Pi Reports Yearly Leaderboard Report Sportsbook US - Page 13

Appendix 1 What data features in this report? Methodology  Data analysed: Sector: Sportsbook Search engine: Google US Categories: • American • Horse racing football • Ice hockey • Baseball • Motor sports • Basketball • Other sports • Cycling • Soccer • General • Tennis • Golf Search terms: 4,555 of the most commercially valuable terms Search volume: 31.3m (Dec 2017 - Nov 2018) pi-datametrics.com Share of voice and Organic Value explained: We’ve applied Pi Datametrics proprietary Organic Value Score to showcase Organic Value over time and share of voice across 50,000+ websites. Share of voice • Every returning site in Google US... • For every search term... (i.e. Horse race tips) • Within every search theme… (i.e. General) Organic Value score • Pi’s Organic Value Score is a proprietary equation developed by our data scientists to help you assign value to visibility. • OVS averages out key conversion metrics, enabling you to focus on the content that will deliver equal shares of visibility, popularity and value. • From this bucket of commercially competitive terms, you can cherry- pick your most relevant search themes to inform a data-driven content strategy. • Across every category (i.e. Horse racing) Leaderboard Report | US | Sportsbook 13