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A new Generation in Customer
                      Journey Analysis
                     Ellie Edwards - Quisma UK



Sponsored by:                                Organised by:
A New Generation in
Customer Journey
Analysis
Ellie Edwards-Scott, Managing Director, QUISMA UK

February 28, 2012




We’re all about Performance
Leveraging on its success in German speaking countries,
QUISMA has focused on its International Roll-out since 2009

All over Europe
Germany:                    Austria: Vienna          Poland: Warsaw
Munich, Düsseldorf, Fra
nkfurt



QUISMA GmbH                 QUISMA Austria           QUISMA Poland
Rosenheimer Straße 145d     Wienerbergstraße 11/29   ul. Zaryna 2B (budynek D)
81671 Munich                1100 Vienna              02-593 Warszawa
Founded in: 2001            Founded in: 2009         Founded in: 2010

UK: London                  Switzerland: Zurich      Spain: Madrid




QUISMA UK                   QUISMA Switzerland       QUISMA Spain
13 – 16 Jacobs Wells Mews   Josefstrasse 212         c/ Norias, 92
London W1U 3DY              8005 Zürich              28221 Majadahonda – Madrid
Founded in: 2011            Founded in: 2009         Founded in: 2011

France: Paris               Benelux: Amsterdam       Italy: Milan




QUISMA France               QUISMA Benelux           QUISMA Italy
32 rue Guersant             Karperstraat 10          Via del Mulino 4
75017 Paris                 1075 KZ Amsterdam        20090 Assago (MI)
Founded in: 2011            Founded in: 2010         Gründung: 2011
                                                                                  PAGE

                                                                                   3
History of Affiliate Marketing



•1994 -Affiliate programs are invented
•1996 -Affiliate networks are born
•2000 -Google launches Adwords
•2004 -Google introduces quality score algorithm
•2005 -Google introduces single URL policy
•2006 -Voucher Code & Cashbacksites start to take off
•2006 -£2.16 Billion revenue generated through affiliate
•2008 -Google relaxes trademark rules
•2010 -Affiliates are embracing mobile & social marketing
•2011 -Consolidation of networks
•2012 -£5 Billion revenue generated through affiliate
History of Affiliate Marketing




       Affiliate Marketing       £5bn
                                 Online Sales
                                  Revenue
Growth Success




     Simple, effective pay-for-performance model
     Access to commission-based, extended sales team
     Innovation and agility
Attributes of Affiliate Marketing



                                  Strategic
         Track and
          Manage
         Payments                                       Intuitive




                                   Affiliate
                                  Marketing
                                                                Innovative

    Connection
   With Partners

                     Controlled                  Pioneered
                      Budgets                  Accountability
Attributes of Affiliate Marketing



                                  Strategic
         Track and
          Manage
         Payments                                        Intuitive




                                  Performance
                                   Marketing
                                                                 Innovative

    Connection
   With Partners

                     Controlled                   Pioneered
                      Budgets                   Accountability
What's Next?




               DATA
Understanding the Stages of Purchase Decision




       Awareness                          Consideration




        Loyalty                            Conversion
Boundaries of Classic Tracking Technology




     Single medium tracking
     Device change
     Deletion of Cookies
     External factors
     Multiple tracking providers
Who We Are – The Facts!



        11      European offices                            150             Employees




        2001               Established Since   1    Google's biggest customer in Germany




134 millisecs RTB                              more than   100,000,000 ad impressions per day

        430,000, transactions per month
                                                            5,160.000                      Conversions in 2011




1   Proprietary Platform                       100%                                    Passion For Performance
Modelling



                 Affiliate              Display



        SEO                                                         Print




        SEA                   SALES                                 Price




        TV                                                Seasonal Effects



              Market Trends           Competition

                                                                                                    PAGE

                                                                                                    13
                                                    Insert Name / Date of presentation above header and footer
Benefits of Modelling




   How high is the ROI of my Online and Offline marketing activities?
   Which of my channels present the greatest potential for growth?
   How do I optimally allocate my advertising budget across the
    various advertising media available?
   And how does classic advertising affect buying behaviour Online?
Regression Analysis
Modelling in Action




     Year-round measurement
     Media Planning
     Optimal management of Marketing Budget
Modelling in Action




       Pre Modelling   Post Modelling
Impressive Results


   Budgets adjusted
   Overall sales barely dropped
   Display Advertising initiated more cross-media sales
   Clearer vision of consumer’s purchase journey
Future Opportunity



       Performance                   Analysis of
       Marketing             +       Consumer
                                     purchase journey

                    Tighter control
           =        Increased flexibility
                    Budget adaption
                    Greater ROI
Performance Marketing is about engagement and
efficiency, involving a continuous process of measurement of all
the channels.




