ListenLogic Solution Overview

© 2013 ListenLogic LLC CONFIDENTIAL
June 2013
Social Business Intelligence
Capabilities Presentation

About ListenLogic
2
Clients
We provide analytics solutions to the largest
consumer packaged goods, financial services,
food, communications, entertainment and
pharmaceutical companies.
Company Background
ListenLogic is the social big data analytics
company helping the world‟s largest enterprises
translate millions of daily digital public online
consumer conversations on blogs, forums, social
networks, mainstream news and multi-media
sites into business intelligence to manage risk,
enhance revenue and drive innovation.
Recent Publications: 2013
Social Business Intelligence: Reducing
Risk, Building Brands & Driving Growth with
Social Media. Learn how advanced social
intelligence can strategically protect, grow
and innovate your business with this book,
called “a must read for any business
executive.”
Avoiding #FAIL: Mitigating risk, managing
threats and protecting your business in the
age of social media. A survey of the many
pitfalls brands face on social media. Learn
from the recent blunders and successes of
companies in order to take the right actions
when a crisis comes. Coming May 2013.

Enterprise Social Business Intelligence
• The most powerful and complete social intelligence solution
• Deep domain expertise in risk across multiple industries
• Industry pioneer with proven methodologies
3
Risk & Reputation
Intelligence
Strategic Discovery
& Insights
Visual Analytics

Business Intelligence Center
4

Strategic Discovery & Insights
5
Strategic Discovery &
Insights provide deep
discovery and baseline
insight into:
• Consumer Attitudes
• Behaviors
• Segmentation
• Interests
• Path to Purchase
• Patient Journey
• Themes
• Brands
• Markets
• Competitors
• Influencers
Influencer Mapping
Topic Co-Presence Thematic Analysis
Path to Purchase

Visual Analytics
6
Visual analytics
measure and track KPIs
and identify early trends,
shifts, breakouts and
tipping points.
Real-time dashboard
analytics provide insight
into corporate, brand
and risk issues.

Risk & Reputation Intelligence
7
Risk & Reputation Intelligence
consists of Risk Discovery &
Insights, Real-Time Intelligence,
and Risk Visual Analytics
solutions to identify and report
risks and threats related to:
• Real-Time Media Analysis
• Executive Leadership
• Financial and Investment
• Regulatory Issues
• Safety and Security
• Legal Matters
• Labor Issues
• Consumer Affairs
• Product Issues
• Competitor Activities
• Activist Actions
• Influencer Actions
Risk Discovery & Insights
Risk Visual Analytics
Issue: Google Fiber TV and 1 Gbps Internet service launches in Kansas
City
Google Fiber TV service offers dozens of channels, will reportedly not include:
"AMC, HBO, and ESPN...other Disney- and Time Warner-owned channels
aren't showing up either"
Google Fiber comes with a 2TB DVR, 1TB Google Drive storage, free Nexus
7 tablet for a remote
Sources discuss Google's plan to provide services similar to "TV Everywhere"
Google's blog indicates free 5 Mbps Internet, $70/mo for 1 Gbps, $120/mo for
Internet and TV
Social media volume: High, over 10,000 in the past since 1:30 PM
Sources:
NYT (blog): http://bits.blogs.nytimes.com/2012/07/26/google-unveils-
superfast-internet-in-kansas-city-mo/
TechCrunch: http://techcrunch.com/
Real-Time Intelligence

© 2013 ListenLogic LLC CONFIDENTIAL 8
Proprietary Models, Processes & People
PERPETUAL
LICENSE
PERSPECTIVE MODELS / FEATURES MODELS / SEGMENT MODELS
REAL-TIME
RISK & REPUTATION
INTELLIGENCE MODELS
STRATEGIC
RISK DISCOVERY
& INSIGHTS
VISUAL
RISK ANALYTICS
MODELS
PROPRIETARY
MODELS
REAL-TIME
RISK INTELLIGENCE
ANALYSTS
STRATEGIC
RISK DISCOVERY &
INSIGHTS ANALYSTS
VISUAL
ANALYTICS
ANALYSTS
ANALYSTS
PATENT
PENDING IP
DOMAIN
EXPERTISE
Big Data Analytics, Big Data Discovery, Streaming Big Data Analytics,
Big Data Storage Platforms
ListenLogic combines proprietary models, deep vertical expertise and processes to deliver
the enterprise standard for social business intelligence:
By AKUDA LABS

