Gocella intent & cross device marketing overview

goMobile™ Platform
Awareness
Intent
Engagement
Acquisition
Retention
Cross-Device

Copyright © 2014 Gocella All rights reserved. 2
The Gocella Mobile
Buyer Intent Network
The Next Generation
of Mobile Intent Targeting.
A data-driven marketing solution that uses
real-time web behavior and analytics to
identify buyers earlier in the research process
across the mobile web by IP & Device Data.

It starts with the consumer.
Our unique consumer-centric approach made developing the
Gocella Mobile Intent Network a true engineering
accomplishment. Our elite technology team, our partners,
human statisticians and continuous machine learning work
round the clock to monitor signals.
First we analyze the consumer, their desires, goals, their
research, timing and the level of market they’re in.
Next we take this data and combine it with the goals of an
advertiser. We do not start the process with a brand,
product or service, or even the ROI. We start with the
consumers.
Optimization by Gocella for any client is not purely placed on
pixel fires but rather how we direct a buyer's journey to the right
place, at the right time, coupled with the right content and
design. Part of this is done with our elite technology team, our
partners, human statisticians, and continuous machine learning.

Our Technology

The problem with mobile.
The #1 problem with mobile marketing is ineffective ad targeting.
 Mobile advertising is fragmented. Marketers who want true reach
and scale need to buy across 20-plus blind or semi-blind ad networks
per campaign, many of which are trading impressions or bidding
against one another from the handful of ad exchanges, driving up the
cost to reach consumers with little added value.
 Mobile advertising is inefficient. Few networks offer campaign or
reporting APIs, and by extension, an absence of centralized reporting
dashboards for mobile marketers.
 Mobile advertising is dumb. Banner ads are not contextually
relevant or audience specific. The result is a poor consumer
experience that robs advertisers of the ability to connect with users in
new and engaging ways.
 Mobile advertising is cheap. The race-for-the-floor, $0.01 CPC
deals do nothing to boost the ecosystem. Publisher eCPMs are on
average five times lower than on desktop, with average revenue per
user (eRPU) 1.7 to 5 times lower.
90% of consumers start a task on
one device and finish it on
another. As a result, ad formats
need to work on multiple devices
simultaneously.

IP.X – The mobile solution.
Intent Based Advertising Turnkey Marketing & Communications
 Intent based ads means better targeting by context. All other
types of targeting out there are an approximation, whether it’s
behavioral, demographic, or social – it’s all a guess..
 Access to Big Data on social networks means this new level of
targeting can lead to higher engagement and more loyal
customers. Targeting users based on unique and large data sets on
intent expressed on social networks is guaranteed to maximize
engagement. There is no stronger signal in advertising.
 Cross-platform reach engages customers regardless of digital
device. The communication habits of mobile and PC users are
changing rapidly. Successful brand advertisers understand how
social, local and mobile work together, and have a solid
understanding of how activity on the PC translates to mobile and
vice versa. This is why we build our audiences using all data filters in
one file.
 CROSS-SCREEN TARGETING IN ACTION. Target across screens
to reach consumers on all of their devices.
 SMS Communications drive more engagement & conversion.
Sending prospects messages post interest gives the consumer more
choice and control over getting information and taking next steps
and at the same time creates an additional data asset to market to.
Intent Data is the perfect
intersection between Data
Analytics, Big Data, The Social
Web and Digital Marketing.

Finding targeted customers
with Intent Marketing.

The Buyer Intent Funnel
Listening for buying signals to identify the right audience at the right time.

Gocella IP.x - Reverse URL
& Keywords Target
Identify buyers based on competitor website visits and searches
1. Gocella targets 1 to 3 competitor website URLs
and relevant keywords
2. We scan target sites for the top keywords driving
searches and page views
3. Next we identify where that traffic is coming from
by provider
4. Geo Target by combining traffic source from ISPs,
Wi-Fi Networks and matched to Zip+4 Files
5. Identify path to domain that consumer followed to
research and consume information (sites
competitors are buying media on)
6. Combine data and analyze the total unique count
by IP address and page views

Gocella IP.x - Reverse Audience Target
Identify new buyers based on your ideal customer profile from your CRM
1. Gocella imports data from your CRM of closed
deals (by IP and email address)
2. We clone that audience to create look-alike
models, finding intent in audience segments
converting in non-intent based
3. Next we identify where that traffic is coming
from by provider
4. Geo Target by combining traffic source from
ISPs and Wi-Fi Networks
5. Identify path to domain that consumer followed
to research and consume information (sites
competitors are buying media on)
6. Combine data and analyze the total unique
count by IP address and page views
Data Cloning