                                                                   20
Come and meet the QUISMA UK Team

QUISMA UK and OA&A Networking Bar



London Office:
QUISMA UK
The Pumphouse
13-16 Jacobs Wells Mews
London
W1U 3DY

www.quisma.com
Attribution and Beyond: DC
             Storm demonstrate how to
           accurately value online channels
                 Lewis Lenssen - DC Storm


Sponsored by:                               Organised by:
To Attribution and Beyond
Lewis Lenssen – Commercial Director - DC Storm
Introduction and Context

Lewis Lenssen
•   5 years leading and building a search agency
•   1 year consulting on social media and online PR for retail brands
    (focusing on measurement and valuation)
•   18 months as Commercial Director of DC Storm

DC Storm – Optimising Digital Marketing
•   Delivering attribution for over five years
•   Over 1,300 tracked websites with configured attribution
•   Consulting service as well as technology
Agenda

• What is attribution?
• Understanding paths to conversion
• Rules based attribution model
• Attribution model design and implementation
• Alpharooms.com case study
• Beyond……
What is Attribution?
Sale Attribution

                Research                       Suppliers Choice   Confirmation           Purchase
              IMP                        IMP             IMP
                                                                                              Sale




„Designer                  „PRPS Jeans                               „PRPS skinny „Matches‟
  Jeans‟                                                                jeans‟

             • Actions are rarely driven by a single website visit or touch point
             • Actions are frequently driven by multiple marketing channels
             • The path to conversion is often days or weeks
Understanding Paths to Conversion
Understanding Paths to Conversion
Attributes that must be understood:
•   Length of path and numbers of touch points

•   Touch points and their positions relative to each other and sale

•   Touch point attributes:
    •   Device
    •   Channel
    •   Keyword
    •   Creative
    •   Use of brand

•   Combinations of touch points
Understanding Paths to Conversion
Useful segments
•   User Attributes – M/F, age, registered, first/last visit date, visit
    frequency, etc.

•   Sales/Action attributes – First sale, product category, sale value etc.

•   Contributing events – Paths that include remarketing etc.
Rules Based Attribution
Rules based attribution
Flexible attribution of sales across all or a subset of the visits
Configurable rules for defining attribution period:
•   Fixed length of time
•   Period defined by visit gaps

Configurable rules for weighting:
•   Control of channel weighting
•   Control of brand weighting
•   Control of chain position weighting

Configurable rules for specific sale segments:
•   New or existing customers
•   Sale value

Allocation of multiple sale related values (e.g. margin)
Designing and Implementing an
  Attribution Model
• The results must be used to take action

• Must be well understood

• Must be fair to all channels and teams

• Attribution workshop
    •   Introduce the challenge and discuss the issues
    •   Manually attribute ten paths to conversion
    •   Aggregate and review the results
    •   Build an attribution model that best fits the target results
    •   Test and challenge the automated model
Alpharooms.com Case study
Alpharooms.com Case Study

Alpharooms.com
• Successful discount travel website trading for 13 years
• Foundations in selling discount hotels
• Developed into flights, transfers, car hire, packages and insurance
• Sophisticated online marketing optimised based on performance
• Utilising all online channels
Alpharooms.com Case Study

History
• Working with DC Storm for 5 years
• Early adopter of rules based attribution
• Attribution rules were designed for the hotels business
Project
• Analyse paths to conversion and evaluate against the existing
  attribution model
• Design a new attribution that reflects the current paths to
  conversion
• Implement the new model and compare the new and old
Alpharooms.com Case Study
Findings
• More varied paths to conversion for the new products
• The existing model reflected the average but not the specific paths
• Value being attributed to channels and keywords was not ideal

Solution
• Implement chaining to identify contributing touch points
• Attribute to brand based on the position in the path to conversion

