Edmunds.com presentation of mobile iPad application and business challenges: MicroStrategy World 2011

1. 1 OEM Market Intelligence on the iPad Keith Reynolds John Kuo

2. Edmunds.com Mission "To empower automotive consumers”

3. Edmunds History Building on our print heritage… Present Day 1966 1994 1995 Begin publishing new and used automotive pricing guides Launch the first auto pricing resource on a “gopher” site Launch the first auto site on the World Wide Web Thriving as the most innovative automotive shopping and research site Over 15mm unique users across properties Edmunds on The Electronic Newsstand

4. What is TMV® for New Vehicles? TMV® means “Edmunds.com True Market Value®” and is the name of the vehicle pricing system developed by Edmunds and published since 2001 TMV® is Edmunds’ determination of the median (i.e. “average”) actual current vehicle transaction prices and is: “What the consumer should expect to pay” Based on historical transaction data, and takes into account various supply and demand variables and seasonality effects Generated by an Edmunds team consisting of statisticians, data collection and processing staff, and pricing analysts

5. TMV® Sampling of Data Edmunds receives data representing approximately 25 - 30% of all new vehicle retail transactions: 4,000+ dealers reporting monthly 275,000+ new vehicle transactions per month Sample closely resembles nationwide sales Continuously working to add sales transactions 60 and 70 data points per transaction

7. Why do we invest in Business Intelligence?

8. 8 Opportunity

9. 9 Mitigate Risks

10. How do we invest in Business Intelligence?

11. 11 Purpose-built Tools …and passionate people

12. Our challenges: The Gulf & The Chasm The “gulf” Departmental BI The “chasm” Requirements Performance v. Flexibility Data Quality Silos != Enterprise BI 12

13. A modified BI Maturity Model (TDWI) Enterprise DWH metrics extend KPIs to all B “the chasm” “the gulf” Value A Fully realized DWH; power users SageAnalysis Svcs Infant Spreadmarts Child Data marts Pre-natalManagement reporting TeenagerData Warehouse Adult Enterprise DW Consolidation & Data Integration

14. Crossing the Chasm Executive Sponsorship Be Truthful Data Quality Enterprise Metrics BREAK SILOS Ally with power users Maintain tech road map Deliver tangible extra value MicroStrategy iPad Apps 14

15. The OEM Report Card 15 42% of Deeply Engaged Shoppers use Edmunds Source: comScore Media Builder April 2010

16. 16 “Make it Come ALIVE”

19. 19 Select Model: Corvette

23. SEGMENT PERFORMANCE (TRUCK) 23 Segment: Large Truck

27. “How do I get terabytes of data on my iPad?”

29. MicroStrategy Intelligence cube

32. MicroStrategy iPad App uses a small set of the RAM (2MB)

33. Filter datasets to limit the amount of data

34. Use Filter on Selection where appropriate

36. Meet with users frequently to gather feedback

38. Simple workflow

39. “Finger Friendly”