[x+1] Travel Case Study

Proprietary and Confidential

2

Who we are

[x+1]’s mission is to enable companies to achieve customer-centric, data

driven marketing

We provide an audience investment platform, tools and services that

enable marketers and agencies to optimize across multiple digital

channels.

Who we help

Proprietary and Confidential

3

We take a Customer-Centric Approach to Drive Effective

Marketing Using Data & Segmentation

In Market(Context and

behavioral)

Geographic Demo

Male

High income

Interests

(Behavioral)

+ + +

Surf Waikiki!

Packages starting at $699

Proprietary and Confidential

4

is the heart of the platform

HTTP & IP Data

• bandwidth, time of day, work/home, browser version, OS, zip code

Demographic Data

• age class, life stage, rent/own, household income, IPA Claritas, Prizm, MRI, NAICS

Contextual Data

• website categories and subcategories

Behavioral Data

• remarketing, product pages visited, recent builds, referring URL (search data), marketing exposure, purchased behavior segments

Customer and 3rd Party Data

• customer tenure, products purchased, offline propensity models, brand preference

POETM identifies user attributes and correlates them

with positive responses to a marketer's advertising to

generate target audience profiles and segments.

Data includes:

Audience 1

• Low Bandwidth

• Home, Thursday 3PM

• Northern California

• PRIZM Lifestyle Cluster 32

• Reading Auto Reviews

• Has Viewed Ad Once Before

• Recent Acquisition

4

Proprietary and Confidential

5

Client digital marketing database

• [x+1]’s platform makes building an actionable online customer and prospect marketing database a reality

• Data is collected every time a consumer is “touched”

• Customer registration and commerce data can be easily integrated

• The [x+1] platform makes the entire internet “your site”. Identify consumers and decision content to them on the clients site, partner sites and in online media.

• The [x+1] Platform brings together…

• Search interaction

• Ad server logs

• 3rd party data sources

• NPI client data

• Site and media data

• Decision based on rules, lists or via statistical models.

Proprietary and Confidential

Delta Case Study: Challenge

• The world largest airline faced considerable obstacles in delivering personalized, relevant content to its website visitors.

• The online marketing team faced increased operations and personnel costs from developing and maintaining dozens of landing pages intended for different audiences.

• Seeking to improve the efficiency and effectiveness of its strategy, the airline turned to [x+1], the leader in predictive marketing.

Proprietary and Confidential

Delta Case Study: Solution

• In October of 2007, the airline began a pilot trial of [x+1]’s fully-hosted solution to dynamically personalize its website based on visitor profiles and traffic sources. The personalized pages showed a 300% lift in conversion.

• Bolstered by the success of the trial, the airline expanded the implementation of [x+1]. [x+1]’s patented Predictive Optimization Engine began to build predictive models based on visitor data (geographic location, connection speed, time of day) and traffic source (search keyword, email campaign, banner ad).

• This rich view of each website visitor enables [x+1] to target the optimal offer to each individual, ensuring that no visit is wasted.

Proprietary and Confidential

8

Delta Home Page

Prior to working with

[x+1] the Delta

homepage used to

show the same static

messages to all US

site visitors

Proprietary and ConfidentialProprietary and Confidential

Delta Customer and Prospect Segments

[x+1] identifies 1700

discrete audience

segments, and can

serve those

segments unique

pages

9

Proprietary and ConfidentialProprietary and Confidential

YOU ARE ALMOST

THERE!Check out our lowest fare deals.

Less than 500 “points” and you

will be upgraded to gold status.

Drive Loyalty Programs

10

Proprietary and ConfidentialProprietary and Confidential

Middle Seat Monday?Sorry your flight was not perfect.

Please accept free Wi-Fi on your next

trip

Build Relationships

11

Proprietary and ConfidentialProprietary and Confidential

Find the right audience for Cross Sell/Upsell

Car ad for Waikiki rental Use Points for hotel

$29Speed in Waikiki

Waikiki is 10 hours away…Wouldn’t you rather sip champagne?

Click here to upgrade your flight >

Stay in a five star Waikiki hotel -

Upgrade for only 200 points!

12

Proprietary and Confidential

Delta Case Study: Landing Page Segments

• [x+1] identified 1700

discrete audience

segments, and can

serve those segments

unique pages all from

one simplified dynamic

landing page

Proprietary and Confidential

Delta Case Study: The Results

• In the first eight months of full

implementation, the airline

experienced an average monthly

lift rate of 5% in ticket sales,

which translated into millions in

incremental revenue.

•The airline experienced a 20%

reduction in landing page

development costs.

• In addition, the airline has

gained valuable insight into the

factors driving conversion on the

homepage.