Objective was to conduct a baseline audit for user engagement for a client's website with the goal for identifying opportunities to enhance conversion.

1. Barrett-Jackson July 20, 2021 New Campaign Launch
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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 1
Barrett-Jackson Audience Analysis
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Analysis Review Period
Jan. 1 - Jun. 17, 2021
Google Analytics Setup Limitation
No Goals
Event triggers set for clicks, not completion
Auction Dates Within Analysis
Scottsdale, March 20-27, 2021
Las Vegas, June 17-19, 2021
Audience Segments Review
Consignees
Bidders
Gate Attendees (Ticket Sales)
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Users Acquisition Review | Barrett-Jackson.com
Baseline Period: Jan. 01 - Jun. 17, 2021
Search Direct Social Email Referral Paid Social Display Paid Social Other
1,750,966 496,693 348,125 310,126 161,315 134,729 19,504 16,426 8,496
53.9% 15.3% 10.7% 9.6% 5.0% 4.2% 0.6% 0.5% 0.3%
Demographic Breakout
18-24 25-34 35-44 45-54 55-64 65+ Male Female
9.45% 17.30% 15.92% 20.68% 20.11% 16.54% 79.4% 20.6%

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 2
Website Benchmarks | Barrett-Jackson.com
• Core takeaway and key question - what marketing was in play when comparing Scottsdale versus Las Vegas?
Traffic spike correlating to the Scottsdale event suggests greater overall marketing or differing channel
emphasis with higher budgets.
• The Events Page is largely the landing page destination for majority of incoming traffic
Baseline Core Website Metrics | [https://www.barrett-jackson.com/] | Jan. 01, 2021 - Jun. 17, 2021
YTD Baseline Website Metrics - Jan 1 - Jun 17 (2021)
Users New Users Sessions Sessions/User Pageviews Pages/Session Duration Bounce
3,116,317 3,024,055 4,636,936 1.49 18,064,221 3.90 00:03:02 40%
Lead Up to Scottsdale, AZ Auction Baseline Website Metrics - Jan 1 - Mar 20 (2021)
Users New Users Sessions Sessions/User Pageviews Pages/Session Duration Bounce
1,384,121 1,319,235 1,937,361 1.40 5,788,352 2.99 00:02:44 53%
Lead Up to Las Vegas, NV Auction Baseline Website Metrics - Apr 1 - Jun 17 (2021)
Users New Users Sessions Sessions/User Pageviews Pages/Session Duration Bounce
1,167,152 1,105,047 1,552,826 1.33 6,924,113 4.46 00:02:13 25%
Website Traffic x Top (10) Country Geography | Google Analytics
USA 77.82% Canada 9.29% UK 1.33% Australia 1.03% Germany 0.85%
Mexico 0.63% France 0.57% Netherlands 0.53% Japan 0.51% Sweden 0.45%
YTD
Visitors
Visits % Sessions % Bounce
Pages
Session
Session
Goal Ticket
Clicks
CVR
Goal Bid
Completes
CVR
New 3,083,839 83% 3,061,449 65% 40% 3.32 00:02:12 21,308 0.70% 901 0.03%
Return 645,659 17% 1,638,616 35% 41% 4.93 00:04:38 15,558 0.95% 1,604 0.10%