Keywords: Ford, Buil ordtough
Mustang
Flex
Focus
F150
Fseries
Fiesta
Super Duty
Explorer
Edge
Expedition
Sport-trac
Ranger
Escort
Supercrew
Car
Vehicle
2500
Truck
Drive
Driven
Drove
Van
Hybrid
Diesel
Auto
Automobile
Foundation
Selling
President
Sale
Gerald
Inventory
AND
OR
But NOT
Result: BUZZ 90% noise / 10% signal
Revolutionary Concept Modeling Approach
Keyword systems present 90% noise, ListenLogic‟s conceptual modeling
technology collects 90% more data while filtering out 90% of the noise:
9
500MM
posts / day
6000 / sec
Industry Standard
Simplistic Linear
Boolean Keywords
10 MILLISECONDS
ListenLogic Multi-Dimensional Filtering
Networks and Classifiers
(6,000 posts / sec x 160,000 SCOPS = 1B SCOPS)
Result: 90% signal / 10% noise
Noise: 90%
Signal: 10%
0%
100%
QUESTION:
“Who is
discussing the
specific claim?”
0%
100%
Signal: 90%
Noise: 10%

Conceptual Models: Not Boolean
ListenLogic uses conceptual models, not Boolean, to collect more
relevant data and filter out irrelevant posts.

We Use Regular Expressions, Not Boolean

Proprietary Patent-Pending
Multidimensional Model Library
12
Risk & Reputation Intelligence Strategic Discovery & Insights Visual Analytics
Features, Segments and Perspectives
© 2013 ListenLogic LLC, Confidential, Patent Pending

• Social Risk Assessment
• Develop action plan
• Conduct initial deep
discovery & insights
• Perform periodic deep
discovery updates
• Real-Time analytics
dashboards
• Periodic visual analytics
updates on risk issues
• Dedicated manned real-time
risk intelligence desk
• Conduct stakeholder
interviews
• Identify reputation risks
• Confirm goals, objectives,
success metrics
• Determine Real-Time needs
for Dashboards, Real-Time
Alerts, Periodic Tracking
• Develop action plan
Social Intelligence Deliverables
Phase I: Strategy Phase II: Risk & Reputation Intelligence
13
Assessment
Risk Discovery
& Insights
Risk Visual Analytics Real-Time Intelligence

CASE STUDIES
Social Business Intelligence
14

Social Landscape Analysis Report (SoLAR™)
Deep insight into the category. Analytics, Personas,
Consumer Journey, Topics, Influencers and Unmet Needs:
Analy cs Personas Path-to-Purchase Topics
Demographics Opinion Leaders Unmet NeedsQualita ve Insight

22
BRAND ADDICTS
All Ages
GEEKS
Age 24 to 50
CONVERTS
Age 30 to 45
CROWD FOLLOWERS
All Ages
≈16% of posts are made by consumers not directly associated with one of these profiles. NOTE: The average range in non-healthcare studies of users that fit within a
dominant group is 55%-to-75%.
TECH-CHALLENGED
Age 35 to 60
37%
18%
14%
9%
6%
icProfile™ Consumer Groups
5 main persona groups dominate the Apple Universe.

17
icProfile™ Persona Analysis
Key Behavioral Observations Key Needs
• Students dominate this segment1 and discuss needing to
take Vitamin C in order to experience adequate energy
levels
• Gummies are popular among all Energy Seekers, with
nearly 850 posts referencing having to “slow down”
because they taste so good; They are “big people candy”
• Forums are full of Energy Seekers across the social
universe and are most popular for users to connect on
neighborly levels; Captured posts revealed that
references to supplements are “matter of fact” citations
and come across as being very nonchalant
Energy Seekers
All Ages
38.7% SOV*
187,909 posts
• Determining the best combination of foods (meal
planning) and supplements in order to keep up with a
demanding schedule including both work and play
• Frustrations arise over understanding what each
mineral/vitamin actually provides and how it works to
supply energy
“Energy Seekers” discuss the daily grind and the need
to make it through the day. Their participation in
nutrition discussions reveals their need to maintain
energy to stay alert during social activities.
Priorities:
Nice-to-know:
• ≈700 posts reference blended beverages or shakes as a
means of obtaining quick meals; 31% of these posts find
energy “shots” to be too synthetic
• ≈1,100 posts demonstrate an affinity for new flavors and
food combinations; This always-on-the-go crowd makes
time to prepare meals
*Percentage SOV taken from occurrence among the 4 identified groups. 1Study conducted during common final exam period.

