1. Landing Page+1
Dynamically assembled landing pages for maximizing relevance after the interaction
12/3/2010
[ + ] Make every interaction count
Version 2.1

2. Who We Are
[x+1] provides tools and services for advertisers and
agencies to optimize results from display media, search
landing pages and websites.
2 © [x+1] 2010, Proprietary and Confidential

3. What is Landing Page+1?
Landing Page+1 makes landing pages dynamic, tailoring pages
to visitor profiles and traffic sources (paid search, organic
search and display ads) to match the right landing page to the
right audience and driving your goals using our Predictive
Optimization Engine, POETM.
3 © [x+1] 2010, Proprietary and Confidential

4. Current, Complex Landing Page Strategy
Homepage LP1
LP1
Multiple Landing Pages lead to:
Search LP2
LP2 • Reporting Inconsistencies
• Duplication
• Maintenance challenges
• Difficult troubleshooting
Display/ LP3
Text LP3
Affiliates LP4
LP4
4 © [x+1] 2010, Proprietary and Confidential

5. [x+1] Has a Solution: Landing Page+1
Homepage
Search
Dynamic
LP Template
Display/
Text
Affiliates
Dynamic pages result in more consistent reporting, fewer
maintenance issues and lower development costs
5 © [x+1] 2010, Proprietary and Confidential

6. How does Landing Page+1 work?
Prospect searches for “movie rentals” on a
search engine, clicks on a Yahoo! Banner or paid
1 search link
6 © [x+1] 2010, Proprietary and Confidential

7. How does Landing Page+1 work?
Prospect searches for “movie rentals” on a
search engine, clicks on a Yahoo! Banner or paid
1 search link
[x+1] analyzes user data, keyword, visitor
2
profile including data Yahoo! makes
available and identifies the optimal
landing page and offers using POETM to
drive to a conversion
7 © [x+1] 2010, Proprietary and Confidential

8. How does Landing Page+1 work?
Prospect searches for “movie rentals” on a
search engine, clicks on a Yahoo! Banner or paid
1 search link
Candidate completes
application process;
3
[x+1] logs the
conversion data for
performance analysis
and optimization
refinement
[x+1] analyzes user data, keyword, visitor
2
profile including data Yahoo! makes
available and identifies the optimal
landing page and offers using POETM to
drive to a conversion
8 © [x+1] 2010, Proprietary and Confidential

9. What is ?
POETM identifies attributes correlated with positive
responses to a marketer's advertising and uses this
information to generate target audience profiles (non-PII). Audience 1
• Low Bandwidth
Data includes:
• Home, Thursday 3PM
HTTP & IP Data
• bandwidth, time of day, work/home, browser version, • Northern California
OS, zip code • PRIZM Lifestyle Cluster 32
Demographic Data • Reading Auto Reviews
• age class, life stage, rent/own, household income, IPA
• Has Viewed Ad Once Before
Claritas, Prizm, MRI, NAICS
Contextual Data • Recent Acquisition
• website categories and subcategories
Behavioral Data
• remarketing, product pages visited, recent builds,
referring URL (search data), marketing exposure, purchased
behavior segments
Customer Data
• customer tenure, products purchased, offline
propensity models, brand preference
9 © [x+1] 2010, Proprietary and Confidential

10. Who does Landing Page+1 help?
• Retailers easily generate and manage product specific messages and offers.
• Telecommunications companies target high bandwidth urban visitors with VOIP
upsells and dial-up suburbanites with broadband offers.
• Automotive companies covert tire-kickers into active purchasers with geo-targeted
dealer messaging.
• Technology companies manage and target products and messaging based on
customers niche media consumption.
• Online Services companies manage pricing tiers and feature bundles based on
prospects’ technographic profile.
• Travel companies match incoming site visitors with their destination and travel
preferences.
10 © [x+1] 2010, Proprietary and Confidential

11. Landing Page+1 In Action
11 © [x+1] 2010, Proprietary and Confidential

12. Landing Page+1 In Action
Optimal promo components
instantly
determined by POE:
-Offer (membership status, search
keyword, income/price point)
-Creative (age, marital status,
children)
12 © [x+1] 2010, Proprietary and Confidential

