Representation for optimizing a paid media campaign's budget spend for greater business impact and conversions.

1. 1

2. Campaign Modeling
futures
Applying Collected Insights
91

3. WHAT WOULD
BARRETT-JACKSON
Campaign Optimization Look Like?
92

4. 93
Predictive Analytics Offer Statistical Opportunities
Predictive modeling enables the use of historic Campaign performance benchmarks
to plan and/or optimize inflight real-time performance for new paid media investments.
q Planning and managing future campaigns based on statistical analysis of “what if” scenarios ensures Barrett-
Jackson maximum returns on its paid media investments.
q Our optimization model is designed for analyzing, optimizing and guiding strategic directions for all paid media
campaigns.
q Models can be used for each Auction venue to discover the best possible paid media investment unique for
each event.
q Model algorithms can be designed with constraint criteria to guide models for predicting maximum outcomes
for any desired scenario.
q Optimization models are time-tested and proven with flexibility to adopt for inflight campaigns and changing
needs and requirements based on real-time Campaign performance.

5. 94
Predictive Model Representation | Gate Goal Campaign Spend Baseline Benchmark
Benchmark Baseline Performance Goal Performance Spend Performance
Funnel + Tactic Spend Share Impressions Clicks
Video
Views
Calls Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $148,958 62% 19,063,105 26,333 5,871 0 5,871 163 988 3,796 $39.24 4,947 7,592 $296,088
Prospecting $148,958 62% 19,063,105 26,333 5,871 0 5,871 163 988 3,796 $39.24 4,947 7,592 $296,088
Banners $57,893 24% 14,422,452 9,997 0 0 0 25 631 3,032 $19.09 3,688 6,064 $236,496
FB+IG $20,524 9% 1,368,296 14,491 5,871 0 5,871 138 320 556 $36.91 1,014 1,112 $43,368
CTV $16,322 7% 480,048 103 0 0 0 0 29 101 $161.60 130 202 $7,878
Audio $13,380 6% 621,129 249 0 0 0 0 2 88 $152.05 90 176 $6,864
Social (Other) $2,738 1% 212,344 668 0 0 0 0 6 14 $195.60 20 28 $1,092
Hyperlocal $5,542 2% 738,985 825 0 0 0 0 0 4 $1,385.60 4 8 $312
Podcast $2,406 1% 60,153 0 0 0 0 0 0 1 $2,406.12 1 2 $78
DOOH $30,152 13% 1,159,698 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $32,341 14% 2,300,757 21,130 235,787 0 235,787 171 325 1,485 $21.78 1,981 2,970 $115,830
Engagement $32,341 14% 2,300,757 21,130 235,787 0 235,787 171 325 1,485 $21.78 1,981 2,970 $115,830
FB+IG $23,901 10% 1,921,188 20,787 50,287 0 50,287 171 322 1,471 $16.25 1,964 2,942 $114,738
Social (Other) $8,440 4% 379,569 343 185,500 0 185,500 0 3 14 $602.88 17 28 $1,092
MOF + BOF $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
Remarketing $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
Banners $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
BOF $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Conversion $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Search $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Benchmark Averages $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
View 1 of 3 | Benchmarked Gate Goal Aggregate Campaign Performance
Baseline Comparison View (pre-modeling using collected campaign performance metric insights)
PREDICTIVE
MODELING
OPPORTUNITIES

6. 95
Predictive Model Representation | Gate Goal Campaign Optimization with NOContraints
Benchmark Baseline Performance Goal Performance Spend Performance
Funnel + Tactic Spend
Modeled
Share
Impressions Clicks
Video
Views
Inbound
Calls
HVE
Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Prospecting $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Banners $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
FB+IG $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
CTV $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Audio $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Social (Other) $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Hyperlocal $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Podcast $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
DOOH $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Engagement $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
FB+IG $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Social (Other) $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF + BOF $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Remarketing $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Banners $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
BOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Conversion $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Search $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Optmized Performance $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Baseline Benchmark $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
Outcome Lift or Loss 0% 0% 51% -54% -100% -100% -100% 46% 401% 214% -68% 248% 214% 214%
View 2 of 3 | Optimized with Constraint Criteria to Maximum Gate Goals
Model Build Statistical Validation Test (model run test to apply Funnel Spend control variables – TOF 65%, MOF 15%, MOF+BOF 10%, BOF 10%)
PREDICTIVE
MODELING
OPPORTUNITIES