icJourney™ Purchase Path
Consumers are most active online during the “Consider Buying” stage
The icJourney™ is ListenLogic‟s method of categorizing posts made during an identifiable stage along the purchase path.
During the analysis period, approximately 288,000 posts were able to be connected with an identifiable stage across the
purchase path. Brand volume is negligible across the Purchase Path.
18
**Brand posts are plotted on secondary axis**
n=288,092 during May 2012

Path to Purchase Journey: Automotive
The continuum includes three stages of consumer conversations:
those indicating that they are actively shopping, current owners
and those generally commenting on brands and models.
N=217,900
“Before I
buy, does
this sound
like a „deal‟?
Experience is the key topic for the shopper as well as the owner.
Comments on
brand reputation
Discuss
modifications
Solicit feedback
(price,
experience,
quality)
Announce
intentions to
buy / reason
3%
14%
3%
8%
11%
Announc
e
intentions
to
buy/sell &
reasonLifestyle
stories;
milestones
Car Shopper
23%
Car Owner
52%
"Other”
15%
12%
19%
10%
7%
Announce
purchase &
share details
Comment
on
marketing &
promo
Review of
features,
benefits/cost
& reliability
7%6%
Narrow options;
Ask for ideas
„where‟ to buy
9%
Critique
new
models

20
Share of Voice – Beverage Type
Obesity conversations fall into three categories: 1) Comorbidities, 2) Lifestyle, and 3) Public
Health. The following shows the perspective of our Beverage and Sugar/Sweetener analysis
within the landscape of all obesity discussion:
Lifestyle
Public
Health
Comorbidities

21
Relational Organic Themes
The following thematic co-presence analysis shows that consumer opinion on Weight Gain is
strongly correlated with Personal Responsibility and drinking Water as a Replacement.
Surprisingly, there is not a strong correlation between Calories and Portion Size.

“Thinking About Cancelling”
Of consumers „thinking about cancelling‟* their service, a competitor‟s deal was
referenced in 22% of the conversations. Budgeting dropped below 30% for the
first time since May.
22
May Jun Jul Aug Sep
N=2,000

Consumer Emotion
Journey Stage Attitude Analysis
Recently Diagnosed
Continuing Treatment
Former / Remission
Progression
= strong association = average association = weak association

Influencer Mapping
Industry Activist Mapping & Tracking
Industry Issue: January 21, 2013
The beverage industry is under constant attack from a
wide array of activists targeting a myriad of issues
ranging from portion size and sugars to caffeine and
obesity.
Course of Action: January 21, 2013
ListenLogic identifies individual activists targeting client
and the beverage industry. ListenLogic Analysts then
proceed to map the extensive, unapparent relationship
between the activists revealing an extensive hidden
network. ListenLogic then conducts a regular extensive
industry report for client.
Known Results: Gains Strategic Insight
Client reviews the report and uses it to devise their
strategic course of action around each issue providing
a visibility to the activist network they have never had
the benefit of before.

Facility Threat
Occupy Headquarters Sit-In Averted
Detected Threat: October 22, 2011, 2:40 pm ET
ListenLogic‟s Pulsar platform detects social discussions on
a potential occupy event, possibly a protest, that is to take
place “in the lobby” of client headquarters.
Course of Action: October 22, 2011, 2:44 pm ET
ListenLogic‟s Intelligence Center immediately investigates
source and identifies link to an Occupy Movement group.
ListenLogic immediately notifies client of the potential
threat, continuing to actively monitor activity.
Known Result: November 2, 2011, 3;00 pm ET
ListenLogic notification to client Security and Corporate
Communication Teams facilitates security measures for the
facility and development of a proactive response. Client
Security notifies authorities. On November 2 at 3:00 pm ET,
protestors approach the Client HQ lobby and are met by
Client Security and Philadelphia Police who disband the
protests with some isolated arrests.

Contact Us
26
Kevin Glacken
EVP of Sales
kglacken@listenlogic.com
215.283.6393 ext 101

ListenLogic Solution Overview

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