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Kneebone Inc. Introduction
      March 2012

  © 2012 Kneebone Inc. All rights reserved.
         Confidential. Do not copy.
• Is Marketing impacting Business Performance?




               © 2012 Kneebone Inc. All rights reserved.
                      Confidential. Do not copy.
 Now, Marketers can…
     Have a unified view of Traditional and Digital marketing investments
      with business performance data on a single platform
     Be able to analyze cost and see a history of performance (marketing
      memory)
     Plan future performance through scenarios or test and learns



                       © 2012 Kneebone Inc. All rights reserved.
                              Confidential. Do not copy.
 This can be done through a Software-as-a-Service (Cloud)
  Cross-Marketing Performance Technology that includes:
      Proprietary Data Model [all data, ETL, customized business rules, normalized
       timelines, drill anywhere anytime, event level]
      Kneebone Performance Algorithm [historical average at the event level to
       easily visualize performance]
      Advance Visualization Technology [dashboards, reports, blocking charts]


                             © 2012 Kneebone Inc. All rights reserved.
                                    Confidential. Do not copy.
Cross Industry Platform




     © 2011 Kneebone Inc. All rights reserved.
            Confidential. Do not copy.
*Kneebone 3.0 Key Technology Assets
 A Software-as-a-Service (Cloud) Cross-Marketing Performance
  Technology that is custom configured for Marketers using
      Proprietary Data Model [all data, ETL, normalized timelines, drill anywhere
       anytime, event level]
      Kneebone Performance Algorithm [historical average at the event level to
       easily visualize performance]
      Advance Visualization Technology [dashboards, reports, blocking charts]
 So that marketers can…
      Have a unified view of all marketing investments and performance
       data
      Analyze cost and history of performance
      Plan future performance


                           *See additional information section for more              6
Proprietary, Universal, Industry
Agnostic, Custom-Configurable Data Model
• Support growing numbers of internal and
  external disparate data sources
  – Spend Data over time
       • Unattributed Marketing Spend (Traditional Media)
       • Attributed Marketing Spend (DM, digital, etc…)
  – Performance Data over time
       • All your Key Performance Indicators
             – Revenue, sign ups, applications, approvals, clicks, leads, units
  – Industry agnostic (experience: CPG, Retail, Finance, telco, utilities, technology)

                               © 2011 Kneebone Inc. All rights reserved.
                                      Confidential. Do not copy.
Support the analysis…
• Patented Performance Algorithm
  – Easily spot performance variances at any level
  – Answers, how do I normally perform given this
    investment/event?
• Reporting & Visualization catered to Marketers
  –   Event based marketing activities over time
  –   Interactive Blocking charts
  –   Visual and interactive dashboards
  –   Collaboration

                    © 2011 Kneebone Inc. All rights reserved.
                           Confidential. Do not copy.
A fundamental data model and applications for market insight,
           marketing strategy, and in-market performance.
              Campaign
Media                         Social Media         Internal DWH       Web Analytics      Sales Data          External Data   Research
             Management



                                                                                                        VisiCogn




                                   Kneebone X-Marketing Data Pipe
                                   Kneebone Marketing Data Model
             Internal and
               External
              Marketing
                              Kneebone 3.0 Platform Management
           Events, KPIs and
              Conditions
                               Customer Specific
                                business rules         Kneebone Performance
                                  Proprietary             Patented Key Performance         Proprietary visualization to
           Proprietary ETL                               Algorithm to plan and run ROI   promote plans and collaborate
                                 Kneebone File
                                Transfer Format




                                                                           Pro
        See performance                           Plan performance                                    Run performance
                                             © 2011 Kneebone Inc. All rights reserved.
                                                                                                                                9
                                                    Confidential. Do not copy.
Kneebone Value Proposition
New Capability                                                               Business Impact
New Strategic Insight                                                        Better decision making
-(KPA) Performance baselines to visualize
-calculate Marketing ROI by event
-view all marketing investments in 1 location                                Increase your KPI’s like revenue
-ask new questions

Information Consolidation and Automation
-Proprietary Data Model that unifies business rules and
                                                                             Increase data accuracy
normalizes timelines

                                                                             Reduce report delivery time
Marketing Performance Planning                                               -80% less time (from weeks to days)
-collaboration
-do more test and learns
-run more scenarios                                                          Reduce manual processes


Cloud Solution                                                               Reduce risk of errors
-up and running in days
-minimal IT involvement
-no hardware management                                                      Reduce costs in marketing and IT
-less data management                    © 2011 Kneebone Inc. All rights reserved.
                                                Confidential. Do not copy.
How does this help me?
                                 • Gain new insight and make better business decisions to drive revenues
                     EVP           • scale marketing analysis team to do more
                   Marketing       • Relieve reliance on organizational memory of tenured employees
                                   • Reduce reporting cycle times



