New insights into how humans react to marketing based on Xyte's technology which is forward looking and predictable unlike demographics and data mining techniques.

1. Disruption in Advertising
Xyte’s Cognographics™
Cognographics
Other “ographics”
Based on the
innate and different
thinking process of
each consumer’s
cognofile
Based on
aggregate data of
past purchase
behavior of all
consumers
Cognographics™
Demographics
Psychographics
Behavioralgraphics
Geographics
Copyright © 2013 Xyte, Inc. All rights reserved. Confidential and Proprietary

2. Tested and Endorsed
“Xyte’s form of audience segmentation has the
potential of taking us far beyond demographics on
our profiling of television program audiences. Xyte
has the audience measurement of the future.”
David Poltrack
President of CBS Vision

3. Science of the Mind
“It is a new and disruptive way of identifying, measuring, and valuing people.”

4. Cognofile
Differences






Thinking process
Physiological
Comfort zone
Motivations
Input preferences
Retained memory

5. Couch Potatoes Who
Watch the Most TV
Initiate
Classify
2
1
Practical
Implement
Organize
4
Operate
Perform
3
Clarify
Perceive
Compose
Verbal
15
16
13
Plan
Theory
Analyze
Reliable
14
5
Conceptual

6. Perform Cognofile
Thinking process
• People oriented, gut-feel decisions, comfortable w/emotions
• Prefers quick rewards now, routine work, literal interpretation
• Input senses are touch and action, abstract concepts difficult
Messaging
• Explain in concrete and literal terms; give only one or two options
• Show how product can be worked into their routine
• Show immediate reward and how to feel good about self
• Provide lots of pictures; doesn’t like to read
• Use endorsements and authority figures to persuade
Buying Habits
• Will buy things for family and friends
• Enjoys “hunting and gathering”; touching and feeling the product
• Purchasing process should be fast and easy; to product home now
• More apt to shop “dollar stores” and Wal-Mart rather than Target
• Seeks payment plans for larger items since they aren’t big savers
• Impulse buyer, looking for a sale value, but not quality conscious

7. Analyze Cognofile
Thinking process
• Extroverted, enjoys social interaction, thinks out loud, aggressive
• “Thing” oriented, logical decision-maker, uncomfortable with emotions
• Results oriented, time and details are important, likes structured systems
• Future oriented for rewards, grey areas, opportunities; dislikes routine work
• Input senses are intuition about things and speaking
Messaging
• Provide quick results; pose a problem to solve
• Information best absorbed in a structure with logical reasoning and facts
• Unemotional in delivery; memories are held in sounds, words, visuals
• Often describes future implications
• Gives insights and analogies; compliments and praise
Buying habits
• Does not like to shop, so purchasing is a planned event
• Can work with a great deal of complex information to choose products
• May say “Ah ha!” meaning “I understand and hurry up”
• Proactive buyer who will shop for quality and name brand
• Pursues logical, results-oriented course of action

8. XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”
Why do they watch this program







Like reality and the tangible concreteness
Lives vicariously through the emotional
experiences of the contestants
Enjoy routine work
Believe in fate and luck
Dislike change
Live in the present
Seek immediate rewards
Initiate
Perform
Classify
4
8
2
Operate
Practical
Implement
Organize
16
7
6

Reliable
5
Addressable advertising to this cluster:
1




Perceive
Compose
Verbal
Clarify

3
11
9
13

Plan
Theory
Analyze
Conceptual

14
12
10
14


Blue collar/physical work for living/
conservative beer loving crowd
Take the written word literally
Life is “black and white”
Simple, quick pleasures/rewards
Shopping is a form of entertainment
Slapstick humor
Country music in the background
Show how to physically use the product
Be tangibly hands-on
Depict emotional happiness

9. CBS Drama “CANE”
Promotion
“Father Knows Best” promo was
developed to attract the Body Row
“Young Cast” promo was developed
to attract the Hand Row
Initiate
Perform
Classify
Reliable
Initiate
Perform
Classify
Reliable
3
7
1
12
7
9
3
8
Operate
Practical
Implement
Organize
Operate
Practical
Implement
Organize
16
15
5
9
1
5
4
10
Perceive
Compose
Verbal
Clarify
Perceive
Compose
Verbal
Clarify
6
2
4
10
6
2
11
15
Plan
Theory
Analyze
Conceptual
Plan
Theory
Analyze
Conceptual
11
14
8
13
12
13
14
16

10. Xyte’s Cognographics™
Benefits:





“Who does what and why”
Allows optimized media buys
Tailored, personalized advertising
Predictive regression analysis
We can also track entire campaign results …
… across multiple media platforms
… using single source data
... matched with Loyalty card data
… to fully demonstrate and deliver proof of ROI

11. Xyte’s Cognographics™
Xyte can be applied to any product category
and will be a totally disruptive innovation that
will overhaul the ad business … leap-frog
jumps closer to being in touch with the minds
and hearts of the audience/consumers/people
THANK YOU