SymphonyIRI Group is the global leader in innovative solutions and services for driving revenue and profit growth in consumer packaged goods (CPG), retail and healthcare companies. SymphonyIRI’s New Media Solutions practice provides CPG marketers and retailers the ability to target digital media more effectively and efficiently, and quantify the effects of online advertising. It's solutions enable marketers to: • Optimize interactive campaigns using offline consumer purchase-based targeting • Measure offline/in-store sales impact of interactive campaigns • Quantify the Return on digital media spending

1. Overview of SymphonyIRI Digital Capabilities
2012
1 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

2. Our unique capabilities power your digital marketing efforts in
three areas
1 2 3
Media tracking/delivery/
Targeting Measuring ROI
optimization
• How can we better target digital • Did the campaign reach the • What type of sales impact
Key issues media to find high opportunity intended audience? (dollar/volume) was achieved
consumers? through the digital campaigns?
• What content is most relevant to
• How can we reach hard to find my target? • Was there an increase in brand
consumer segments? penetration or the % of repeat
• What creative is more impactful? buyers?
• Rich repository of disaggregated • ‘Course correct’ and optimize • Deliver granular campaign ROI
Why panel and POS data, campaigns based on actual based on actual offline purchase
SymphonyIRI? proprietary segmentation and purchase behavior, not metrics behavior
predictive modeling -- like clicks
essential to target effectively • Robust industry benchmarks,
covering multiple digital
• Our knowledge of your business platforms: display, search, video
issues and category dynamics and social
• Campaign scale via our large
and integrated media partner
base
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3. Highly Integrated and Differentiated Partner Ecosystem
Targeting & ROI Media Measurement
Solutions & ROI Linkage
Shopper targeting and sales
lift analysis
Geo-targeting and ROI solutions • Brand attitudinal impact linked to offline sales
• eCommerce measurement as complement to
offline sales
Behavioral Targeting for Demand Side Platforms, data exchanges Social Media
Brand attitudinal studies linked to
and ad network that links back to offline sales Monitoring & offline sales lift
Analytics
Increasing effectiveness of Evaluation of WOM campaigns
online video using look-alike through match market testing
models
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4. 1
Targeting Purchase based targeting helps find high opportunity
consumers and high opportunity geographies
Potential Consumer Segments
• Purchase Segmentation: Heavy brand buyers/loyalists/switchers
• Shopper Segmentation: Buyers that spend over 50% of their CPG purchases at retailers
• Lifestyle segmentation: Buyers of organic food, buyers of ‘natural’ foods, etc.
• Others: Coupon users, Private label buyers
Potential Geo-Segments
High Opportunity geographies: Characterized by specific demographics, store density and buying
propensity
How we deliver? Via an Ecosystem of Media Partnerships and SIG content
Through our partnerships, we are able to target these prospects online and provide scale to digital campaigns
Results
– Increase effectiveness of current digital media campaigns by 2X in many cases
– Increase reach potential
– Optimize creative messaging based on segments (e.g., coupon message to induce trial amongst switchers)
4 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

5. 1
Targeting
Targeting Process is Seamless and Efficient
Media Partner places tag on SymphonyIRI is able to identify high
SymphonyIRI Consumer Network Media Partner and SymphonyIRI
opportunity consumer groups based
panelists’ site build targeted look-a-like models
on purchase behavior, demographics
based on digital and shopper
and attitudinal information
target
Non-Exposed Exposed
$2.50
$2.00
Buying Rate
Media Partner launches SymphonyIRI collects offline SymphonyIRI analyzes in-store ROI
targeted campaign, purchase information and volume lift metrics
optimizes and manages
media for CPG marketer.
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6. 1
Targeting Case Study: Late category entry finds new buyers for
new brand
Context
– Long-standing food client introduced a product extension within a very popular, health-oriented
category. Objective: increase HH penetration without cannibalizing sales within the brand portfolio.
Solution
– In order to find new brand buyers with a high-propensity to purchase, SIG team leveraged panel
household purchase information from the following:
• Similar products by competitive brands
• Products with similar properties within the focus brand
• Products with similar properties among competitors
– SIG and the media partner used the above purchase-based targeting and an ROI study in order to
measure the brand penetration and prove the efficacy of digital advertising.
Results
1.50
$0.35
1.15
$0.27 5.2%
4.9%
Dollars/Household Occasions Penetration
Non -Exposed Cell Exposed Cell
30% increase in the average dollar 30% increase in occasions among 6% increase in the household
spend per exposed buying exposed buying households penetration
household
6 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Results masked to maintain client confidentiality

7. 1
Targeting Unique Brand Activation & Measurement Solution
with AOL - ShopLift
AOL and SIG’s ShopperLIFT is a turnkey solution to activate brick and mortar store sales in
a given marketing territory by leveraging POS data collected by SymphonyIRI Group from
over 70,000 stores nationally, representing 95% of items sold at the UPC level.
Target consumers in DMAs and custom micro-markets
(zips) where your brand is lagging compared to the
category based on POS data
Eliminate wasted impressions using Advanced
Modeled Audience and SIG consumer data
Measure to see if campaign successfully
accomplishes a directional increase in sales
7 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

