ACCELERATE INTELLIGENCE BUSINESS SPEED Business is getting faster

ACCELERATE! INTELLIGENCE @ BUSINESS SPEED Business is getting faster and faster, driven by the big amount of data, disruptive business initiatives, unexpected events and unique opportunities. This requires a change in intelligence. Classic market and competitive intelligence is not sufficient any longer in todays’ business environment. The advent of social media, the internet of things and on-line information sources are of critical importance to read the quick signals of change that companies need to (re)act on in order to grow their business faster than the market. Intelligence today is a set of integrated activities of monitoring and data collection, sophisticated and strategic analysis of big data and high level advisory services. In order to help companies make the right decisions every day and every minute, Intelligence must enhance to the speed of business. Our conference will walk the talk and also deliver insights at the speed of business. Short and to-the-point presentations, sharp messages, crisp opinions. In 2 days we will bring you even more value than our classic 3 day conferences brought. A win in time, value and money! In this unique conference we will zoom in on all the aspects that will get your intelligence up to business speed: thought leadership speeches, challenging panel discussions, compelling workshops, provocative roundtables and plenty of networking. Join more than 150 senior business professionals at this must-attend event. We are looking forward to welcoming you in New York! Thomas Rideg, Regional CEO Americas Joost Drieman, Conference Chairman

WHAT MAKES THE M-BRAIN CONFERENCE SPECIAL? Expect two full days where you get to choose the topic or session that best serves your needs. 20 minute sessions: This year, we will be packing numerous to-the-point 20 minutes expert presentations into two days, so you get more from your time at America’s leading intelligence sharing event. No vendors or sales pitches: Focus on true learning and knowledge exchange, with real life practical insights. Join an exclusive online community: Complimentary access to Intelligence Best Practices Online, a rapidly growing exclusive community and knowledge resource for market & competitive intelligence practitioners. Before and after conference advisory: Prepare to truly turn takeaways into action after the event. Participation includes optional pre-conference intelligence diagnostics and post-conference advisory sessions. Intensive networking: Create strong professional relationships and utilize the vast experience available during and after the conference. Personal and interactive: You will join over 150 of your peers in an intense knowledge sharing event. The atmosphere is cozy and conducive for open, candid conversations. 100% recommended by past attendees: In post-event surveys, all attendees at M-Brain conferences respond that they will recommend the event to others. Free consultancy sessions: Get advice on one of your pressing intelligence issues by one of our senior consultants.

WORKSHOPS Day 1: Monday October 19, 2015 Choose one of the six compelling 3 -hours workshops to attend: 1. Start An Intelligence Program You have been tasked with setting up an intelligence program or revamping an existing one and you are wondering where to start and what steps to follow. Benchmark your progress against case examples and best practices, Learn to use frameworks and templates. Develop an action oriented set-up plan. Design your own individual MI Development Road Map with concrete action points. Walk away with practical next steps to build your intelligence program. Facilitators: Troy Pfeffer, Director Market Intelligence at Cintas and Scott Hall, Senior Manager MI Solutions at M-Brain 2. Stakeholder Management Your internal customers are not the easiest to deal with? This workshop is all about starting, developing and maintaining excellent relationships with key stakeholders. It will be a bit of theory complemented with real life examples and best practices. The focus will be on which stakeholders to develop a relationship with, how to approach top executives, social style in relationship management, building trust, needs analysis, question techniques and coping with resistance. Facilitators: Rich Austgen, Market Innovation Manager at Allstate and Joost Drieman, VP Best Practices at M-Brain 3. Market Sizing And Forecasting Do you need to estimate the market size and growth but you are lacking the methods and practical examples of segmentation and forecasting? This workshop focuses on understanding market sizing, whether you are looking at a particular geography, segment, product area or channel. Participants will get a clear overview on the methodologies, models and frameworks that help in estimating the size and growth of markets, including best practices, interpretation and explanation. Facilitators: Arman Hosseini, Manager, Strategy and Forecasting at Johnson Controls and Anna Räder, Senior Consultant, M-Brain 4. Integrating Social Media With Intelligence Forums, blogs, tweets and apps contain a lot of data and information. Become the intelligence professional that knows social media as the back of your hand use it to collect relevant information and contribute as an all-star. In this workshop we will show the power of the internet and social media. Become familiar with all sorts of searching, crawling, monitoring and information collection techniques that help you to create better and faster market, competitive and customer insights for your company. Facilitator: Susanna Tirkkonen, Head of Social Media Consultancy at M-Brain 5. Competitor Simulation (War-Games) Would you like to understand what a war-game is, what it can do for your company and how to do it? This workshop will zoom in on the different levels of competition, explain theory of war-gaming and all the different formats of running a war-game. Workshop participants play a simulated, yet very realistic competitive war-game. This workshop is designed to fully arm the participants with the analytical ammunition they will need to run their own war-games. Facilitators: Corey Strege, Executive Director, Intelligence and Strategy, Olympus and Victor Knip, VP Best Practices Development Americas at M-Brain 6. Detecting Deception If an adversary knows exactly how you are planning to defeat them, they will work diligently to forestall your efforts. So deception is paramount to keeping an adversary in the dark for as long as possible. Analysis of Competing Hypothesis is a proven method for evaluating what we think we see and understanding what we do not see. The session includes an exercise to evaluate a piece of evidence and determine if it is real or deception. We will examine real applications in business, and how an Excel-spreadsheet template can help analysts create a document trail for their conclusions, including ‘hands-on’ opportunities with their senior executive stakeholders. Facilitators: Thomas Waters, Senior Manager, Market Intelligence at Jabil Circuit and Thomas Rideg, Regional CEO Americas at M-Brain

