Online product reviews have become a major influence on consumer purchasing decisions. Most consumers now research reviews online before making purchases. However, the vast number of reviews makes it difficult for companies to analyze. Opinion Insights uses advanced techniques to automatically analyze millions of reviews across thousands of websites to provide actionable competitive intelligence for companies. This includes identifying strengths, weaknesses, and sentiment trends to help companies improve products, increase customer satisfaction and gain market share.

1. 8/10/2010 Opinion Insights by Attensity Turning online reviews into competitive advantage

2. 8/10/2010 Why Do Online Product Reviews Matter? Online reviews havebecome a majorinfluence on consumers 8 out of 10consumers have referred to online product reviews before making a purchase 1 80%say these reviews influenced their purchased decision 1 This powerful source of peer influence is growing at a rapid rate Already, 1 in 3internet users have posted a product review or opinion2 Shopping site reviews are increasing by 30% per year3 “” 1) Deloitte Consumer Products Group Study Oct 2007. 2) Pew Internet & American Life Study 2005-07, 3) Amazon, 2006.

4. 8/10/2010 Extracting Actionable Insights Product Opinion Feature Sentiment Impact Kodak Easy Share C613 Great +3 1.0 Price Kodak Easy Share C613 Very Good Picture quality +2 0.5 Kodak Easy Share C613 Easy To use +1 1.0 Kodak Easy Share C613 Weak Flash -2 1.0 Kodak Easy Share C613 Cheap Display -2 1.0 Kodak Easy Share C613 Tiny Onboard memory -2 1.0 Really horrible Kodak Easy Share C613 -3 2.0 Pictures

5. Attensity Opinion Insights Captures and analyzes product opinions from 10,000+ sites Consumer, expert, shopping Census-based, near real-time 8/10/2010 Advanced data aggregation & analytic techniques Automatically captures tone of individual review comments Ongoing granular level measurement at product SKU

6. Delivering Relevant and Actionable Insights Competitive Benchmarking Advocacy Trend Analysis Feature Level Gap Assessment Compared to Competitive Products Feature Momentum: What’s Changing? Attribute Metrics: What Do Consumers Care About Most? Product Drill Down: Understand the Feature Level Strengths and Weaknesses Source Favorability: Which Web Sites Have the Most/Least Favorable Reviews Source Impact: Which Sites Are Having the Greatest Influence on Buyers? 8/10/2010

7. * Broadcast media collected for AAA only. Broadcast clips are excluded from the chart and table above. Weighted Advocacy Report Weighted Net Advocacy – Scores the level of “product advocacy” which is the difference between the positive and negative advocacy scores. A perfect score is +100 and the lowest possible score is – 100. Weighted Positive Advocacy – The ratio of positive comments about a specific product or a feature of a product compared to the number of overall comments. This is then weighted for the intensity of the sentiment and the reach of the source web site. Weighted Negative Advocacy – The ratio of negative comments about a specific product or a feature of a product compared to the number of overall comments. This is then weighted for the intensity of the sentiment and the reach of the source web site.

8. Competitive Net Advocacy Report Provides a measure of consumer influence on future consumers for a product or service for a designated time period. Compare your advocacy scores against competitors' on an overall or feature level. Drill into comments to identify what's driving positive or negative commentary. 8/10/2010

9. Competitive Net Advocacy Trend See how your product's advocacy score changes over time as a result of time in market, product enhancements, marketing programs, etc. Compare advocacy ratings against competitors' brands and products over time. Drill into comments to identify what's driving positive or negative commentary. 8/10/2010

10. Competitive Feature Gap Assessment Side by side feature level advocacy comparison of 2 or more products. Identify where your brand or product may be lagging behind competitors and where the opportunities exist to close key gaps. 8/10/2010

11. Feature Momentum “What’s Changing” Report Quickly identify significant changes in advocacy measures for a product in a given time period. See what dimensions of your and your competitor’s advocacy scores have changed as a result of product enhancements, marketing programs or competitive initiatives, etc. 8/10/2010

12. Attribute/Experience “What Matters” Report Rank orders attributes for a brand, product or group of products based on how often consumers rate them as a part of their experience. Understand which product attributes consumers care about. 8/10/2010

13. Feature Advocacy Drill-Down Look at the attributes and features of a brand or product in more detail. Displays advocacy measure and opinion counts for one or more product attributes and features over a time frame you select. Isolate where product problems or opportunities are occurring and drill into verbatims to get at the real drivers behind them. 8/10/2010

14. Feature Advocacy Drill-Down Look at the attributes and features of a brand or product over time. Displays advocacy trends for one or more product attributes and features. See how a product’s or feature’s net advocacy on specific attributes has changed as a result of product enhancements, marketing programs or competitive initiatives, etc. 8/10/2010

15. Source Favorability Rank order customer opinion sources based on key advocacy measures. See what sources are feeding the most positive and negative opinions for the brands, products and attributes/features selected. 8/10/2010

16. Source Impact Identifies sites that are having the biggest impact on your customers’ decision process. Understand which sites present the most and least favorable opinions of your products. Use favorability rankings of you and your competition for your online advertising strategy. 8/10/2010

18. Periodic automated dashboard updates

20. Issue driver analysis

21. Feature influence report

22. Source influence

23. Recommended ActionsCapture and interpret vast amounts of online review and opinion data — delivering insights that enable you to make better business decisions.

24. 8/10/2010 Key Benefits of Opinion Insights a Increase productivity Eliminate time and effort to gather and process vital information Make faster, better decisions a Quickly gather actionable insights Reduce customer churn a Diagnose product or service problems Gain competitive advantage a Leverage your product strengths and competitor’s weaknesses Increase market share a Focus on what is driving consumer purchase decisions

27. 8/10/2010 Las Vegas Sands Corporation Challenge: Need to differentiate, adapt to customer feedback more quickly More upscale hotel choices and amenities than ever before Difficult economy reducing customer spending Savvier and more vocal consumers Solution: Attensity analyzed online opinions for the Venetian, Palazzo, and competitors Analyzed 30,000+ guest reviews posted on the most influential travel and review websites Benchmark study measured LSVC properties vs. competition on critical attributes Measured guest advocacy, property strengths, and areas for improvement Results: Insights generate interest and action at highest levels of organization Identified key areas to improve guest experience Suite experience, check-in wait and staff friendliness Company set benchmarks from which to monitor future performance The level of insight delivered to us is truly amazing. We were able to pinpoint what aspects of each property received significant positive feedback as well as what needed improvement. -Rom Hendler, VP Strategic Marketing 1

28. Opinion Insights: Measure What Matters 8/10/2010 Follow us @attensity www.attensity.com (800) 721-0560