8. 2
Optimization Optimize your digital campaign by ensuring you are
reaching the target
Analyze the reach difference between exposed and Determine buying habits of exposed households by
total audience publisher
Audience Reach Profile
Audience Publisher1 Publisher2 Publisher3
70%
60% Heavy Brand X 150 80 190
50% 45% Light-Medium Brand
120 90 100
40% X (loyal)
30% Light-Medium Brand
22% 120 100 90
20% 15% X (mix)
8% 10%
10% Competitive Brand
70 110 110
Set
0%
Heavy Brand X Light-Medium Light-Medium Competitive Non-Category Non-Category Buyer 50 108 50
Brand X (loyal) Brand X (mix) Brand Set User
If the strategy is to target brand buyers, heavy-up
publishers 1 and 3
Exposed Total
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9. 3
ROI Measure Granular Offline Results to Provide Valuable
Media Insights
What was the in-store ROI for Did the digital campaign cause Did the campaign induce trial
digital advertising? a category share shift? among new users?
$2.38
What type of content delivered the How did the campaign perform What is the expected long-term
best sales results? Health and relative to the industry? Impact of this campaign?
Wellness or General Content?
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10. 3
ROI
Digital ROI benchmarks provide additional insight
MAX Vertical: Campaign Size: Brand Penetration: Purchase Cycle:
Digital Food Products 75MM+ impressions 30%+ <70 days
$4.21* $3.61 $4.21 $3.61 $3.61
Average
Average $1.93
Average Average
Average $1.70
$1.62 $1.69
$1.34
$0.48 $0.48 $0.48 $0.60 $0.70
MIN
Approximately 82% of all campaigns analyzed had an ROI >$1.00
* Denotes revenue generated through advertising for every dollar spent
10 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

11. 3
ROI Determine impact of your retail campaign using geo-
experiments
Post geo-targeted campaign, understand
how the consumer reacted to the push
messaging within the markets that
received special consideration
Select control markets that align to test Control
Test
Control
markets based on
• Brand / Category Development
• Sales behavior in the markets Test
Project the lift in the test geographies to
total US
Brand X Analysis
• Sales of Brand X increased 10% in the 10 test markets as a result of
the digital campaign
Average Weekly Volume/$MM ACV
80% Confidence Interval
Brand X Sales Lift 16%
14%
12%
10% 12%
10%
10%
8%
8%
6%
15%
6%
4% 4%
10%
2% 2% 4%
0% 0%
Lower Best Upper
Bound Estimate Bound
ANCOVA methodology Brand Analysis illustrates campaign
“balances the playing field” impact within test areas
11 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

12. 3
ROI Case Study: Search is effective in driving in-stores
sales for a legacy brand
• Context
– Pepsi team wanted to understand consumer linkage of the
brand with FOX Network’s The X Factor as well as halo from
Blue to Max and Diet Pepsi
• Approach
– Develop tiered search coverage in key markets specifically
for Pepsi Blue to determine advertising effectiveness
• Test Cell 1: Denver, 80-100% SOV
• Test Cell 2: Salt Lake City, 50-60% SOV
• Test Cell 3: Las Vegas, ~20% SOV
Halo Effect for Diet Pepsi
• Control Cell : Philadelphia – Dark
100% 1.4% 1.5%
1.4
• Results 90%
80%
1.4% 1.2%
1.2
80% 1.3%
1.0%
– Highest SOV yielded greatest sales lift 70%
80%
1.2%
60%
1.0
60% 1.1%
0.8
• 1.4% - 6.3% vs. control 50% 60% 1.0%
0.6
– Max and Diet Pepsi experienced a positive impact from 40%
30%
0.9%
0.4
20%
20%
Pepsi Blue messaging halo 20% 0.7%
0.2
10%
S
• 1% - 4.5% vs. control 0%
0.0
0.5%
Denver SLC Las Vegas
Denver SLC Las Vegas
12 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

13. 3
ROI Understand the impact of social media (paid &
earned)
• In working with various social media monitoring companies, we see the impact of
varied, consumer-generated online chatter on your brand as well as the competition
• Identify key geographies to understand how consumers really react to your message where
it counts… in store.
3500 Social 25,000,000 Predicted
Media Forward
3000
Impact $$ Impact
20,000,000
2500 Neutral
15,000,000 Mixed
2000
Negative
1500 Positive
10,000,000
Dollar Sales
1000
Brand X w/o Activity
5,000,000
500 Competitor
0 0
Aug '10 Sept Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May Jun '11 Jul '11
'10 '11
13 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Sales lift based on recent case study

14. APPENDIX
14 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

15. Framework for digital media evaluation
Evolving mix models to incorporate
Cross-channel allocation digital channels
• Media Mix Modeling
•Ensuring access to granular data
In-Channel optimization •Creating more variability in digital media
•Incorporating paid, owned and earned
• Digital ROI analysis
•Reach/Frequency curves don’t always hold
• Digital testing
in digital
•Clearly differentiate between primary and secondary metrics
•Learning Agenda needs to be address primary metric
Consumer Delivery Interaction Brand Sales Advocacy Metrics
Journey Metrics Metrics Metrics Impact (Secondary)
(Secondary) (Secondary) (Primary) Metrics
(Primary)
Metric Impressions, Clicks, Video Brand recall, ROI, Retweets, Posts,
Reach, views, View Association, Penetration, Comments
Frequency plays, Leads Purchase Occasions (Positive/negative),
generated, Intent Likes
Coupon
downloads
15 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.