El Toro Demo Deck

2. This
437 W. Jefferson
Means this
216.135.81.25
At El Toro:

4. Our “Competition” all use cookies
Bots generate their
own cookies & build
profiles to appear
more human like
Bots emulating humans
have high value cookies,
get targeted by advertisers,
and amplify bot revenue
Re-cookie without trying.
Emulate real human
behavior
Re-cookied bots are
added to advertisers
targeting segments
Other “IP Targeting”
companies ALL use
cookies

5. 4 Patents Pending
IP Algorithm RTB Real Time
Bidding System
Reverse
Append
Polygon
Mapping Tool

6. House to House Targeting
B2B by address
We approximate 50% match rate for residential targeting; 30% for B2B by address
targeting; 500 minimum targets in a B2C campaign

7. Name Street Address City Zip
John Singer 5006 Parrish Branch Road Midlothian 23112
C. Curtis & Ann C. Hunt 4012 Timber Ridge Road Midlothian 23112
Sleep Inn and Suites 6451 Bayside Lane Midlothian 23112
Jessie Smith 11320 Dumaine Drive Midlothian 23112
Brian Smith 3018 Gregwood Road Midlothian 23112
Christopher & Erika Smith 3031 Speeks Drive Midlothian 23112
Stephanie Smith 7721 Gallant Fox Court Midlothian 23112
Allan Smith 13703 Harbour Bluff Court Midlothian 23112
Scott Smith 2512 Tanglebrook Road Midlothian 23112
Stacey Smith 5505 Highberry Woods Road Midlothian 23112
Barry & Karen Smith 6002 Lansgate Road Midlothian 23112
Claudia Snipes 3041 Gregwood Road Midlothian 23112
Southside Auto Recycling 12910 Genito Road Midlothian 23112
Minny South 4082 Trisha Trail Midlothian 23112
James Spann 12900 Singer Road Midlothian 23112
Shawn Spencer 7310 Buck Rub Lane Midlothian 23112
Anthony Spotswood 14924 Mill Flume Court Midlothian 23112
Total List Size: 100,000
50,000
Total Matched Targets
50%
Matched Records

8. Behind The Curtain
Our patent-pending process combines more than 30 public data
elements to hyper-accurately map an IP address to a home address.
+ =
Better targeting

9. Match Back Analysis
Client provides sales data based on
campaign ending or buying cycle (last
name, address, and zip)
We cross reference targeted data
set with converted purchases
Then provide a list by name
& address who purchased
Provided lift in response rate against
control group
*If the client is willing to provide sales figures in
addition to the required information, El Toro can
provide a physical ROI

11. Captive Audience
For B2C or B2B
College Campuses
95% Mapped
Affluent Shoppers
Target 100+ HHI with
children
Key Venues
Hotels, Trade
Shows, and
Conventions

12. I want to target the Super Bowl!

13. I want to target the CEO at Google!

14. I want to target every Starbucks Wi-Fi Cafe!

15. o Low Cost Per acquisition
o Too small of budget
o Bad creative | Landing Page | Conversion Strategy
o Getting caught in CTR as success
o “Small Test Campaigns”
o Getting Too Technical-sell the simplicity of this complex concept
Who to Avoid

16.  Mayors
 Aldermen
 City Council
 Clerk of Courts
 County Treasurer
 School Board Member
 Township Trustees
 County Commissioners
 Sheriff
 County Assessor
Political
Over 145 Million Registered Voters
Reach more than 145 million registered voters in their
neighborhoods, and by congressional and local district
designations.
 County Auditor
 Coroner
 Court of Appeals Judges
 Circuit Judges
 District Judges
 Family Court Judges
 Prosecuting Attorney
 Constable
 State Senator (your districts)
 State Representatives (your
areas)
Digital Campaign
Manager
Secretary of State website
County Board of Elections website
Google /Wikipedia

