Big Data in the Upper-Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value Jeremy LonginottiChief Revenue Officer@jkingl

Tuesday, April 30, 13

Confidential & Proprietary

Use The Right Data for Your Campaign Objective

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Tuesday, April 30, 13

Confidential & Proprietary

Converting Close Existing

Demand

Search, Behavioral & RetargetingIN-MARKET

Use The Right Data for Your Campaign Objective

TruSignal Finds High-Quality New Customers

WHODATA

WHATDATA

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Tuesday, April 30, 13

Confidential & Proprietary

Converting Close Existing

Demand

Search, Behavioral & RetargetingIN-MARKET

Use The Right Data for Your Campaign Objective

Contextual & Demo TargetingEmail Campaigns

PROFILE + CONTEXTUAL

SponsorshipsPROFILE

Prospecting Stimulate New Demand

BrandingBuild Future Demand

TruSignal Finds High-Quality New Customers

WHODATA

WHATDATA

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Tuesday, April 30, 13

Confidential & Proprietary

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What Does “High Quality” Mean?

Tuesday, April 30, 13

Confidential & Proprietary

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What Does “High Quality” Mean?

Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software service

Tuesday, April 30, 13

Confidential & Proprietary

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What Does “High Quality” Mean?

Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software service

Bottom-funnel action metricsClicksForm fillsLeads

Tuesday, April 30, 13

Confidential & Proprietary

Lookalike of existing high-value customersUses predictive analytics and 40 sources of offline profile dataLarge scale in any digital channel—display, video, social, mobile

What is a TruAudience Custom Segment?

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Best Fit

Poor Fit

9

0

First PartyData Sample

Provide example ofyour target customer

Third PartyData

TruSignal finds the signalswithin 1,000s of attributes

Your TruAudienceFormula

Final formula combinesthe RIGHT attributes

FinancialDatabases

PropertyRecords

HouseholdDatabases

Hobbies andInterests

CensusData

DemographicDatabases

PastPurchases

Tuesday, April 30, 13

Confidential & Proprietary

Case 1: Precise Branding Campaign Reduces Waste

Client Overview:‣ Top 10 financial services client‣ Needed to connect with high-value prospects at scale‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions

TruSignal Solution:‣ Built a custom audience based on existing high-value customers from

the clients’ CRM system

Custom TruAudience Formula combines 103 data points from 10 data types into a single audience

3.6%2.8%2.1%

1.7%1.3%

Contribution by Data Category

Financial InformationGeographyHobbies/InterestsProperty RecordsDemographicsCensusHousehold CompositionPublic RecordsAsset OwnershipBusiness Information

28.6%

18.5%

17.1%13.4%

10.9%

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BRANDING

PROSPECTING

CONVERTING

Tuesday, April 30, 13

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Premium Publishers

DFP

Case 1: Reach the Right Audience Across Many Channels

Top Portals

Video

RTB Exchanges

DSP

AUDIENCE POOL

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Case 1: Reach the Right Audience with Minimal Waste

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BRANDING

PROSPECTING

CONVERTING

Targeting For Scale

0514 Million

Uniques

AdPlatforms

01 Custom Audience

Bottom Line:‣ Client’s own custom audience accesses media with

precision and scale

‣ 5 different media platforms allows different types of creatives and context

‣ 14,000,000 uniques reached

‣ 80% reduction in wasted impressions allows client to focus on effectiveness, not reach

Tuesday, April 30, 13

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Case 2: Accurate Prospecting Improves Customer Quality

BRANDING

PROSPECTING

CONVERTING

Client Overview:‣ Higher education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high-quality enrollees—fast

TruSignal Solution:‣ Custom-built audience of enrolled student “lookalikes”‣ 8.3 million audience size

Results:‣ RTB exchange campaign targeted prospective students‣ Implemented view-through campaign attribution to measure

subsequent lower-funnel activity‣ Improved quality of new leads‣ Delivered incremental leads to existing campaigns

Targeting For Accuracy

32% Higher enrollment rate

Incremental leads74%

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Case 2: Prospecting Accelerates Conversion Strategies

% of view-through conversions by last-click channel source

Influence of Prospecting Campaign

Paid SearchOrganic SearchRetargetingFacebookTruSignal

10%

9%

15%

20%

47%

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High Quality—Leads showed a 32% higher enrollment rate90% of leads were driven through existing lower-funnel channelsClient saw increased search and site traffic volume

Tuesday, April 30, 13

Confidential & Proprietary

Case 2: Proper Attribution Measurement is Critical

10

0

15

30

45

60

75

90

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Baseline LeadsIncremental Leads

Days Since Last Impression

Num

ber o

f Lea

ds

View-through time lag separates “baseline” from incremental leads74% of leads are incremental to existing lower-funnel activity

Tuesday, April 30, 13

Confidential & Proprietary

Tuesday, April 30, 13

Confidential & Proprietary

Thank You!

Discover Your Ideal Audiencewww.tru-signal.com

jlonginotti@tru-signal.comtwitter: @ jkingl twitter: @trusignal

Jeremy Longinotti

650.866.5655

Tuesday, April 30, 13