3. Best Practices In Sales Enablement by Troy Pfeffer, CI ROUND-TABLE SESSIONS Day 2: Tuesday October 20, 2015 Choose two out of six thought provoking roundtable sessions and actively participate in the discussion: 1. Intelligence Tools by Lauri Paloahde Deploying easy to use technology tools is a must to advance your market intelligence program. But tools only work well with clearly defined processes and a strong team leading the roll-out. A MI platform provides a DIY capability, helps avoid duplication, adds efficiency, enhances user collaboration, and enables to better predict market changes. With these goals in mind, it is possible to build something truly innovative and have an impact on company culture in terms of how information is collected, analyzed and utilized. What does it take to make something truly innovative? What does an award winning intelligence platform consist of? Get tips for a successful launch and use of an intelligence platform. 2. Social Media Intelligence by Susanna Tirkkonen Social Media is one of the most important sources for today’s intelligence. It generates big data and there is more to monitor and to collect than human being can analyze and capture. In this roundtable we will talk about: • How to monitor and listen in social media • How to engage with people in social media • How to make sure that we find and deliver insights that are relevant • How to make social media part of market intelligence Director, Cintas and Victor Knip, VP, Intelligence Best Practices Development - Americas, M-Brain Intelligence is not only for strategic decision making. The support of sales is maybe even more important. But what is needed to make intelligence successful for sales? In the roundtable will discuss and answer the following questions: • How do intelligence professionals become sales enablers? • Best Practices examples of sales enablement through advanced intelligence efforts • How to build advanced sales intelligence networks that support intelligence gathering • How to tie your efforts to revenue generating activities 4. Measuring The ROI Of Intelligence by Diana Gowe, enior Director, Global Commercial Analytics Organization at Janssen, a division of J&J and Tom Rideg, Regional CEO, M-Brain Americas Intelligence is often seen as a cost center. But how much money will it generate for the company? In this roundtable we will discuss and try to answer the following questions. • Can you measure the ROI of intelligence? And should we measure it, or not? • If so, how? What are the methodologies, or best practices? • Should you look at soft and hard measurements? • What are good examples of ROI? 5. Data Visualization by Alicia Lin, esigner of Things on Screens, Linked. In and Joost Drieman, VP, Head of Intelligence Best Practices, M-Brain The best intelligence in the world is of no use if the data is not visualized in a way that makes it clear, memorable and actionable for your stakeholders. With an overload of data and information it is of critical importance to make sure that the stakeholders see easily the outcome and recommendations of the analyzed data. How do you do that? In this roundtable we will discuss: • What are the best examples of data visualization and why? • What are the rules for data visualization? • What is the impact of skills and time for data visualization? Which tools are most suitable? 6. BI & MI Integration by Anna Räder, Senior Consultant, M-Brain For many years BI and MI were to separate silos, because of different data, tools and users. But there is a trend to start collaborating. • What are the advantages and disadvantages of this integration? • What data to integrate and how to integrate it? How to organize this? • Best practices of BI and MI combinations