17. Segment Campaigns For Greater Relevancy
1
Deliver direct mail and banner ads that
hit on key issues surrounding the
republican party
Because we target by households using offline data, your client can serve more tailored messaging by
party affiliation or other key voter groups.
For example, if a republican is running for office they can:
2
Find a common ground with democrats
and deliver it via banners and video
3
Serve softer and warmer messaging to
faith based women 4
Purchase lists of high fidelity voters in
key geographies and deliver 1:1 ads to
that household with a powerful
frequency

18. 75%
Voter turn out for target
group
 6 aggregate campaigns for State House Races
 Targeted fidelity voters in both urban and rural areas who voted in 2 or more of the last 4 elections
 Served segmented ad messaging by political affiliation
 75x per IP address frequency
 30 day campaign
1,297
Projected votes for
our candidates
8.5%
More likely to vote
Campaign Highlights
The KY State House of Representatives was very much in play in the 2014 general election. With a
54/46 split between Democrats and Republicans, the shifting of a few seats would potentially change
the entire legislative body. Our client, a Political Action Committee (PAC) hired El Toro to target
fidelity voters in 6 key races to maximize the turnout.
Case Study | KY State Rep Races | Political

19. 0.64%
Click Through Rate
 Targeted state legislators
and fidelity voters in the
targeted legislators district
 Targeted state capital and
the legislative offices
 75x per IP address
frequency
 336,000 impressions
 30 day campaign
100%
KCB won the election
800x the
industry average
CTR of 0.08
Campaign Highlights
“This was David vs. Goliath, with a group of local entrepreneurs challenging
one of the largest companies in the world…having access to a tool like El Toro’s
IP Targeting helped cost effectively level the playing field”
-KCB’s VP, Phillip Dearner,
In early 2015, The KCB was involved in the legislative fight for their lives against one of the largest
brewers of beer in the world.
KY-HB 168 was supported by the KCB’s memberships and preserved the long-standing 3-tier
distribution system, HB-168 was intended to prevent Anheuser Busch from opening a new
distribution center in Western KY.
If the KCB lost, distribution of non Anheuser Busch beers would no longer be distributed, which
would’ve been detrimental to craft brewers in KY.
Case Study: Political-Craft Brewers

20. Case Study: Non Profit
The Colon Cancer Prevention Project (CCPP), is an independent 501(c)(3) nonprofit based in
Louisville, KY, dedicated to eliminating preventable colon cancer death and suffering by
increasing screening rates through education, advocacy, and health systems improvement.
The Project's work includes advocating for funds for uninsured and under-insured people to
get screened. Funds raised by CCPP come in the form of individual gifts, corporate
contributions and grants.
The client integrated El Toro’s targeting platform as part of larger outreach campaign that
included direct mail and targeted push advertising to potential donors’ home PCs. Forty-four
percent of the list of likely donors was included in El Toro’s online display campaign and 56%
was not targeted.
95% of funds
raised were from
targeted houses
70% more
donations from
targeted group
200%
improvement
Campaign Highlights

21. 530 new
sessions
558 clicks to
the site
138% increase
in average time on site
Campaign Highlights
Our client is a regional auto dealer with 3 dealership locations that sell nearly 1,000 new and pre-owned vehicles each
month. While working with the dealership, two large “buckets” of customers presented as a great opportunity to target
for a Buy Back or Conquest Sales campaign. Approximately 40% of the customers that purchase service but did not
purchase a vehicle at the dealership. Over 9,000 customers that have previously purchased a vehicle at the dealership.
After completing the discovery process with the client, El Toro identified approximately 6,000 high value prospects from
among the candidates. El Toro launched a targeted campaign of push advertising to customers home PCs.
Through our online display campaign, the client was assured that their advertising efforts would reach "real" people
instead of fraudulent bots and crawlers, which account for 75% of normal online traffic.
Over $500K in additional revenue was produced, including $182K from customers
who had not visited the dealership in the last 9 months.
Case Study: Automotive Industry

