An update to CIMM from RealityMine covering the development of TouchPoints, the unique syndicated cross-media behavior data product, and other related capabilities from path to purchase analysis to ad effectiveness analysis to digital behavior analysis.

1. From Mobile Data to Who, What
When, Where and Why

2. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools to
richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

3. Who is RealityMine?
Mobile technology company with powerful passive &
active data collection tools and analytic engines that
provide actionable consumer behavioral insights in over
20 markets worldwide
3

4. RealityMine: Single-sourcing Real Behaviors
& Real Insights in Real Time
Multiple Data
Collection &
Capture Sources
Crisp,
Insightful
Reporting
Powerful
Analytics
Engines
Single-
Sourced
Insight

5. We Have A Robust Set Of Tools And Services To
Capture & Work With Our Very Rich Data
Home Router
Metering
Event Based
Triggered Surveys
Business Intelligence
Insights
In App Metering
Console Metering Panel Management
Dashboard Panel Management &
Deployment
Mobile, Tablet, Laptop &
Desktop PC Metering
Survey & e-Diary
Pro-active Metering
Ad & Media
Exposure Metering
Multi-Screen
Metering
RM Analytics
Dashboard

6. Some Of The Questions We Provide
The Tools To Help Clients Answer
•How are audiences consuming media and when is the optimal times and ways to reach
them?
•When will they be most receptive? What is the most effective mix?
Evaluate Cross-Media
Behavior
•How do consumers come to make buying decisions? How do they move through the
phases of purchasing decisions? How does mobile, tablet, PC, and other tools fit into the
omnichannel path to purchase?
Understand Dynamic
Paths to Purchase
•What does the typical day in the life of your target consumer look like?
•What are their digital and their offline behaviors? What is the total context of those
behaviors?
Define a “Day in the Life”
with Fresh, Rich Detail
•What is the impact that your advertising has on your audiences? Are you reaching them at
a time they are receptive?
•Does your advertising have the impact that you want?
Evaluate Advertising
Effectiveness
•How does technology fit into the daily lives of consumers?
•How are chipsets or mobile devices you have in market performing? How does your
network perform?
•How does Wifi vs. Data speed and strength impact performance?
Explore Technology
Performance

7. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools to
richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

8. The Capacity for Gathering, Processing
and Applying Real-time Data is Only
Going to Grow as Rate of Exponential
Change in Technologies is Underway
These Technologies + Informed Analytics
Will Make it Ever Easier to Get a Rich
Understanding of Individual Behavior

9. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
2000 2010 2015 2020
Internet Connected Mobile Devices
The Addressable Consumer Market is Exploding!

10. Pure Mobile Growth is Trending to
Ubiquity
Key Drivers:
1) Still increasing penetration of tablets, smartphones  mobile internet use
2) Upgrades in wireless infrastructure
3) Continued growth in mobile applications
4) Reduced cost of devices

12. Computing Power (and Data Storage) is
Becoming Ubiquitous and Nearly Free
Source: Peter Diamandis

13. The Technology to Measure Behavior
More Precisely is Developing at an
Exponential Rate
RealityMine Seeks to Help Clients
Harness this Data and Find Insight on
What Drives Consumer Behavior

14. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools to
richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

15. RealityMine’s TouchPoints provides the only
syndicated study of consumers emotions, social
settings and activities enabling advertising
messages to be placed when viewers will be
most receptive.
The right message to the right consumer in the
right context to trigger the desired behavior!

16. RM TouchPoints Data Gives a Multifaceted
and Continual View of Life Context…
All media
All emotions
All life contexts
Recorded as close to real-time as possible
All day, every day, half-hour by half-hour
And now also continuously - passively

17. TouchPoints:
Growth in Scale and Scope
• TouchPoints is growing in its capacity
– Expanded sample
– Expanded data
– Launching in other markets – Canada + beyond
– Enhanced analytics to make sense of complex data

18. Enhanced RealityMine TouchPoints
Methodology Overview
5,000 Adults in 2105
aged 18+
TouchPoints eDiary
Panelists recruited online & via
telephone; incentives vary
Passive: Metering + More
Single-Sourced
or Fused to
Key 3rd Party
Data Sets
(MRI & Others)
Data Accessible via
IMS & Telmar
On-line Survey
Hub

