A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media

1. Innovations in
marketing
effectiveness
measurement.

2. Introducing…
 Bottom-Line Analytics is a full service consulting group focusing on
marketing effectiveness and brand performance analytics.
 Our modeling experts have a total of over 100 years of direct experience
with marketing mix modeling.
 We are dedicated to the principles of innovation, excellence and
uncompromising customer service.
 Everything we do is geared towards improving commercial performance.
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3. Our experience
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4. Standard Marketing Mix Modeling (Econometrics)
Incremental Contribution from marketing
Develop relationship between sales and drivers
Return on Investment per £1 spent Optimise spend, maximise sales
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5. …pushing the boundaries
TV
RADIO
NEWSPAPER
PAID SEARCH
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Effectiveness Modeling (econometrics) has not changed a great deal over the last 20 years.
We fundamentally believe that marketing and media channels do not operate in silos; but most
statistical models treat them as such. We employ advanced non-linear methods which account
for direct and indirect effects from marketing drivers.

6. Innovations: Multi-dimensional Media
Measurement
Synergistic
Effects
Copy
Quality
Effects
Social
Media
Effect
Long Term
Effects
Bottom Line Analytics is at the
forefront of innovations in media
measurement. We have developed
ways to measure media synergies,
copy quality, long term ad effects and
social media engagement.
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7. Measure long term ad effects
Most advertising creates an initial short term lift in sales and a prolonged long term
impact. This is generated through repeat purchase and customer loyalty.
Long Term Effect
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8. Media copy quality measurement
Media content and copy quality can be separated and measured. This has implications for
design, content and message mix.
Copy effect can vary – understanding and measuring this is vital
Note: we can apply this technique to digital media also.
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9. Assess marketing synergies
Marketing synergies can be assessed through simultaneous activation of campaigns. The
results of combined activation are always greater than the sum of the parts. This is a clear
indication of synergies from running truly integrated marketing campaigns (IMCs)
Revenue (£)
Revenue (£)
Revenue (£)
+31%
+23%
+42%
Revenue (£)
+28%
Print Media & Paid Search Synergies
Print Media & Online banners Synergies
Direct Mail & Email Synergies
Outdoor & Online Synergies
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10. A breakthrough in
measuring social
media engagement

11. Can social media be measured?
 Social Media really isn’t Media as we know it. It doesn’t have “inventory”
and it’s not meant to deliver “ads” like traditional “media”
 Marketing was once seen as a one way relationship, with firms
broadcasting their offerings and value proposition.
• Now Marketing is seen more as a conversation between marketers and customers.1
• Social media is a key and critical channel for this two-way communication
 Current social media metrics are expressed in terms of “sentiment”
• Positive and negative commentaries about brands
• These metrics do not seem to explain or predict purchase behavior
 Many have given up and say social media can not be measured
1 The Growing Importance of Word of Mouth, www.boundless.com 11

12. Our approach to measuring Social Media
 If we remember that social media is a form of word-of-mouth, then words
matter!
• The semantics, linguistics and context of the conversation matters
 Our Social Media analysis is based on Stance-Shift Analysis
• Uses the Social Media conversations about your Brand as input
• Apply linguistic principles of sentiment and tonality
• Results in an engagement score that is a translation of a customer’s “personal” and “emotional”
relationship with brands, as revealed through language & semantics….Social Engagement Index (SEI)
• Academically published, peer reviewed & validated.2
 Stance-Shift Analysis translates the consumer’s qualitative emotions into
quantitative metrics.
2 Stance Analysis: social cues and attitudes in online interaction, Mason, P , Davis B, In 12 E-Marketing Vol. II . 2005.

13. Developing the Social Engagement Index (SEI)
1. Mine all brand related social media
reviews and commentary.
2. Parse into positive & negative
review groups
3. Apply Social Engagement Index
algorithm to “score” reviews
Net Positive SEI Index
4. Time code by period and aggregate metrics
Positive
Reviews
Negative
Reviews
HIGH 0 5 7
MEDIUM -5 0 5
LOW -7 -5 0
Positive
Scores
LOW MEDIUM HIGH
Negative
Scores
Emotional Effect
Personalisation

14. SOCIAL
ENGAGEMENT
INDEX (SEI)
Conversations are scored on personal
and emotional content
“I HAD A DIET COKE FOR LUNCH TODAY”
“THE WARM DIET COKE WAS RATHER BLAND”
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“I REALLY LOVE MY COKE WITH PIZZA”
“I LIKE THE TASTE OF SPRITE WITH LEMON”
“MY COKE HAS LOST ITS FIZZ AND TASTES AWFUL”

15. SEI shows superior correlations to brand sales compared
with other Social Sentiment Metrics
Comparison of correlation to sales for the SEI versus the six leading sentiment metrics
82.9%
2.8%
5.9%
9.9%
14.8%
7.7%
-3.2%
METRIC 3 POS/NEG RATIO
METRIC 2 POS/NEG RATIO
METRIC 6 POS/NEG RATIO
METRIC 4 POS/NEG RATIO
METRIC 1 POS/NEG RATIO
METRIC 5 POS/NEG RATIO
SOCIAL ENGAGEMENT INDEX POS/NEG RATIO
-20% 0% 20% 40% 60% 80% 100%
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16. The correlation* to sales over time shows the SEI has Predictive Power
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ACID TEST: SEIsm has proven linkage with brand sales
Correlation = 86.4%
Correlation = 84%
Correlation = 81.1%
CorCroerlaretiloanti o= n8 =3 %83%
* Lead lag analysis has confirmed that causation is only one way – the SEI to a large degree is able to drive hard commercial metrics.