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 3
Acquisition + Audience Review | Barrett-Jackson.com
Baseline Period: Jan. 01 - Jun. 17, 2021
Users New Users Sessions Sessions/User Pageviews Pages/Session Duration Bounce
3,116,317 3,024,055 4,636,936 1.49 18,064,221 3.90 00:03:02 40%
o Traffic Attribution (Top 3)
 Organic Search as a middle-to-bottom funnel branded activity is
significantly outperforming all channels for traffic and new users (54%)
representing brand strength. Of note, traffic falls just below industry
averages at 60% which may represent a need for SEO optimization.
 Direct traffic at 15% of all traffic is within industry norms and represents
either strength in the brand, or more likely a problem with GA tracking
and setup where it cannot identify an accurate source attribution. A GA
audit may be required to fully understand this channel's impact.
 Social + Email performs equally well at 11% and 10% respectively for
overall traffic and new users - representing channels and owned organic
content are expanding and reinforcing brand awareness.
 Referral, Paid Search, Display, Paid Social, Other create much fewer
visits compared with the top 3 channels of note.
o Affinities | Organic Search: Visitors Arriving via SERP Click
Site Traffic x State
1. California
2. Arizona
3. Texas
4. Florida
5. New York
6. Illinois
7. Pennsylvania
8. Ohio
9. Washington
10. Georgia
Site Traffic x Device
(61%) Mobile
(35%) Desktop
(4%) Tablet
Site Traffic x OS
(43%) Apple iOS
(24%) Android
(21%) Windows
(11%) Macintosh
Site Traffic by Age & Gender

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 4
Barrett-Jackson Website Geo-Traffic by Top (10) City
Jan 01 - Feb 28 (2021) Apr 1 - May 31( 2021) Jan 1 - Jun 17 2021
Scottdale, AZ Auction Las Vegas, NV Auction YTD Rollup
(not set) (not set) (not set)
Phoenix Los Angeles Phoenix
Los Angeles New York Los Angeles
Chicago Phoenix Las Vegas
Dallas Dallas New York
New York Chiacgo Chicago
Atlanta Atlanta Dallas
Scottsdale Las Vegas Scottsdale
Houston Houston Atlanta
Las Vegas Seattle Houston
(Pacific Time Zone) last 90 days

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 5
Tickets Conversion Users Acquisition Review | Barrett-Jackson.com
Baseline Period: Jan. 01 - Jun. 17, 2021
Search Direct Paid Search Email Referral Paid Social Social Display Other
57% 17.8% 9.3% 8.4% 3.6% 2.3% 1.2% 0.3% 0.2%
18-24 25-34 35-44 45-54 55-64 65+ Male Female
8.27% 16.55% 15.34% 18.96% 19.84% 21.04% 68.1% 31.9%
Bidder Conversion Users Acquisition Review | Barrett-Jackson.com
Baseline Period: Jan. 01 - Jun. 17, 2021
Search Direct Paid Search Email Referral Paid Social Social Display Other
41.6% 27.7% 13.9% 11.3% 5.5% 0% 0% 0% 0%
* No age information available for Bidder audience segment.

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 6
Consignment Landing Page (micro-site) | Acquisition + Audience Review
Baseline Period: Jan. 01 - Jun. 17, 2021
Users New Users Sessions Sessions/User Pageviews Pages/Session Duration Bounce
52,015 44,968 65,666 1.26 82,586 1.26 00:00:14 78%
o Marketing activity appears to be 2 months in advance of auction event ending 2-4 weeks prior to auction indicating consignees
are recruited and finalized well before auction date.
o Traffic Attribution (Top 3)
 Paid Social (Facebook) is top of funnel and a leading traffic source but
has the highest bounce rate (91%) of all channels indicating more
efficient spends for consignee impressions may be found elsewhere.
 Email (with an assumed managed list) also has a high bounce rate, with
few visitors advancing to the linked conversion landing page (2.31%
CVR).
 GDN Display performs well for a number of key traffic metrics (bounce,
pages/session, session duration) as an initial awareness first touch
compared to other channels, but expanding the click funnel (added
landing page click) diminishes overall influence.
 Direct, Paid Search, Social, Referral, Organic Search, Other create much
fewer visits compared with the top 3 channels with mixed varying
underperforming results.
o Affinities | Conversion: Visitors Clicking thru to Landing Page
Site Traffic x State
1. California
2. Texas
3. Florida
4. New York
5. Georgia
6. Illinois
7. Arizona
8. North Carolina
9. Pennsylvania
10. Ohio
Site Traffic x Device
(82%) Mobile
(14%) Desktop
(4%) Tablet
Site Traffic x OS
(49%) Android
(37%) Apple iOS
(10%) Windows
(3%) Macintosh
Conversion by Age & Gender