7. 96
Predictive Model Representation | Gate Goal Campaign Optimization with CONTOL Contraints
View 3 of 3 | Optimized with Control Constraints to Apply All Funnel Tactics
Verified Statistical Predictive Results (live model outcome with control parameters – Funnel Spend % + max/min (.25/.01)tactic spend, all tactics)
PREDICTIVE
MODELING
OPPORTUNITIES
Benchmark Baseline Performance Goal Performance Spend Performance
Funnel + Tactic Spend
Modeled
Share
Impressions Clicks
Video
Views
Inbound
Calls
HVE
Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $155,488 65% 15,235,636 61,358 17,107 0 17,107 412 2,302 8,845 $17.58 11,560 17,690 $689,907
Prospecting $155,488 65.00% 15,235,636 61,358 17,107 0 17,107 412 2,302 8,845 $17.58 11,560 17,690 $689,907
Banners $23,921 10.00% 5,959,303 4,131 0 0 0 10 261 1,253 $19.09 1,524 2,506 $97,719
FB+IG $59,803 25.00% 3,986,883 42,223 17,107 0 17,107 402 932 1,620 $36.91 2,955 3,240 $126,364
CTV $2,392 1.00% 70,357 15 0 0 0 0 4 15 $161.60 19 30 $1,155
Audio $2,392 1.00% 111,048 45 0 0 0 0 0 16 $152.05 16 31 $1,227
Social (Other) $59,803 25.00% 4,637,287 14,588 0 0 0 0 131 306 $195.60 437 611 $23,848
Hyperlocal $2,392 1.00% 318,951 356 0 0 0 0 0 2 $1,385.60 2 3 $135
Podcast $2,392 1.00% 59,803 0 0 0 0 0 0 0 $0.00 0 0 $0
DOOH $2,392 1.00% 92,005 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $35,882 15% 2,799,532 29,224 123,035 0 123,035 240 449 2,054 $17.47 2,743 4,108 $160,199
Engagement $35,882 15.00% 2,799,532 29,224 123,035 0 123,035 240 449 2,054 $17.47 2,743 4,108 $160,199
FB+IG $33,490 14.00% 2,691,956 29,127 70,462 0 70,462 240 451 2,061 $16.25 2,752 4,122 $160,770
Social (Other) $2,392 1.00% 107,576 97 52,574 0 52,574 0 1 4 $602.88 5 8 $309
MOF + BOF $23,921 10% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
Remarketing $23,921 10% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
Banners $23,921 10.00% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
BOF $23,921 10% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Conversion $23,921 10.00% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Search $23,921 10.00% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Optmized Performance $239,213 100% 22,002,518 114,175 140,142 1 140,143 766 4,683 17,329 $13.80 22,778 34,658 $1,351,661
Baseline Benchmark $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
Outcome Lift or Loss 0% 0% -15% 47% -42% -24% -42% 63% 34% 34% -26% 35% 34% 34%
Of significance, model realigns spend slightly for CORE channels to realize 34% lift in goals + revenue.

8. 97
Optimization Modeling offers endless opportunities for
Barrett-Jackson
…predictive models usestatistical algorithms touncover hidden opportunities
inperformance data tomaximize business returns and ROI.

9. 98
The representation demonstrated revealed a
predictive lift in Gate Ticket Sales revenue potential
byoptimizing and reallocating campaign spend.
34%
(or +$350K)

10. 99
All of this is made possible
with analytics and the historic insights
we have now collected… and will gather from
future Campaigns and investments.

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