17. Applications of the SEISM
Packaged inside a media mix model, the SEI
acts as the key indicator for social media
‘word of mouth’.
We are able to determine the return on
investment for social media and provide
steer around the most effective channels and
spend.
SEI to help uncover
market insights
The SEI is also the primary tool used to
understand the degree of brand engagement
as it transpires through the use of language.
• Understand drivers to positive engagement.
• Measure the efficacy of individual campaigns.
• Develop content strategy that has cut through.
• Enhance the execution of sporting events.
• Assess brand perception in a competitive sense.
• Understand consumer discourse and manage crises.
SEI to measure social
media ROI

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SEI to measure social media ROI
 We find that conventional advertising has both a “direct” and “indirect” impact on sales due to
its influence on social media conversations and the SEI.
 The large contribution from the SEI support the notion that this is a “word-of-mouth” effect
Net driven by media
67%
8%
Sub-model
3%
2% 2%
10%
5%
11%
20%
Marketing Contributions
SEI
Engagement
Base Sales Direct Alpha Brand Mass Media Direct Alpha Brand Digital Media
Direct Social Media Social Media on SEI Mass Media on SEI
Digital Media on SEI SEI Base

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The impact of Social Media sentiment
 A key insight we uncovered across clients is the difference between “positive” and “negative”
brand conversations
 Negative-toned conversation have a significantly greater net impact on brand sales
The absolute impact from positive &
negative consumer reviews
+4.4%
+16.5%
20%
15%
10%
5%
0%
Positive Sentiment Negative Sentiment
Marketers need to develop strategies and tactics to immediately mitigate “Negative News”
and prevent them from going Viral.

20. Social channels driving consumer
engagement and sales
Much like other marketing and media metrics, we can deconstruct the different elements of
the SEI metric into the channels driving social engagement and brand sales.
Source: Nielsen BuzzMetrics data as of November 27, 2011
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21. Develop In-Market strategies based on
“Why” consumers use your brand
Most Important Drivers to
Positive SEI.
Using this insight, the
client developed a ‘bring
a friend, and get one
coffee free’ to drive store
level sales.
Positive SEI
3.93 = 100
Place2HangOut
>5.46= 211
9.1%
Place2HangOut
<5.46 = 83
91.9%
ToMeetPeople>
9.43 = 325
2.6%
ToMeetPeople<
9.63 = 188
6.5%
Atmosphere
>14.0 = 466
0.6%
Atmosphere
<14.0 = 288
1.9%
To Meet People
>5.4 = 229
3.8%
To Meet People
<5.4 = 85
85.5%
Beverage A
>6.4 = 271
7.7%
Beverage A
<6.4 = 74
77.8%
Place2HangOut
>3.6 = 126
5.9%
Place2HangOut
<3.6 = 76
71.9%
Beverage B
>5.2 = 211.1
1.6%
Beverage B
<5.2 = 67
70.3%
Note: Separate analysis - Classification & Regression Trees (CART)
The tree starts with an average SEI score of 100; and each level indicates a higher or lower SEI based on
an SEI score for a topic. The percent represents the percent of the sample in each segment.
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22. Visualise social media brand conversations
Net Chatter around coolness, funky,
style, Décor
Alpha_P1
Alpha_P2
Beta_P1
Note: Separate analysis - Adapted Statistical Correspondence Analysis
Example: Global Coffee Chain
Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)
Beta_P2
Gamma_P1
Net Chatter around in-store
Gamma_P2
Net Chatter around value
and price
customer experience
Seating/chairs
Latte
Net Chatter around taste and
product quality
Delta_P2
Delta_P1
Good value
Coffee Price
Food prices
Staying in
Toilets
Richness
Amazing taste
Like no other
Cool brand
Funky
Stylish Artwork/Decor

23. Why
Impartial and
Independent
Full Service
Analytics
Capability
Social Media
Measurement
Marketing Mix Modelling 3.0
Pricing Optimisation
Radial Landscape Mapping
Key Drivers Analysis
Demand Forecasting
Customer Satisfaction Modelling
Performance Analytics Dashboards
Segmentation Analysis
Our proprietary approach
to social media
measurement is unrivalled.
Objective approach to
media measurement.
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24. Michael Wolfe
CEO
Bottom Line Analytics
E: mjw@bottomlineanalytics.com
M: 770.485.0270
www.bottomlineanalytics.com
Masood Akhtar
Partner, Analytics (EMEA)
Bottom Line Analytics
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
www.bottomlineanalytics.com
David Weinberger
CMO
Bottom Line Analytics
E: David@bottomlineanalytics.com
M: 770.649.0472
www.bottomlineanalytics.com