The Leader in Software Value Management Page 1 of 40 Daniel Greenberg VP Worldwide Marketing Macrovision Integrating Market Research into the Full Marketing Mix

The Leader in Software Value Management Page 2 of 40 MACROVISION BACKGROUND NASDAQ: MVSN; founded 1983 Industry standard in software for installations & licensing Software deployed on more than 500 million desktops worldwide $150M+ revenues; profitable 34Qs in a row

The Leader in Software Value Management Page 3 of 40 PHILOSOPHY Research is a means to an end, not an end in and of itself “Customer centricity” means incorporating customer feedback into everything that touches a customer Research is a means to an end, not an end in and of itself “Customer centricity” means incorporating customer feedback into everything that touches a customer

The Leader in Software Value Management Page 4 of 40 RESEARCH SHOULD INFORM ALL STAGES OF THE MARKETING CONTINUUM Qualitative Research Quantitative Research MRD PRD UI Mockup Usability Testing Beta Test Pricing Collateral Sales Training Public Relations General Availability Advertising Direct Marketing ROI Analysis Customer Feedback Product Management Marketing Communications

The Leader in Software Value Management Page 5 of 40 AGENDA Background Diagnostics Decisions Tools

The Leader in Software Value Management Page 6 of 40 Product AProduct BProduct CProduct DProduct E MARKET Growing MarketW-Flat/M-GroFlatIncreasing Level of PenetrationW-Hi/M-LowLow Competitive PositionStrong Neutral PRODUCT PricingOK Feature SetHigh Value AverageLow Value Quality/BugsAverage High SALES & MARKETING Aware./Brand EquityW-Hi/M-LowLow – 15%Low Volume of Leads/RepW-Ad./M-LowLowAdequate Low Sales ToolsAverageHigh ValueAdequateInadequate Channel StrengthStrongWeak AverageWeak Q4 STRATEGIC BAROMETER COMPANY X PRODUCTS NEWMATUREMATURITY

The Leader in Software Value Management Page 7 of 40 Q3-Q4 TACTICAL BAROMETER COMPANY X PRODUCTS Product AProduct BProduct CProduct DProduct E SALES Sales CycleFlatLongFlat Longer Rep ProductivityDecreasingIncreasingFlat Decreasing Channel Devmt.ImprovingLowFlatIncreasing MARKETING Leads/repDecreasingIncreasingFlatDecreasedIncreasing SUPPORT Days openIncreasingDecliningFlat # of InquiriesIncreasingFlat ProductivityFlatIncreasingUnknownFlatDecreasing FINANCIALS $ BookingsSlightly upDecliningGoodFlatIncreasing UnitsDeclining Flat Down $ MaintenanceFlat Down Direct Prod. ProfitFlat ImprovingFlat

The Leader in Software Value Management Page 8 of 40 Key Metrics - Marketing CategoryMetricSourceFrequency Awareness, Preference, & Thought Leadership % Aware & % Prefer Commissioned tracking study Annual # of Articles placed PR agencyMonthly # of Speaking opps PR agencyMonthly # of Unique visitors to website WebtrendsMonthly Leads#of Qualified leads per rep CRM systemMonthly $ Cost per lead Marketing systemQuarterly $ Cost per sale CRM systemQuarterly Sales Cycle Length Avg time between oppty & close CRM systemQuarterly Avg Selling Price$ ASP by product line Financial reporting system Quarterly Expenses$ Variance from budget Financial reporting system Monthly

The Leader in Software Value Management Page 9 of 40 CategoryMetricSourceFrequency External Customer Satisfaction Tracking study Survey with customers Annual Lost BusinessTracking study Survey with lost prospects Quarterly Internal Customer Satisfaction Salesforce satisfaction 57%Quarterly Leads per rep Survey with salesforce Quarterly Collateral (literature, ppts, website) Survey with salesforce Quarterly Awareness Survey with salesforce Quarterly Product Lifecycle Deliverables Completion of PRDs/MRD’s on time CRM systemQuarterly Launch products on time Financial reporting system Quarterly Key Metrics - Marketing

The Leader in Software Value Management Page 10 of 40 SALESFORCE SATISFACTION

The Leader in Software Value Management Page 11 of 40 SALESFORCE SATISFACTION

The Leader in Software Value Management Page 12 of 40 AGENDA Background Diagnostics Decisions – Product Development – Pricing – Promotion – Channel/Sales Support – Team Tools

The Leader in Software Value Management Page 13 of 40 Customer driven feature prioritization Definitely Would Buy> <Definitely Would Not Buy PRODUCT REQUIREMENTS: Feature Prioritization

The Leader in Software Value Management Page 14 of 40 PRODUCT DEVELOPMENT: Usability Testing

The Leader in Software Value Management Page 15 of 40 Now that you have tried Product A How likely are you to buy it? PRODUCT DEVELOPMENT: Beta Testing

The Leader in Software Value Management Page 16 of 40 PRICING Test: – New pricing on e-store Controls: – Original prices in channel – No promotional activity – vs. previous month

The Leader in Software Value Management Page 17 of 40 BRANDING Test potential names with prospects & customers Results based on 20 customer interviews completed April, 2003

The Leader in Software Value Management Page 18 of 40 BRANDING Test potential brand attributes with customers & prospects Results based on 20 customer interviews completed April, 2003

The Leader in Software Value Management Page 19 of 40 BRANDING Determine how the company is perceived today

The Leader in Software Value Management Page 20 of 40 PACKAGING & COLLATERAL Test key themes and purchase drivers with customers Collateral & advertising copy based on research findings Results based on 20 customer interviews completed April, 2003 More Important><Less Important

The Leader in Software Value Management Page 21 of 40 CHANNEL/SALES SUPPORT How can we make it easier for you to sell Product A? Identifying chief impediments to sales

The Leader in Software Value Management Page 22 of 40 CHANNEL/SALES SUPPORT Where have your best leads come from? Identifying best sources of leads

The Leader in Software Value Management Page 23 of 40 PUBLIC RELATIONS Tracking of PR activity

The Leader in Software Value Management Page 24 of 40 PUBLIC RELATIONS Quantifying PR results

The Leader in Software Value Management Page 25 of 40 ADVERTISING New campaign introduced in 2004 California Test Market

The Leader in Software Value Management Page 26 of 40 ADVERTISING Year-on-year aided & unaided awareness

The Leader in Software Value Management Page 27 of 40 DIRECT MARKETING: Source Testing

The Leader in Software Value Management Page 28 of 40 DIRECT MARKETING: Creative Testing

The Leader in Software Value Management Page 29 of 40 DIRECT MARKETING: ROI Measurement

The Leader in Software Value Management Page 30 of 40 OTHER APPLICATIONS OF RESEARCH: Team Assessment DISC assessment of team members

The Leader in Software Value Management Page 31 of 40 OTHER APPLICATIONS OF RESEARCH: Employee Satisfaction Employee satisfaction leads to customer satisfaction

The Leader in Software Value Management Page 32 of 40 AGENDA Background Diagnostics Decisions Tools

The Leader in Software Value Management Page 33 of 40 TOOLS: Qualitative Research No longer “lost in translation”… MP3 …Bringing the voice of the customer to the ears of management

The Leader in Software Value Management Page 34 of 40 TOOLS: Online Vendors Zoomerang – low cost, inflexible SurveyMonkey – slightly higher cost, more flexible InsightExpress – very high cost, most flexible Cheetahmail – marketing system

The Leader in Software Value Management Page 35 of 40 SOME LEARNINGS Begin with the end in mind Create your PPT charts before you write your survey Begin with the end in mind Create your PPT charts before you write your survey