1. 1Marketing Solutions 1Marketing Solutions 1Marketing Solutions
Where business happens
Marketing Solutions
Where business happens
Marketing Solutions
Where business happens
Marketing Solutions
LinkedIn Insights Advertising Effectiveness
Debranded Report Deliverable Example
LinkedIn Insights | April 2012

2. 2Marketing Solutions 2Marketing Solutions 2Marketing Solutions
Objectives
Campaign
 Targeting Validation
 Competitive & Market Place Insights
 Campaign Performance & Brand Lift
 Overview: Position Brand X as a reliable
partner offering a wide array of solutions
 Primary objective: Drive measurable,
relevant engagement and interaction
among new and existing customers
through valuable content and solutions
Research

3. 3Marketing Solutions 3Marketing Solutions 3Marketing Solutions
Campaign
Study Overview
Research
 Geography: U.S.
 Seniority: Managers or higher
 Company Size: 1-200 employees
 Decision Makers: At least equal decision maker
in the business
Targeting: 57% hit rate (effective incidence)
 Total Sample: N=406
 Control: N=182
 Exposed: N=224
 Fieldwork: Week of February 21 2012
 Campaign Start: December 7 2011
 Campaign End: May 25 2012
Competitive Set
 Brand X
 Brand Y
 Brand Z
 Brand A

4. 4Marketing Solutions 4Marketing Solutions 4Marketing Solutions
Key Findings
 The Q1 Brand X campaign on LinkedIn had a significantly positive impact on the
brand with increased unaided brand awareness and consideration
– Brand X’s unaided brand awareness (first mentions) and consideration increased significantly
among the SMB audience
– Among the in-market audience (SMBs looking to purchase logistics solutions within the next
12 months), Brand X saw a significant increase on unaided brand awareness (first
mentions), favorability, and consideration
 Brand X is a market leader in logistics and business solutions with high
awareness, usage, favorability, consideration, and recommendation
– Brand Y is also a strong performer with similarly high market penetration and affinity among
SMBs
– Brand X has the highest Net Promoter Score (NPS) among current customers, compared to
all other competitors
 The campaign was well targeted with over half the audience being in-market within
the next 12 months
– The campaign efficiently reached the SMB audience with a 57% hit rate (incidence applying
business decision maker criteria)

5. 5Marketing Solutions 5Marketing Solutions 5Marketing Solutions
Market Insights
Market insights analysis conducted among the Control group to provide a baseline level assessment of the market.

6. 6Marketing Solutions 6Marketing Solutions 6Marketing Solutions 6
47%
Unaided Brand Awareness (Total Mentions)
100%
Aided Brand Awareness (Have Heard of It)
82%
Favorability (Top 2 box)
79%
Consideration (Top 2 box)
51%
Recommendation (Top 2 box among users)
33 Net Promoter Score (NPS) highest in the competitive set
Market Insights Summary

7. 7Marketing Solutions 7Marketing Solutions 7Marketing Solutions
Brand X is the market leader with universal
brand awareness and market penetration
47%
Unaided Brand Awareness (Total Mentions)
100%
Aided Brand Awareness (Have Heard of)
4 out of 5
Currently use Brand X solutions (86%)
Brand X
Brand Y
Brand Z
Brand A
40%
60%
80%
100%
120%
0% 20% 40% 60% 80% 100% 120%
AidedBrandAwareness-%HeardofBrand
Usage- % selected the brand
Base: Control n=182

8. 8Marketing Solutions 8Marketing Solutions 8Marketing Solutions
Small businesses have a highly favorable
overall impression of Brand X and Brand Y
Base: Control – Brand X n=182, Brand Y n=181, Brand Z n=181, Brand A n=171
What is your overall impression of the following companies? (1-Unfavorable to 5-Favorable)
82% 78%
49%
34%
13% 12%
27%
16%
Brand X Brand Y Brand Z Brand A
Favorable (Top 2-box) Unfavorable (Bottom 2-box)

9. 9Marketing Solutions 9Marketing Solutions 9Marketing Solutions
2%
2%
16%
6%
7%
9%
27%
42%
91%
90%
57%
50%
Brand
X
Brand
Y
Brand
Z
Brand
A
5%
6%
12%
10%
20%
19%
26%
57%
75%
75%
62%
32%
How would you rate the ________ of the logistics services and solutions from the following companies?
Brand X and Brand Y logistics solutions stand
out on quality, value, and service
Quality Value Service
2%
4%
19%
8%
10%
9%
32%
50%
87%
87%
49%
43%
Base: Control – Brand X n=182, Brand Y n=181, Brand Z n=181, Brand A n=171

10. 10Marketing Solutions 10Marketing Solutions 10Marketing Solutions
With high levels of awareness and
favorability, purchase consideration is also high
for Brand X and Brand Y
How likely would you consider purchasing from?
8% 5%
21%
37%
13% 14%
20%
40%
79% 81%
59%
23%
Brand X Brand Y Brand Z Brand A
Purchase Consideration
(Based to Brand Familiarity)
Bottom 2-box (Very unlikely/Somewhat unlikely) Neutral Top 2-box (Very likely/Somewhat likely)
Base: Control – Brand X n=182, Brand Y n=181, Brand Z n=181, Brand A n=171

11. 11Marketing Solutions 11Marketing Solutions 11Marketing Solutions
Thinking about logistics services and solutions, when do you next plan to purchase a
logistics service or solution for your company? Yes=Within the next year or sooner; No=Not in the foreseeable future
Brand X and Brand Y consideration is even
higher among small businesses planning to
purchasing logistics solutions within 12 months
Yes
53%
No
47%
In-Market to Purchase Logistics
Services/Solutions (within 12 months)
81%
83%
61%
28%
Brand
X
Brand
Y
Brand
Z
Brand
A
Top 2-box (Very likely/Somewhat likely)