Results
• 18% shift of sales value between channels
• Significant shift of sale value between keywords
• Overall increase in sales whilst maintaining ROI
And Beyond? – Multi-Channel Modelling
Multi-Channel Modelling
•   Define the touch point clusters:
      •   Session Clusters – Touch points relating to single user sessions
      •   Booking or Buying Clusters – Touch points relating to bookings/purchases

•   Identify attributes of touch points, clusters, „exposures to marketing‟
    and conversions that influence conversions (decision tree analysis)

•   Calculate influence coefficients for the influential attributes (logistic
    regression)

•   Build an attribution model based on the attributes and coefficients

•   Utilise the insight to convert the non-converted paths
To Attribution and Beyond
Summary
•   Huge value in implementing the right attribution model
•   Build a model for your business - The combination of
    technology and expertise is available now
•   Alpharooms.com case study demonstrates the value

Beyond
•   Multi-channel modelling
•   Attribution based on statistical analysis
•   Drive action as well as analysing performance
Q &A



Lewis Lenssen
lewis.lenssen@dc-storm.com
Removing the Barriers: How developments in online
  and offline data is driving online targeting to deliver
          greater relevancy and multi-channel

                Stuart Colman - AudienceScience



Sponsored by:                              Organised by:
Knowing Consumers' Frame of Mind =
      The Last Word in Targeting
                Damon Francis - ADmantX



Sponsored by:                         Organised by:
Knowing Consumers' Frame of Mind
   = The Last Word in Targeting

             Damon Francis
      Business Development Director
Revolutionary Times
 1950s & 1960s                       Today
• TV radically increases marketing   • Web radically increases
  messages                             marketing messages




• Brands invest to reach             • Brands invest to reach
  consumers with new medium            consumers with new medium




• Agencies shape messages to         • Online ad technologies match
  make them exciting                   content to message - poorly
But also Challenging times
Symptoms                                         Prescriptions
•   Declining CTR / Remnant Prices Falling       •    "When an ad is targeted properly,
•   Brand Advertisers Under-Represented               it ceases to be an ad, it becomes
                                                      important information," … WPP

                                                 •    On average, 82% of all campaigns
                                                      evaluated showed a positive sales
                                                      lift … for the brands being
                                                      advertised increased by 22% …
                                                      Comscore

                                                 •    [A] simple and effective way to
                                                      mitigate the increasing risk
                                                      associated with today’s digital
                                                      advertising environment is to test
                                                      the quality of an ad’s creative
                                                      strategy and execution before
                                                                                      46
                                       Confidential   launching a campaign … Comscore
Targeting… today




                     Keyword
               Vs.
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising




                                           49
                        Confidential
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
Semantic Targeting-Cookie-less Targeting
Semantic Tagging of Content



                                                semantic
                                                  tags




Page contents are semantically
processed & tagged using
methods similar to human
comprehension in preparation for
precise selection by the ad server.
                                      Confidential         53
Understands Ad Desires




                         Admant
Define AD Desire

                                        Via simple UI at admantx.com
                                        user can create the profile of
                            Profiling   the content that better fits the
                                        ad.




                   Confidential                                   55
Serve better Ads



                                                     Profiling
                              semantic
                                tags




                                         ad server




                   Confidential
                                                                 56
Proof Metrics
                                                    Consumer
        Display Ads       Airlines     Fashion       Products
       Improved CTR       + 200%       + 140%        + 160%



         Search Ads        Admantx                Google
                          + AdSense              AdSense
                  CTR       2.63%                 0.93%
           Click Value     0.22 Euro             0.13 Euro
        CPM per Page         0.65                  0.13
       Traffic Increase     + 77%                   --
THANK YOU

Damon Francis
dfrancis@admantx.com         follow us on:
                             www.admantx.com
Office +44 (0)207 183 0305   www.blog.admantx.com
Mobile +44 (0)7517 274206    twitter @ADmantX
The Importance of Customization
              in Data Driven Marketing
                Robin Davies - Mediaplex
                  Simon Mansell - TBG

Sponsored by:                              Organised by:

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Online Advertising Theatre; A new Generation in Customer Journey Analysis

