An overview of Gordian Knot: Who we are and what we do.

1. GORDIANKNOTAnalytics Group LLC
GORDIAN KNOT Analytics Group
Vergil™ Overview
1

2. GORDIANKNOTAnalytics Group LLC
Introducing Vergil™
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By the Gordian Knot Analytics Group
Vergil™ is the first data analysis tool that provides “High-Definition Analytics.” This
enables the client to gain far better resolution of their accumulated data and the
prevailing ambient environmental & economic conditions. Vergil™ then delivers the
collective intelligence and actionable results that increases revenue and reduces cost.

3. GORDIANKNOTAnalytics Group LLC
The 3 Stages of Big Data
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Gather and
Create the Data
Stage 1
Get it All
in One Place
Stage 2
Use it to Make
Intelligent Decisions
Stage 3
Vergil™ Lives here

4. GORDIANKNOTAnalytics Group LLC
The 3 Tiers of Big Data Analysis
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There are 3 tiers within using big data to make intelligent decisions
Good Better Best
(Vergil™)
• Consolidate past data to one
place
• A dashboard capability to
view past data
• Real-time data collection
• Dashboard views of real-time
data
• Charts/graphs with trending
and cuts by geography,
demographics, etc.
• Predict future states
• Explain why they will occur
• Determine how they will
change if/when conditions
change
• Identify precisely which
actions lead to desired
outcomes
Past
View
Present
View
Future
View
Reactive Proactive

5. GORDIANKNOTAnalytics Group LLC
Key Questions in Big Data Analysis
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How many different factors can I consider? Do I have to guess ahead of time what I
think matters before performing any analysis?
Can I consider all factors at my disposal or do I have to leave some out
because the data types in the model have to fit a specific format? In other
words, do I have to force-fit binary, text, and continuous data into scales?
Can the modeling capability tell the difference between random relationships
and real relationships? And how does the model explain its conclusions?
What do I do with the model once I have it? Can I implement it to update and
constantly keep me in the loop on changing conditions and future predictions?
When looking at solutions that identify drivers of key business objectives and drive
smart future decisions (i.e., the “best” category), there are some key questions:
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6. GORDIANKNOTAnalytics Group LLC
The VergilTM Difference
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Other analytic methods
are very limited in how
many things you can even
consider when trying to
figure out what drives
your business and what
will happen. Vergil™ has
no such limits.
Other analytic methods
are very limited in the
types of data they can use.
Vergil™ can use all major
data types simultaneously
including, binary, scales,
text, and continuous
number ranges.
Other analytic methods not
only often make erroneous
predictions based on the
major limitations of
existing models, but also
are unable to adequately
explain predictions.
Vergil™ overcomes these
limitations *and* explains
why predictions are true.
Consider more
factors than ever before
Consider factors
you couldn't before
Explain what will
happen and why
Predictions adapt to
changing conditions
Imagine…
It’s like having a higher
resolution picture with more
pixels and/or a larger screen
Imagine…
It’s like fixing dead pixels to
form a complete picture
Imagine…
It’s like having a clearer
picture with greater detail
Imagine…
It’s like having a picture that
adjusts dynamically to light
in the room
Other analytic methods are
most often not actionable
on an ongoing basis.
Vergil™ can create
algorithms that constantly
update and adapt
predictions to a wide of
array of changing, fluid
conditions.

7. GORDIANKNOTAnalytics Group LLC
A Typical Engagement with
Gordian Knot Provides...
▪ Analysis to identify – across all data factors – the impact of each
on your business
▪ Identification of combinations of factors that together have an
impact on your business
▪ Current predictions based on known conditions
▪ Explanation of why these predictions will happen
▪ An algorithm to dynamically predict in real-time based on
changing conditions
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8. GORDIANKNOTAnalytics Group LLC
Contact Information
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Lawrence J. Choi
Lawrence.Choi@gknotag.com
609-731-4365
Brad Wood
Brad.Wood@gknotag.com
609-439-8206
For more information, please contact:

9. GORDIANKNOTAnalytics Group LLC
Appendix
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10. GORDIANKNOTAnalytics Group LLC
Case Study: Golf Course Data Company (1/2)
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Our client’s primary business is to provide data visualization to golf courses to give
direction on water usage, pesticide treatments, etc for their golf course clients…
Our Client’s Model Without Vergil™
An online dashboard shows the
consolidated real-time data in a
variety of individual measures,
trending charts, and indicator dials
The users view the data and make
decisions based on their interpretations of
the measurements and indicators (water
levels, humidity, pesticide levels, etc)
The client gathers data from
courses from various places like
irrigation, weather sensors,
pesticide treatments, labor hours,
etc and consolidates it in one place
This is “Stage 2”
of Big Data
These represent the “Better”
Version of Big Data Analytics
These represent the “Better”
Version of Big Data Analytics

11. GORDIANKNOTAnalytics Group LLC
Case Study: Golf Course Data Company (2/2)
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Vergil™ transforms our client from a visualization company to an “action" company
Our Client’s Model With Vergil™
Users still have access to the
traditional dashboard view
Users still have the option to view
the granular data if they choose
The client still gathers data from
disparate sources and puts it together
This is the “Best” Version
of Big Data Analytics
VERGIL™
Based on hundreds of variables, the courses are
given instructions for exactly what they need to do
to create the optimal experience on the green while
reducing costs (water usage, pesticides, labor, etc.)

12. GORDIANKNOTAnalytics Group LLC
Case Study: Large Media Content Provider (1/3)
▪ An international provider of news and information experienced year-over-year declines in the
utilization of its main subscription service
▪ Preliminary analysis revealed that subscribers were turning to other media sources throughout the
day; there was no obvious pattern to this leakage
▪ The client's objective was to determine what combination of product features and advertising
channels could not only stem to decline but ultimately increase utilization
▪ The client had 54 possible investment decisions for developing content and deploying marketing to
communicate enhancements to the subscription-service product
▪ Conventional wisdom at the client favored significant investment in TV content (programming and
talent), building out website functionality, and using print to communicate its enhancements
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Market moving news
In-depth analysis /
commentary
Summary of events
Content
type
Before market hours
During market hours
After market hours
Daypart
Channel

13. GORDIANKNOTAnalytics Group LLC
Vergil
TM
in action... the method (2/3)
▪ We analyzed 3 different data sources to discover actionable recommendations
for product development, messaging, and marketing deployment
Self-reported
user information
Captured / observed
user behaviors
Media spending
Database
of 186
variables
128,000
granular
factors
148
composite
variables
Actionable
recommendations
Data Sources
Proprietary “Genetic” Analysis Proprietary Vergil
TM
Model
Isolate Key
Drivers
of Utilization
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Variables broken down into their “DNA” that are then modeled using non-linear mathematics.
If we used standard methods,
only 41 variables would be usable;
modeling would be based only on
those 41 variables
Vergil
TM
analyzes exponentially
more variables than conventional
analytics

14. GORDIANKNOTAnalytics Group LLC
Vergil
TM
delivers... the solution (3/3)
▪ Rather than costly investments in TV, we discovered that the client could increase
utilization of its subscription-products by modifying two of its existing media properties and
marketing those developments using the optimal channels and messaging
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Recommendations
Media
Property
Content
Type Daypart(s)
Product
Development Messaging
Advertising
Channels
• Radio • Market
moving
news
• Before
market
hours
• During
market
hours
• Include
streaming in
sub-
scription
service
• Speed
• Objectivity
• Print
• Social
• TV
• Mobile • Summary
of events
• After
market
hours
• Link to news
item
selected by
subscription
service
• Speed
• breadth
• Radio
• Print
54 Investment Options
▪ The client’s subscription product utilization shifted from a year-over-year decline of (7%)
to an increase of 15% while spending less than one-third of what they had originally
budgeted based on “conventional wisdom” and qualitative intuition

15. GORDIANKNOTAnalytics Group LLC
Enhancing directional investing example
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Industry
trends
Corporate
financials
Economic
indica-
tors
Health
metrics
Brand
A&U
Mobile
usage
Commodities
pricing
Opinion
polls Social
media
Search
Market-
ing
spread
Weather
▪ Ideally, directional investing requires as much data as possible in order to discover sources of portfolio alpha
▪ Current approaches only provide a small part of the puzzle, but Vergil™ enables a holistic understanding of why stock
prices change and identifies the specific drivers of alpha that need to be monitored.
Industry trends x Social x Commodities pricing
Industry trends x Weather x Mobile usage
Corporate financials x Brand A&U x Social media
Marketing spend x Health metrics x Commodities pricing
Current
VergilTM
Drivers of investment alpha