Unlocking the Power of Data Connectivity for Marketing Evolution

Marketing Evolution Digital Granularity Data Request June 2016 1 Marketing Evolution MarketingEvolution.com | CONFIDENTIAL

Table of Contents - Overall Value Proposition - How are Log Files used? - Setup steps- Connection to Log Files - Setup steps- Automated Aggregate Adserver Reporting - Setup steps- Media Plans 2 Marketing Evolution

Log File/Data Onboarding Value Proposition What do our clients get from upgrading to this process? 1. Speedy Connection to Sales a) CRM and point of sale databases can be on-boarded for real-time data matching b) Clients have options to use this data further- such as to improve media targeting. 2. Granularity in Digital a) Targeting panelists can help get survey response with fewer impressions b) Direct attribution from impressions to sales allows for asset and creative level recommendations- improving answers that were previously given at the site and ad type level c) Placement level optimization can be fed directly to digital partners 3. No More Digital Tagging a) Log files replace these 4. Connection to DMPs a) Client segmention data becomes available for analysis and matching b) Use digital first party segments in offline media environments c) How are segments responding in untargeted media channels 3 Marketing Evolution

What is LiveRamp? What is LiveRamp? LiveRamp is a company owned by Axciom that focuses on Data Connectivity. They works with marketers to connect their offline data, such as CRM and point-of-sale records, to online environments using online touchpoints linked to PII. Typical use case- onboarding a CRM database and creating segments for advertising targeting via DSPs Customer Link uses this technology to fuel attribution analytics by marrying data sets (like ad exposure data, sales data, survey data) for analysis. How are we working with LiveRamp? Buying their services- Onboarding, Data Distribution, CustomerLink Becoming a reseller We can onboard our client s data into our account Becoming a partner Marketing Evolution joins a short (but growing) list of attribution partners being recommended to LR customers 4 Marketing Evolution

Our Fundamental Approach Marketing Evolution combines individual level message/media exposure for 20,000+ consumers with rich data appends in order to analyze the impact of message exposure on emotional & behavioral metrics and provide detailed optimizations. Search Proprietary DMP/CRM Social Connection to digital behavior and other relevant data via DMP integration To understand how exposure to Social Media Impacts objectives Purchases Proprietary Geo-Location Purchases are the KPIs that we model against, to see how all other touch points contribute to driving these behaviors To connected geographic data to our models evaluate how location impacts behavior Proprietary Proprietary Media & Devices Brand Perceptions & Intent To connect to consumer attitudes and psychographics, either as model variables or as KPIs To understand how exposure to Digital Media Impacts objectives 5 Marketing Evolution

How we make the connections Marketing Evolution uses LiveRamp* to connect all of the data touchpoints. Human Connections Behavior and segmentation Survey Sample Attitudinal metrics & Psychographics Complete Dataset to Marketing Evolution for analytics Anonymized and integrated data at the individual level across all data sources Offline Sales Data From customer $ $ $ $ Media Exposure Ad Agency/Trading Desk/ DSP *Alternate processes are available is LiveRamp is not an option for the customer specific situation. 6 Marketing Evolution

Person Level Analysis & Optimization Model Data Set: The data set from LiveRamp includes information on the customer s demographic profile, media consumption, online behavior, and purchasing history. 1 Programmatic Segments 1st Party Segments / Loyalty Programs Social Search DMP/CRM Purchases Site Behavior Geo-Location Media & Creative Demographics Brand Perceptions A B 1 Zip code 5 miles from store Very Familiar Likely to Purchase 23 yrs. old $ $ $ Car Lover Not Familiar Not Likely to Purchase A B C Art Lover 50 yrs. old Zip code 1 mile from store $ Very Familiar Very likely to Purchase 1 2 $ $ Zip code 10 miles from store Shoe Shopper 45 yrs. old Frequency to Lift Response Functions Logistic Regression Modeling: 2 100% Impact on KPI Digital Ad 2 80% Digital Ad 1 60% TV Ad B Message Impact within a Media: The dataset is modeled to determine the relationship between media and creative exposure and the campaign goal (e.g. sales, awareness, etc.). 40% TV Ad A 20% 0% 0 5 10 15 20 Frequency of Exposure Interactions: From our logistic regression modeling we also determine how media and creative impact varies by different consumers. 7 Marketing Evolution

Putting it all together Marketing Evolution combines message impact from the logistic regression model, demographic interactions, and media reach, frequency, composition and cost. Media Reach, Frequency & Composition Message Impact within a Media 3 How is your media and creative performing against your KPI? Where can you find your customers? Frequency to Lift Response Functions Reach Frequency Curves by Medium 100% 100% Impact on KPI 80% 80% Reach 60% 60% 40% 40% 20% 20% 0% 0% 0 5 10 15 20 0 5 10 15 20 Frequency of Exposure Frequency of Exposure Interactions Cost How is your media and creative performing across different types of consumers? How much do media assets cost? CPM $58.81 $95.37 $33.42 $24.14 $27.21 $32.27 Network TV - Network Prime Time Network TV - Network Prime Time NFL Football Cable TV - USA Network Prime Cable TV - FX Prime Cable TV - TBS Network Prime Network TV - Network Weekend Sports 8 Marketing Evolution

SIRFs Spend to Impact Response Functions A spend to impact response function is generated for all granular media assets. These curves are then used to optimize the media plan to find the most efficient way of impacting the target on the KPI. Spend-To-Impact Response Functions: Impact on KPI/Dependent Variable 9 Marketing Evolution