CONFERENCE AGENDA Pre-day Sunday October 18, 2015 06: 00 pm – 07: 00 pm Welcome cocktail for all participants at the Marriott Hotel, Brooklyn, New York Day 1: Monday October 19, 2015 08: 00 am – 09: 00 am Registration & Breakfast 09: 00 am – 10: 30 am Workshops. Part 1 10: 30 am – 11: 00 am Coffee Break 11: 00 am – 12: 30 pm Workshops. Part 2 12: 30 pm – 01: 30 pm Networking Lunch 01: 30 pm – 01: 45 pm Welcome and Opening by M-Brain 01: 45 pm – 02: 15 pm KEYNOTE SPEECH by Michael Flowers, Former Chief Analytics Officer City of New York, Mayor Michael R. Bloomberg Executive in Residence NYU Center for Urban Science and Progress CAO at Enigma. io 2: 15 pm – 02: 40 pm Building Your Crystal Ball: Using Competitive Simulation to drive Informed Decisions by Farheen Qadir, Business Director, BASF Mexico, Central America and the Caribbean at BASF • Case Study: Winning in Crop Protection - How BASF used competitive simulations to gain leading market share in a new market • Secure unique insights on changing organizational culture and driving impact that lasts 02: 40 pm – 03: 05 pm Special Topic by Christine (Doyle) Van Dae, Assistant Director, Market Intelligence at Harvard University Business School 03: 05 pm – 03: 30 pm Networking Break 03: 30 pm – 04: 20 pm The Intelligence Show with Troy Pfeffer, Competitive Intelligence Director at Cintas Interviewing intelligence guests on the topic: How to accelerate intelligence to the speed of business? Panelists include: • Diana Gowe, Senior Director, Global Commercial Analytics Organization at Janssen, a division of Johnson & Johnson 04: 20 pm – 04: 45 pm Special Topic by Bill Strugger, Senior Director, Market Intelligence at EMC 04: 45 pm – 05: 10 pm Scenario Planning by Kevin Murphy, Director, Market & Customer Trends at Metlife 05: 10 pm – 05: 20 pm Closing Remarks 05: 20 pm – 06: 20 pm Free Consultancy Sessions (for those who have registered ) 06: 30 pm – 10: 00 pm Dinner cruise & networking event on the Hudson River

CONFERENCE AGENDA Day 2: Tuesday October 20, 2015 08: 00 am – 09: 00 am Breakfast 09: 00 am – 09: 15 am Welcome, Recap & Program by M-Brain 09: 15 am – 09: 40 am What Skills Are Needed to Run Intelligence @ Business Speed by Dr Daniel Pascheles, Vice President at Merck • Social media, big data, advanced analytics and the fast pace of decision making require new competences • The next generation of intelligence professionals will be different. Are old school competences still sufficient? 09: 40 am – 10: 05 am Building Rome in a Day: How to Create CI Advocates Across the Company by Rich Austgen and Rick Lussenhop, Allstate • Insights from our journey from unknown team to essential value-add function • Our framework for incorporating market, competitor, and customer data into innovation, customer experience, marketing and strategic planning • Lessons from a real-life example on applying MI techniques • How to transcend stereotypes of the CI team • Video: Where the magic happens 10: 05 am – 10: 30 am Special Topic by Alicia Lin, Designer of Things on Screens at Linked. In 10: 30 am – 10: 55 am Networking Break 10: 55 am – 11: 55 am Interactive Roundtable Sessions: Round 1 12: 00 pm – 01: 00 pm Interactive Roundtable Sessions: Round 2 01: 00 pm – 02: 00 pm Networking Lunch 02: 00 pm – 02: 25 pm Special Topic by Christine Hayes Director of Market Intelligence at NBC Universal 02: 25 pm – 02: 50 pm Special Topic by RJ Jones, Vice President, Investor Relations and Market Intelligence at Zillow Group 02: 50 pm – 03: 15 pm Networking Break 03: 15 pm – 04: 20 pm The Debate: Intelligence is dead, long live intelligence! We have invited two groups of four students from 2 different universities. Both group have a different opinion in the future of intelligence. What is their reasoning? Be prepared for something completely new: SERIOUS FUN! 04: 20 pm – 04: 30 pm Wrapping up, Closing, Thanks, Safe Journey and See You Next Year!

Networking Dinner - Complimentary Dinner Cruise Date: Monday, October 19 When: 7 pm-10 pm Where: Cruise on the Hudson River At M-Brain Conferences, we encourage the establishment of positive relationships and trust amongst participants and practitioners to engage in the sharing of best practices. So take your professional networking to the next level at every opportunity throughout the M-Brain Conference! Enjoy a real confidence booster by networking in a professional environment where you feel relaxed and comfortable. Join us for a free Dinner and Networking event. The relationship building and knowledge sharing will continue with an interactive reception and dinner. Enjoy the beautiful and scenic skyline of New York, with the bonus of great drinks and food!