19. B.J. Fogg @ Stanford
Behavior is Systematic
It is the result of 3
elements coming together

20. Motivation + Ability =
Context

21. Motivation
Ability
Source: B J Fogg
High
Low
Low High
Trigger
- Something that tells you to
perform the behavior now

22. B=MAT
Source: B J Fogg
This isn’t exactly a mathematical equation…

23. Motivation
Ability
Source: B J Fogg
High
Low
Low High
Trigger
B=MAT

24. There are six factors that
can increase motivation
Seeking Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking Acceptance
Avoiding Rejection

25. There are six factors that change ability
Time
Money
Physical ability
Brain cycles (too
confusing)
Social deviance
(outside the norm)
Non routine (too new)
$

26. TP= MAT = B
Source: B J Fogg

27. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools
to richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

28. Let’s Look at Major Sporting Events
Super Bowl

29. Let’s Look at Major Sporting Events
March Madness

30. Let’s Look at Major Sporting Events
World Cup

31. Gender Super Bowl March
Madness
World Cup
Male 50% 54.4% 50.2%
Female 50% 45.6% 49.8%
Age Group Super Bowl March
Madness
World Cup
Millennials (18-
34) 22.7% 45.6% 51.7%
Older (35-64) 77.3% 54.4% 48.5%
Who Was Watching?
Viewers % by Gender and Age Group

32. Where Were They & Who Were They With?
Super Bowl March Madness World Cup
 By themselves
 At home
 With their kids
 At home
 With their partner
 At restaurants / bars

33. Key Variances by Segment
Female
Millennials
(18-34)
Females (35+)
Male
Millennials
(18-34)
Male (35+)
Alone at
Home
With Children
at Home
Alone at Work
With Partner
and Children at
Home
With Partner
at
Restaurant/Ba
rs and
Someone
Else’s Home
With Children
and Partners
at
Restaurant/Ba
rs
With Friends at
Restaurant/Bar
With Partner at
Restaurant/Bar
and Someone
Else’s Home

34. 37% 41% 52%
42% 45% 35%
22% 15% 13%
Super Bowl March Madness World Cup
Viewers Emotions While Experiencing the Given Event
The World Cup is the One Sports Event That
Most People Feel Happy About
NEGATIVE
NEUTRAL
POSITIVE

35. But Few Members of the Audience
are Only Watching the Events
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day

36. How Did These Audiences Engage
with the Events?

37. March Madness: All About the Future
Potential, Then Reality Set In…
0
2
4
6
8
10
12
Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd
Media
distribution
over
study
(%)
Date (Match '14)
TV
Radio
Mobile

38. Viewership of the World Cup games in the
USA Peaked When USA Played then Faded
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
USA vs
Portugal USA vs
Germany
USA vs
Belgium
USA Audience of the World Cup 2014
France vs
Germany
Brazil vs
Colombia
Final

39. Super Bowl XLVIII: Most Viewed Event in Television History*
but Boredom Took Over the Audience by 9pm
* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461
0%
10%
20%
30%
40%
50%
60%
70%
18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30
Other Super Bowl Boredom

40. But what else is going on at any given
moment?
A whole lot more than just watching the
event…

41. March Madness:
Every Group Has a Different Experience!

42. World Cup Viewer Segments Also Had Very
Different Experiences

43. Second Screen activity is a function of
the larger context
It takes on a more specific role within
the sporting event itself, depending
on the context

44. TV is Still the Biggest Media Platform, but PC, Mobile
and Radio Played Very Different Roles for Each Event
49.6%
44.7%
45.1%
20.5%
27.2%
16.7%
15.9% 16.3%
18.2%
14.0%
11.8%
20.0%
Super Bowl March Madness World Cup
TVTVTV PCPCPC Mobile RADIOO
Super Bowl March Madness World Cup
Media Consumption by Platform in % Event Mins

45. For Sports Viewers: Lots of Sports Apps in Use
(Typical Phone of a March Madness Viewer)
Skype is heavily used
by March Madness
viewers. Yahoo Sports and ESPN
Streak
Candy Crush Saga
ranked lower in people
who watched the
tournament than those
that didn't.
The top apps are all
sport related.
Source: Reality Mine Data Collected March – April 2014

46. Super Bowl had the Highest Proportion of
Second Screeners – World Cup, the Least
Bruno Mars stimulates huge Twitter activity…

47. Second Screen / Mobile Device Use:
World Cup Viewers the Lowest Users
0%
10%
20%
30%
40%
50%
60%
70%
Email Internet Gaming Talking Texting Apps Taking
Pictures
%
of
Second
Screen
Activity
via
Mobile
Phone
Super Bowl March Madness World Cup

