QBR Learning Capture Brand/Retailer Logos Program Name Timing Cat

MARS QBR LEARNING CAPTURE Program Overview BRAND(S): ACTIVATION TYPE & RETAILER: Recruitment, Online, Multiple Activations, In-Store, Email, Coupon VENDOR(S): DATE(S): PROGRAM NAME GOES HERE Objective: What problem were we facing? Solution: How did we solve for the program? Outcome: Were we successful? (yes or no with short commentary) Budget Range: CHOOSE 1: Under $250k, $250k - $1MM, $1MM+ IMAGERY TO REPRESENT PROGRAM MARS QBR LEARNING CAPTURE KEY TAKEAWAY Would you recommend this program again? What would you do differently next time? What is the one thing we need to remember about this program to leverage the learnings? EFFECTIVENESS EFFICIENCY Low High Low High

MARS QBR LEARNING CAPTURE BUSINESS IMPACT BRAND(S): ACTIVATION TYPE & RETAILER: Recruitment, Online, Multiple Activations, In-Store, Email, Coupon VENDOR(S): DATE(S): HIGHLIGHTS A more detailed look at the overall results vs. Expectations: If your program included a test, which test group or offer had the best outcome? Include Chart with Retail Sales Uplift and Explanation (Where Available) MARS QBR LEARNING CAPTURE EXAMPLE Saw a 12.4% increase in POS vs. 2015 the week of the Postcard Email drop – Red box isolates campaign.

MARS QBR LEARNING CAPTURE LEARNING PLAN (if applicable) BRAND(S): ACTIVATION TYPE & RETAILER: Recruitment, Online, Multiple Activations, In-Store, Email, Coupon VENDOR(S): DATE(S): GOAL OF TEST Explain details of learning plan and various test cells Include hypothesis that led to decisions What about the products or segment influenced the test? Cell HH Target HH Count Coupon Sample Offer UPCs List Messaging Redemption Period 1 2 3 4 MARS QBR LEARNING CAPTURE

MARS QBR LEARNING CAPTURE FLEXIBLE SLIDE IS THERE ANYTHING ELSE YOU WANT US TO KNOW? Include anything important that impacted the effectiveness of the program for which you did not have an opportunity to include in earlier slides. You can also use this slide to include more creative examples if you think they are pertinent to the story line. The more details, the better! These learnings will be picked up and read independently, so we want to make sure that someone can understand the program and the results without having any previous background. MARS QBR LEARNING CAPTURE