WHO SHOULD PARTICIPATE? The conference is a must-attend for all VP’s, senior directors, managers, analysts, individual professionals, students and executives who are active in the areas of: • Market intelligence • Competitive intelligence • Customer intelligence • Social Media Intelligence • Business intelligence • Big Data • Monitoring • Market insight • Business analysis • Economic analysis • Strategy and Planning • Marketing • Business development • Knowledge management • Data analysis • Information management • Sales • Modelling • Dissemination • Decision making PRE AND POST CONFERENCE DIAGNOSIS To maximize your value of the conference, we offer to assess, prior to the conference, your current MI/CI/SM status, recommend tracks and sessions at the conference, and propose networking with the right speakers and other peers at the event. You will also get quick tips that will enable you to take your Intelligence program to the next level. Take the opportunity and be well prepared to learn and network! After the conference, we will help you digest the key learning items from the conference, discuss how to apply them in your company’s context, and we will provide objective advice and best practices for the next steps. Please note that the schedule for a diagnostics session will need to be agreed upon with your assigned expert and is subject to expert availability. Sessions are booked on a first-come-first-served basis. 20 MINUTES FREE CONSULTANCY SESSION Are you struggling with intelligence issues such as: • Which method should I use to set the right priorities for my organization? • How do I gather better feedback on my deliverables? • Which MI tools should I use? • Is co-creation the right path for me? What other choices do I have? • How do I cope with stakeholder resistance? • How do I define KPI’s intelligence and can I measure ROI for intelligence? How? • How do I engage with my audience in social media? • How do I develop an intelligence culture? Book a consultancy session with one of our senior consultants to discuss one pressing intelligence issue. Sessions will be held after the presentations on October 19, 2015. Reservations are on a first-come-first-served basis. Spaces are limited.

SPEAKERS AND FACILITATORS PROFILES (1/2) Keynote speech by Michael Flowers Former Chief Analytics Officer City of New York, for Mayor Michael R. Bloomberg Executive in Residence NYU Center for Urban Science and Progress CAO at Enigma. io Christine Hayes Director of Market Intelligence at NBC Universal Lauri Paloahde Technology Director at M-Brain Dr. Daniel Pascheles Alicia Lin Vice President, Head Global Competitive Intelligence at Merck Designer of Things on Screens at Linked. In Corey Strege Nicolle Mc. Kinnon Joost Drieman Rick Lussenhop Executive Director, Intelligence and Strategy, Olympus Vice President, Global Head of IBP at M-Brain Consultant at M-Brain Senior Marketing Manager at Allstate Susanna Tirkkonen Head of Social Media Consultancy at M-Brain

SPEAKERS AND FACILITATORS PROFILES (2/2) Troy Pfeffer Tom Rideg Competitive Intelligence Director at Cintas Regional CEO Americas at M-Brain Victor Knip Anna Räder Tom Waters Rich Austgen Scott Hall Farheen Qadir Kevin Murphy Diana Gowe VP IBP Development Americas at M-Brain Intelligence Professional at Jabil Circuit Senior Manager, MI Solutions at M-Brain Director, Market & Customer Trends at Metlife Bill Strugger Senior Director, Market Intelligence at EMC RJ Jones Vice President, Investor Relations and Market Intelligence at Zillow Group Senior Consultant at M-Brain Market Intelligence at Allstate Business Director, BASF Mexico, Central America and the Caribbean at BASF Senior Director, Global Commercial Analytics Organization at Janssen Pharmaceuticals, a pharmaceutical company of Johnson & Johnson Christine (Doyle) Van Dae Manager, Assistant Director, Market Intelligence at Harvard Business School

WHAT PARTICIPANTS SAY ABOUT OUR PREVIOUS CONFERENCES Excellent workshop with very knowledgeable and engaging speakers. A lot of key takeaways for our organization! This was great. Most engaging session I’ve been to at any conference. Lots of take-aways. “ “ It was very useful to see the handouts and templates and I also benefitted from the practical, real-life experiences discussed. The session was very informative and useful for my own career.

INFORMATION REGISTER NOW The 2014 Conference in Chicago was sold out! Register now to avoid any disappointment. Date & Location October 19 -20, 2015, New York PRICING Regular Conference Fee: $2, 595 person (+ taxes) Venue Marriott Hotel 333 Adams Street Brooklyn, NY 11201 Tel: + 1 718 246 -7000 Early Bird Fee: $2, 075 person (+ taxes) Room rate: USD 309* per night Register online at M-Brain website. https: //www. m-brain. com/home/m-brainconference/conference-registration-form/ For further information and advice on track choices, contact info@m-brain. com or call +(1) 630 -823 -8265 *See Marriott for conditions Cancellation policy: Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before August 29, 2015. 50% of the Conference fee is payable for cancellations after August 29, 2015. No refunds will be issued (and full conference fee is payable) on cancellation requests received after September 21, 2015. Note - All registrations are subject to acceptance by M-Brain. Early bird discount closes August 31, 2015 Group Fee (5+ from one company) $1, 850 person (+ taxes) As this is our 12 th conference, every 12 th attendee is free of charge for the entire conference

M-BRAIN NEW YORK CONFERENCE 2015 HAS GONE MOBILE! Register now to download our free conference app - view speaker profiles, access conference information, network with attendees and much more!