StubHub is an online ticket marketplace that sells over 20 million tickets daily across 30,000 events. They aim to grow double digit annually without increasing spend through personalization and new technologies. Their display ad retargeting program uses first party data for real-time bidding ads to send the right message through the right channels at the right time, and integrates display ads based on customer data and behavior to drive retention and sales. Initial results show millions of customers and prospects now reachable across email and display with 5 automated marketing programs generating direct and influenced conversions.

1. Proprietary and Confidential.

2. – 20 million tickets listed on StubHub every day
– On any given day, there are over
About StubHub
30,000 events on StubHub
– 50% of tickets purchased on StubHub are
below the printed face value
– 2000: Four tickets purchased per day
– 2012: One ticket purchased every second
Proprietary and Confidential.

3. Challenges and Opportunities
– 2012 double digit growth goal
(without double digit spend increase)
– Personalization a company wide initiative
– Push to innovate and discover
new technology / platforms
– Reach and engage our unreachable audience
– Improve effectiveness and efficiency
of our display spend
– Create more connected marketing
Proprietary and Confidential.

4. Why Display Ad Retargeting
– Deliver dynamic messaging
outside of email channel
– Real Time Bidding with 1st party data
– Right message, Right time, Right channels
– Ability to accurately track
program effectiveness
– Sequential messaging (orchestration)
gets better
Proprietary and Confidential.

5. – Orchestrate programs with
StubHub Solution
sequenced and rule-driven messaging
– Integrate display ads, based on our
knowledge and data
– Deliver richer proactive display ads
– Drive retention and frequency of sale
Proprietary and Confidential.

6. web
adobe
data
crm
contacts
StubHub Solution
stubhub
behavior
email timing
responsys
data integration targeting
email + display genre
preference
purchase
recency
history
geography
email only
venue email
display only team display
orchestration personalization execution
Proprietary and Confidential.

7. Cart / Browse Abandonment start
program
Proprietary and Confidential.

8. Cart / Browse Abandonment start
program
opted in?
Proprietary and Confidential.

9. Cart / Browse Abandonment start
program
opted in?
yes
send email serve display ads
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

10. Cart / Browse Abandonment start
program
opted in?
web
email
yes
display
send email serve display ads
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

11. Cart / Browse Abandonment start
program
opted in?
yes
send email serve display ads
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

12. Cart / Browse Abandonment start
program
opted in?
yes
wait
2 purchased?
days
send email serve display ads
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

13. Cart / Browse Abandonment start
program
opted in?
yes
wait
end
2 purchased? no program
days
send email serve display ads send price alert email
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

14. Cart / Browse Abandonment start
program
opted in? no
yes
serve display ads
with browse / abandon genre
wait
end
2 purchased? no program
days
send email serve display ads send price alert email
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

15. Cart / Browse Abandonment start
program
wait
end
opted in? no 7 program
days
yes
serve display ads
with browse / abandon genre
wait
end
2 purchased? no program
days
send email serve display ads send price alert email
with browse / abandon genre with browse / abandon genre
Proprietary and Confidential.

16. start
program
Purchasers
wait
end
opted in? no 30 program
days
yes
serve display ads
based on preference
or past purchase
wait
end
30 purchased? no program
days
send email serve display ads send price alert email
based on preference based on preference
or past purchase or past purchase
Proprietary and Confidential.

17. start
program
Purchasers
wait
end
opted in? no 30 program
days
yes
serve display ads
based on preference
or past purchase
wait
end
30 purchased? no program
days
send email serve display ads send price alert email
based on preference based on preference
or past purchase or past purchase
Proprietary and Confidential.

18. start
program
crm profile
Purchasers
wait
end
opted in? no 30email
days
program
yes
serve display ads
based on preference
or past purchase
display
wait
end
30 purchased? no program
days
send email serve display ads send price alert email
based on preference based on preference
or past purchase or past purchase
Proprietary and Confidential.

19. Early Results
– Millions of known customers and prospects now
reachable across email and display
– 5 fully automated marketing programs
– Direct and influenced conversions
Proprietary and Confidential.

20. – Testing, testing, testing
Next Steps
– Use predictive modeling data for frequency
– Look-a-like audiences based on performance of
known customers
– Using display to influence email and vice versa
Proprietary and Confidential.