Supercharge your strategy with a solution built for the modern age of marketing. Kvantum combines a “bottom up” approach of user-level data (attribution), with “top down” approach (marketing mix) for a more holistic view of your marketing performance. Do you want to? Know how your marketing dollars performed so far in year 2014? Optimize digital and traditional marketing channel for Holiday 2014 Assess the contribution of web content on incremental sales Assess the contribution of marketing to eCommerce and/or In-store sales? Evaluate the portfolio of publishers and keyword ad groups for maximum conversions Understand the micro-segments leading to incremental sales and/or brand awareness

1. knaƞtum
DIGITAL MARKETING MIX
& ATTRIBUTION
WWW.KVANTUMINC.COM
Prepared by – Kvantum Inc.
Sep 2014

2. Knaƞtum
Real Time Digital Attribution
Kvantum is a full service attribution company that provides a real time digital attribution platform to
measure and optimize the performance of marketing channels through the entire digital value chain. Our
clients use our platform & services to:
• Determine attribution of sales, brand & campaign metrics to paid, owned, earned & commerce channels
• Monitor ROI, and key brand KPIs in real time for channels, campaigns & consumer segments
• Real time generation and tracking of target audiences for content and media delivery
• Exhaustive cross-channel analysis across online & offline channels.
• Optimize marketing spend and marketing scenario planning
Our clients leverage our platform to drive agile marketing processes which involve day to day change to
marketing campaigns and marketing spend. Through our platform we can provide daily on-demand view
of marketing & commerce channel performance at a brand, product, product category & market
level.
Our clients have been able to improve ROI by 60% by optimizing media and creative mix
recommendations.
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 2

3. CURRENT STATE – MARKETING MIX
OPTIMIZATION
Brands typically hire an agency like AC Nielsen, MMA or Symphony IRI to obtain media attribution & recommended spend
mix. These studies are expensive (>$250K per brand), take months (>3 months) and are done once a year.
Paid
Search
Display
Media
Shopper
Marketing
Print
Once a year
Media Mix
Study
PRIMARY COMPONENTS OF A MEDIA MIX
MEDIA
ATTRIBUTION
RECOMMENDED
SPEND
ALLOCATION
SCENARIO
PLANNING &
ANALYSIS
OPTIMIZATION
TV
Jan Dec
Optimal continuous
marketing mix optimization
(Kvantum)
In a digital driven highly
dynamic media mix
environment, once a year
media mix studies get outdated
quickly, and cannot support an
agile, responsive marketing
strategy.
Kvantum’s approach to
continuous optimization is
designed to provide an always
up to date view of the
marketing environment to
obtain the most optimal
performance from marketing
spend.
CURRENT MEDIA MIX STUDIES DO NOT SOLVE DIGITAL DRIVEN
MARKETING OPTIMIZATION CHALLENGES
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 3

4. CURRENT STATE – MARKETING ATTRIBUTION
ESP IN ONLINE & OFFLINE SCENARIO
Current vendors/technologies try to build a single view of the guest based on common identifiers like cookies, email, credit
card and loyalty card information and then generate a conversion funnel which shows correlation between web visit and a
store purchase.
Digital marketing
activities
Brand/Ecommerc
e/Mobile.com
visit
Retail store
purchase
Cookie id: 13160…..
Domain: .admarketplace.net
Cookie id: 13160…..
Domain: retailer.com
Source: ad-publisher.com
Loyalty Card id: 767….
Credit card id: 1234….
Loyalty Card id: 767….
Credit card id: 1234….
Loyalty Card id: 767….
Credit card id: 1234….
Known Challenges
 Methodology correlates only 10% - 20% of total data and most of it is skewed towards email campaigns.
 In-flight reporting not available and hence not completely actionable.
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 4