12. 12Marketing Solutions 12Marketing Solutions 12Marketing Solutions
Small businesses have strong affinity with
Brand X with the highest likelihood to
recommend and Net Promoter Score (NPS)
On a scale of 0-10, how likely would you be to recommend the following companies to other small businesses?
51%
45%
20%
33%
18% 22%
58%
17%
Brand X Brand Y Brand Z Brand A*
Promoters (9-10 rating) Detractors (0-6 rating)
Net Promoter Score (NPS) = % of Promoters (9-10) - % of Detractors (0-6)
NPS 33 23 -38 16
*Caution low base. Base: Control – Brand X n=156, Brand Y n=156, Brand Z n=173, Brand A n=13

13. 13Marketing Solutions 13Marketing Solutions 13Marketing Solutions
Campaign Impact

14. 14Marketing Solutions 14Marketing Solutions 14Marketing Solutions
Unaided Brand Awareness (First Mentions)
The LinkedIn campaign successfully increased
awareness and consideration for Brand X
Significant difference at 90% confidence level.
Net Promoter Score (NPS)
Unaided Brand Awareness (Total Mentions)
Aided Brand Awareness (Have Heard Of)
Favorability (Top 2 box)
Consideration (Top 2 box)
Recommendation (Top 2 box among users)
Ad Recall
Message Association
Overall Audience
Control Exposed
16% 23%
47% 52%
100% 100%
82% 86%
79% 90%
51% 44%
33 26
9% 12%
23% 21%
Attribute: Service
Attribute: Value
Attribute: Quality
87% 91%
75% 73%
92% 91%
In-Market Audience
Control Exposed
11% 28%
47% 53%
100% 100%
77% 88%
81% 89%
44% 38%
26 20
11% 19%
24% 22%
87% 90%
74% 73%
92% 92%

15. 15Marketing Solutions 15Marketing Solutions 15Marketing Solutions
The campaign benefited from greater exposure to
the campaign with ad recall increasing at 11+
impressions
5%
10%
15%
6%
12%
25%
0%
10%
20%
30%
1 impressions 2-10 impressions 11+ impressions
Control Exposed
Ad Recall
Base: Control – Low n=59, Medium n=71, High n=52; Exposed
– Low n=64, Medium n=107, High n=53
Which of the following brands do you recall seeing advertisements
from, on LinkedIn, in the past month?
40%
12%
5%
4%
6%
13%
20%
Impressions Frequency
11+
6-10
5
4
3
2
1
Exposed respondents. Impressions frequency within
sample is representative of actual impressions distribution
in the campaign.

16. 16Marketing Solutions 16Marketing Solutions 16Marketing Solutions
Higher frequency also positively impacted
unaided brand awareness for the brand
48% 48%
44%
53%
47%
59%
1 impressions 2-10 impressions 11+ impressions
Control Exposed
Unaided Brand Awareness
(Total Mentions)
Base: Control – Low n=59, Medium n=71, High n=52; Exposed
– Low n=64, Medium n=107, High n=53
15%
19%
12%
22%
19%
37%
1 impressions 2-10 impressions 11+ impressions
Control Exposed
Unaided Brand Awareness
(First Mentions)
Base: Control – Low n=59, Medium n=71, High n=52; Exposed
– Low n=64, Medium n=107, High n=53
When you think of companies that sell logistics services and solutions
to small businesses, what companies come to mind? Please enter up
to five companies that that come to mind.
When you think of companies that sell logistics services and solutions
to small businesses, what companies come to mind? Please enter up
to five companies that that come to mind.

17. 17Marketing Solutions 17Marketing Solutions 17Marketing Solutions
The campaign’s successful performance was
aided by strong creative that was relevant, well
liked, and contains new information
32%
38%
70%
33%
30%
60%
Contains new
information
Likelihood to
consider
purchasing
Relevant
Control Exposed
2%1% 4%
61% 54%
29% 36%
8% 5%
Control Exposed
Very much like
Somewhat like
Neither like nor
dislike
Somewhat dislike
Very much dislike
Statements Ad Likeability
Base: Control n=182; Exposed n=224


18. 18Marketing Solutions 18Marketing Solutions 18Marketing Solutions
Appendix

19. 19Marketing Solutions 19Marketing Solutions 19Marketing Solutions
Appendix: Demographics
73%
11%
16%
All
Decision Making Status
Significant involvement in both
establishment of budget and
selecting service
Significant involvement in
establishing budget, less
involved in selecting service
Significant involvement in
selecting service, less involved in
establishing budge
48%
23%
9%
10%
6%
3%
All
In-Market Status
In the next week
In the next month
In the next 2-3 months
In the next 4-6 months
In the next year
Not in foreseeable
future
Base: All n=406
47%
30%
11%
13%
All
Company Size
101-200
51-100
11-50
1-10

20. 20Marketing Solutions 20Marketing Solutions 20Marketing Solutions
Methodology
Control & Exposed Members recruited
simultaneously and invited to take the survey
via e-mail
Data cleaned and weighted, then results are
analyzed
Control group pre-allocated prior to
campaign start
Control & Exposed Members take the
same survey & receive incentive
1 2
3 4
Match Control
Group (Members
not exposed)
Members
Exposed to
Campaign
N=182Control
N=224 Exposed
5%
8%
7%
14%
Low High
Exposure to Campaign
Control (page-view matched) Exposed to campaign