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Street!View!of!Real!Time!Marke2ng:!
    The!Boulevard!of!Broken!Dreams!!
                   !
              Perry!Evans!
           CEO!@!Closely,!Inc.!!
About!Closely!
•  Our!Passion!
   –  S2mulate!demand!where!&!when!it’s!most!valuable!
   –  Yield!management!via!realL2me!and!social!

•  Team!from!Jabber,!MapQuest,!Local!MaQers,!…!
   –  Top!pedigree!angels:!Apple,!AOL,!Google,!Intuit,!…!
   –  Small!product!team!heads!down!for!15!months!
   –  250+!beta!customers!
We’ve!built.!!!!!!!!!!!!!!!!!!!!!!!And!learned.!



RealL2me!plaYorm!for!live!                      When!consumers!are!shopping,!
social!promo2on!                                businesses!are!busy.!
                                                !
!



•  One!place!to!design!&!create!                !



•  Integrated!distribu2on!across!               Conversa2onal!marke2ng!does!not!
   social,!search,!LBS!                         resonate.!!Yield!management!does.!
•  Agency!+!business!dashboard!                 !!
•  Intui2ve!analy2cs!                           Small!businesses!thrive!on!demand!
•  Mobile!Remote!Control!                       pull,!not!brand!development.!
                                                !
We’ve!learned!

Right!2me!is!more!
important!than!real!2me.!
!
Yield!management!breaks!
out!of!the!adver2sing!box.!!
Three!Live!Examples!
         !
      Adap2ng!
 RealL2me!Media!to!
RightL2me!Marke2ng!

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The Street View of Real-Time Marketing: Lessons from the Boulevard of Broken Dreams