Cut Your Credit Card (Ads): Using Data to Better Target Your Customers

Company Confidential

• Technology platform for data segmentation

• Platform is free, revenue is driven by PPC advertising

• Founded 2013, located in Venice, CA

• Management team has been managing PPC syndication since 2003

• 40 employees (31 engineers)

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Who are my users?

What categories are relevant to my users?

What offer will monetize best?

MORTGAGE?

CAR DEALS?

CREDITCARD?

AMERICAN EXPRESS

TRAVEL REWARDS

CHASE 0% APR

CAPITALONE

SUBPRIME

WEIGHT LOSS? VISA

CASH BACK

What we all want to know

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Why it is hard

limited initial user data

EXPERIAN

BLUE KAI

AXCIOM

limited additional third party data

limited data mining, optimization & analytics

??

?

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What ends up happening

SIMILAR OFFERS ARE EMAILED TO ENTIRE USER

BASE, WITH LIMITED TARGETING

SUB-PRIME

CREDIT CARD

CAR INSURANCE

MORTGAGES

ATTRIBUTES

HOME SECURITYFEMALE

21-40 yr

PARENT

MALE

SINGLEZIP: 90210 ATTRIBUTES

DATING

ATTRIBUTES

NURSING DEGREEFEMALE

$30K / YEARHIGH SCHOOL GRAD

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The OpenMail solution

AFFILIATE NETWORKS

PPC ADVERTISING

DIRECT ADVERTISERS

PROPRIETARY & THIRD PARTY DATA

ANALYTICS & OPTIMIZATION

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Obligatory Technical Charts

SEGMENT 2

SEGMENT 1

SEGMENT 3

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AD VERTICALS

TARGETED EMAIL MESSAGES

TARGETED AFFILIATE

OFFER

HAWAIIAN VACATIONS

LAP BAND SURGERY

AIR CONDITIONING REPAIR

OIL CHANGE COUPONS

TOENAIL FUNGUS TREATMENT

TARGETED PPC ADS

TARGETED DIRECT

ADVERTISER

The Right Data gets the Right Offers

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Scale = Network Effects

Mothers with 2+ Kids

Mortgage Holders in LAWomen Looking

For MBAs

Small Business OwnersName: John Smith Age: 31 years old Marital Status: Married Family: 2 children Annual Income: $120,000 Zip code: 90291 Interests: Nascar In Market: Refi, New Car

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Case Study: Aug 2014

EDUCATION CREDIT CARD

AUTO INSURANCE CELL PHONE

LOANS HEALTH

LIFE INSURANCE

PERSONAL FINANCE

BEAUTY

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Jan 2015

OIL CHANGESTUDENT

LOANS

AUTO INSURANCE

ACNE TREATMENT

LOANSBACK PAIN

RELIEF

LIFE INSURANCE

HOME SECURITY

HEARTBURN

DIET AND WELLNESS

ERECTILE DYSFUNCTION

DEODORANT

CREDIT CARDSRETIREMENT

PLANNING

SMALL BUSINESS

LOANSCELL PHONES

ATTORNEYS

CAR TIRE COUPONS

ONLINE PSYCHICS

ALCOHOL REHAB

DENTAL IMPLANTS

HAIR PRODUCTS

PET COUPONS

MOBILE GAMES

CABLE PROVIDERS SKIN CARE

HEALTH INSURANCE

MIGRAINE RELIEF

START A BUSINESS

WORK FROM HOME

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Aug 2015

CREDIT CARD MORTGAGE

AUTO INSURANCE

HEALTH INSURANCE

LIFE INSURANCE

PSYCHOLOGY DEGREES

PRIVATE JETS

HAIR LOSSFLOWER

DELIVERY

HOME FORECLOSURE

ALCOHOL REHAB

TAX RELIEF ATTORNEYS

BACK PAIN RELIEF

CABLE TV OFFERS

BURIAL INSURANCE

INTERNET PROVIDERS

OIL CHANGETOENAIL FUNGUS

GROCERY COUPONS

BACKGROUND CHECKS

TIRE COUPONS

CHECKING ACCOUNTS

GOVERNMENT GRANTS

NEW CARSPENNY

STOCKS

CELL PHONES ANTI-AGING

WIRELESS SECURITY

NURSING DEGREES

BUSINESS LOANS

WORK FROM HOME

TRAVEL DEALS

BED BUGS

BUSINESS AIRFARE

WINDOW REPLACEMENT

TOILET PAPER COUPONS

LIPOSUCTIONVETERAN

LOANSDRUG REHAB HEARING AIDSAIR

CONDITIONER REPAIR

INSTALLMENT LOANS

SUVsGARAGE DOOR

REPAIRVETERAN

LOANSEUROPEAN VACATIONS

HYBRID CARSPRINTER INK

COUPONS

MASSAGE THERAPY

HOMELAND SECURITY DEGREES

HEART ATTACK HELP

UTILITIES SAVINGS

WATER FILTERS

SNORING SOLUTIONS

DENTAL INSURANCE

PLASTIC SURGERY

KITCHEN CABINETS

ERECTILE DYSFUNCTION

ARTHRITIS TREATMENT

MORTGAGE REFINANCE

TAX ATTORNEYS

VARICOSE VEIN TREATMENT

DRONESORTHODONTIC

TREATMENT401K

PLANNINGHAWAII

VACATIONSCARPET

CLEANINGGAME DESIGN

DEGREESHOME

INSURANCELANDLORD SERVICES

PEST REMOVAL

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10

15

20

Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

$30

$13

$7

$3

$1

15x increase in Revenues

Thank you!