Gocella Intent Driven Data Cross Device Solutions

goMobile™ PlatformData Driven Marketing Solutions

Intent, Target, Engage

Copyright © 2014 Gocella All rights reserved. 2

The Gocella MobileBuyer 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.


TRENDS:What % of your digital budget will go to mobile?

Source: Business Insider

MOBILE |MILLENIAL’S | POLITICS


TRENDS:Political Media dollars have not followed Millennials where they consume media

MOBILE |MILLENIAL’S | POLITICS


Finding targeted customers

with Intent Marketing.


The Buyer Intent FunnelListening 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 TargetIdentify 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 & TriggeringMonitor 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

Engagement

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

Gocella Takes Your TV Commercials To The Mobile Web


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:

COLLEGEINTERESTS:

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 DEVICESYour brand will be in safe environments across all

screens.

CROSS-SCREEN SUPER CHANNELSACCESS 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 DataTargeting 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 717

Jersey City, NJ 07302

800-901-1969

Presented by: Brian Rice

Email: [email protected]

Gocella Intent Driven Data Cross Device Solutions

Data & Analytics

mobile advertising

mobile marketing

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mobile web

mobile solution

mobile marketers

ineffective ad targeting

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