Gocella IP.x - CRM Monitoring & Triggering
Monitor existing customers to maximize retention rates
1. Your CRM holds two vital match fields: IP
Address & Email.
2. Once connected to your CRM, Gocella
monitors customer’s intent 24/7 by analyzing
search, traffic flow, content consumed and ad
clicks
3. Predetermined triggers are sent to your team
so one or more actions can be initiated to retain
this customer.
Gocella helps increase customer retention by analyzing the online behavior of your current
customers. Using API and data feeds, we give you the power to engage with customers
displaying intent to purchase competitor products or services.
Gocella provides all the tools needed, dependent on your
specific CRM and DMP requirements.
Retention & Attrition

Who We Are
Gocella Mobile Analytics to Execution
Big Data & Campaigns

Mobile is where people are finding information,
consuming and engaging
People now spend more time consuming information on their mobile device (25%)
than any other medium including TV.

Recruitment & Activation
Persuasion
Mobile Consulting
How We Help
Leads & Sales

PLATFORM DRIVES RESULTS
MASSIVE
DATA
MORE
THAN CPA
2500+
Processes more than
2,500 data points for
every impression
Considers different goals
and marketing tactics to
deliver the best value,
holistically
AUCTION
MODEL
Assigns a value to every
impression to determine
the optimal placement

CROSS-SCREEN
TARGETING IN ACTION
Mark browses Auto blog and Huff
post sites or an Advertiser’s site on
his desktop.
The advertiser delivers
ads to Mark across
smartphones and
tablets on Gocella’s
inventory platform.
Gocella identifies Mark with
appropriate targeting
layer Ideal Prospect for ____.
AGE:
28EDUCATION:
COLLEGE
INTERESTS:
Politics,
TECHNOLOGY
HHI:
$95K
MARK
Browse
Target
Classify
Target across screens to reach consumers on all of their devices.

TARGET ACROSS SCREENS WITH
CONFIDENCE
RUN ON PREMIUM
INVENTORY
LEVERAGE CROSS-SCREEN
TACTICS
- Predictive Segments
- Behavioral Audience Targeting
- Location-Based Targeting
- Data Activation and Analytics
100M+
MATCHED CONSUMERS
93%
ACCURATE, VERIFIED BY
COMSCORE
- Intent Audience Files

• OPPORTUNITY
PINPOINTED: MOBILE LOCATION
TARGETING ADVANTAGE
Leverage proprietary data to reach consumers where they are – with accuracy.
Leverage proprietary, accurate MapQuest location
intelligence and data, including retail locations to amass the
best audience for your brand.
• REAL TIME: Target consumers within specified geo-
fences around selected locations.
• HISTORICAL: Target consumers who have visited specific,
relevant locations over the past 30 days.
Tailor the location, radius and other targeting layers to your
exact needs and develop custom audience segments.
TARGET-BY-LOCATION
PROPRIETARY DATA
FULLY CUSTOMIZABLE
PREMIUM CONTENT
Align your brand with premium mobile content that your
audience already engages with.

PREMIUM INVENTORY
ACROSS ALL DEVICES
Your brand will be in safe environments across all
screens.
CROSS-SCREEN SUPER CHANNELS
ACCESS INVENTORY CURATED ACROSS CONTENT VERTICALS Matched
With Intent & 3rd Party Data To Target In The Buyer’s Journey
• Age
• Gender
• Ethnicity
• Life Stage
• Education
• Vehicle Type
• Dwelling Type
• Purchases and Interests
• Income
• IRA/401K
• Net Worth
• Home Value
• Political Party
• Household Income
• Discretionary Income
• Charitable Contribution
• Industry
• Revenue
• SIC Code
• NAICS Code
• Company Size
• Company Name
• Employee Count
• Business Owners at Home
Data Variables Sample

Web Buyer Mobile Intent Data
Targeting Methods
Gocella takes Massive Data, turns into Bigger Data that may make some sense then
segments Big Data that we know is actionable and we target that new data in those
segments every 24 Hours.
 Mobile: Target by device type, OS, OS version,
and browser, Comms. Text Messages
 Twitter Audience Mapping & Targeting - map
and match to the Twitter user by IP address and
build new or use preexisting audience segments
to target users with intent to create direct
actions and engagements.
 Facebook Advertising: By using Facebook
audience uploader we provide the phone and
email of the intent data to run Facebook ad
campaigns to our in the market file, superior to
Facebook-generated audience targeting
 Desktop Display: IP addresses are marketed
to by location, time, ad unit sizes, content for
best Click Through Rates and Conversion

Thank You
Gocella, Inc.
150 Bay Street Unit 909
Jersey City, NJ 07302
800-901-1969
Presented for:
Presented by: Brian Rice
Email: brice@gocella.com

Gocella intent & cross device marketing overview

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