  • 1. A new Generation in Customer Journey Analysis Ellie Edwards - Quisma UK Sponsored by: Organised by:
  • 2. A New Generation in Customer Journey Analysis Ellie Edwards-Scott, Managing Director, QUISMA UK February 28, 2012 We’re all about Performance
  • 3. Leveraging on its success in German speaking countries, QUISMA has focused on its International Roll-out since 2009 All over Europe Germany: Austria: Vienna Poland: Warsaw Munich, Düsseldorf, Fra nkfurt QUISMA GmbH QUISMA Austria QUISMA Poland Rosenheimer Straße 145d Wienerbergstraße 11/29 ul. Zaryna 2B (budynek D) 81671 Munich 1100 Vienna 02-593 Warszawa Founded in: 2001 Founded in: 2009 Founded in: 2010 UK: London Switzerland: Zurich Spain: Madrid QUISMA UK QUISMA Switzerland QUISMA Spain 13 – 16 Jacobs Wells Mews Josefstrasse 212 c/ Norias, 92 London W1U 3DY 8005 Zürich 28221 Majadahonda – Madrid Founded in: 2011 Founded in: 2009 Founded in: 2011 France: Paris Benelux: Amsterdam Italy: Milan QUISMA France QUISMA Benelux QUISMA Italy 32 rue Guersant Karperstraat 10 Via del Mulino 4 75017 Paris 1075 KZ Amsterdam 20090 Assago (MI) Founded in: 2011 Founded in: 2010 Gründung: 2011 PAGE 3
  • 4. History of Affiliate Marketing •1994 -Affiliate programs are invented •1996 -Affiliate networks are born •2000 -Google launches Adwords •2004 -Google introduces quality score algorithm •2005 -Google introduces single URL policy •2006 -Voucher Code & Cashbacksites start to take off •2006 -£2.16 Billion revenue generated through affiliate •2008 -Google relaxes trademark rules •2010 -Affiliates are embracing mobile & social marketing •2011 -Consolidation of networks •2012 -£5 Billion revenue generated through affiliate
  • 5. History of Affiliate Marketing Affiliate Marketing £5bn Online Sales Revenue
  • 6. Growth Success  Simple, effective pay-for-performance model  Access to commission-based, extended sales team  Innovation and agility
  • 7. Attributes of Affiliate Marketing Strategic Track and Manage Payments Intuitive Affiliate Marketing Innovative Connection With Partners Controlled Pioneered Budgets Accountability
  • 8. Attributes of Affiliate Marketing Strategic Track and Manage Payments Intuitive Performance Marketing Innovative Connection With Partners Controlled Pioneered Budgets Accountability
  • 10. Understanding the Stages of Purchase Decision Awareness Consideration Loyalty Conversion
  • 11. Boundaries of Classic Tracking Technology  Single medium tracking  Device change  Deletion of Cookies  External factors  Multiple tracking providers
  • 12. Who We Are – The Facts! 11 European offices 150 Employees 2001 Established Since 1 Google's biggest customer in Germany 134 millisecs RTB more than 100,000,000 ad impressions per day 430,000, transactions per month 5,160.000 Conversions in 2011 1 Proprietary Platform 100% Passion For Performance
  • 13. Modelling Affiliate Display SEO Print SEA SALES Price TV Seasonal Effects Market Trends Competition PAGE 13 Insert Name / Date of presentation above header and footer
  • 14. Benefits of Modelling  How high is the ROI of my Online and Offline marketing activities?  Which of my channels present the greatest potential for growth?  How do I optimally allocate my advertising budget across the various advertising media available?  And how does classic advertising affect buying behaviour Online?
  • 16. Modelling in Action  Year-round measurement  Media Planning  Optimal management of Marketing Budget
  • 17. Modelling in Action Pre Modelling Post Modelling
  • 18. Impressive Results  Budgets adjusted  Overall sales barely dropped  Display Advertising initiated more cross-media sales  Clearer vision of consumer’s purchase journey
  • 19. Future Opportunity Performance Analysis of Marketing + Consumer purchase journey  Tighter control =  Increased flexibility  Budget adaption  Greater ROI
  • 20. Performance Marketing is about engagement and efficiency, involving a continuous process of measurement of all the channels. 20
  • 21. Come and meet the QUISMA UK Team QUISMA UK and OA&A Networking Bar London Office: QUISMA UK The Pumphouse 13-16 Jacobs Wells Mews London W1U 3DY www.quisma.com
  • 22. Attribution and Beyond: DC Storm demonstrate how to accurately value online channels Lewis Lenssen - DC Storm Sponsored by: Organised by:
  • 23. To Attribution and Beyond Lewis Lenssen – Commercial Director - DC Storm
  • 24. Introduction and Context Lewis Lenssen • 5 years leading and building a search agency • 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation) • 18 months as Commercial Director of DC Storm DC Storm – Optimising Digital Marketing • Delivering attribution for over five years • Over 1,300 tracked websites with configured attribution • Consulting service as well as technology
  • 25. Agenda • What is attribution? • Understanding paths to conversion • Rules based attribution model • Attribution model design and implementation • Alpharooms.com case study • Beyond……
  • 27. Sale Attribution Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale „Designer „PRPS Jeans „PRPS skinny „Matches‟ Jeans‟ jeans‟ • Actions are rarely driven by a single website visit or touch point • Actions are frequently driven by multiple marketing channels • The path to conversion is often days or weeks
  • 29. Understanding Paths to Conversion Attributes that must be understood: • Length of path and numbers of touch points • Touch points and their positions relative to each other and sale • Touch point attributes: • Device • Channel • Keyword • Creative • Use of brand • Combinations of touch points
  • 30. Understanding Paths to Conversion Useful segments • User Attributes – M/F, age, registered, first/last visit date, visit frequency, etc. • Sales/Action attributes – First sale, product category, sale value etc. • Contributing events – Paths that include remarketing etc.
