Big Data means big opportunity for CPG marketers

1. The Digital Marketing Management Platform for CPG Marketing Big Data means big opportunity for CPG marketers The marketer’s digital tool kit has evolved. Robust audience data, engaging experiences, multiple screens, and the sheer amount of information consumed online mean the influence of digital marketing on consumer choice is compounding. Marketers’ needs have followed suit – they’re craving an approach that transforms data overload into strategic action, that supports consumer-centric brand experiences, that drives performance in national and local markets and across channels, that increases the ROI on their entire digital strategy. To achieve more success, marketers need a partner with a proven track record of understanding the fundamental and unique needs of CPG marketers. “DataXu has accomplished something unique with DX3 – managing the lifecycle of digital marketing in one centralized platform.” - Jonah Spegman, Director of Digital Media & Database Marketing DataXu delivers on the next generation of digital marketing December 2011 Forrester Research Inc. report: “The Forrester Wave™: Demand-Side Platforms, Q4 2011” has recognized DataXu as a Leader with the number 1 ranked current offering. 1st and 3rd Party Data CRM Data Offline Purchase Data DMP Features Premium & RTB Media Endemic Site Media Social, Mobile& Video Global, National, Local Media Plan Reports Customer Intelligence Audience Insights Custom Views and Metrics In Store Sales Brand-Building Shopper Marketing Custom Retargeting Rich Ad Experiences CRM

2. What can your brand achieve with DataXu? What can DataXudo for your marketing organization? Influence your target audience • Many packaged-foods brands have identified their highest-value customer segments and look to drive deep shifts in awareness in these segments to gain a competitive edge. • One such customer leveraged DX Brand to drive awareness in four key demographic segments, of varied sizes, totaling ~60MM unique consumers. • The result : 16 - 23% boost in awareness per segment. • Fulfill your reach objectives against your target consumer segments • Boost ROI with efficient 1st and 3rd party data management • Implement controlled test & learn to inform more productive spend • Boost Shopper Marketing with hyper-local scale • Drive more brand lift or direct response • Extend engagement via site retargeting • Optimize impact with message sequencing • Extend influence with cross-channel messaging • Extend upsell and cross-sell • Reduce fragmentation, and TCO across your entire digital media plan • Increase intelligence with a fluid, 360-degree customer view • Consume intelligence via insights and reporting, across full media plan • Find global efficiency with local expertise Drive engagement with your brand • Certain CPG products lend themselves to high-value, web-based content – like tips, recipes, or games. In these cases, marketers need to drive traffic to this content. A major cereal brand came to DataXu with the objective of driving targeted traffic to the game content on their website. The brand leveraged DataXu click optimization to do just that. The results were powerful: 4x lift in CTR vs. Baseline. Streamline Shopper Marketing • Brand-Retailer partnerships are a cornerstone of CPG marketing. Implementing an efficient digital strategy in the space extends impact. • Leveraging DX3’s unique feature set, brands have run hundreds of locally-targeted, locally-customized campaigns across video, display, mobile and social. Reach hundreds of zip-code level audiences at scale; manage creative and targeting for regionally relevant, co-branded messages. Measure in-store sales For products not purchased online, measuring the impact of advertising on sales is a challenge. To obtain a better understanding of ROI, one packaged foods brand used DX3 audience tools to map offline purchase data to online cookie data. They were able to measure the impact of their campaign on the ultimate KPI: Sales. DataXu platform optimization drove a 15% increase in sales plus a 60% reduction in media costs.