An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition. Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.

1. How This Revolutionary Technology For
Strategic Marketing Help Brands Prosper
2013

2. Strategic Marketing Decision Making
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What if you could simulate any scenario and forecast the
impact on your key performance indicators?

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The strategy simulation platform allows for:
• Having a unified metrics and analytics platform that
directs marketing strategy and investment
• Understanding the interactive effects of paid, owned, and
earned media on sales and brand equity
• Building better business cases for marketing strategies
and brand investments
• Augmenting media mix and attribution models
New Strategic Capability

4. What Does It Do?
• It introduces a human element to simulations
• It explains rather than predicts
• It enables iterative testing and learning
• It leverages available research and planning assets
• It manages risk
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We can now finally say that this is no longer the case: "Half the
money I spend on advertising is wasted; the trouble is I don't know which
half.” John Wanamaker

5. Revolutionary Innovation
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A probabilistic system that
simulates the complexity of
markets and touch points
with a bottom-up approach

6. 6
The Data Stack is telling
us how things used to
work, but not how things
might work in the future
Analytic Models
CRM
Attitudes
Behaviors
Transactions
Data Stack

7. 7
Analytic Models
CRM
Attitudes
Behaviors
Transactions
Simulations
Enable calibration to results
Conduct ‘what-if’ scenarios
Assess risk and return
Forecasts sales
Estimate brand equity
Decision Support

8. Human Behavior-Based Simulator
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Built by NASA engineers and MIT
scientists for strategic marketers that
integrates across company silos and
resolves cross-functional conflicts

9. Why Does It Work?
• It captures complexity and explains it
• It calibrates to many variables
– Sales
– Awareness
– Brand perceptions
– …
• It is fully transparent
• It describes the future rather than looks at the past
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10. New World View Yet Integrated
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Cross-functional Multi-dimensional
Closer to real world
Brings you from “say” to “do”
Learns organically with usage
Inexpensive and quick
Creates accountability Manages risk

11. Answers Key Questions
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WHOM
to target
WHAT
to say
WHERE
to say it
HOW
to invest
WHEN
to engage

12. Agent Based Modeling
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• Agents: simulated customers
• Social networks: simulated relationships
• Environments: simulated markets
ABM replicates the way things happen – the 3 simulation building blocks are:

13. Agent Based Modeling
ABM transforms insight from statistical methodologies, various
qualitative and quantitative data sources into initial conditions that set
up a simulated environment. The model then calculates how the initial
conditions are likely to evolve over time and exposes the probabilities of
all possible outcomes.
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ABM
Combines various types of insight
Leverages insights to find emergent
outcomes
Allows testing of breakthrough ideas
Dynamically predicts “what could be”
Explicit assumptions are evaluated
Accounts for individual behavior
Common Methods
Episodic research that estimates
“what is”
Relies on historical norms to predict
the future
Cannot account for breakthroughs
Data limited to one type
Many unexamined assumptions
Analyzes the population in aggregate

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 What is the likely
change in brand
perceptions?
 What are the
awareness trends
for each segment
& competitor?
 How many units
are sold among
each segment?
Customer
Behavior
 What is the
change in brand
equity for each
competitor?
 How do different
brand drivers
affect changes in
perception?
 What are the
trends in
perception among
key segments?
Brand
Perceptions
 What is each
touchpoints’
contribution to
sales for the year?
 What are the
cross-channel
interactions?
 What is the effect
of each touchpoint
on WOM?
Touchpoint
Impact
 What is the
expected sales per
segment &
competitor?
 What is the ROI of
each competitors’
marketing
campaign?
 What is the ROI for
each customer
segment?
Return on
Investment
Resource
Allocation
Scenarios
Answers These Questions Simultaneously

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INPUTS DESCRIPTION
Product and
Category
Basic industry overview report
Customers and
Perceptions
Segmentation and brand tracker
Touchpoints Media touchpoints and performance
Marketing
Strategy
Media spend and messaging
Uses Easily Gathered Data

16. Collect
Data Calibrate Model Create Scenarios
4 Weeks 4 Weeks
2 Weeks 10 Weeks
Typical Timeline
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17. Pricing
• Pricing is based on:
– Yearly licenses
– Each license includes one brand group and one geographical
territory
• Includes training, support
• Additional licenses (for different demographics and territories) at
discounts
• Special pricing is available on related products and services that
facilitate and support the modeling process:
– Data gathering, manipulation and analysis
– Primary research
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18. Contact Us For A Strategy Consultation
Media Needle
1620 Broadway, Suite B
Santa Monica, CA 90404
www.medianeedle.com
@MediaNeedle
Michael Dorman
md@medianeedle.com
310.829.5200
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