  • 32. Rules based attribution Flexible attribution of sales across all or a subset of the visits Configurable rules for defining attribution period: • Fixed length of time • Period defined by visit gaps Configurable rules for weighting: • Control of channel weighting • Control of brand weighting • Control of chain position weighting Configurable rules for specific sale segments: • New or existing customers • Sale value Allocation of multiple sale related values (e.g. margin)
  • 33. Designing and Implementing an Attribution Model • The results must be used to take action • Must be well understood • Must be fair to all channels and teams • Attribution workshop • Introduce the challenge and discuss the issues • Manually attribute ten paths to conversion • Aggregate and review the results • Build an attribution model that best fits the target results • Test and challenge the automated model
  • 35. Alpharooms.com Case Study Alpharooms.com • Successful discount travel website trading for 13 years • Foundations in selling discount hotels • Developed into flights, transfers, car hire, packages and insurance • Sophisticated online marketing optimised based on performance • Utilising all online channels
  • 36. Alpharooms.com Case Study History • Working with DC Storm for 5 years • Early adopter of rules based attribution • Attribution rules were designed for the hotels business Project • Analyse paths to conversion and evaluate against the existing attribution model • Design a new attribution that reflects the current paths to conversion • Implement the new model and compare the new and old
  • 37. Alpharooms.com Case Study Findings • More varied paths to conversion for the new products • The existing model reflected the average but not the specific paths • Value being attributed to channels and keywords was not ideal Solution • Implement chaining to identify contributing touch points • Attribute to brand based on the position in the path to conversion Results • 18% shift of sales value between channels • Significant shift of sale value between keywords • Overall increase in sales whilst maintaining ROI
  • 38. And Beyond? – Multi-Channel Modelling
  • 39. Multi-Channel Modelling • Define the touch point clusters: • Session Clusters – Touch points relating to single user sessions • Booking or Buying Clusters – Touch points relating to bookings/purchases • Identify attributes of touch points, clusters, „exposures to marketing‟ and conversions that influence conversions (decision tree analysis) • Calculate influence coefficients for the influential attributes (logistic regression) • Build an attribution model based on the attributes and coefficients • Utilise the insight to convert the non-converted paths
  • 40. To Attribution and Beyond Summary • Huge value in implementing the right attribution model • Build a model for your business - The combination of technology and expertise is available now • Alpharooms.com case study demonstrates the value Beyond • Multi-channel modelling • Attribution based on statistical analysis • Drive action as well as analysing performance
  • 42. Removing the Barriers: How developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel Stuart Colman - AudienceScience Sponsored by: Organised by:
  • 43. Knowing Consumers' Frame of Mind = The Last Word in Targeting Damon Francis - ADmantX Sponsored by: Organised by:
  • 44. Knowing Consumers' Frame of Mind = The Last Word in Targeting Damon Francis Business Development Director
  • 45. Revolutionary Times 1950s & 1960s Today • TV radically increases marketing • Web radically increases messages marketing messages • Brands invest to reach • Brands invest to reach consumers with new medium consumers with new medium • Agencies shape messages to • Online ad technologies match make them exciting content to message - poorly
  • 46. But also Challenging times Symptoms Prescriptions • Declining CTR / Remnant Prices Falling • "When an ad is targeted properly, • Brand Advertisers Under-Represented it ceases to be an ad, it becomes important information," … WPP • On average, 82% of all campaigns evaluated showed a positive sales lift … for the brands being advertised increased by 22% … Comscore • [A] simple and effective way to mitigate the increasing risk associated with today’s digital advertising environment is to test the quality of an ad’s creative strategy and execution before 46 Confidential launching a campaign … Comscore
  • 47. Targeting… today Keyword Vs.
  • 48. “State of the Art” in Online Advertising
  • 49. “State of the Art” in Online Advertising 49 Confidential
  • 50. “State of the Art” in Online Advertising
  • 51. “State of the Art” in Online Advertising
  • 53. Semantic Tagging of Content semantic tags Page contents are semantically processed & tagged using methods similar to human comprehension in preparation for precise selection by the ad server. Confidential 53
  • 55. Define AD Desire Via simple UI at admantx.com user can create the profile of Profiling the content that better fits the ad. Confidential 55
  • 56. Serve better Ads Profiling semantic tags ad server Confidential 56
  • 57. Proof Metrics Consumer Display Ads Airlines Fashion Products Improved CTR + 200% + 140% + 160% Search Ads Admantx Google + AdSense AdSense CTR 2.63% 0.93% Click Value 0.22 Euro 0.13 Euro CPM per Page 0.65 0.13 Traffic Increase + 77% --
  • 58. THANK YOU Damon Francis dfrancis@admantx.com follow us on: www.admantx.com Office +44 (0)207 183 0305 www.blog.admantx.com Mobile +44 (0)7517 274206 twitter @ADmantX
  • 59. The Importance of Customization in Data Driven Marketing Robin Davies - Mediaplex Simon Mansell - TBG Sponsored by: Organised by:

Editor's Notes

  1. Strongly recommend getting rid of this slide and sticking with the timeline slide (slide 3)
  2. What is the key message on this slide in the context in the three bullet point
  3. Good afternoon and welcome to the To Attribution and Beyond conference event.It is great to be asked to get involved in these events, particularly when the audienceThe frmat is quite tight so I am going to move through my material quickly however, I always find that the
  4. In the 50s and 60s a revolution changed forever the world of traditional advertisingTraditional Media became more pervasive and Television changed our way of living creating great opportunities to distribute the messageBrands started to invest heavily to have access these new opportunities to reach their target customers Creative Agencies turned the “space” made available by publishers and broadcasters into something excitingToday we are living similarly historic momentOnline Advertising is growing and has bypassed Printing AdvertisingPeople are spending more and more of their free time onlineAs it was happening in the 60s, here is where brand WANTS to be in a SMART wayWhat can online “publishers” offer today?More of the same of what newspaper and magazines and television could offer in the 60’s: space and a growing audienceOnline Advertising has started to drive the monetization of the web to dateAd agencies have the message and creativity BUT – inaccuracies and mistakes in matching ads to page contents;Degrade brandsSacrifice click throughDistract consumers elsewhereTechnology has the potential to address this issue but: “Technology isn’t exciting” it’s been up to now very difficult to use
  5. So that the right ad can be displayed based on the content being consumed in real time.
  6. AdmantX offers Publishers & Ad Networks, Brands, Ad Agencies:A simple tool to develop effective online campaign based on an intuitive interface A starting point that bypasses any complexity: just type the brand description of upload the product briefAn advanced and mature technology that does the work in the background Automatically extracts the main concepts, topics, feelings and behavior induced to the reader from the page included in the textMatches each page with the best possible campaignA social experience to share the experience and reward the individual skills to develop the best ways to reach the target customersIn order, to serve the most relevant ads for the reference web page – every time & across all types of web pages