Impact Based Planning Optimization 1 Optimizes media spend to most effectively impact your target Optimize creative rotation to get the right message to the right audience 2 10 Marketing Evolution

Table of Contents - Overall Value Proposition - How are Log Files used? - Setup steps- Connection to Log Files - Setup steps- Automated Aggregate Adserver Reporting - Setup steps- Media Plans 11 Marketing Evolution

What is a Log File? Log Files are records recorded at the impression level against individual people For example, if I saw three different digital advertisements for an advertiser in a certain time period, I would have three rows of data assigned to me (one individual cookie ID). For each exposure, the timestamp, placement, creative, post impression actions, etc would be listed. Its best for Marketing Evolution to get the log files directly from the data source, with no changes Typically we get an impression file (ad exposure), an activity file (post impression activity) and mapping files Automated daily data pushes are best Digital Ad Exposure log files can be generated by adservers (DoubleClick Campaign Manager (DCM), Atlas, Sizmek, Flashtalking, etc) or by individual publishers, particularly in the programmatic space. Log files can also be generated on web conversion activities that are being tracked (by DoubleClick floodlight tags, Omniture, etc). For media we can t get impression logs for, clicks and website hits referred from this media can help us build a flrf (ie: Search, Social) Marketing Evolution can be connected directly to the data source (chosen as a partner), or can set up a secure S3 file to drop files into. Currently in Liveramp: Doubleclick, Sizmek, Turn, Mediamath, MediaIQ, Chango, Radium One, TapAd, TubeMogul, The Trade Desk, Collective, X+1, Rocketfuel, RUN, AdapTV, AOL, Adobe (not Omniture), AudienceScience, AppNexus, Cogo Labs, BridghtTag, Flashtalking, EyeView Digital 12 Marketing Evolution

How do Log Files get used? Marketing Evolution is able to use data connectors like LiveRamp to merge individual level ad exposure log file data with other individual level data sets, like our proprietary survey data set and Advertiser CRM/Transaction data. 13 Marketing Evolution

How do Log Files get used? Marketing Evolution is able to use data connectors like LiveRamp to merge individual level ad exposure log file data with other individual level data sets, like our proprietary survey data set and Advertiser CRM/Transaction data. Agency/Adserver Shares Log Files with Marketing Evolution via access to cloud server Adserver cookie are matched to PII in LiveRamp s safe haven Exposure logs are matched to sales data and custom survey data Models are run that examine the relationship between media exposure and funnel metrics/sales Frequency curves are integrated with cost data and reach and frequency data by placement to deliver media optimization recommendations 14 Marketing Evolution

Table of Contents - Overall Value Proposition - How are Log Files used? - Setup steps- Connection to Log Files - Setup steps- Automated Aggregate Adserver Reporting - Setup steps- Media Plans 15 Marketing Evolution

Steps to Setup Log File Connection Link to LiveRamp and Share with Marketing Evolution Doubleclick Contact your Doubleclick representative to confirm that you have Data Transfer as part of your service with them. It s described here:https://support.google.com/dcm/partner/answer/165589?hl=en. Please let us know what you find- if there are additional costs let us know so we can discuss how to cover them. From there, you will want to add Marketing Evolution to the share group.The best email to add is tayler.jones@marketingevolution.com.This allows the log files to be sent to us, where we will store them. List acxiom.dcmusers@gmail.com as a DCM partner. This ensures that the cookies (that you call DCM IDs) are readable by LiveRamp. This is a requirement particular to DCM and does not apply to most other DSPs. Ensure that partnerID is being stored and shared in logs If log files are stored by other vendors besides DCM, please let us know so we can discuss activating those as well. If log files are stored by other vendors besides DCM, please let us know so we can discuss activating those as well. Marketing Evolution will confirm that they are currently integrated with Liveramp, any steps needed to create that integration, and the best way for Marketing Evolution ingest the data. Please see templates for log file formatting. DCM template should require no adjustment- these are the standard field Search template field names may vary based on vendor/setup Mobile log files for in-app media need to be tied to mobile device ID 16 Marketing Evolution

Table of Contents - Overall Value Proposition - How are Log Files used? - Setup steps- Connection to Log Files - Setup steps- Automated Aggregate Adserver Reporting - Setup steps- Media Plans 17 Marketing Evolution

Aggregated Data Request For each media, we need not only log files, but aggregated data to confirm costs and simplify inputs Log file data shows impressions/actions by each activity. If you saw five ads or hit five web pages, you will have five rows attributed to you. Aggregated reporting groups impressions/activities by site, placement, keyword, day, etc. This is the file we use to create optimization levers, confirm costs, etc. These reports can be set up to automatically send daily to a Marketing Evolution email address and stored. Alternatively, agency/client teams can grant access to the adserver interface for Marketing Evolution team members. Please see templates for fields to include DCM template Search Template- may vary by vendor 18 Marketing Evolution

Table of Contents - Overall Value Proposition - How are Log Files used? - Setup steps- Connection to Log Files - Setup steps- Automated Aggregate Adserver Reporting - Setup steps- Media Plans 19 Marketing Evolution

Media Plan Data Request Media plans allow us to validate and confirm that other data sets make sense and have all of the data we re expecting. If we need to boost our survey recruitment, this can also give us the information we need to consider those options. Please see the template for data points. 20 Marketing Evolution