OPERATIONAL KPI FRAMEWORK FOR NAB PROCESS AND GUIDING

OPERATIONAL KPI FRAMEWORK FOR NAB PROCESS AND GUIDING PRINCIPLES Step 1: Identify campaign goal (Pick 1) Step 2: Select KPI based on goal (Pick 1) Step 3: Determine optimization proxy for to optimize to based on KPI (Pick 1) Critical to select 1 objective, 1 KPI, and 1 optimization proxy to guide agency. . . Step 4: Select other metrics to track and analyze (Pick multiple) Operational . . . and track multiple "hygiene metrics" to report on Link to tactical metrics framework, key to prove campaign level ROI Step 5: Conduct pilots and tests and apply MMM analysis to validate that KPIs and optimization proxies are driving appropriate business metrics (Semi-annual assessment) 1. CPMv = cost per viewable impression; CPCVv = cost per viewable completed view; CPCV = cost per completed view Privileged and Confidential 0

IDENTIFYING CAMPAIGN GOALS & KPI’S PROCESS AND GUIDING PRINCIPLES Step 1: Identify campaign goal (Pick 1) Awareness Raise awareness for new brands and line extensions. Volume Purchase intent and sales for long-standing brands. Online Conversion Drive explicit online actions such as votes and redemption (i. e. Game Fuel & Dewcision). Advocacy Drive advocacy amongst loyal base or social good (i. e. Pepsi Refresh). 70% of Campaigns will fall into Penetration or Volume Privileged and Confidential 1

OPERATIONAL KPI FRAMEWORK FOR NAB Step 1 : Identify campaign goal (Pick 1) Awareness Step 2: Select Success KPI (Pick 1) Step 3: Determine optimization metric based on KPI (Pick 1) Brand Awareness Display: Cost-per viewable reach Message Association Video: Cost-per-completed / 3 s (? ) viewable reach Step 4: Select diagnostic metrics to track & analyze (Pick multiple & more) Frequency Viewability On target reach Sponsorship Association Volume Attitudinal metric Purchase intent Display: Cost-per viewable reach Sales lift Video: Cost-per-completed / 3 s (? ) viewable reach Completion rate Response rate + Cost per completed viewable view (CPCVv) CPMv & CPM Download/votes Online Conversion Advocacy Site page visits Cost-per conversion Cost per action (CPA) e-Comm sales Sales Comments Site visits Shares Cost-per action Paid/earned ratio Step 5: Conduct pilots and tests and apply MMM analysis to validate that KPIs and optimization proxies are driving appropriate business metrics (Quarterly assessment) Share rate Repeat visitors Privileged and Confidential 2