                   Marketing     • Ability to scale marketing team to perform agile analysis
                                   • Eliminate historical data adjustments
Information flow




                   Directors &     • Relieve reliance on organizational memory causing bottlenecks
                                   • Automate external data sources reducing manual data manipulation
                       VP’s

                                  • Automate current manual data preparation that slows or prevents analysis
                   Marketing        • Integrate disparate data sources (internal, media, online, conditions like weather)
                   Managers         • Speed up report development time
                                    • Automate data adjustments


                                   • Like all IT departments, challenged to prioritize and service multiple stakeholders
                                     within the organization
                       IT            • IT has a finite amount of resources; Kneebone adds to support of marketing
                   Department        • External data like media, research, online, and external conditional not currently
                                       within IT domain/systems
                                     • Centralized data control vs distributed desktop/excel
Manager                       WorkGroup                 Professional
Kneebone Pricing              Monthly $1,100*
                              *One time set-up $360
                                                             Monthly $5,000*
                                                             *One time set-up $32,000
                                                                                        Monthly $20,000*
                                                                                        *One time set-up $80,000



Visualize marketing spend
and results on a time scale                                                                     
Kneebone Performance
Algorithm (KPA) - based on                                                                      
your history
Standard templates that
visualize performance                                                                           
KPI – standard economic
conditions (list of 15)                                                                         
Total number of login users             5                               10                         15
Dedicated Customer Success
Manager                                                                                         
Included Monthly Customer               2                                4                          8
Success Team Hours

                                                                                                
                                   Optional
                                                                                                 
                                   Optional                         Optional
                                                                                                  
Data Feeds                     1 – Marketing;                 2 – Marketing; 2 –        5 – Marketing; 5 –
(see below for options)       1 – Performance                   Performance;              Performance;
                                                                    1 – KPI                  2 – KPI
                                 © 2011 Kneebone Inc. All rights reserved.
                                        Confidential. Do not copy.
Visit our visual insights gallery at:
http://www.kneebone.com/resources/visual-insights-gallery/




                        © 2011 Kneebone Inc. All rights reserved.
                               Confidential. Do not copy.
Resources

• www.kneebone.com
• http://www.kneebone.com/services
• www.kneebone.com/blog
• www.kneebone.com/resources
• http://www.kneebone.com/resources/visual-
  insights-gallery/
• Visit our solutions area for customer successes

                © 2011 Kneebone Inc. All rights reserved.
                       Confidential. Do not copy.
The Implementation Process
Data Discovery

 •Data audit – identify available data into categories – what is measured – in terms of dollars
 and results (sales funnel), what metrics/ indicators are available (CPC, CPP, etc.)
 •Requirements gathering – timing, frequency of data, high level business rules, calendar
 structure fiscal vs. calendar, products, geo-mapping, etc.
 •KPA for baseline – identify performance funnel measures that are strategic business drivers

Data Model/ ETL

• Design schema/ data map based on the data audit and requirements
• Receive data – QA data received, establish/ finalize business rules
• Build ETL, parsing tools to extract data, and build mapping tables for data integrity
• QA

Education

• Fisical 101 – includes the building blocks for using Kneebone (function training of the software,
  cheat sheet of available fields, etc.)
• Build templates/ dashboards
• Ongoing training, eLearning

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Marketing Performance Management Overview