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 7
Consignment Landing Page (micro-site) | Acquisition + Audience Review
Baseline Period: Jan. 01 - Jun. 17, 2021
Paid Social Email Display Direct Paid Search Other Social Referral Search
53.2% 17.7% 14.5% 5.5% 4.8% 2.1% 1.8% 0.4% 0.2%
18-24 25-34 35-44 45-54 55-64 65+ Male Female
8.55%% 14.14% 16.21% 20.27% 23.13% 17.70% 79.2% 20.8%
Consignment Landing Page Geo-Traffic by Top (10) City
Jan 01 - Feb 28 (2021) Apr 1 - May 31( 2021) Jan 1 - Jun 17 2021
Scottdale, AZ Auction Las Vegas, NV Auction YTD Rollup
(not set) Los Angeles (not set)
New York (not set) Los Angeles
Dallas New York New York
Atlanta Parsons Dallas
Los Angeles Chicago Chicago
Chicago Las Vegas Atlanta
Houston Dallas Parsons
Phoenix Atlanta Houston
Orlando Houston Phoenix
Kissimmee Phoenix Las Vegas

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 8
Top 50 Organic Keywords | Barrett-Jackson.com
Rank Keyword Traffic % Rank Keyword Traffic %
1 barrett jackson 14.61 26 dale earnhardt monte carlo 0.21
2 barrett jackson 2021 4.36 27 barrett jackson schedule 0.21
3 barrett jackson scottsdale 2.38 28 kellison car 0.21
4 barrett jackson auction 1.94 29 xxx gto 0.21
5 barrett jackson scottsdale 2021 1.94 30 toyota supra fast and furious 0.2
6 car auctions 1.82 31 paul walker supra 0.2
7 barret jackson 1.58 32 smokey and the bandit car 0.2
8 barrett jackson 2020 1.29 33 optimus prime truck 0.18
9 barrett jackson live 0.57 34 barrett jackson palm beach 0.17
10 chevelle ss 0.54 35 barrett jackson cars for sale 0.17
11 thelma and louise car 0.4 36 barrett jackson 2020 schedule 0.17
12 barrett jackson 2021 schedule 0.36 37 barrett jackson cars 0.17
13 travis barker blazer 0.33 38 barrett jackson car auction 0.17
14 car auction arizona 0.33 39 expendables truck 0.17
15 barrett 0.29 40 barrett jackson 2021 scottsdale 0.17
16 elvira car 0.27 41 plymouth fury 0.16
17 barrett jackson girls 0.25 42 barrett jackson las vegas 0.14
18 barrett jackson tickets 0.25 43 barrett jackson car show 0.14
19 barrett jackson com 0.25 44 barrett jackson 2021 0.14
20 2021 mach 1 0.25 45 barrett jackson auction schedule 0.14
21 classic car auctions 0.25 46 barrett jackson results 0.14
22 barrett jackson scottsdale 2020 0.25 47 wayne's world car 0.13
23 barrett jackson auto auction 0.25 48 1958 plymouth fury 0.13
24 1967 camaro bumblebee 0.21 49 travis barker k5 blazer 0.12
25 car auction las vegas 0.21 50 car xxx 0.12

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 9
SEO Traffic Stats | Barrett-Jackson.com

