This document summarizes the career statistics of NBA player Jeff Hui and discusses the systematic growth of a publisher solutions business. It outlines the business model of helping publishers and developers monetize their products with ads while taking a small share. It then discusses the growth team's formula of targeting a specific market, applying a treatment or strategy, and measuring outcomes. A case study details how applying this formula through launching a sales program drove over 500% revenue growth over two years. Key learnings emphasized building for scale, having a growth mindset, measuring everything, and having executional excellence.

1. SYSTEMATIC GROWTH
JEFF HUI

2. A SHORT STORY ABOUT ME
Season Tm G MP FG% 3P% FT% ORB DRB TRB AST STL BLK TOV PF PTS
2006-07 CLE 23 8.8 0.378 0.28 0.714 0.3 0.7 0.9 0.4 0.3 0.1 0.6 1 3.2
2007-08 TOT 21 11.4 0.349 0.3 0.586 0.3 0.7 1 0.8 0.5 0.1 1.1 1.4 5.4
2008-09 TOT 48 9.9 0.473 0.378 0.821 0.2 0.7 0.9 0.8 0.5 0.1 0.8 0.9 4.2
2009-10 LAL 82 20.7 0.427 0.328 0.818 0.4 1.9 2.2 1.3 0.7 0.4 0.8 1.6 8.1
2010-11 LAL 82 19.1 0.425 0.349 0.911 0.4 1.5 1.9 1.2 0.8 0.2 0.9 1.5 8.7
2011-12 PHO 59 23.7 0.42 0.362 0.808 0.6 2 2.7 1.2 0.7 0.3 1.1 1.1 11
2012-13 PHO 59 23.8 0.42 0.277 0.784 0.7 1.8 2.5 1.8 1 0.3 1.3 1.6 10.5
2013-14 TOT 29 8.7 0.364 0 0.714 0.2 0.7 1 0.3 0.4 0 0.6 0.8 2.2
2014-15 MIA 5 17.8 0.368 0.429 0.75 0 0.2 0.2 0.6 0.8 0 0.8 1.6 4

3. AGEND
A
1. OVERVIEW OF OUR BUSINESS
2. THE PLAYBOOK
3. LEARNINGS

4. WE LEVERAGE FB
ADVERTISER
BASE AND
TARGETING
WE HELP
PUBLISHERS AND
DEVELOPERS
MONETIZE THEIR
PRODUCTS WITH
ADS
PUBS / DEVS
EARN MONEY AND
FB TAKES A
SMALL SHARE
THE PUBLISHER SOLUTIONS BUSINESS

5. A BRIEF HISTORY OF OUR SYSTEMATIC GROWTH
-100%
0%
100%
200%
300%
400%
500%
600%
Percentrevenuegrowth(vsQ1
2016)
Launched
growth
team
Launched first
growth program
How did we
drive this
growth?
Scaling sales
team
Revenue trends over the past 2+
years

6. OUR TEAM VALUES
Inherently a 1-1
relationship
Build
for
scale
Growth
is a
mindset
Measure
everythin
g
Execution
al
excellence
Attribution is
difficult
Takes months
to start
executing
Easy to focus on
the loudest client
lose track of the
biggest
opportunities

7. AGEND
A
1. OVERVIEW OF OUR BUSINESS
2. THE PLAYBOOK
3. LEARNINGS

8. OUR PROGRAMMATIC FORMULA
Target market Target treatment Measurable
outcome
+ +Program =

9. CASE STUDY: OUR SALES PROGRAM
Target market Target
treatment
Measurable
outcome
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Strategy:
Identified
opportunity
to grow
existing
accounts
Test:
Launched a
test – waited
3 months to
see a
positive
results
Scale:
Started
scaling –
hiring FTEs
+ vendors
for scale
Measure:
Completed
ROI
analysis
Iterate:
Currently
rethinking
2019
Launch:
After
positive
test,
decided to
build sales
team
Q4
2018
Optimize:
Learning
how to set
goals, test
granular
strategies,
learning to
how to pick
winners

10. 5 QUESTIONS TO KNOW IF YOUR GROWTH IS
SCALABLE
1. Do we know the top
20% of market that
drive 80% of the
value?
2. Can we use
analytics to find the
top 1% of
opportunities in our
market
Target market Target treatment Measurable
outcome
3. Can our team scale?
• Can our team play
multiple roles?
• Are we leveraging
marketing for
scale?
4. If we see positive
results, how do we
know its our
strategy and not
general shift in
market or luck?
5. If we see negative
results, how long do
we wait to iterate or
scrap?

11. Target market Target treatment Measurable
outcome
Program management:
• Growth strategy
• Customer / market
segmentation
Advanced Analytics:
• Test and control setup
• Predictive modeling to
identify target clients
Scaled operations:
• Direct marketing
• Long tail growth
• Scaled account
management
• Flexible / scalable teams:
mix of FTE + vendors,
utility players (e.g., ability
to play multiple roles)
Advanced Analytics:
• Test vs control
measurement
• ROI analysis
• Attribution
A PROGRAMMATIC APPROACH REQUIRES A
DIVERSE SET OF SKILLS

12. UNDERSTANDING GROWTH: HITTING GOALS IS NOT
ENOUGH
3 straight quarters, we hit
goals, but we didn’t stop.
We continue to study,
e.g.:
• The distribution of
growth
• Sources of growth
• Impact of market /
product trends
Growth vs
expectation
#of
accounts
Distribution of accounts for 1 sales rep

13. UNDERSTANDING GROWTH: KNOW YOUR ROI
-100%
0%
100%
200%
300%
400%
500%
600%
Percentrevenuegrowth(vsQ1
2016)
23x
ROI
Sales lift
Organic
growth
-
=

14. AGEND
A
1. OVERVIEW OF OUR BUSINESS
2. THE PLAYBOOK
3. LEARNINGS

15. ITS BEEN A TOUGH BUT REWARDING JOURNEY –
WE’VE LEARNED A LOT
Build for scale
Growth is a
mindset
Measure
everything
Executional
excellence
RECAP OF OUR VALUES TOP LEARNING
Build a flexible team - hire people that can
play multiple roles (e.g., sales + acct mgt)
Measurement takes discipline – our first test
took 3 months to see positive results
Growth requires hard trade-offs: we held a
year long holdout group (gave up revenue) to
ensure we could measure success before
Team must be completely integrated –
growth team sets strategy, sales develops
relationships, marketing drives scale, analytics
measures impact

16. THANK YOU!