  • 1. Kneebone Inc. Introduction March 2012 © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 2. • Is Marketing impacting Business Performance? © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 3.  Now, Marketers can…  Have a unified view of Traditional and Digital marketing investments with business performance data on a single platform  Be able to analyze cost and see a history of performance (marketing memory)  Plan future performance through scenarios or test and learns © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 4.  This can be done through a Software-as-a-Service (Cloud) Cross-Marketing Performance Technology that includes:  Proprietary Data Model [all data, ETL, customized business rules, normalized timelines, drill anywhere anytime, event level]  Kneebone Performance Algorithm [historical average at the event level to easily visualize performance]  Advance Visualization Technology [dashboards, reports, blocking charts] © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 5. Cross Industry Platform © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 6. *Kneebone 3.0 Key Technology Assets  A Software-as-a-Service (Cloud) Cross-Marketing Performance Technology that is custom configured for Marketers using  Proprietary Data Model [all data, ETL, normalized timelines, drill anywhere anytime, event level]  Kneebone Performance Algorithm [historical average at the event level to easily visualize performance]  Advance Visualization Technology [dashboards, reports, blocking charts]  So that marketers can…  Have a unified view of all marketing investments and performance data  Analyze cost and history of performance  Plan future performance *See additional information section for more 6
  • 7. Proprietary, Universal, Industry Agnostic, Custom-Configurable Data Model • Support growing numbers of internal and external disparate data sources – Spend Data over time • Unattributed Marketing Spend (Traditional Media) • Attributed Marketing Spend (DM, digital, etc…) – Performance Data over time • All your Key Performance Indicators – Revenue, sign ups, applications, approvals, clicks, leads, units – Industry agnostic (experience: CPG, Retail, Finance, telco, utilities, technology) © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 8. Support the analysis… • Patented Performance Algorithm – Easily spot performance variances at any level – Answers, how do I normally perform given this investment/event? • Reporting & Visualization catered to Marketers – Event based marketing activities over time – Interactive Blocking charts – Visual and interactive dashboards – Collaboration © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 9. A fundamental data model and applications for market insight, marketing strategy, and in-market performance. Campaign Media Social Media Internal DWH Web Analytics Sales Data External Data Research Management VisiCogn Kneebone X-Marketing Data Pipe Kneebone Marketing Data Model Internal and External Marketing Kneebone 3.0 Platform Management Events, KPIs and Conditions Customer Specific business rules Kneebone Performance Proprietary Patented Key Performance Proprietary visualization to Proprietary ETL Algorithm to plan and run ROI promote plans and collaborate Kneebone File Transfer Format Pro See performance Plan performance Run performance © 2011 Kneebone Inc. All rights reserved. 9 Confidential. Do not copy.
  • 10. Kneebone Value Proposition New Capability Business Impact New Strategic Insight Better decision making -(KPA) Performance baselines to visualize -calculate Marketing ROI by event -view all marketing investments in 1 location Increase your KPI’s like revenue -ask new questions Information Consolidation and Automation -Proprietary Data Model that unifies business rules and Increase data accuracy normalizes timelines Reduce report delivery time Marketing Performance Planning -80% less time (from weeks to days) -collaboration -do more test and learns -run more scenarios Reduce manual processes Cloud Solution Reduce risk of errors -up and running in days -minimal IT involvement -no hardware management Reduce costs in marketing and IT -less data management © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 11. How does this help me? • Gain new insight and make better business decisions to drive revenues EVP • scale marketing analysis team to do more Marketing • Relieve reliance on organizational memory of tenured employees • Reduce reporting cycle times Marketing • Ability to scale marketing team to perform agile analysis • Eliminate historical data adjustments Information flow Directors & • Relieve reliance on organizational memory causing bottlenecks • Automate external data sources reducing manual data manipulation VP’s • Automate current manual data preparation that slows or prevents analysis Marketing • Integrate disparate data sources (internal, media, online, conditions like weather) Managers • Speed up report development time • Automate data adjustments • Like all IT departments, challenged to prioritize and service multiple stakeholders within the organization IT • IT has a finite amount of resources; Kneebone adds to support of marketing Department • External data like media, research, online, and external conditional not currently within IT domain/systems • Centralized data control vs distributed desktop/excel
  • 12. Manager WorkGroup Professional Kneebone Pricing Monthly $1,100* *One time set-up $360 Monthly $5,000* *One time set-up $32,000 Monthly $20,000* *One time set-up $80,000 Visualize marketing spend and results on a time scale    Kneebone Performance Algorithm (KPA) - based on    your history Standard templates that visualize performance    KPI – standard economic conditions (list of 15)    Total number of login users 5 10 15 Dedicated Customer Success Manager    Included Monthly Customer 2 4 8 Success Team Hours    Optional   Optional Optional  Data Feeds 1 – Marketing; 2 – Marketing; 2 – 5 – Marketing; 5 – (see below for options) 1 – Performance Performance; Performance; 1 – KPI 2 – KPI © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 13. Visit our visual insights gallery at: http://www.kneebone.com/resources/visual-insights-gallery/ © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 14. Resources • www.kneebone.com • http://www.kneebone.com/services • www.kneebone.com/blog • www.kneebone.com/resources • http://www.kneebone.com/resources/visual- insights-gallery/ • Visit our solutions area for customer successes © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
  • 15. The Implementation Process Data Discovery •Data audit – identify available data into categories – what is measured – in terms of dollars and results (sales funnel), what metrics/ indicators are available (CPC, CPP, etc.) •Requirements gathering – timing, frequency of data, high level business rules, calendar structure fiscal vs. calendar, products, geo-mapping, etc. •KPA for baseline – identify performance funnel measures that are strategic business drivers Data Model/ ETL • Design schema/ data map based on the data audit and requirements • Receive data – QA data received, establish/ finalize business rules • Build ETL, parsing tools to extract data, and build mapping tables for data integrity • QA Education • Fisical 101 – includes the building blocks for using Kneebone (function training of the software, cheat sheet of available fields, etc.) • Build templates/ dashboards • Ongoing training, eLearning

Editor's Notes

  1. Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend
  2. Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend