1. Who’s In Your Crowd? Mom and Blogger Wine Collector Investment Banker Subscribes to Travel & Leisure Triathlete

3. Thick Slices = High Impact

4. Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact

6. Case Studies in Targeting

7. Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google

8. Source Targeting > Google Spanish Language Control Targeted Content

9. Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!

10. Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!

11. Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!

12. Targeting Category Affinity

13. Results > Targeting Affinity Targeted Content Based on Affinity

14. Targeted Category Drives Engagement Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR

15. And Increases Revenue Per Visitor Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR Aggregate RPV Increase of 15%!

16. Targeting Intent with Reinforcement genre search result

17. search result genre Targeting Intent with Reinforcement

18. Results >Targeting Intent with Reinforcement Recipe Visitors CR Lift RPV Lift Search Result - Control 37,987 1.27 -- -- Search Result - Targeted 43,973 1.99 48.35% 71.38% Genre - Control 221,227 1.34 -- -- Genre - Targeted 220,736 1.37 1.93% 2.99%