1 Leader in Marketing Analytics Marketing analytics: competitive advantage through smarter marketing

Leader in Marketing Analytics 2 (Well Above Average) (Average marketing program) (Below Average) (Well Below Average) Marketing Performance CriticalTroublingAveragePleasingAmazing Marketing Share Growth PrecipitousSignificantModestIncrease Dramatic Decline Increase New Product Success Rate 0%5%10%25% 40%+ Advertising ROI Negative0%1-4%5-10% 20% Promotional Programs DisasterUn-profitableMarginally UnprofitableProfitable Very Profitable Customer Satisfaction 0-59%60-69%70-79%80-89% 90-95% Customer Retention/Loyalty 0-44%45-59%60-74%75-89% 90-94% (Above Average) The Bell Curve for Marketing Performance Zone of Exceptional Marketing Zone of Death Wish Marketing The objective is very simple. To improve marketing performance. The Opportunity for Marketing Analytics Source: Copernicus Marketing Consulting

Leader in Marketing Analytics 3 The Connected Marketing Analytics Process Profit Effectiveness Competitive advantage New revenue Cost reduction Productivity gains Models Data Digital infrastructure Structured process Real-time Interactive Distributed across the organization Action guidelines/Reports What if capabilities Integration with company processes

Leader in Marketing Analytics 4 DecisionPro: Capabilities Know-how Customizable Analysis Tools Front-end and Backend Support

Leader in Marketing Analytics 5 DecisionPro Know-how Principals: Leading authors and thought leaders since 60’s; >50 years combined experience developing, testing, and applying leading-edge marketing analytics. Offerings: –Problem framing –Rapid modeling –Model deployment on Internet/Intranet –Seamless interface with client systems

Leader in Marketing Analytics 6 Principals/ Co-Founders Dr. Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and co- founder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM). Dr. Arvind Rangaswamy is Jonas H. Anchel Professor of Marketing and Penn State and co-founder and Research Director of Penn State’s, eBusiness Research Center (eBRC).

Leader in Marketing Analytics Marketing Analytics Implementations by DecisionPro Principals Resource allocation (3M, Pfizer) Segmentation & targeting (Sprint) Product repositioning (Exelon) Incentivising sales people using customer satisfaction data (Unisys) Promotional effectiveness (H J Heinz) Market entry strategy (PP&L) Retail expansion planning (Mobil)

Leader in Marketing Analytics 8 DecisionPro: Capabilities Know-how Customizable Analysis Tools Front-end and Backend Support

Leader in Marketing Analytics 9 DecisionPro: Sample of Leading- Edge Analytical Tools Market Segmentation – Cluster analysis – Choice-based segmentation Customer and Segment Targeting – Portfolio planning tools – Multinomial logit analysis New product design & forecasting – Conjoint analysis – Positioning analysis – Pre-test market models – Bass diffusion Model Marketing budgeting and allocation –ReAllocator –GE/McKinsey Portfolio

Leader in Marketing Analytics 10 DecisionPro: Capabilities Know-how Customizable Analysis Tools Front-end and Back-end Support

Leader in Marketing Analytics 11 DecisionPro Support Team to sell analytics-based solutions to clients. Customize/embed scaleable components within systems. Training in application of analytics. Technical & analytical application support. Host applications and modeling results. Provide customized models that can be embedding in client systems

12 Leader in Marketing Analytics Marketing analytics: competitive advantage through smarter marketing