How are location and offline data being monetized? This session will explore that question and how Mastercard transaction data help Chegg do more effective online targeting and retargeting.

1. Place Conference
David Galvan, VP
MasterCard
March 21, 2016
©2015 MasterCard. Proprietary and Confidential.
September 23, 2016

2. ©2016 MasterCard.
Proprietary
The MasterCard Most of You Know…
September 23, 2016
210
countries
38 million
acceptance locations
10,300
employees
52 billion
transactions
US $4.5 trillion
gross dollar volume
US $9.7 Billion
2015 Net Revenue
US $3.9 Billion
2015 Net Income

3. ©2016 MasterCard.
Proprietary
The Traditional View of the Network
September 23, 2016

4. ©2016 MasterCard.
Proprietary
A New Way of Looking at MC and our
Commitment to Digital Commerce
September 23, 2016
MasterCard Loyalty Services
Prepaid, Corporate and
Co-brand card programs.
Acquisitions Investments
and Mentorship
Network advice:
Auth/Declines,
Fraud
Digital Partners
Product Innovation
and Collaboration
(Launch-Pad)
E-Commerce Enablement

5. ©2016 MasterCard.
Proprietary
Mastercard Data Products:
Insights Direct From Consumer and Merchant
Spend
September 23, 2016
Real time cleansed, aggregated and anonymous transaction data
160M TRANSACTIONS
PER HOUR
2.5B GLOBAL CARDS
Understand and Segment Consumers
• Existing Customers
• Prospective Customers
Evaluate and Improve:
• Measure campaign impact on sales
• Understand the converting audience
Deploy a Marketing Campaign
• Omni Channel: Digital, Email, Direct
Mail, Social, Radio, TV
Know Measure Act
MasterCard InsightsTM analyzes
customer spending habits,
providing detailed customer
profiles that can be used for
retention and acquisition.
MasterCard Media
MeasurementTM links online
ad impressions with offline
transactions….allowing
advertisers to understand a
campaigns impact on sales.
MasterCard AudiencesTM
are sold through online ad
networks and data exchanges.
They offer media buyers a way
to reach likely purchasers with
greater efficiency.
52B TRANSACTIONS
Annually

6. ©2016 MasterCard.
Proprietary
MasterCard Audiences™
For Digital, E-mail, Direct Mail, Video, Social, Radio & TV Marketing…
What Value Does it Provide?
• Capability to reach your best prospects using MasterCard
proprietary prospecting models, incorporating those likely
to shop heavily in category and/or have a propensity to buy
again in the next 30-90 days
• Models are scaled to the total US consumer universe and
integrate with 3rd party data to create a customized unique
prospect list
• Fast – standard segments available for purchase on digital
exchanges and can be delivered to letter shop one week
from contract close
• Flexible for broad application in digital, e-mail, direct mail,
video, mobile, social, radio and TV
Reach your best prospects using
MasterCard’s premium
customer acquisition solution
6

7. ©2016 MasterCard.
Proprietary
7
Customer Example: Big Box Retailer
Situation
Issue: Retailer was looking to segment customers who:
• Spend little with the retailer but do spend within their retail category
• Do not spend with the retailer but spend with competitors within their retail category
• Spend during the 5 week holiday campaign: “Black Friday” through the end of Q4
Approach
Results
Utilizing proprietary spending data and analytical solutions:
• Applied MasterCard Custom Audiences to develop distinct segments
• Ran Facebook newsfeed ads to display MasterCard co-branded creative and
adjusted ad placement by time of day, day of week and creative unit
8M REACHED
47M
IMPRESSIONS
ROI: $50K SPEND YIELDED
$780K IN SALES
$15.67: $1 SPENT
$1.06 CPM
REPRESENTED
4-7X LOWER
AVERAGE
COST
VS. FACEBOOK ADS IN
OFF-PEAK TIMESLOTS

8. The Student Hub
SM
Chegg and the Use of First-Party Data
Matthew Mulqueen, VP of Brand Partnerships
September 21, 2016

9. Scaling to Reach More Students than Ever
Chegg’s direct-to-student
learning services reach
1 Source: Annual comScore U.S. Annual Unique Visitors (Custom Analytics), April 2015 - March 2016
2 Source: Monthly comScore U.S. Monthly Unique Visitors (Custom Analytics), March 2016
40MM
Unique Visitors Annually1
10MM
Unique Visitors Monthly2
Over
delivering services that are both popular and
useful for students from middle school to the
start of their careers
&
Chegg Services
Students subscribe to our learning services:
 Chegg Study
 Chegg Tutors
 Chegg Writing Tools
 Chegg Test Prep
Get help navigating college through outcome services:
 Enrollment
 Brand Partnership
 Careers
Required Materials
Purchase or rent required class materials for less:
 Print Textbooks & eTextbooks
Over

10. Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.

11. DATA
MANAGEMENT
PLATFORM

12. DATA COLLECTED AS STUDENTS EXPERIENCE LIFE EVENTS
College
Entranc
e Exams
Applying/En
rolling in
College
High
School
Graduation
Prepping
For Life
at
College
Homework
and Exams
College
Life
Transferring
Schools Building
Resume
Choosing a
Career
Path College
Graduation
Grad
School
Exams
DATA COLLECTED AS STUDENTS INTERACT WITH CHEGG SERVICES
College
Search
SAT/ACT
Prep Scholarship
Search
Textbook
Rental Chegg
Study
Chegg
Tutors Chegg
Play
Transfer
Search Internships
.com
Career
Advice Grad
School
Search
High School College Career Grad School…

13. Demo & Location Education Behaviors & Interests
Age
Gender
HH address
College residence
High school or college
graduation year
Field of study
4-year or 2-year
college
Private or public
college
College search activity
Textbook rentals
Study habits & usage
Spending habits
(CC purchase data)
College lifestyle
(engagement with Chegg entertainment
content and social contests)
Career interests
Student Data Attributes

14. College Bound HS
Students
Incoming College
Freshmen
Existing College Students
Studious
Students
Cash Strapped
Students
Entertainment
Seekers
Internship/Job Seekers Outgoing College
Students
Recent College Grads
Student Segments

15. SEGMENT DECLARED DATA INFERRED DATA
College-Bound
High School Students
• Student Type = “High School”
• OR HS Student Grad Year = 2017, 2018
Incoming College Freshmen
• College Grad Year = 2020, 2021
• HS Grad Year = 2016
• 100-level textbook rentals
Existing College Students
• Student Type = “College”
• OR College Grad Year = 2016-2020
• Textbook rentals
• HS Grad Year = 2013-2016
Studious Students
• Chegg Study users
• OR Chegg Tutors users
Cash-Strapped Students
• Textbook renters
• OR scholarship seekers
Internship/Job Seekers
• Students applying to internships or jobs
Outgoing College Students
• Grad Year = 2017 • 400-level textbook rentals
Recent College Grads
Grad Year = 2014 - 2016

16. Chegg Student Data
Purchaser Data
QSR – Frequent Buyers
Female Apparel – Frequent
Buyers
Family Apparel – Frequent
Buyers
Big Box Retailers – Frequent
Buyers
Expanded Student Segments with MasterCard

17. Data Sources
Data
Attributes
Data
Segments
User
Profile
Data
User
Behaviors
3rd Party
Data
Partner
Data
Demo
Interests
Education
Behaviors
Distribution
of data »
Location