04/12/23

[ + ] Make every interaction countVersion

Introduction to [x+1]Introduction to [x+1]

2.1

© [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:

© [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

© [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

© [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

Spurred by industry recognition

Digital Marketing HubDigital Marketing Hub

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

© [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

Email

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

Delta Airlines Delta Airlines

Digital Marketing HubDigital Marketing Hub

Client Marketing Data Warehouse

Search

Display

E-Mail

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

© [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

Thank You!Thank You!

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