behavioral data has skewed toward Direct
Marketers
Today, audience targeting has invited Brand Marketers who
want precision, minimal waste, and assurance they reach the
audience they aim to target. Buying on site audience
composition alone is increasingly challenged.
Online campaign audits (via Nielsen OCR et el) will be commonplace and hold
publishers accountable

19. model based on your best performers
reach the optimal audience at scale
deliver 3x-5x better results
expand
3/4/2012 19
©2011 eXelate Inc. Confidential and Proprietary

20. first party + third party data
Large brands quickly exhaust high-affinity
segments available off the shelf. The fact of
the matter is that there’s never enough high-
performing data. Xaxis tackles this challenge
by building the data that our clients need.
Eugene Becker
Vice President of Analytics
3/4/2012 20
©2011 eXelate Inc. Confidential and Proprietary

21. maX audience modeling
Built on a foundation of best-in-class analytics processes and
leveraging billions of exclusive, 3rd party online and offline data
points, eXelate builds targeted custom audiences that model
attributes of top-performing customers
3/4/2012 21
©2011 eXelate Inc. Confidential and Proprietary

22. building segments
URL Visitation:
Converted Consumer
www.autobytel.com/land-rover
Browser:
Mozilla Firefox
Operating system:
Windows 7
[ advertising data cloud ]
Keyword Search:
Land Rover
Type of device:
PC
eXelate takes the raw, initial attributes of a brand’s
converters and identifies similar consumers in our
marketplace for that brand to target.
3/4/2012 22
©2011 eXelate Inc. Confidential and Proprietary

23. adaptive audience intelligence
The iterative, business and
technical process loop that brings Offline
1st Data
together relevant Big Data Party
Data
Find optimized audiences while Online
Data
automatically pushing intelligence
into marketing-facing operational
systems as well as pulling feedback loop
feedback to guarantee continual,
campaign-performance
improvement.
digital media
transactions [ advertising data cloud ]

24. audience targeting methods compared
Performance vs. Scale
Performance
Fully Customizable
via Reach Control
Scale
Performance maX Reach Control
Reach
Control
Segments
Scale (grouped by performance rather than size)

25. 3rd Party Data
Key questions you need to ask?
Are the data sets proprietary?
What data sets are augmented with other data sources?
Is the total segment size in line with total universe?
How do they compensate source(s) of data?
Can you buy based on recency?
Can you create and buy custom segments?
Are you compliant with industry privacy standards?

26. eXelate Benefits Summary
Infrastructure built to support the growing demand in Audience Targeting
and Analytics
Robust data marketplace assure best available scale for your campaigns
Fully compliant with industry privacy standards
THE FIRST AND ONLY COMSCORE VERIFIED DATA AVAILABE TODAY

27. we make the process of buying, selling and managing
audience data simple, safe, & scalable

28. www.exelate.com
646.237.4210
3/4/2012 28
©2011 eXelate Inc. Confidential and Proprietary