Case Study Aardvark


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Case Study Aardvark

  1. 1. High Order Bit: Aardvark Max Ventilla , CEO Aardvark
  2. 2. The Answer for Subjective Questions [email_address] June 2009 Private & Confidential
  3. 3. Subjective questions are still hard to answer. What’s a decent housekeeping service in SF? What is Einstein’s birthday? How much does the cheapest iPhone cost? Easy (~50%*) Hard (~50%*) More Subjective What’s a good book to read about Romantic Poets? * Approximate share of search engine queries
  4. 4. Aardvark handles the tough 50% of searches.
  5. 5. Aardvark is a communication tool not a website. <ul><li>Aardvark lets you tap your extended network </li></ul><ul><ul><li>Intelligent routing among tens of thousands of 2 nd degree contacts </li></ul></ul><ul><ul><li>Intermediated conversations ease social cost and maintain privacy </li></ul></ul><ul><li>Aardvark thrives on existing Internet behavior </li></ul><ul><ul><li>Social graphs and profile data make people indexable </li></ul></ul><ul><ul><li>People are available 24x7 across various communication channels </li></ul></ul><ul><li>Aardvark lets businesses more directly reach customers </li></ul><ul><ul><li>Advertising ties directly to real-time, word of mouth recommendations </li></ul></ul><ul><ul><li>Companies can interact with customers in their moment of intent </li></ul></ul>
  6. 6. By design, Aardvark is built to monetize. <ul><li>Most Aardvark queries relate to a purchase or service </li></ul><ul><ul><li>Commercial questions tend to be far along the path to a decision </li></ul></ul><ul><ul><li>Referrals from friends create very premium leads (10%+ conversion) </li></ul></ul>68% * Based on historical usage (~100k queries to date) Types of Commercial Queries Share of Total* Value of a Conversion Estimated Depth of Existing Inventory Restaurants & Bars 13% Low Low Entertainment & Activities 11% Low Medium Medium & High Value Purchases 9% High High Services & Stores 8% Medium Low Travel 8% Low High Low Value Purchases 6% Low High General Information (Commercial) 13% Low High
  7. 7. Aardvark enhances answers from your network. When asker submits a query… <ul><li>… sponsored interactions can help </li></ul><ul><ul><li>High receptivity in downtime </li></ul></ul><ul><ul><li>Rich contextual signals </li></ul></ul><ul><ul><li>Deep behavioral data </li></ul></ul>When answerer recommends items… <ul><li>… Aardvark can append CPA links </li></ul><ul><ul><li>Assisted ad selection </li></ul></ul><ul><ul><li>Added value for answerer </li></ul></ul><ul><ul><li>Super-premium conversions </li></ul></ul><ul><ul><li>Like with web search, monetization increases Aardvark’s utility </li></ul></ul>
  8. 8. Aardvark hugely complements search and SNs. Aardvark’s team has built the frontrunner at the intersection of digital communication, social networking, and search. xk daily interactions, doubling every month since February Higher CTR and higher conversion than with web search On track to reach a million general search users by Q1 2010