Advancing the Science of Decision-Making TM Presented to: MRIA, Toronto Chapter

1. Advancing the Science of Decision-Making TMPresented to: MRIA, Toronto Chapter May 29, 2007 Ryan Ghaeli, Account Manager, Automotive Division

2. AGENDA • Introduction to Consumer-Created-Content (CCC) • Why does it matter? • The BrandIntel approach • Lessons Learned • 3 ideas & their implications • Case Study • Mining CCC for new understanding • About BrandIntel • History and background

3. Introduction to CCC

4. The Speed & Pervasiveness of Word of Mouth • Wireless text messages worked when telephones did not after the 2005 London subway bombing • Cell phone cameras used as citizen journalism • Pervasiveness of WOM, the Internet (blogs, discussion forums, etc.) and other technology used to spread the news quickly – faster than traditional media outlets • Cannot be ignored London’s Subway Bombing RS

5. Word of Mouth/Consumer-created Content Landscape • Today about two-thirds of all economic activity in the US is influenced by shared opinions about a product, brand or service (McKinsey Consulting) • Nearly 70 percent of the digital universe will be generated by individuals by 2010 (IDC) • 50 percent of U.S. marketers are already using WOM in their program mix, and an additional 21 percent are planning to use it (Osterman Research/Boldmouth.com) • 48 million Internet users have posted content to over 50 million blog sites available in the blogosphere. (mediapost.com) • Each post is read by an estimated 9 to 20 internet users who do not post comments • Credibility of Consumer-created Content (CcC): • 71% find CcC credible • 73% find expert advice credible • 35% find information from the brands credible

7. Measuring Consumer Created Content

8. Modeling the Consumer Experience

9. # of search hits — 4,242,555 (Raw Results) 1,002,676 pages (Unique Results) 66,449 pages (Relevant Results) 3,921 pages # of relevant categorization records — 8,278 Consumer Insights Database A B C D BrandIntel Data Funnel (Human‑filtered Results)

10. Data Reliability – Context Gives True Meaning Technology Human Contextualization Example 1: “I need a great deal on a laptop, but that laptop you recommended was a great deal of money.” Example 2: “That car was a boomin’ ride, it was real bad, I’m telling you!” Example 3: “BrandX drug I’ve been researching looks promising for temporary relief, but I just don’t know.” Example 1: “I need a great deal on a laptop, but that laptop you recommended was a great deal of money.” Example 2: “That car was a boomin’ ride, it was realbad, I’m telling you!” Example 3: “BrandX drug I’ve been researching looks promising for temporary relief, but I just don’t know.” Only with human contextualization of content can you understand what consumers are really saying about your brand

11. Lessons Learned

12. Keys to Understanding • Discussion is Volatile • Winners Have Things in Common • Community is Key

13. Discussion is Volatile • Internet discussion is very sensitive to NEWS: • New product launches • Rumors • Related personalities in the news • FDA approval for drugs • Screenshots for video games • Trailers for movies & games • Concept vehicles at car shows • Just like advertising, effectiveness is about decay rate(even when the “news” is bad)

14. Volatility – Sustained Discussion, Decay & Build Source: BrandIntel data

15. Winners Have Things In Common • There are common patterns to healthy – and unhealthy – discussion • Discussion volume matters, but so does Topic (attributes) and Sentiment • The challenge is to get consumers talking about the right things in the right ways • NORMS are a necessary ingredient for telling good from bad • Topic and Sentiment are very specific to market

16. The Right Discussion Mix Source: BrandIntel data

17. The Right Sentiment Source: BrandIntel data

18. Community is Key • Different communities exist online… • Gamers • Patients (many communities for many conditions) • Vehicle enthusiasts • Technology enthusiasts • TV show/movie fans • Community importance to your brand is not created equal • Different communities have different perceptions, needs and relevance • Understanding these differences helps you target the right messages to the right audiences

19. Community Case Study:Off-Road Vehicle Enthusiasts

20. CASE STUDY: Off-Road Community Engagement • Challenge • Weak off-road perception • Solution: • With the OEM’s advertising agency, we identified opportunities for interactive content placement within key influential forums.

21. CASE STUDY: Off-Road Community Engagement Discussion Share

22. CASE STUDY: Off-Road Community Engagement • Results:

23. Summary

24. In Summary: Analyzing Consumer Discussion for Marketing Planning • New Tools to leverage the Internet • New ways to measure and understand consumer attitudes and behaviour toward brands. • Provides validation of: • Current market position • Effectiveness of marketing messaging • Engagement of intended community and audience • Provides new insight into: • Drivers for the market by individual community • Who is engaged and why • What is influencing the community that you don’t know about • Customer connectivity: • Understand, interact, influence and build a closer connection with your customers

25. About BrandIntel

26. About BrandIntel • A Brandimensions Group company • Incorporated in 2001, based in Mississauga • Leading search technology combined with 400+ Human Data Taggers • World’s top 5 largest SQL Server Database - processing time exceeds NASDAQ • Database of 242M web domains, 9B web pages, 70B web links • Microsoft 2006 Global Partner Winner “High Performance Computing” • 2006 Media: Red Herring, AdAge, MediaWeek, Hollywood Reporter, BusinessWeek • Industry Focus: Automotive, Media, Life Sciences, Capital Markets #1 in Customer Satisfaction – Forrester Research

27. Questions/Discussion