Today’s digital advertising ecosystem offers excellent targeting solutions to convert the low-hanging fruit of in-market consumers. Unfortunately, it's challenging to scale and consumer quality is very hard to control. How can you grow your business with profitable or high lifetime value new customers? Attend this tech talk to see how you can focus digital marketing on only your most desirable prospects. We'll cover two case studies about successful prospecting and branding campaigns in the education and financial services sectors. Presenter: Jeremy Longinotti, CRO, TruSignal @jkingl

1. Big Data in the Upper-Funnel:
How Custom Audience Targeting
Improves New Customer Lifetime Value
Jeremy Longinotti
Chief Revenue Officer
@jkingl

2. Confidential & Proprietary
Converting
Close Existing
Demand
Search, Behavioral &
Retargeting
IN-MARKET
Use The Right Data for Your Campaign Objective
Contextual & Demo Targeting
Email Campaigns
PROFILE +
CONTEXTUAL
SponsorshipsPROFILE
Prospecting
Stimulate New Demand
Branding
Build Future Demand
TruSignal Finds High-Quality New Customers
WHO
DATA
WHAT
DATA
2

3. Confidential & Proprietary
3
What Does “High Quality” Mean?
Propensity for actual business outcomes
Funded refi mortgage loans, with higher loan values
Bound insurance policies
Enrolled students in a degree program
Auto purchases
Home warranty purchases
Solar panel installs
Subscriptions to a premium software service
Bottom-funnel action metrics
Clicks
Form fills
Leads

4. Confidential & Proprietary
Lookalike of existing high-value customers
Uses predictive analytics and 40 sources of offline profile data
Large scale in any digital channel—display, video, social, mobile
What is a TruAudience Custom Segment?
4
Best Fit
Poor Fit
9
0
First Party
Data Sample
Provide example of
your target customer
Third Party
Data
TruSignal finds the signals
within 1,000s of attributes
Your TruAudience
Formula
Final formula combines
the RIGHT attributes
Financial
Databases
Property
Records
Household
Databases
Hobbies and
Interests
Census
Data
Demographic
Databases
Past
Purchases

5. Confidential & Proprietary
Case 1: Precise Branding Campaign Reduces Waste
Client Overview:
‣ Top 10 financial services client
‣ Needed to connect with high-value prospects at scale
‣ Tried using demos but couldn’t scale
‣ Buying sponsorships using average site compositions
TruSignal Solution:
‣ Built a custom audience based on existing high-value customers from
the clients’ CRM system
Custom TruAudience
Formula combines
103 data points from
10 data types into a
single audience
3.6%
2.8%
2.1%
1.7%
1.3%
Contribution by Data Category
Financial Information
Geography
Hobbies/Interests
Property Records
Demographics
Census
Household Composition
Public Records
Asset Ownership
Business Information
28.6%
18.5%
17.1%13.4%
10.9%
5
BRANDING
PROSPECTING
CONVERTING

6. Confidential & Proprietary
Premium
Publishers
DFP
Case 1: Reach the Right Audience Across Many Channels
Top Portals
Video
RTB Exchanges
DSP
AUDIENCE POOL
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7. Confidential & Proprietary
Case 1: Reach the Right Audience with Minimal Waste
7
BRANDING
PROSPECTING
CONVERTING
Targeting For Scale
05
14 Million
Uniques
Ad
Platforms
01 Custom
Audience
Bottom Line:
‣ Client’s own custom audience accesses media with
precision and scale
‣ 5 different media platforms allows different types of
creatives and context
‣ 14,000,000 uniques reached
‣ 80% reduction in wasted impressions allows client to
focus on effectiveness, not reach

8. Confidential & Proprietary
Case 2: Accurate Prospecting Improves Customer Quality
BRANDING
PROSPECTING
CONVERTING
Client Overview:
‣ Higher education client with good direct response discipline
‣ Maxed out conversion campaigns. What’s next?
‣ Needs to grow with new, high-quality enrollees—fast
TruSignal Solution:
‣ Custom-built audience of enrolled student “lookalikes”
‣ 8.3 million audience size
Results:
‣ RTB exchange campaign targeted prospective students
‣ Implemented view-through campaign attribution to measure
subsequent lower-funnel activity
‣ Improved quality of new leads
‣ Delivered incremental leads to existing campaigns
Targeting For Accuracy
32% Higher
enrollment rate
Incremental
leads74%
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9. Confidential & Proprietary
Case 2: Prospecting Accelerates Conversion Strategies
% of view-through conversions by
last-click channel source
Influence of Prospecting Campaign
Paid Search
Organic Search
Retargeting
Facebook
TruSignal
10%
9%
15%
20%
47%
9
High Quality—Leads showed a 32% higher enrollment rate
90% of leads were driven through existing lower-funnel channels
Client saw increased search and site traffic volume

10. Confidential & Proprietary
Case 2: Proper Attribution Measurement is Critical
10
0
15
30
45
60
75
90
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Baseline Leads
Incremental Leads
Days Since Last Impression
NumberofLeads
View-through time lag separates “baseline” from incremental leads
74% of leads are incremental to existing lower-funnel activity

11. Confidential & Proprietary
Thank You!
Discover Your Ideal Audience
www.tru-signal.com
jlonginotti@tru-signal.comtwitter: @jkingl twitter: @trusignal
Jeremy Longinotti
650.866.5655