2,5 * ,500,000,000,000,000,000

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2 What is Big Data? 2

3 What is Big Data? 3 2,5 * ,500,000,000,000,000,000 = BYTES OF DATA PER DAY THAT LOOKS LIKE THIS 2,5 QUINTILLIONS Big Data is anything too big to deal with in an Excel spreadsheet. Josh Dreller Director of Market Research at Kenshoo

4 Internet is a gold mine of customer intelligence 4 2,5 Billion 2,7 Billion 3 Billion 5 Hr / Day 5,5 Hr / Day 6+ 3 Hr / Day % of the world population Billion USD digital marketing budget in 2016 BIG DATA Users info, online interests, communications, purchases, searches, social activity 1: Internet Live Stats, July 2014 (elaboration of data by International Telecommunications Union and United Nations Population division) 2: Forrester Research Interactive Marketing Forecasts, : Average daily time spent online by internet users worldwide, Global Webindex 2013

5 The value of customer insights 5 RTB BUSINESS STRATEGY MARKETERS Optimize digital adv investments More efficient marketing campaigns to drive sales & engagement with brand Align organization around customer centricity PUBLISHERS Fight back print adv decline Attract readers, keep them engaged, sell products Grow inventory value TRADING DESKS Drive targeted audience buying at impression-byimpression level Integrate DMP intelligence to increase advertising ROI and scale Deliver the right message, to the right people, at the right time DIGITAL MARKETING

6 Big Data for Publishers 6 Big Data is the ability to customize and personalize a user experience in real time based on what you know about that user.

7 The Financial Times Case 7 Digital Subscriptions 150,000 more digital than print Advertisers Higher adv rates Better ROI for advertisers Online Experience Optimization A/B testing Growing engagement Content Creation Data driven Performance based salaries

8 Quattroruote 8

9 Facts 9 Quattroruote is "the" provider of automotive content since its foundation Market leading websites and mobile apps: relevant, timely information to a high value audience More than 4 million monthly UV, most of them looking to buy a car within the year Relevant information and dedicated services: News Price lists Quotations for second hand cars Car comparison Car configurator

10 Digital Positioning 10 DB Market Intelligence & B2B Services Integration between contents and services Car Inventory and Classified Trade Marketing Creative Solutions and Advertising QUATTRORUOTE DIGITAL ENVIRONMENT Television and Multimedia Social Media & Smart Mobility E-Commerce and Revenues-Oriented Mobile & Multiplatform

11 Facing the Big Data Challenge 11 We track behavioral data We know what a user is looking for (brand, model, price, new vs second-hand. etc) We profile users We personalize content based on navigation We optimize navigation funnels through value added services New value added services, currently in private Alpha test phase

12 Expected Outcome 12 Increase Quattroruote Brand Lift Broaden value added services to retain users and acquire new generations Be a market leader in driving intention to buy effectively

13 From the Big Idea to the Big Simulation 13

14 Pricing Strategy 14 Big Data allows to predict customers sensitivity to prices and tailor offers individually, reducing margins erosion. FROM TO BEFORE AFTER Promotional pricing set centrally Statistical prediction of customer price sensitivity -200M yearly volume growth +800M yearly volume growth Attrition when offer expires Prices targeted individually -15% growth vs market +15% growth vs market Banking Industry / Source: McKinsey Banking CVM Service Line

15 In-store Spend 15 A leading payment network and a retailer use real-time, transaction data to make time and location sensitive offers to customers Customer uses credit card in store Customer is profiled and located SMS coupon for closest retail outlet is sent Customer redeems coupon in store In-store spend + 23% ecoupons redeemed in 2014 globally: 16 billion Payment and Retail Industries / Source: Mobile Marketing Watch

16 Customized Online Offer 16 A leading US bank uses web browsing data to serve targeted offers to prospects based on their risk profile INPUTS RISK MODELS WEBSITES Website traffic sources User navigation history (sites associated with low / high risk) Internet data (location, social media) Users scored based on data before the website is loaded in > 0,5 sec Low risk savers High risk borrowers Banking Industry / Source: McKinsey Banking CVM Service Line

17 Customized Online Offer 17 A leading EU bank runs experiments on the website to find out which visitor should be served which page Customer logs to website Customer profiled based on product holding and history + browsing behavior Test offers shown to selected group to understand preferences and impact +27% CTR Banking Industry / Source: McKinsey Banking CVM Service Line Main offers tweaked accordingly +12% SALES

18 Barilla 18

19 From 2014 to 2020 Marketing 19 Big Smart Data enables Direct Marketing at scale 2014 Big ideas, big launch, big budget BIG STRATEGY NEW BIG STRATEGY Insight Test with consumers Adjust Campaign, Websites, Adv Measure One message to fit all Long process (6 months) Consumers are getting used to seeing relevant, curated, tailor-made messages. Everything else will be ignored soon Micro strategies, big insights, rapid iterations, Editorial Plan Insights PLAN DESIGN LAUNCH MEASURE Insights Adjust Insights Adjust A - Continue Interactive Cycle Little Strategy PLAN DESIGN LAUNCH MEASURE Little Strategy B - Try something else Little Strategy Interactive Cycle PRECISION MARKETING Tailor-made messages at the right time. Zero dispersion. Fast and iterative approach. Get noticed and ultimately drive profitable consumer action. Brands need to be RELEVANT and TIMELY.

20 Nel Mulino che vorrei online since AN ACTIVE, PROFILED COMMUNITY 100+ subscribers of which we know: Socio demo data Consumption frequency by category Media diet Response to marketing solicitations What they buy where ENGAGEMENT: +7,6k posted ideas +300k comments +80 surveys +50k responders to a single survey +10k rewards delivered +5Mio Facebook reach

21 Extending knowledge through Big Data 21 Now using knowledge to profile anonymous users FROM NAVIGATION DATA TO: Socio-demo characteristics Purchase preferences Propensity to respond to solicitations BUYING PERSONAS

22 Turbo 22

23 Big Data for Trading Desks 23 Turbo is the first italian independent trading desk. A trading desk uses technology, data and optimisation to purchase audiences at scale across digital media. We buy on behalf of our clients at an impression-byimpression level, in real time, with targeting filters enabled. The quality of targeting directly impacts Programmatic Adv campaigns ROI.

24 From day 1, Neodata has been Turbo s trusted DMP Tech Partner 24 AUDIENCE Neodata s technology empowers Turbo s own DMP, allowing Turbo to create proprietary and anonymous custom audience segmentations in real time, enhancing scale, safety, efficiency and ROI of the campaigns they manage. DATA ENGINE DSP ANALYTICS DASHBOARD

25 Neodata is now Turbo s trusted Business Partner 25 Tailor-made, Programmatic Advertising-ready DMP Solutions for Brands DATA COLLECTION AUDIENCE SEGMENTATION DATA ACTIVATION Data are elaborated according to segment rules set by advertiser. FIRST PARTY DATA SECOND PARTY DATA OTHER DATA STREAMS INCLUDE / EXCLUDE Increased Targeted Efficency LOOK ALIKE Increased Targeted scalability CROSS&UPSELLING Increased ROI and loyalty DMP Ingest and normalize a wide array of data streams. Turn data into both insights and targetable audiences. Real-time data flows to Programmatic Buying channels for targeted delivery.

26 You focus on your business, we will do the maths 26

27 Arrivederci