Measurement

Your objectives generally fall into one of two categories Attitude Positive change in awareness, affinity, understanding, intent Often a 1-2 punch Behavior Traffic to web pages, requesting information, leads, sales Drive Profitable Movement In: Measured By:

The “easy” part: Measuring behavior Client Site Data Landing Page Data Web Advertising Data (DFA) Call Center Data & Direct Mail Data Media Analytics Reporting System Beyond Interactive Media DB Datapipe Hosted DB Online & Offline Media Plan Data w/Tracking Codes Campaign Stewardship System Detailed Pivot Reports Summary Dashboard Secure Reporting Portal ETL Detailed, daily-level data Refreshed daily Integrates Proprietary, Client, and 3 rd Party Sources Accessed via web browser (SSL) Fully functional, highly flexible UI Easily customized Exportable to Excel or PDF ETL: Extract, Transfer, Load of data files Automated Client-Specific

Factor in the User Experience CTR Click to Download Conversion 7.00% Compiler Video 672 Downloads Spend: $31,000 Impressions: 600,000 Total Clicks: 8,523 Clicks to Video: 1,875 Clicks to Compiler: 938 Clicks to Downloads: 672 Cost per DL: $46 600,000 Impressions.23%

Measurement should enable Actionable Intelligence  Turning this:  Into Defensible Ongoing Strategy  Media category and site selection based on performance  Allocation strategy based on projected results and opportunity size  Informing creative and user experience approach for various programs

Attitudinal Measurement  Over time, all brand efforts should make acquisition efforts work harder (and more efficiently)  Structure timing of elements such that we capture a baseline of acquisition, then observe the lift once brand elements are introduced  Measure lift in site traffic, downloads, sales Baseline Acquisition Activity Jan FebMar Key: Traffic Downloads Sales

Sufficient brand activity will impact key metrics  As Brand activity is introduced, we should see gradual increases in key behavioral metrics, as well as increased efficiency Baseline Acquisition Activity Jan FebMar Brand Activity 3-4 weeks Benchmark:Measure Lift: Key: Traffic Downloads Sales

CRM

CRM Vision: Managing Profitable Consumer Relationships Objectives Touch Point Acquisition Retention OEM Business Unit In-Product Web (Store, Ads/Banners) Touchpoints Preferences Response Data Consumer Profile Data Transactional Data Product Marketing Global Programs InsightsMessaging Consumer-Centric CRMResults: ► More Efficient Marketing Processes ► Increased Consumer Knowledge ► Increased Loyalty ► Increased Revenue Acquisition Lead GenRetention/Renewal Cross-grade/Upgrade Win-Back

10 Traditional Media Venues: Print, TV, Direct Mail Their customers Symantec Leverages Full Comm’s Landscape Symantec Leverages Full Comm’s Landscape Digital Media Venues: Search engines, contextual targeting, audience targeting (demographic, geographic, professional, behavioral) Internal/ customer lists Channel/OEM/ Partners Symantec Research: 3rd party, internal data Ad Agencies Ad Sales

Appendix

Audience Research  Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions MRISimmonsScarborough Survey:  Survey of American Consumers  Adult Study (NCS/NHCS)  Scarborough Survey Description:  Comprehensive demographic, lifestyle, product usage and consumption data for more than 450 categories and 6,000 brands  MRI conducts more than 26,000 personal interviews with consumers annually  Simmons National Consumer Study is a comprehensive study that provides information on consumer usage behavior for all major media, more than 450 product categories and over 8,000 brands  Simmons conducts the National Consumer Study twice a year, surveying over 25,000 adults annually  Scarborough data spans 1,700 categories and brands including comprehensive retail shopping behaviors, lifestyle characteristics, in-depth consumer demographics, and media usage patterns  Data is released twice a year for all Scarborough markets Who:  Adults 18+ Scope:  National (48 states)  National  75 DMAs Access:  Web-based (eTelmar)

Audience Research  Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions ComscoreIntelliquestMonroe Mendelsohn Survey:  Media Metrix 2.0  CIMS (Computer Industry Media Survey)  The Mendelsohn Affluent Survey Description:  The leading source for Internet audience measurement detailing the behavior of people who access the Internet  Comprehensive reporting of Internet behavior in the workplace using a sample of more than 50,000 panelists  A survey of media and buying habits of adults who influence technology purchases both in the home and at work  There are two separate studies for home and work  A survey of affluent adults collecting magazine readership, media usage, product usage, as well as demographic and lifestyle information  More than 13,000 affluent households are included in the 2006 release Who:  Adults  Adults 18+ who are technology purchase decision makers  Heads of households with household income of $85,000+ Scope:  National Access:  Web-base (comScore)  Web-based (eTelmar)

Audience Research  Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions Nielsen//NetRatings Other Survey:  NetView  Various Description:  reveals details or the online population—capturing everything from basic demographics to in-depth lifestyle and preference data  36K annual active surveys Updated quarterly – new 9K in, old 9K out  NetView provides consumer information on key platforms, including media players, instant messengers and other Internet applications, tracking all PC user activity to provide with a complete view of desktop behavior  Simmons Kids Study  MRI Teenmark  MARS Pharmaceutical  J.D. Power (Car & Truck) Who:  All PC users online  Various Scope:  National Access:  Web-based (Nielsen)  Web-based (eTelmar)