48. By the Third USA WC Game, Fans Focused on
the Big Screen, Away From Second Screens
% difference between
USA vs Portugal and USA
vs Germany
% difference between
USA vs Germany and USA
vs Belgium

49. Different Moods / States &
Context Drive Types of Second
Screen Activity

50. When March Madness Viewers Were Bored They Played
Candy Crush Saga Source: Reality Mine Data Collected March – April 2014

51. When March Madness Viewers Were
Excited They Were on YouTube or
Chatting on Whats App
Source: Reality Mine Data Collected March – April 2014

52. When March Madness Viewers Were Lonely
They Were on Facebook
Source: Reality Mine Data Collected March – April 2014

53. When March Madness Viewers Were Feeling
Overwhelmed They Were on Mint or using other
Financial Tools
Source: Reality Mine Data Collected March – April 2014

54. Different Events Had Different App
Use Patterns
EMOTION Super Bowl March Madness World Cup
Bored
Happy
Excited
Lonely
Stressed
Social Networking
News Email
Weather Games Games
Sports
Messaging
Hobbies
Finance
Games
Social Networking
Social Networking
Shopping
Games
Viewers App Usage by Emotions

55. USA Fans Utilised Various Communication Apps Dependent
on World Cup Game Outcome / Emotion

56. How Does this All Affect Other
Behaviors, Such as Consumer
Receptivity to Advertising and Paths
to Purchase?

57. How Did Advertising During March Madness
Games Change Your Opinion of a Brand?
Advertising during March Madness had a positive impact on brands,
with the most obvious gain being that these brands seemed more
nationally available and competitive.
Potential to create a motivation rush
Source: Reality Mine Data Collected March – April 2014

58. How Best To Trigger Behaviors
Marketers Want to Achieve?
Source: Reality Mine Data Collected March – April 2014

59. Very Different Context & Motivation =
Different Behaviors
Thought about
restaurant/bar
purchase
50% of World Cup
viewers made a
purchase in a
restaurant or bar
Thought about
making a fast
food purchase
95% of viewers
followed through
and purchased
fast food.
• Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases than
before Fast Food purchases.

60. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools
to richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

61. We Analyze the Entire Path to Purchase
Home / Office In Car On Street Threshold Shopping/Sho
wroom
At Shelf
eDiary Complete Complete Complete Complete Complete Complete
Passive Continual Continual Continual Continual Continual Continual
Ad
Listening
TV & Radio
Detection
Radio
Detection
N/A N/A In-Store
audio/video
In-Store
audio/video
Behavioral
Triggers
Ad, search
or other
Post-trip Ad, search,
location, etc.
Ad, search,
location,
etc.
Ad, search,
location, etc.
Ad, search,
location, etc.

62. Path to Purchase in Practice
Customers, especially Millennials, will buy
what they want, when and where they want
it –
– Shopping, and their winding path to
purchase will be on their terms!
Path to Purchase
Retailer
Selection
Planning
Everyday
Influence
In Store
Experience At Shelf
Pre-Shop
During Shop

63. We Have Developed an Analytic Toolset to
Cluster Behaviors by Path to Purchase Steps
Category
Consideration
Category &
Specific Brand
Evaluation
Shopping,
Negotiation &
Purchase

64. Analytic Tools Set to Examine Specific
Behaviors in Each Step on the Path - Tech

65. For Each Stage Detailed Analytics are
Possible – Can Go to Respondent-Level

66. 0%
5%
10%
15%
20%
25%
30%
35%
40%
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
% Reach of OOH Media by Hour
NET Mon-Sun / Women 25-54
Shopping AM/FM Radio Internet via Computer Mobile Internet Broadcast TV Cable TV
80% of weekly In-Store Shopping takes place during midday
And Layer In Media Behavior onto the Path
Source: 2014.1 USA TouchPoints. Reach of Media consumed Out of Home by Women 25-54 NET Mon-Sun. AM/FM Radio includes HD Radio and
radio station streams; Internet excludes email; Television includes live and time-shifted viewing; Cable TV excludes premium channels
Radio is the most consumed medium during these peak shopping hours
AM/FM Radio
In-Store Shopping
Internet via Computer
Mobile Internet
Cable TV Broadcast TV

67. Agenda
• About RealityMine
• The path of technology innovation
• USA TouchPoints / Behavior design /
Receptivity
• Ways we are bringing together these tools
to richer applications
– Sports media behavior
– Path to purchase analytics
– Real-time analytics

68. We Have a Real-Time View on Context
& Opportunities to Trigger Behaviors

69. Thank You!
rolfes@realitymine.com
+1 (917) 693-3541