5. OUR DIFFERENTIATORS
Data Science Driven Multi-channel Attribution Platform
1. Agile Marketing
Enable agile marketing processes through a web based tool for real time attribution &
recommendations for paid, earned, owned media and commerce channels.
2. Time to Market
Deploy an attribution solution within a 4 week timeframe. Our platform enables
incremental additions of data sources, automatic recalibrations as well as
incorporation of business knowledge/heuristics ad-hoc.
3. Data Science Platform
Marketing attribution algorithms leverage a proprietary data science platform which
enables us to extend our attribution models to custom econometric modeling,
machine learning, dynamic content delivery, customer segmentation & marketing
portfolio management.
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 5

6. HOW KVANTUM WORKS WITH CLIENTS?
6
Market Mix Modeling ONLY Digital Attribution
Macro Level Ongoing Attribution Deep Dive
• Visualize media conversion paths and the role
of each digital channel in engaging consumers
• Measure the Attributable (vs. last-click)
performance for each Digital Channel
• Predict future changes in sales and KPIs from
alternative marketing investment & execution
strategies
Portfolio Level Optimization
• Determine an optimal
allocation of marketing
investments across brands
and media channels
Cross Channel Optimization
• Quantify the ROI of each
media channel
• Measure the cross channel
interaction among traditional
and digital media
• Identify the media channels
that are over or under
invested
Digital Channel Optimization
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014

7. KVANTUM DIGITAL ATTRIBUTION PLATFORM
Our Capabilities
MARKETING MIX
ANALYTICS
REAL-TIME INTERACTIVE DASHBOARDS
CHANNEL ANALYTICS CAMPAIGN ANALYTICS
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 7
SCENARIO PLANNING
OPTIMIZATION
CONTENT & ASSETS AUDIENCE & OFFERS MEDIA
USER WORKSPACE
Available as a cloud based
platform, or as a deployable
appliance which enables client
to drive agile marketing and
finely targeted commerce
processes through a suite of
decision support tools.
The platform supports both large
scale point in time analytics as
well as provide insights in real
time to drive agile marketing &
commerce processes.
Digital Attribution platform
leverages Kvantum’s proprietary
Data Science platform
REAL TIME AUDIENCE SEGMENTATION
SERVICE & SUPPORT

8. KVANTUM ATTRIBUTION APPROACH
Algorithmic Combination Of Top Down & Bottom Up
8
Marketing Channel centric attribution
Insights
Ecommerce | Retail
Visitor centric attribution
1. Derive the attribution of influence to a
specific tactic or channel for a specific
visitor.
2. Bottom up aggregation of data and
pattern mining based on visitor specific
data.
3. Requires some percentage of visitor data
to be available for cross channel tracking
Insights
1. Dynamic tracking of visitor level
brand preference, purchase
likelihood & user experience
effectiveness.
2. Data to drive personalized
ecommerce experiences in multi-channel
environment while
optimized for Revenue, ROI and
CLTV
1. Derive the attribution of influence to a
specific tactic or channel for broad
consumer segments & product
categories.
2. Econometric model based learning and
tracking of attribution.
3. Data used for attribution is channel
level data, and SKU level sales data
from offline & online channels
1. Web influence on retail and online
sales
2. Attribution of sales and other
outcomes to digital marketing
spend and commerce experience.
WHY INFLUENCE ATTRIBUTION?
Continuous optimization of marketing spend &
commerce experience mix to drive profitable
conversion.
In-flight campaign optimization targeted
towards specific outcomes like conversion,
revenue, profitability, brand awareness.
Targeted campaigns for optimized
conversion
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014

9. DRIVING REVENUE & BRAND EQUITY THROUGH
MARKETING ATTRIBUTION & OPTIMIZATION
Allocated across 20+
channels.
Consider a $1billion apparel
retail company; >$100 million
marketing spend
Multi-channel commerce
experiences including search
& discovery, buying process,
fulfillment & returns
How much value does a marketing, commerce or
other channel contribute to the sales, brand equity
and customer lifetime value?
What is the right spend mix for advertising budget?
What is the effect of non-paid customer experiences
on effectiveness of paid channels?
9
CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014

10. knaƞtum
THANKS! Shilpi Sharma
shilpi.sharma@kvantuminc.com