1. Presented by: QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD Bryan Gildenberg Chief Knowledge Officer

2. © Copyright 2012 Kantar Retail THOUGHT FOR THE DAY… When I set a glass prism on a windowsill and allow the sun to flood through it, a spectrum of colors dances on the floor. What we call "white" is a rainbow of colored rays packed into a small space. The prism sets them free. – Novelist, Diane Ackerman 2

3. © Copyright 2012 Kantar Retail Drivers of Marketplace Change Can Be Separated Into 3 Families… 3 sls/d/Other Consults/BG/2012 yef opening speech 112012 Technology ShopperMacro …And Each One Of These Can Be Distilled To One Word

4. © Copyright 2012 Kantar Retail GLOBAL MARKET DYNAMICS TO 2018: The Walls Of The Prism… 4 Connected Polarized Volatile Seamless PersonalDynamic Portable TargetedAgile

5. © Copyright 2012 Kantar Retail NOT ONLY ARE STRATEGIES TO REDUCE VOLATILITY INEFFECTIVE IN TIMES OF UNCERTAINTY… 5 VolatilityUncertainty External Internal In a high growth environment large companies valued predictability over incremental upside Massive integrated ERPs and asset streamlining focused businesses on areas of relatively high predictability Polarization and Economic Volatility Create More Uncertainty Steps taken in 1 and 2 reduce ability to respond to uncertainty, causing more volatility 1 1 2 2 4 4 3 3 …In aggregate, they may be systematically increasing volatility!

6. © Copyright 2012 Kantar Retail RETAIL POLARIZATION: FORMAT POSITIONING 6 Desire To Pay Ability To Pay Up Down Willie Sutton Robin Hood Ladder Up Ladder Down A Simple Way To Frame A Polarized World…

7. © Copyright 2012 Kantar Retail Targeted 2014: THE POLARIZATION PRISM WALL 7 Our People Are Our Data Is Our Measures Are Our Work Is The CEO says we will be… VPs/Directors are responsible for the inherent tradeoff between… The People That Do The Work (including all of the above!) need… FocusedResponsive Analytics Comfortable Granular but Contextual Incenting Aggregation of Opportunity More Customized and Less Standard

8. © Copyright 2012 Kantar Retail 2018: THE POLARIZATION PRISM WALL 8 The CEO says we will be… VPs/Directors are responsible for the inherent tradeoff between… The People That Do The Work (including all of the above!) need… Personal Our People Are Our Data Is Our Measures Are Our Work Is IndividualScalable Working together to create great stories from analytics A River Of Big Data + Lakes Of Base Data Focus On Opportunity Scale, Not Operating Scale Big Analysis That Goes Across Disciplines