13. Landing Page+1 In Action
Optimal promo components
Trial/Other Offer,
instantly
Sign-in Link, Movie
determined by POE:
Recommendations,
-Offer (membership status, search
Site Navigation,
keyword, income/price point)
Sweepstakes, etc.
-Creative (age, marital status,
children)
13 © [x+1] 2010, Proprietary and Confidential

14. Landing Page+1 In Action
Optimal promo components
Trial/Other Offer,
instantly
Sign-in Link, Movie
determined by POE:
Recommendations,
-Offer (membership status, search
Site Navigation,
keyword, income/price point)
Sweepstakes, etc.
-Creative (age, marital status,
children)
Flow Chart showing relevant content: Mac laptop images
for Mac users, Scrolling Video Games/Movie, direct mail
versus online offers
14 © [x+1] 2010, Proprietary and Confidential

15. Targeting Capabilities
LP+1 offering supports targeting based on business rules, POE, or
a combination of both.
Rules Based Targeting:
– The [x+1] Rules Builder offers over 50 standard attributes with which to target,
allowing clients to craft rules that make sense for their business.
– Examples: "serve offer 1 to users who search for ‘print online’ keyword in
Boston, Hartford, and Providence” or "serve offer 2 to users from Memphis
between 8AM-6PM” .
Automated Optimization:
– POE determines audience segments across dynamic landing pages by tracking
online responses and visitor attributes, including referring keywords, and
serves the optimal page in real-time. Our tools are “white box”, granting
clients full transparency into how the models are built and tested and why
users are converting.
15 © [x+1] 2010, Proprietary and Confidential

16. Reporting and Analytic Outputs
Performance Reporting:
• Self-serve reporting including impressions, clicks, CTR, conversions,
and conversion rate by landing page, by offer, by keyword
Analytics & Insights:
• Comprehensive campaign analysis reporting provides you with total
insight into who your customers are, where and when they are
viewing content, and the attributes that are driving landing page
conversions.
16 © [x+1] 2010, Proprietary and Confidential

17. Getting Started Is Simple
1
Create Landing Page Templates
2
Upload Creative
3
Configure Placements
4 Test Configuration and Begin
Optimization
After a few weeks of learning, POE
can be applied to landing page in
conjunction with business rules.
17 © [x+1] 2010, Proprietary and Confidential

18. Getting Started Is Simple
1) Create landing page templates
1 Create Landing Page
Templates Create templates by pointing to existing page: the
system will create exact replicas of the pages on
2 [x+1]’s servers
Upload Creative
3
Configure Placements
4 Test Configuration and Begin
Optimization
18 © [x+1] 2010, Proprietary and Confidential

19. Getting Started Is Simple
2) Upload Creative
1 Create Landing Page
Templates Select portions of page to dynamically insert
creative offers into: highlight the existing assets
2 and the system will automatically create the
Upload Creative
placements—no need for the marketer to touch
the page’s code
3
Configure Placements
4 Test Configuration and Begin
Optimization
19 © [x+1] 2010, Proprietary and Confidential

20. Getting Started Is Simple
1 3) Configure Placements
Create Landing Page
Templates Build custom targeting profiles using HTTP/IP,
demographic, behavioral, or customer data
2
Upload Creative
Pair them with creative groups of offers or offer
treatments
3
Configure Placements
Synchronize content across the page so that
appropriate offers are shown together or conflicting
4 Test Configuration and Begin offers are never shown at the same time
Optimization
20 © [x+1] 2010, Proprietary and Confidential

21. Getting Started Is Simple
4) Test Configuration and Begin Optimization
1 Create Landing Page
Templates Test configuration of your landing page, and
make exclusions to dynamic assembly based
2 on business preferences
Upload Creative
POE optimization can test various page layouts
to determine which one is most effective for
3 each individual user. For example, you can test
Configure Placements layouts that show:
•Single placement and offer, or
4 Test Configuration and Begin •1 hero placement with 3 sub-placements, or
Optimization •4 equal size placements
21 © [x+1] 2010, Proprietary and Confidential

22. Questions?

23. Standard Flow
New Flow