10. Barrett-Jackson July 20, 2021 New Campaign Launch
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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 10
Top Display Advertising Publishers | Barrett-Jackson.com
Rank Domain
Ad
Count
Domain
Visits
Domain
Ad
Count
Domain
Visits
1 www.barrett-jackson.com 10 1,501,269 www.autoexpress.co.uk 12 0
2 arizonasports.stats.com 1 0 www.dodgetalk.com 4 525,230
3 timberhomeliving.com 1 90,842 www.camaro5.com 5 1,278,923
4 www.thecarconnection.com 6 8,659,701 www.scalemates.com 1 4,430,020
5 www.gourmettraveller.com.au 1 1,189,832 www.fredmiranda.com 4 1,569,747
6 www.cadillacforums.com 11 1,707,773 tribune.com.pk 2 5,713,921
7 www.fordescape.org 1 544,110 bikez.com 4 1,913,409
8 www.bainbridgereview.com 1 98,807 www.cardomain.com 2 551,249
9 www.roadstarraider.com 1 23669 www.istorya.net 1 63,815
10 motorbicycling.com 1 232,537 www.stuff.co.nz 5 0
11 forum.e46fanatics.com 6 244,891 www.fordforums.com 1 305,603
12 www.modhoster.com 1 718,330 www.jeepforum.com 4 1,990,964
13 miseryindex.us 1 1,205 ua.sinoptik.ua 3 69,894,133
14 www.nytimes.com 9 655,197,923 kalamazoo.americanlisted.com 1 2,906
15 www.nissanforums.com 3 287,306 emojipedia.org 1 63,,779,107
16 www.dragracecentral.com 1 266,123 www.supraforums.com 1 616873
17 money.cnn.com 15 24,034,622 www.adverts.ie 2 7,401,425
18 www.skyscrapercity.com 5 10,611,051 jeepgarage.org 6 1,301,506
19 www.goal.com 6 15,8092,099 www.americanlisted.com 5 2,715,548
20 www.jeepgarage.org 6 1,301,506 carbuzz.com 5 21,995,540
21 forums.nasioc.com 10 1,266,471 www.worldtimezone.com 1 99,291
22 www.focusfanatics.com 5 862,245 www.allfordmustangs.com 3 681,433
23 www.wfmz.com 5 8,635,033 www.bikez.com 6 1,913,409
24 www.carcarekiosk.com 1 5,154,505 www.focusst.org 1 584,352
25 profootballtalk.nbcsports.com 6 23,553,657 touch.adverts.ie 1 2,035,207
* Full Publisher list available as separate file

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 11
Top 50 Referring Domains | Barrett-Jackson.com
Rank Domain
Country
Origin
Auth
Score
Rank Domain
Country
Origin
Auth
Score
1 thebidwatcher.com FR 28 26 aquaprice.fr US 22
2 proxibid.com US 67 27 samanifattura.it US 26
3 slingerie.com FR 26 28 toppropertyzone.com GB 12
4 nudaperla.it US 22 29 studiovdance.fr US 22
5 classic.com US 51 30 bridalstylist.it US 19
6 dsimola.it US 23 31 hzqpsj.com US 26
7 mylittlelingerie.com FR 9 32 9x9sport.fr US 25
8 jaimelelait.com FR 2 33 blogdrives.com US 43
9 debrouillestoi.com FR 1 34 atouts-jardin.fr US 22
10 flat4duino.com FR 2 35 ewillys.com US 54
11 crtweb.com FR 10 36 trodat-printy-4917.fr US 27
12 crtweb.net FR 0 37 magnetikitalia.it US 25
13 flat4find.com FR 5 38 carrozzeriaautolookrieti.it US 19
14 jaimelessextoys.com FR 3 39 vostomachinery.fr US 16
15 jobalistic.com FR 14 40 upgrade6a.it US 32
16 slingerieprive.com FR 7 41 campusbac.fr US 18
17 jaimelesblondes.com FR 0 42 argiso.it US 23
18 jetaimetoi.com FR 1 43 ehijournal.it US 14
19 mr-louis.com FR 7 44 toppropertyzone.co.uk GB 12
20 apposrl.it US 24 45 host-eria.it US 17
21 thetoppropertyzone.co.uk GB 20 46 vampaiaa-ra.fr US 22
22 musee-andredeluol.fr US 24 47 classiccarweekly.net US 31
23 keywordbasket.com US 41 48 thierryluangrath.fr US 24
24 senologiainfo.it US 20 49 ettorebassi.it US 21
25 virgilioempoli.it US 20 50 charmeristorante.it US 23
* Top 10,000 Domains available as separate file

