Revenue Science Behavioral Targeting

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Revenue ScienceBehavioral Targeting

• Sales Overview

April 8, 2004
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Strategic Vision

• Industry is moving towards the promise of 1-to-1
  targeting better interaction with the end-user
• Content-based targeting audience-based
  targeting tackle the Category sell-out challenge
• Registration Behavioral Targeting add another
  key layer of definition
• Why Revenue Science
• Workplace targeting
• We understand your industry
• Pay for performance model
• Revenue Management

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About Revenue Science

• - Unique offering of breakthrough ad packages
  that target high-composition audiences based on
  behavior and profiles
• Techniques increase targeted audience composition
  by over 100 (learned via Dynamic Logic surveys)
• Managed by executives from CNN/Turner
  Interactive, Real Networks, MSN, Accenture, and
  others
•  - Some clients include

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The Value Proposition

• Collaborative approach
• Segment design, sales training, marketing of ad
  packages
• Full alignment with customer success
• Revenue Science wins when CBS MarketWatch wins
  clear focus on driving incremental advertising
  dollars
• Demand creation driving agency and client
  interest
• Dedicated team focused on supporting CBS
  MarketWatch
• Patent-pending technology
• Premium segments based on exclusive relevance and
  scoring methodologies

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Audience Select How it Works
Pixel Server
MarketWatch.com and Revenue Science build
Segments
Step Four
During Visitors next visit to the site, cookie
is stamped with Segment ID(s)
All segments loaded to real time pixel server
overnight
Step Three
Step One
Revenue Science
Step Five
All future Ad Calls now consider the Visitors
Segment ID(s) If the page is not already
Premium, the appropriate Segment ad will display
Step Two
Visitor assigned to segment(s) based on behavior
that matches to parameters
Visitor navigates through site
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Audience Segment Parameters

• Workplace based
• IP Address
• Data from all Users SIC code, Fortune Rank,
  Domain, Geographic
• Data from Quova and Digital Envoy (exclusive
  relationship)
• Behavior based
• Number of visits or page views in a category
  (e.g. Investor Tools)
• Users who performed an Event/Action (e.g. stock
  quotes)
• Number of page views on CBS MarketWatch/BigCharts
• Frequency or recency of CBS MarketWatch/BigCharts
• Registration based
• User Properties
• Data from Registered Users only smaller data set

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Initial Workplace Segments
Financial Services SIC code indicates they are in
a Financial Workplace Monthly Segment Size (Feb
04) Unique Users 55,000 Page views 3,100,000
(Financial Services, excludes Ptracker) Unique
Users 168,000 Page views 7,400,000 (includes
Financial Services, Real Estate and Insurance,
excludes Ptracker) Fortune 100 Companies SIC code
indicates they come from a F100 ranked
company Monthly Segment Size (Feb 04) Unique
Users 266,000 Page views 9,700,000 (excludes
Ptracker) Fortune 500 Companies SIC code
indicates they come from a F500 ranked
company Monthly Segment Size (Feb 04) Unique
Users 461,000 Page views 17,200,000 (excludes
Ptracker)
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Initial Behavioral Segments
Personal Finance Visitors - Visited Personal
Finance section at least 1x/month. Monthly
Segment Size (Feb 04) Unique Users
862,000 Page views 72,000,000 (excludes
Ptracker) Active Traders -Visited Investor Tools
section at least 4x/month -or- users who visited
My Portfolio section at least 4x/month -or- users
who visited BigCharts at least 4x/month Monthly
Segment Size (Feb 04) Unique Users 623,500
Page views 170,000,000 (excludes Ptracker)
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Demand Creation

• Revenue Management
• Providing support, expertise and coverage to
  assist the Behavioral Segment sales effort
• Agency Road Show
• Communicating the value proposition of Behavioral
  Targeting and Revenue Sciences position as the
  marketplace leader
• Outreach campaign to generate awareness of CBS
  MarketWatch as a leading customer
• Presenting case studies and CBS MarketWatch
  success stories to press/agencies/advertisers to
  generate interest
• Providing insight to product improvements and the
  future of the Revenue Science solution

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Demand Creation

• Working with MarketWatch.com sales team to
  support the business
• Training
• Segment development
• Case studies
• Sales assistance
• Strategy and industry coverage
• Lead generation

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Next Steps

• Activation Process
• Fully Activated Start selling to Advertisers
  Agencies
• Funnel Questions/Ideas through your Manager and
  Beth Rossman