The document is an online reporting tool for <CLIENT> that provides branding metrics, key performance indicators, and trend analyses across time periods, regions, sports, and competitor brands. Users can log in to access dashboards, surveys, and reports that allow filtering and drilling down on data visualizations to gain insights for marketing and sales goals.

1. Online Reporting
Scope and Concept Document
Prepared For:
<CLIENT>

2. <CLIENT>
Sign-In Site Login
Welcome to the <CLIENT>
Brand Online Reporting Tool.
Please enter your login
information in the fields
provided on this page.
Access for authorized users only.
Illegal or unauthorized access will
be monitored and individuals
prosecuted
Please login to gain access to this site.
Log In
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3. <CLIENT>
Report Period Welcome Jim Smith | Logout
Q4 ‘09 Brand Dashboard | Survey Summary | Trends
Select Time Period:
Subgroup Filter:
Compare To: Nike <Competitor>
80%
74%
49%
23%
13%
74% 72%
56%
29%
17%
100%
80%
60%
40%
20%
0%
Aware Ad Aware Consider Purchase Loyal
Brand Funnel
Funnel Metrics by Sport & Country
Sport 1 Sport 2 Sport 3 Sport 4 Sport 5 Sport 6 Sport 7 Sport 8 Total
TOTAL
USA
UK
China
Japan
Country
Country
Conversions
(Aware to Consider)
<CLIENT>: 66%
<Competitor>: 77%
<Competitor> | ▼
Metric: Awareness | ▼
<CLIENT> Brand Dashboard
Drill Path >> Worldwide
Q4 ‘09 | ▼
All | ▼
Last Wave
Filter By: Brand: Brand | ▼

4. <CLIENT>
4
80%
74%
Welcome Report Period Jim Smith | Logout
49%
Subgroup Filter:
23%
Select Time Period:
Nike<Country> Last Wave
13%
74% 72%
56%
29%
17%
100%
80%
60%
40%
20%
0%
Aware Ad Aware Consider Purchase Loyal
Brand Funnel
Conversions
(Aware to Consider)
<CLIENT>: 66%
<Competitor>: 77%
Q4 ‘09
Brand Dashboard : COUNTRY
Drill Path >> Worldwide :: <COUNTRY>
Q4 ‘09 | ▼
All | ▼
Funnel Metrics
Metric: Awareness | ▼ This Wave Last Wave
Click on Sport to
view Sport page
0% 20% 40% 60% 80% 100%
Top Competitor
Score
71.0% (Adidas)
71.3% (Rebook)
70.9% (Converse)
70.4% (Adidas)
70.1% (Competitor)
TOTAL 70.7%
71.3%
70.9%
70.4%
70.1%
69.9% 69.9% (Competitor)
Basketball
Running
Soccer
Athletic Training
Women’s Training
Key Metrics
Click on Attribute Name
to view trend
This
Wave
Last
Wave
Diff
Net Promoter 71.0% 68.7% +1.3
Purchase Intent 70.3% 71.3% -1.0
Quality 70.3% 73.9% -3.6
Innovation 70.4% 70.4% 0.0
Attribute 70.1% 70.1% +8.5
Attribute 69.9% 69.9% +1.0
Compare To: Last Wave <Competitor> | ▼
Brand Dashboard | Survey Summary | Trends
Scroll over displays
conversion rates
Display up to 12
Key Metrics

5. <CLIENT>
100%
80%
60%
40%
20%
Funnel Metrics
5
Click on Country to
view Country page
0% 20% 40% 60% 80% 100%
Report Period Welcome Jim Smith | Logout
Top Competitor
Score
71.0% (Adidas)
71.3% (Rebook)
70.9% (Converse)
70.4% (Adidas)
70.1% (Competitor)
TOTAL 70.7%
71.3%
70.9%
70.4%
70.1%
69.9% 69.9% (Competitor)
USA
UK
China
Japan
Country
Key Metrics
Subgroup Filter:
Click on Attribute Name
to view trend
Nike<Sport> <Competitor>
This
Wave
Select Time Period:
Last
Wave
Diff
Net Promoter 71.0% 68.7% +1.3
Purchase Intent 70.3% 71.3% -1.0
Quality 70.3% 73.9% -3.6
Innovation 70.4% 70.4% 0.0
Attribute 70.1% 61.6% +8.5
Attribute 69.9% 68.9% +1.0
Q4 ‘09
Brand Dashboard: SPORT
Drill Path >> Worldwide :: <SPORT>
Q4 ‘09 | ▼
All | ▼
80%
74%
49%
23%
13%
74% 72%
56%
29%
17%
0%
Aware Ad Aware Consider Purchase Loyal
Brand Funnel
Conversions
(Aware to Consider)
<CLIENT>: 66%
<Competitor>: 77%
Compare To: Last Wave <Competitor> | ▼
Metric: Awareness | ▼ This Wave Last Wave
Brand Dashboard | Survey Summary | Trends
Teen
Young Young Adult
Adult
Evangelist
Owners
Heavy Category
Light Category
Up to 6 Subgroup filters

6. <CLIENT>
Select Time Period:
Subgroup Filter:
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Master Brand Equity
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09 Brand Dashboard | Survey Summary | Trends
Survey Summary: BRAND
Drill Path >> Worldwide :: <BRAND>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Master Brand Equity
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Brand Funnel
Aware
Ad Aware
Consider
Purchase
Loyal
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Key Metrics
Net Promoter
Purchase Intent
Quality
Innovation
High Performance
Worn by the best
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Other
Attribute
Attribute
Brand: Country: All | ▼
Apply additional filters (max 1 of
each) to further refine your results.
All | ▼

