Rex Briggs at JD Power and Associate Automotive Internet Roundtable

1. Based On The Work Of Marketing Evolution - Ad Age, Cover Story, August 2006 Source: Advertising Age Annual Top 10 Lists (Book of Tens), December 2006 “ Most important advertising research since the early 1990s” #1

2. Overcoming The Challenge of Integrated Marketing Communication Measurement

6. Best Practice In Complex Measurement

7. Effectiveness Optimized Mix TV % Online % Magazine % Newspaper % OOH %

9. II. Chrysler Sebring Case Study

11. Analysis Which Media Mix and Message Mix Best Achieve The Goal?

12. “ Planting the Seed vs. Harvesting” Vs. # Sales Awareness Relevancy

14. “ Surround Sound Marketing” “ Each element of the marketing mix must find its own strength and leverage it to surround the consumer with a synergistic and consistent message.”

15. Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metrics? Individual Media Impact Decomposed Media Impact Total Awareness Recognition Familiarity (T2B) Purchase Intent (T2B) Total Awareness Recognition Familiarity (T2B) Not Sig Purchase Intent (T2B) Not Sig Not Sig Not Sig While several media impact awareness, magazine is the main driver of familiarity

16. Note The Effect Of Television – It Works Well, But Only Among Those Already Familiar With The Brand Statistically significant differences (90%) are highlighted Individual Media Impact Decomposed Media Impact Is All New Is Now Available Looks Good Has Advanced Tech Features Is Fuel Efficient “ Is Now Available” +14pts “ Has Advanced Tech Features” +7pts “ Looks Good” Not Sig “ Is Fuel Efficient” Not Sig “ Is All New” +12pts Television is effective specifically among people already familiar with the brand, but doesn’t grow new familiarity

17. Where Is Growth Possible? (Media Mix)

19. Where Is Growth Possible? (Message)

20. Analysis Can Drill-Down Into Individual Message Impact “Super Highway” Delivers Significantly More Impact On Consideration Super Highway Geeky Explicit Benefit Implicit Benefit

22. Same Budget, Better Results

23. Estimated ROI Based on Recommended Improvements Recommendation Optimize Message & Media = +166% Impact Same Budget, Better Results Current 5.8mm # Sales Awareness Relevancy Current 5.8mm Media Mix Message Magazine Execution Online Execution Projected: 15.4 mm

24. What If The Goal Changes?

25. Business Needs & Consequences Close deals Grow Consideration

26. Real-Time Reporting in Dashboard Intent to shop Intent to buy

27. Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metrics? Individual Media Impact Decomposed Media Impact Total Awareness Recognition Familiarity (T2B) Purchase Intent (T2B) Total Awareness Recognition Familiarity (T2B) Not Sig Purchase Intent (T2B) Not Sig Not Sig Not Sig

28. It’s Not Just Planning for the Integrated Program… It’s Actively Analyzing & Adapting…

30. Historic Measurement Structure Adaptive Measurement Structure Measure performance of the campaign while in field to make adjustments to improve the performance and ROI of the campaign Elwin de Valk Q4 marketing plan Annual learning and optimization cycle Q4 market Leading indicators: Lagging indicators: Q4 market Leading indicators: Lagging indicators: Q4 marketing plan Annual learning and optimization cycle Leading indicators: Lagging indicators: Learning and optimization cycle Learning and optimization cycle

33. Q&A Rex Briggs, CEO, Marketing Evolution [email_address] +1 916-933-7536