1.Eric Feinberg Senior Director, Mobile 734-327-3850 eric.feinberg@foresee.com @ericfeinberg Mobile Insider Summit, August 2013 MEASURE RIGHT MANAGE FORWARD MOBILE MAKES A DIFFERENCE

2. Property of ForeSee Proprietary & Confidential 3 The Business Challenge Increase the velocity of growth Customer Retention Customer Upsell Acquire New Customers Allocate finite resources with higher precision, bigger impact and minimum waste Win more business than competitors 3. Property of ForeSee Proprietary & Confidential 4 Mobile Consumer 4. Property of ForeSee Proprietary & Confidential 5 Mobile Consumer = Multi-Channel Consumer 5. Property of ForeSee Proprietary & Confidential 6 Mobile Consumer = Multi-Channel Consumer 6. Property of ForeSee Proprietary & Confidential The Consumer Experience is more important today than ever before. If youre not measuring it, youre operating in the dark 7. Property of ForeSee Proprietary & Confidential 8 The customer experience has emerged as the single most important aspect in achieving success for companies across all industries (Peppers and Rogers) 86% of leaders place Customer Experience as their TOP strategic priority (Forrester) 59% of large companies have ambitions to be industry leaders in customer experience within three years (Temkin Group) 8. Property of ForeSee Proprietary & Confidential 9 Lower switching costs Consumer is in control Why 9. Source: David Godsman Bank of America, Online/Mobile Solutions Executive Mobiles Role in Building More Personal Connections With Customers Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013 10. Source: Julie Ask Forrester Research Mobile Commerce Opportunity Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013 11. Property of ForeSee Proprietary & Confidential 16 The Business Challenge Increase the velocity of growth Customer Retention Customer Upsell Acquire New Customers 12. Property of ForeSee Proprietary & Confidential 17 More than Meets the Eye It never was The customer experience is no longer about the Web Channel Mobile Channel Multi-Channel Merged-Channel Omni-Channel 13. Property of ForeSee Proprietary & Confidential 18 The Power of One Measure Right Manage Forward Make a Difference Company Brand 14. 19Property of ForeSee Proprietary & Confidential WHY ITS IMPORTANT 15. Property of ForeSee Proprietary & Confidential 20 A Highly Satisfied Mobile Shopper Source: ForeSee E-Retail Satisfaction Index (US Holiday Edition) 72% more likely to recommend 69% more likely to buy in mobile channel 36% more likely to buy in any other channel 58% more likely to return to mobile experience 16. Property of ForeSee Proprietary & Confidential 21 Mobile Customer Experience Analytics NOT an accurate representation of the multi-channel, multi-device consumer NOT strong in strategic value NOT predictive NOT measurement Current Mobile Customer Experience Analytics are: Single channel or touch point specific Focused mainly on tactical and operational insights Dominated by behavioral data Feedback 17. Property of ForeSee Proprietary & Confidential 22 Tomorrows Analytics 18. Property of ForeSee Proprietary & Confidential 23 Tomorrows Analytics 19. Property of ForeSee Proprietary & Confidential 24 Tomorrows Analytics 20. Property of ForeSee Proprietary & Confidential 25 Where are you? Wherever you are is where you are Some things you cannot control Where you go is up to you Non- optimized Mobile Optimized App & Mobile Optimized Tablet Optimized & Apps & Mobile Optimized Responsive Design 21. Where you go is up to you 22. Where are we going? 23. Location = Work Time = Daytime Location = Both Time = Both Location = Home Time = Evening 24. Property of ForeSee Proprietary & Confidential 32 The New Consumer 25. Property of ForeSee Proprietary & Confidential 33 The New Consumer & ForeSees Mobile Expertise 100+ mobile clients 150+ mobile measures 2,000,000+ mobile surveys completed Innovation: SessionReplay for Mobile Sites & Apps Blog: Mobile Mondays Mobile Research: Retail, Financial Services, Travel, Cont ent & Media, Social Media, Gaming, Gover nment 26. Property of ForeSee Proprietary & Confidential 34 The New Consumer 27. Property of ForeSee Proprietary & Confidential 35 Its All About Context Context = Location + Intent All too often we are optimizing for a conversion event when in fact we should be optimizing for a contribution event 28. Property of ForeSee Proprietary & Confidential 36 Contribution, Not Conversion Purchase 21% Research 79% Mobile Intent in Retail Source: ForeSee 29. Property of ForeSee Proprietary & Confidential 37 Tablet Is Not Mobile Work 16% On The Go 5% Home 78% Location: Tablet Work 15% On The Go 22% Home 63% Location: Phone Q1 2013 Source: ForeSee 30. Property of ForeSee Proprietary & Confidential 38 Phone Is Somewhat Mobile, Tablets Not Work 16% On The Go 5% Home 78% Location: Tablet Work 15% On The Go 22% Home 63% Location: Phone Source: ForeSee 31. Property of ForeSee Proprietary & Confidential 39 Tablet Underperforms Phone Tablet 73 Phone 77 , 0 Mobile Satisfaction: Phone vs. Tablet Source: ForeSee 32. Property of ForeSee Proprietary & Confidential 40 Android Outperforms iOS 58 60 62 64 66 68 70 72 74 76 78 Q1 2012 Q2 Q3 Q4 Q1 2013 Quarterly Mobile Satisfaction by OS Android iOS RIM Source: ForeSee 33. Property of ForeSee Proprietary & Confidential 41 No Task Accomplishment Woefully Low Yes 72% No 28% Mobile Task Accomplishment 84 Satisfaction 88 Recommend 91 Return Satisfaction 56 Recommend 58 Return 64 Yes Source: ForeSee 34. Property of ForeSee Proprietary & Confidential 42 The Stars Dont Align Source: ForeSee 35. Property of ForeSee Proprietary & Confidential 43 Again, The Stars Dont Align Source: ForeSee 36. 44Property of ForeSee Proprietary & Confidential HOW DO WE MEASURE? 37. Property of ForeSee Proprietary & Confidential 45 The Right Survey, the Right Person, the Right Time 38. Property of ForeSee Proprietary & Confidential 47 SessionReplay for Mobile Sites & Apps Be Actionable Identification Acceptance Resolution 39. 70 FUTURE BEHAVIORSELEMENTS CONTENT67 LOOK AND FEEL79 FUNCTIONALITY76 72RECOMMEND MOBILE SITE 78PURCHASE OFFLINE 70RETURN TO MOBILE SITE Customer Satisfaction 40. Property of ForeSee Proprietary & Confidential 50 No Proxies, No Feedback Only Truth Outcome Buy from us Buy from competitor Do Nothing/ Still Researching Channel Digital Web Tablet Phone Offline Store Call Center Value $ $$ $$$ Competitive loss ($) What resulted from the mobile experience? In what channel did that experience occur? What was the quantifiable impact to the business? 41. Managing forward to next generation customer experience analytics 42. you need to keep innovating, and keep moving forward, in order to stay ahead 43. Leading the Mobile Revolution 44. Property of ForeSee Proprietary & Confidential 54 Some of the Companies We Measure 9 of the Fortune 10 50 of the Top 100 Online Retailers 6 of the Top 10 Banks Over 90% Customer Renewal Over 600 customers Over 1000 active measures Over 100 million surveys collected Over 80 industry benchmarks 45. Property of ForeSee Proprietary & Confidential 55 Mobile Consumer is Measurable Were creating mobile and multi-channel experiences Lets measure those experiences directly To radically change the way critical investments and decisions are made, leading to a competitive advantage 46. Eric Feinberg Senior Director Mobile, Media & Entertainment ForeSee (734) 327-3850 Eric.Feinberg@foresee.com @ericfeinberg www.foresee.com