22. Campaign Highlights
Case Study: Smooth Fitness
Our client is a nationwide distributor of home gym equipment.
The organization turned to targeted advertising after experiencing a decrease in their PPC and SEO
conversions. With their PPC cost doubling per year, they needed to find alternatives that were more
cost effective and produced better conversions.
El Toro implemented an advertising campaign after analyzing the last 2 years of the client's sales.
Based on this data, we created a targeting profile focused on 33,048 households in their key markets
of TX, CA, and FL.
The Pure Conquest campaign run by El Toro produced 804,363 impressions and 2,951 clicks. The client
identified 17 confirmed conversions, with an average value of $900.
804,363
impressions
2,951 clicks17confirmed
conversions

23. o Income
o Geography
o Demography
o Pair direct mail piece
o Age of Home
o Seasonality
o Known problem areas
Home Services and Home Goods

24. Case Study: HVAC and Plumbing
18,500
customers engaged
20 touches
per household
100% of
appointment slots filled
Campaign Highlights
The organization had hundreds of appointment slots available within the last quarter of 2013. With a minimal
advertising budget the organization had to engage previous customers for routine maintenance services as well as
sell excess inventory of tankless water heaters before the end of 2013. El Toro implemented a targeted advertising
campaign directed at the household addresses of the organization's previous clients. El Toro then scrubbed this
client data against our proprietary technology to deliver online display advertisements to specific customer
households. Through our online display campaign El Toro was tasked to fill all available appointment slots for the
remaining 74 days of the year.
The client is thankful El Toro facilitated its goal by allowing them to engage the specific households they know have a
higher probability to convert and removing the noise and wasted impressions that most advertising platforms don't.

25. Case Study:
Home
Improvement
50
More Conversions
Than control group
 Target group of 48,000 addresses received physical mail piece and digital ads
 Control group of ~47,000 ONLY received physical mailer
 Target determined based on age of home, home ownership, and household income
 Over 2 million impressions served
 40x per IP address frequency
 316 total conversions- 133 from control group and 183 from target group
31%
More likely to purchase
690k
incremental additional
revenue
Campaign Highlights for Target Group
A national brand that primarily works within home
improvement industry came to us and wanted to test the
efficacy of our platform. They consistently ran direct mail
and when they learned how Digital Direct Mail
complimented their direct mail campaign, they were excited
to see how it would increase conversions and revenue. Here
are their results-

26. o Develop a profiles/segments who would likely be users by age,
income, geography-serve tailored messaging
o Rehab hospitals - post patient care-advertise in their acute care
hospital regarding post discharge services
o Promote cardio services, age pops, heart disease
o Communicate directly with doctors, specialists, nurses
o Targeting geographies around urgent care centers
o Connecting email messaging with ad messaging - cross channel
o Advertise new programs and initiatives to employees
o Kindred wants BSNs, target Galen
Healthcare | Hospitals

27. o Target top transfer schools
o ACT lists
o CRM Targeting, nurturing students
o Prospects
o Feeder Schools
o Target people who started nursing school but didn’t finish
o Recruits from competitors facilities
Colleges and Universities

28. Case Study: Higher Education
1/2the cost of email
and direct mail
campaigns
35% more likely
to apply after viewing
an ad
Campaign Highlights
14,000students
targeted
El Toro’s client, a mid-sized for-profit university located in the western United States was looking to increase the
number of applications for undergraduate admission, while reducing cost per applicant.
The client integrated El Toro’s targeting platform as part of larger outreach campaign that included both direct mail
and email.
This combined campaign targeted households of approximately 14,000 likely students who were modeled based on
ACT / SAT score, location and high school graduation date. Students were delivered ads with appropriate scholarship
offers based on their ACT / SAT scores.

29. o CRM Targeting
o Purchase lists for targeting based off of income, geo, age of
children in household
o Captive Audience
o Pair direct mail piece with IP targeted ads
Dental

30. For more information or to get started today with El
Toro, please contact:
 Email: Greg@eltoro.com
 Phone: 530.219.7587
 www.eltoro.com
Greg Mosley | Director of Training
Contact