Xyte’s Cognographics disrupts the advertising industry by making possible addressable advertising and a single source data stream that measures the ROI of the ad campaign. Xyte’s methodology provides a clear roadmap to tailor the right marketing message to the right audience in the right context that reaches into the minds and hearts of consumers. Cognographics can be applied to any product category. The CBS Television example will be explained. About Xyte, Inc. Xyte, Inc., a human behavioral research company, is leading the next consumer measurement shift from demographic mass marketing to personalized behavior engagement. Xyte’s Cognographics™ explains “why” people do what they do and identifies the cognofiles-predictive behaviors-of profit customers based on the way the brain processes information and provides for addressing the right customer with the right message, and right media. Cognographics is the common denominator for reaching into the hearts and minds of consumers, calculating the ROI of a marketing campaign, and using a single source data stream for measurement of the campaign in actual sales—the Holy Grail.

1. Disruption in Advertising
Xyte’s Cognographics™
Cognographics
Based on the
innate and different
thinking process of
each consumer’s
cognofile
Other “ographics”
Based on
aggregate data of
past purchase
behavior of all
consumers
Cognographics™
Demographics
Psychographics
Behavioral-
graphics
Geographics
Copyright © 2013 Xyte, Inc. All rights reserved. Confidential and Proprietary

2. Tested and Endorsed
“Xyte’s form of audience segmentation has the
potential of taking us far beyond demographics on
our profiling of television program audiences. Xyte
has the audience measurement of the future.”
David Poltrack
President of CBS Vision

3. Science of the Mind
“It is a new and disruptive way of identifying, measuring, and valuing people.”

4.  Thinking process
 Physiological
 Comfort zone
 Motivations
 Input preferences
 Retained memory
Cognofile
Differences

5. 5
Couch Potatoes Who
Watch the Most TV
Initiate Perform
2
Classify
1
Reliable
Operate Practical Implement
4
Organize
3
Perceive
15
Compose
16
Verbal
13
Clarify
Plan
14
Theory Analyze Conceptual

6. Perform Cognofile
Thinking process
• People oriented, gut-feel decisions, comfortable w/emotions
• Prefers quick rewards now, routine work, literal interpretation
• Input senses are touch and action, abstract concepts difficult
Messaging
• Explain in concrete and literal terms; give only one or two options
• Show how product can be worked into their routine
• Show immediate reward and how to feel good about self
• Provide lots of pictures; doesn’t like to read
• Use endorsements and authority figures to persuade
Buying Habits
• Will buy things for family and friends
• Enjoys “hunting and gathering”; touching and feeling the product
• Purchasing process should be fast and easy; to product home now
• More apt to shop “dollar stores” and Wal-Mart rather than Target
• Seeks payment plans for larger items since they aren’t big savers
• Impulse buyer, looking for a sale value, but not quality conscious

7. Analyze Cognofile
Thinking process
• Extroverted, enjoys social interaction, thinks out loud, aggressive
• “Thing” oriented, logical decision-maker, uncomfortable with emotions
• Results oriented, time and details are important, likes structured systems
• Future oriented for rewards, grey areas, opportunities; dislikes routine work
• Input senses are intuition about things and speaking
Messaging
• Provide quick results; pose a problem to solve
• Information best absorbed in a structure with logical reasoning and facts
• Unemotional in delivery; memories are held in sounds, words, visuals
• Often describes future implications
• Gives insights and analogies; compliments and praise
Buying habits
• Does not like to shop, so purchasing is a planned event
• Can work with a great deal of complex information to choose products
• May say “Ah ha!” meaning “I understand and hurry up”
• Proactive buyer who will shop for quality and name brand
• Pursues logical, results-oriented course of action

8. XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”
Why do they watch this program
 Like reality and the tangible concreteness
 Lives vicariously through the emotional
experiences of the contestants
 Enjoy routine work
 Believe in fate and luck
 Dislike change
 Live in the present
 Seek immediate rewards
Addressable advertising to this cluster:
 Blue collar/physical work for living/
conservative beer loving crowd
 Take the written word literally
 Life is “black and white”
 Simple, quick pleasures/rewards
 Shopping is a form of entertainment
 Slapstick humor
 Country music in the background
 Show how to physically use the product
 Be tangibly hands-on
 Depict emotional happiness
Initiate
5
Perform
4
Classify
8
Reliable
2
Operate
16
Practical
7
Implement
6
Organize
1
Perceive
3
Compose
11
Verbal
9
Clarify
13
Plan
14
Theory
12
Analyze
10
Conceptual
14

9. CBS Drama “CANE”
Promotion
“Father Knows Best” promo was
developed to attract the Body Row
Initiate
3
Perform
7
Classify
1
Reliable
12
Operate
16
Practical
15
Implement
5
Organize
9
Perceive
6
Compose
2
Verbal
4
Clarify
10
Plan
11
Theory
14
Analyze
8
Conceptual
13
Initiate
7
Perform
9
Classify
3
Reliable
8
Operate
1
Practical
5
Implement
4
Organize
10
Perceive
6
Compose
2
Verbal
11
Clarify
15
Plan
12
Theory
13
Analyze
14
Conceptual
16
“Young Cast” promo was developed
to attract the Hand Row

10. Xyte’s Cognographics™
Benefits:
 “Who does what and why”
 Tailored, personalized advertising
 Across multiple media platforms
 Single source data
 Loyalty card data proves ROI
 Predictive regression analysis
 Track entire campaign
 Optimizes media

11. Xyte can be applied to any product category
and will be a totally disruptive innovation that
will overhaul the ad business … leap-frog
jumps closer to being in touch with the minds
and hearts of the audience/consumers/people
Xyte’s Cognographics™