1. www.demographicspro.com© Schmap Inc. All rights reserved. DEMOGRAPHICS PRO & APPLIED SOCIAL DATA o OBLIGATORY SOCIAL MEDIA HYPE o WHAT IS DEMOGRAPHICS PRO o CASE STUDY – #REFORMAFISCAL o CASE STUDY – HYATT CHATS o CASE STUDY – KATY PERRY o CASE STUDY – LOCAL CELEBRITY o WHAT TOOLS DO WE USE? o QUESTIONS November 26 th, 2013 | JOMC 490

2. www.demographicspro.com OBLIGATORY SOCIAL MEDIA HYPE © Schmap Inc. All rights reserved. http://www.businessinsider.com.au/advertiser-spend-on-social-media-is-ballooning-2013-10 1

3. www.demographicspro.com OBLIGATORY SOCIAL MEDIA HYPE © Schmap Inc. All rights reserved. http://www.businessinsider.com/mobile-advertising-spending-2012-5 2

4. www.demographicspro.com OBLIGATORY SOCIAL MEDIA HYPE © Schmap Inc. All rights reserved. http://mashable.com/2013/10/24/content-consumption-desktop-mobile/ 3

5. www.demographicspro.com© Schmap Inc. All rights reserved. WHAT IS DEMOGRAPHICS PRO Think Nielsen meets Twitter. Demographics Pro lets you give your customers deep insight into the consumers who follow their Twitter accounts, tweet about their brands, and influence their Twitter marketing campaigns. KEY FEATURES 4 Precise one-page Audience Profiles of the followers of Twitter accounts relevant to your customers. In-depth Analysis by gender, age, race, income, location, occupation, brand affiliation and more. Analyze any uploaded list of Twitter users related to your customers’ brands and campaigns. Display demographic statistics in highlighted context with overall Twitter distribution. Compare your customers’ analyses side-by-side and with 500+ accounts of famous brands/people. Use demographics to find Twitter accounts influential with customer target audiences. Download PDF reports and spreadsheets to extract insights or share directly with customers. In-depth analytics platform lets you take a deep data dive Brings you up close and personal with the demographics

6. www.demographicspro.com© Schmap Inc. All rights reserved. WHO USES OUR DEMOGRAPHICS Partners, agencies and consulting firms use our demographics to give actionable insight to marketing professionals, product managers, data scientists and social media analysts of more than 10,000 consumer and media brands. How we deliver our demographics We deliver our demographics and audience profiling via dashboard, PDF reports, spreadsheets and by API, primarily to partners, agencies and consulting firms, to better service the insight and analytics needs of their customers. We also service enterprise clients directly, in the most part via dashboard delivery. MORE THAN 10,000 CONSUMER AND MEDIA BRANDS OUR DEMOGRAPHICS PARTNER SERVICES ENHANCED WITH OUR DEMOGRAPHICS PARTNERS, AGENCIES AND CONSULTING FIRMS 5 AUDIENCE PROFILING AND DEEP ANALYSIS

7. www.demographicspro.com© Schmap Inc. All rights reserved. WHAT OUR DEMOGRAPHICS INCLUDE Our demographics include location, plus multiple rich layers of individual profiling, together with deep commercial insight and detailed interest graphs for more than 250 million local consumers throughout North America and worldwide. 6 OUR DEMOGRAPHICS Commercial Insight We show where consumers eat, drink and shop and the services/technologies they use in their daily lives. Interest Graphs We highlight consumer likes and interests: sports, music, hobbies plus choices of lifestyle, culture and more. Our demographics taxonomy Within 25 categories under these four primary divisions, we profile a total 249 countries, 1,056 worldwide cities (617 within the US), 10 age bands, 8 income bands, 51 occupations, 4 races, 3 religions, 480 main street brands (showing where local consumers eat, drink and shop), 158 services/technologies and 95 likes and interests. Consumer Location We map the habitual locations of consumers, by country and by city/town worldwide, and also by state within the US. Rich Demographics We profile local consumers by gender, age, marital status, personal income, occupation, race/ethnicity and religion. Location: Gender: Age band: Status: Occupation: Income: Religion: JOHN SMITH @ JSMITH91 Identity unseen by clients SEATTLE, WA MALE 30 - 34 MARRIED ENGINEER $40K - $50K CHRISTIAN Shops at: Eats at: Likes & Interests Uses:

8. www.demographicspro.com CASE STUDY - #REFORMAFISCAL © Schmap Inc. All rights reserved. http://www.merca20.com/infografia-quien-esta-hablando-de-la-reforma-fiscal/ 7

9. www.demographicspro.com CASE STUDY – HYATT CHATS © Schmap Inc. All rights reserved. http://skift.com/2013/10/08/hyatt-turns-to-twitter-to-hear-what-guests-want-during-their-stay/ 8

10. www.demographicspro.com http://cspinet.org/new/pdf/cspi-open-letter-to-katy-perry.pdf CASE STUDY - @KATYPERRY © Schmap Inc. All rights reserved. http://cspinet.org/new/pdf/katy_perry_follower_demos.pdf 9

11. www.demographicspro.com ANALYZING…@JOEBOBHESTER © Schmap Inc. All rights reserved.10

12. www.demographicspro.com ANALYZING…@JOEBOBHESTER © Schmap Inc. All rights reserved.11

13. www.demographicspro.com ANALYZING…@JOEBOBHESTER © Schmap Inc. All rights reserved.12

14. www.demographicspro.com COULD @JOEBOBHESTER SELL PEPSI? © Schmap Inc. All rights reserved.13

15. www.demographicspro.com WHAT TOOLS DO WE USE? © Schmap Inc. All rights reserved. Custom Built CRM 14

16. www.demographicspro.com QUESTIONS? @donaldmcmillan linkedin.com/in/donaldmcmillan‎ Donald.mcmillan@demographicspro.com @DemographicsPro © Schmap Inc. All rights reserved.15

17. www.demographicspro.com© Schmap Inc. All rights reserved. APPENDIX - OUR PROFILING METHODOLOGY Our methodology is data-centric, filtering and amplifying multiple signals using large, proprietary knowledge bases of established correlations, then combining these via a series of algorithms to make specific demographic predictions. Coverage and accuracy We have used our methodology to profile some 250 million individuals to date. In terms of accuracy, we typically require confidence of 95% or above to make a given discrete prediction. Our success here relies on the relatively low covariance of multiple amplified signals: iterative evaluation using established samples allows us to calibrate the balance between depth of coverage - the number of demographic predictions we make - and required accuracy. A1 MULTIPLE SIGNALSPROFILING ACCURACY For discrete classifications (such as gender, race and marital status), our profiling typically reaches or exceeds a target 95% accuracy. For other classifications (such as location and age), we deliver accuracy within ranges acceptable for most business intelligence. We filter multiple signals with relatively low covariance for the same local consumers. REINFORCEMENT We amplify and combine these signals to make demographic predictions. APPEARANCE LANGUAGE NETWORKSCONSUMPTION 95%