1. How to measure and improve your marketing performance The road to Performance driven Marketing Bringing the hard science into marketing February 2009 www.thom.eu

2. Source: Marketing NPV

3. Measuring return is the solid n°3 challenge for Belgian marketeers 43% Differentiate from competition Building customer loyalty and trust Measuring return on marketing efforts Building a strong brand Communicating through online media Innovation, Product development & R&D Increase the efficiency of marketing processes Identifying all customer’s “moments of truth” Realizing an integrated communication-mix Integrating online & offline marketing initiatives 38.5% 38.4% 37.3% 36.3% 35.1% 32.5% 30.3% 30.2% 28.5% % of respondents Source: The House of Marketing 2008 Yearly Marketing Survey, Belgian marketing community, N=714 respondents Not in 2007 Top 5 Legend: In 2007 Top 5

4. Marketing challenges 2004 2006 2007 2008 Differentiation from competition Building customer loyalty and trust RoMI Communicating through online media Building a strong brand Innovation Efficiency of marketing processes Knowing all customers’ moments of truth Realizing an integrated communication mix 1 n.a. 1 4 7 6 n.a. 4 n.a. 2 1 3 8 4 6 7 8 5 1 2 6 5 4 3 9 8 7 1 2 3 4 5 6 7 8 9 Ranking of marketing challenges (according to % of occurrence) 2005 2 8 3 1 n.a. 6 n.a. 9 n.a. … just as it has been over the past 5 years Source: The House of Marketing 2008 Yearly Marketing Survey, Belgian marketing community, N=714 respondents

5. Marketing still has little impact in the boardroom Respondents (%) Total sample 100% 41.6% 24.9% 22.9% 4.5% 2.3% 1% Sales Marketing Finance Production R&D HR According to you, which department has the biggest impact in the boardroom? 2.9% Others Source: The House of Marketing 2008 Yearly Marketing Survey, Belgian marketing community, N=515 respondents

7. Even CEOs confirm the importance of these metrics and communicating results What should be improved to increase marketing impact in boardroom? 50% 38.3% 36.2% 26.6% 20.2% 16% 14.9% 0% 60% Better metrics Make results visible Better communication Marketing orientedness board Network with other departments Boost financial skills Techical product knowldge Source: The House of Marketing 2008 Yearly Marketing Survey, Belgian marketing community, N=94 respondents

8. Using financial ROI pays off Companies with sound ROI management expect to outgrow competition (1) Marketing departments able to prove return get higher allocated budgets (2) ROI not used ROI used To what extent do you expect to outgrow your competition? % respondents (TOP 2) 42% 66% To what extent is sufficient budget allocated to the marketing department? ROI not used ROI used % respondents (TOP 2) 29% 51% Sources : (1) Lenskold 2008 Marketing ROI & Measurement study (2) VisionEdge Marketing MPM Survey 2008