operational KPI framework For NAB Process and Guiding principles Step 1: Identify campaign goal (Pick 1) Step 2: Select KPI based on goal (Pick 1) Step 3: Determine optimization proxy for to optimize to based on KPI (Pick 1) Step 4: Select other metrics to track and analyze (Pick multiple) Operational Critical to select 1 objective, 1 KPI, and 1 optimization proxy to guide agency ... ...and track multiple "hygiene metrics" to report on Link to tactical metrics framework, key to prove campaign level ROI Step 5: Conduct pilots and tests and apply MMM analysis to validate that KPIs and optimization proxies are driving appropriate business metrics (Semi-annual assessment) 1. CPMv = cost per viewable impression; CPCVv = cost per viewable completed view; CPCV = cost per completed view

IDENTIFYING CAMPAIGN GOALS & KPI’S Process and Guiding principles Step 1: Identify campaign goal (Pick 1) Awareness Raise awareness for new brands and line extensions. Awareness 70% of Campaigns will fall into Penetration or Volume Volume Purchase intent and sales for long-standing brands. Volume Online Conversion Drive explicit online actions such as votes and redemption (i.e. Game Fuel & Dewcision). Online Conversion Advocacy Advocacy Drive advocacy amongst loyal base or social good (i.e. Pepsi Refresh).

operational KPI framework For NAB Step 1 : Identify campaign goal (Pick 1) Step 2: Select Success KPI (Pick 1) Step 3: Determine optimization metric based on KPI (Pick 1) Step 4: Select diagnostic metrics to track & analyze (Pick multiple & more) Display: Cost-per viewable reach Video: Cost-per-completed / 3s (?) viewable reach Frequency Brand Awareness Awareness Viewability Message Association On target reach Sponsorship Association Attitudinal metric Display: Cost-per viewable reach Video: Cost-per-completed / 3s (?) viewable reach Completion rate Volume Purchase intent Response rate + Sales lift Cost per completed viewable view (CPCVv) Download/votes CPMv & CPM Online Conversion Cost-per conversion Site page visits Cost per action (CPA) e-Comm sales Sales Advocacy Comments Cost-per action Site visits Shares Share rate Paid/earned ratio Repeat visitors Step 5: Conduct pilots and tests and apply MMM analysis to validate that KPIs and optimization proxies are driving appropriate business metrics (Quarterly assessment)