Diapositivas presentadas por Roberto L’hopital, Director General de México & Centroamérica Headway Digital, en el evento eRetail Day México 2017 el 16 de Mayo de 2017.

1. ©2016 MediaMath Inc. 1
Predictive Audiences & Trends for better ROI
Roberto L’hopital
Global EVP Growth and Development
Mexico City, May 2017

2. ©2016 MediaMath Inc. 2
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Predictive Audiences Solves Marketer Challenges
Acquire new customers
beyond your own user base.
Brands use vast amounts
of data, combined with
predictive analytics, to
find shoppers who look
like their best customers
Decrease CPA
and increase ROAS.
Target only those
users with highest
propensity to convert
and eliminate wasted
media spend.
Drive revenue
with increased retention.
identify which customers
are most likely to re-
engage, and target them
with higher bids and
relevant offers.

4. ©2016 MediaMath Inc. 4
Predictive Audiences
Reach more consumers
at scale who look
and act like your
most valuable
customers
Target consumers
who’ve recently
displayed similar
interests, behaviors or
other attributes
Identify the most
valuable consumers
within your own
(and your industry’s)
customer base
Lookalike
Audiences
(for acquisition)
Targeted
Audiences
(for insights)
Audience
Scoring
(for loyalty)

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Start with a Seed
Seed data can be your
own customers, or
users who buy within a
specific category. It
can be online or offline
data.
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Optimize Models &
Score Users Daily
Provide predictive
scores for users in each
model daily, across
hundreds of million of
cookies
Identify Behavioral
Patterns to Predict
Conversion
Models are built using
numerous statistical
methods. The one
predicting the highest lift
is used
Seed
Data
Thousands
of purchase &
interest variables,
including recency
& frequency
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Segment Audiences by
Scores & Deploy
Campaigns
Segments are
customizable by score;
campaigns can be
optimized toward highest-
performing audiences
Segment 1:
Top 250K Scores
Segment 2:
Next 250K Scores
Predictive Modeling: How Does it Work?

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Lookalike Audiences
 Identify high-value consumers who look and
act like your best customers
 Build these audiences quickly and easily
 Use predictive analytics to drive higher
response rates
 Amplify your messaging by reaching more of
your best prospects at scale
FACT
CPAs driven by MediaMath
Lookalike Audiences
are up to 52% lower than CPAs
driven by traditional
prospecting strategies

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Targeted Audiences
 Understand what your customers browse
and buy on other sites to inform campaign
strategy and messaging
 Learn the most common types of customers
engaging with your brand to enable a true
understanding of your audience
 Activate these profiles in MediaMath’s
omnichannel DSP to optimize spend and
increase response rates

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Audience Scoring
Understand who among all your
past customers are actually the
most valuable, and make smart
remarketing decisions about:
 Which of them to target
 Your bid strategy
 What messaging to display
All of your past customers…
Your highest-scoring past customers
(target them!)

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• Reactivate Lapsed Buyers
• Maximize ROI
Audience Scoring
Scored audiences drive an
average 7:1 ROI
• Acquire New Customers
• Extend Awareness
CPAs were 13x better
then with other
prospecting strategies
Predictive Analytics Increases
Engagement and Conversion
Lookalike Audiences
UseCaseProofPoint
• Extend Audience Reach
• Target In-Market Buyers
Targeted Audiences
CPAs were 3.5x more
efficient compared to
other strategies

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Detailed Attribute Analysis
What are my customers browsing and buying?
Insights &
Recommendations
• ~58K customers exhibited an
interest in News Sites and
purchased in the last 15 days
• Customers who exhibit this
interest are 299% more likely
to convert than those who
don’t
• This advertiser should target
News audiences to optimize
efficiency and ROI
User Attribute Reports

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Walled Garden vs. Open
• 100% collaborative to bring the best of the ecosystem
among top companies
• Maximize ROI
• Tech and audience limitations
• Biased analysis
• Potential conflicts of interests
Implications

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FB Retargeting
• Access to brand safe, price competitive and highest reach inventory
• Reach retargeting users before, better and a at lower cost
• Lower CPA and higher ROAS
Implications

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Adtech + Martech
• Bring your more valuable 1st party data (Watson CRM) to the market and bid with the
precision you designed
• Better ROAS, lower CPA, more insights on your own audience
Implications