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 12
Top Paid Keywords | Barrett-Jackson.com
Rank Keyword Position Traffic
Traffic
%
1
copart
2 10699 40.89
2
car auctions
1 6345 24.24
3
barrett jackson
1 1903 7.27
4
copart auction
1 850 3.24
5
mecum
1 850 3.24
6
barrett jackson 2021
1 568 2.17
7
barrett jackson scottsdale
1 310 1.18
8
barrett jackson auction
1 253 0.96
9
barrett jackson scottsdale
2021
1 253 0.96
10
barret jackson
1 206 0.78
11
online car auction
4 155 0.59
12
ford gt 2019
2 105 0.4
13
wrecked cars for sale
2 85 0.32
14
mecum kissimmee 2021
2 57 0.21
15
barrett jackson 2021 schedule
1 47 0.17
16
barrett jackson tv schedule
1 41 0.15
17
barrett jackson tickets
1 33 0.12
18
barrett jackson auto auction
1 33 0.12
19
barrett jackson schedule
1 27 0.1
20 barrett jackson las vegas 1 18 0.06
21 barrett jackson car show 1 18 0.06
22 barrett jackson las vegas 2021 1 15 0.05
23 barrett jackson online auction 1 15 0.05
24 barrett jackson 2021 dates 1 12 0.04
25 barrett jackson las vegas 2020 1 12 0.04
* Full list of Keywords available as separate file

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June 17, 2021 Barrett-Jackson Audience Analysis P a g e | 13
Google Keyword Search Questions
Branded Keyword: barrett jackson
Audience Orientation Segment Filters: All - Consignee - Gate/Bidder - Gate - TV
(All) Search Questions
are barrett jackson auctions no reserve
does barrett jackson allow reserves
does barrett jackson have reserves
has barrett jackson been cancelled
highest bid ever at barrett-jackson auction
how does barrett jackson auction work
how many barrett jackson auctions are there a year
is barrett jackson cancelled
is barrett jackson cancelled for 2021
is barrett jackson still alive
when does barrett jackson scottsdale start
when is barrett jackson 2020
when is barrett jackson 2021
when is barrett jackson las vegas 2020
when is barrett-jackson
when is barrett-jackson in scottsdale
where is barrett jackson
where is barrett jackson car show
where is barrett jackson held
where is barrett jackson in las vegas
where is barrett jackson in scottsdale
which barrett jackson auction is the biggest
will there be a barrett-jackson 2021
(Consignee) Search Questions
how much do barrett jackson auctioneers make
how much does barrett jackson charge
how much does barrett jackson make per car
how much does barrett jackson make per sale
what are barrett jackson fees
what is barrett jackson commission
who are the barrett jackson auctioneers
(Gate/Bidder) Search Questions
barrett jackson will call
can anyone bid at barrett jackson
does barrett jackson finance
how much do barrett jackson tickets cost
how to attend a barrett-jackson auction
(Gate) Search Questions
can anyone attend barrett jackson auction
can anyone go to barrett jackson
can anyone go to barrett jackson auction
can you go to barrett jackson auction
can you visit barrett jackson
how much are barrett jackson tickets
is barrett jackson open to the public
(TV) Search Questions
can you watch barrett jackson online
how to watch barrett jackson 2020
how to watch barrett jackson 2021
is barrett jackson auction on tv
is barrett jackson on discovery plus
is barrett jackson on tv
is barrett jackson on tv 2021
is barrett jackson on tv today
is barrett jackson on tv tonight
is barrett jackson scottsdale 2021 on tv
is barrett jackson televised
what channel barrett jackson
what channel barrett jackson 2020
what channel barrett jackson 2021
what channel will barrett jackson be on
what tv channel is barrett jackson on today
what tv channel is barrett-jackson on
when is barrett jackson 2021 on tv
when is barrett jackson on tv
when will barrett jackson be on tv 2021
where to watch barrett jackson 2020
where to watch barrett jackson 2021
why is barrett jackson on fyi
why is barrett jackson on fyi channel
will barrett jackson still be televised

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Legacy Display Advertising Execution | Barrett-Jackson.com
* List of display advertiser publishers available as separate file.