ELN Performance Measurement: ONE language shared by all Tom de Waard /Global Digital Experience Director

Why did we start our initiative: Two major challenges 1. An exponential growth in volume and variety of data 2. Todays reality; a fragmented landscape Different models and metrics in different CBU’s eCommerce data Consumer demographics Social networks Choice of brand Club registrations Due date tool App data Email Video plays Big Data Analytics enables a true understanding of shopper behavior, enabling personalized, context driven actions What are they buying? Who are they? What are they interested in? UK BLX GE AU RU FR CZ TR SW CN Iberia IT Middle East IN HK TH Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20 MA SI AUS NZ

So, back to our business strategy Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20

With an actionable framework Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20

Start small, scale fast for all CBU’s It’s a progressive model per digital maturity stage – measured via IWheel A full digital framework is created for future stages Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20

Let’s have a look… Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20