Chegg 2013 Annual Report Download - page 50

including Pearson, Cengage Learning, McGraw Hill, Wiley and MacMillan. We are working to become the
digital distribution platform of choice for these publishers. We also partner with approximately 875 colleges in
the United States to help them achieve greater efficiency in student recruiting by offering connections to
interested students. We offer leading brands compelling marketing solutions for reaching the college
demographic. As we continue to grow our platform, we believe it will become increasingly valuable to the
education ecosystem and benefit publishers, content providers, colleges, educators and brands as they connect to
our student user base.
Our Offering
The two fundamental components of our offering are:
•The Student Hub. We have developed the Student Hub, a technology platform that serves the needs of
millions of students by providing the most relevant and impactful required and supplemental content,
products and services that help students save time, save money and get smarter. We designed the
Student Hub to provide an unparalleled ability to serve students. It allows us to offer students a
compelling and seamless user experience centered around them while offering them the most relevant
products and services developed internally and externally through partnerships with publishers,
colleges, educators and brands. As students’ engagement with the Student Hub increases, the value of
the platform to other constituents in the education ecosystem increases. In addition, the Student Hub
allows us to organize and offer a broad variety of products and services, leveraging contextually
relevant content from a wide array of sources. Finally, it allows us to operate at scale across multiple
technology platforms, devices and browsers.
•The Student Graph. The Student Graph is what brings the Student Hub to life. The nodes in the
Student Graph currently consist of students and the content and services we offer and those offered by
educators, publishers and other content providers, or anything else in our network with which students
may interact. The Student Graph also includes information we access from public and private sources
to integrate into our platform, such as course catalogs, professors, required course materials, textbook
information, information on colleges and scholarship data.
When a student first engages with our platform, such as by searching for a book or asking a question,
we apply our knowledge of colleges, courses, curriculum and required materials to begin to understand
which college that student attends, what her major might be and what her course schedule might look
like. Using this information and other cues from the student, we automatically create and deliver her
own personalized “Academic Profile,” an individualized manifestation of the Student Graph. Students
are then able to discover, with virtually no effort, a variety of relevant resources, such as supplemental
materials, Chegg Study and scholarships that are uniquely tailored to them as individuals. As a result,
when students continue to engage with us they are more willing to share information because they see a
benefit from it. Over time, students can contribute to, or update information in, the Academic Profile,
allowing us to learn more about the student and offer an even more personalized and relevant
experience on our platform, including better tailored suggestions for content and services. We plan to
allow students to add more information to their Academic Profile, which will further inform the
Student Graph. Our proprietary technology and the Student Graph are the primary drivers of
personalization, discovery and relevance on the Student Hub.
The Student Hub
Through the Student Hub, we offer a combination of products and services for students, enrollment
marketing services and brand advertising all organized around our commitment to put students first.
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