7. <CLIENT>
Select Time Period:
Subgroup Filter:
Brand: Country: All | ▼
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Master Brand Equity
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09 Brand Dashboard | Survey Summary | Trends
Survey Summary: BRAND
Drill Path >> Worldwide :: <BRAND>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Master Brand Equity
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Brand Funnel
Aware
Ad Aware
Consider
Purchase
Loyal
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Key Metrics
Net Promoter
Purchase Intent
Quality
Innovation
High Performance
Worn by the best
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Other
Attribute
Attribute
United States
UK
China
Japan
Spain
Football
Basketball
Basketball
Running
Golf
Women’s Training
Apply additional filters (max 1 of
each) to further refine your results.
All | ▼

8. <CLIENT>
Select Time Period:
Subgroup Filter:
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Master Brand Equity
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Survey Summary: COUNTRY
Drill Path >> Worldwide :: <COUNTRY>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Master Brand Equity
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Brand Funnel
Aware
Ad Aware
Consider
Purchase
Loyal
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Key Metrics
Net Promoter
Purchase Intent
Quality
Innovation
High Performance
Worn by the best
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Other
Attribute
Attribute
Brand Dashboard | Survey Summary | Trends
Brand: All | ▼ Sport: All | ▼
Apply additional filters (max 1 of
each) to further refine your results.

9. <CLIENT>
Select Time Period:
Subgroup Filter:
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Master Brand Equity
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Survey Summary: SPORT
Drill Path >> Worldwide :: <SPORT>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Master Brand Equity
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Brand Funnel
Aware
Ad Aware
Consider
Purchase
Loyal
Brand: All | ▼ Country: All | ▼
Apply additional filters (max 1 of
each) to further refine your results.
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Key Metrics
Net Promoter
Purchase Intent
Quality
Innovation
High Performance
Worn by the best
Q1 ‘08 Q2 ‘08 Q3 ‘08 Q3 ’08 Q4 ’08 Q1 ’09 Q2 ’09 Q3 ’09 Q4 ‘09
Other
Attribute
Attribute
Brand Dashboard | Survey Summary | Trends
List up to 10 other
important metrics

10. <CLIENT>
Brand Dashboard | Survey Summary | Trends
Select Time Period:
Subgroup Filter:
Metrics: Awareness | ▼
Brands, Countries, Sports, Key Metrics, Funnel Metrics
100%
80%
60%
40%
20%
0%
Period Period Period Period Period Period Period Period
Nike Adidas Rebook Puma
Attribute Trends
All | ▼
Compare:
Adidas
Rebook
Converse
And1
Puma
Competitor
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Trends: COUNTRY
Drill Path >> Worldwide :: <COUNTRY>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Plot:
Sports
Brands
Brands
Key Metrics
Funnel Metrics
Sport: All | ▼
Adidas
(Q1 2009)
74%

11. <CLIENT>
Brand Dashboard | Survey Summary | Trends
Subgroup Filter:
Brands, Countries, Sports, Key Metrics, Funnel Metrics
100%
80%
60%
40%
20%
0%
Select Time Period:
Brand: BRAND | ▼
Period Period Period Period Period Period Period Period
Aware Ad Aware Purchase Loyal
Attribute Trends
Compare:
Aware
Ad Aware
Consider
Purchase
Loyal
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Trends: SPORT
Drill Path >> Worldwide :: <SPORT>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Plot:
Funnel Metrics | ▼
Country: COUNTRY | ▼

12. <CLIENT>
Brand Dashboard | Survey Summary | Trends
Select Time Period:
Subgroup Filter:
Metrics: Awareness | ▼
Brands, Countries, Sports, Key Metrics, Funnel Metrics
100%
80%
60%
40%
20%
0%
Period Period Period Period Period Period Period Period
Basketball Sport Sport Sport
Attribute Trends
Compare:
Basketball
Sport
Sport
Sport
Sport
Sport
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Trends: BRAND
Drill Path >> Worldwide :: <BRAND>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Plot:
Sports | ▼
Country: United States | ▼

13. <CLIENT>
Brand Dashboard | Survey Summary | Trends
Select Time Period:
Subgroup Filter:
Metrics: Awareness | ▼
Brands, Countries, Sports, Key Metrics, Funnel Metrics
100%
80%
60%
40%
20%
0%
Period Period Period Period Period Period Period Period
Nike Adidas Rebook Puma
Attribute Trends
All | ▼
Compare:
Adidas
Rebook
Converse
And1
Puma
Competitor
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Trends: COUNTRY
Drill Path >> Worldwide :: <COUNTRY>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Plot:
Sports
Brands
Brands
Key Metrics
Funnel Metrics
Sport: All | ▼

14. <CLIENT>
Brand Dashboard | Survey Summary | Trends
Select Time Period:
Subgroup Filter:
Brand Mgmt 2009 2010
Metrics: Awareness | ▼
Sales $1.1 B $1.2 B goal
Media Spend $1.1 M $1.0 M
Product Launches • Product
Brands, Countries, Sports, Key Metrics, Funnel Metrics
100%
80%
60%
40%
20%
0%
Period Period Period Period Period Period Period Period Period Period Period Period
Nike Adidas Rebook Puma
Attribute Trends
All | ▼
Compare:
Adidas
Rebook
Converse
And1
Puma
Competitor
Welcome Report Period Jim Smith | Logout
Q1 ‘08 – Q4 ‘09
Trends: COUNTRY (Annual Results & Calendar)
Drill Path >> Worldwide :: <COUNTRY>
Q1 ‘08 - Q4 ‘09 | ▼
All | ▼
Plot:
Sports
Brands
Brands
Key Metrics
Funnel Metrics
View Marketing Calendar
• Product
• Product
• Product
• Product
• Product
Campaign • Campaign
(10/2009)
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