Kneebone 3.0 is a Software Platform built exclusively for marketing that integrates and automates data collection and delivery from allmarketing data sources. Kneebone is purpose-built for marketing performance management. Kneebone offers a suite of Software as aService (SaaS) Applications designed to provide marketers with the capability to analyze, visualize, collaborate and plan resulting inbetter decision making.

Information TechnologyConsumer Packaged Goods

Challenges: To integrate all relevant marketing information in aseamless way to give a single view of sales and marketinginitiatives.Success: For the first time, the client could track and planmarketing campaigns against a live unified view of sales data.

The Client: This client is a multi-national consumer packagedgoods company with many Brands crossing multiple lines ofbusiness. Kneebone was used to track and model all brands acrosstwo lines of business. A major need was to also track and modelcompetitor brands. The project was restricted to a single nationaldivision of the company.

Kneebone Cross-Marketing Performance Technology

All Media Events and Spend: TV/Radio Spots Print Inserts with vendor Outdoor Online and Social Media Direct Mail

All data is date stamped withdistributions and spend.

Indices: All Index conditionsare date-stamped and can beoverlaid with all other data.

Stock price Consumer Price Index

Conditions

Marketing Data Sales Data

All Coupons: Coupon Details Coupon Redemptions

Flyer Coop: Flyer Details PDF Flyer Images

All data is date stamped withdistributions and spend.

AC Nielsen: Weekly SKU-Level sales data collected byRegion, Channel, and BrandDescriptors for Client andCompetitor products.

This is the main dataset forthe client and will be fullybase lined for both client andcompetitor sales tracking.

Walmart: Regional andMetropolitan SKU-Levelweekly sales data. To becombined with AC Nielsensales data for a completeview.

Shipments: All SKU-Leveldate-stamped shipments fromClient to Stores.

Weather: All weather data isdate-stamped and alignedwith Client regionaldefinitions. Average Temperature Total Rain Fall Total Snow Fall

Consumer Feedback: Allconditions are date-stampedand have a tree descriptor andtype hierarchy.

Consumer feedback Call to consumer TFN Consumer complaints

Online: All online conditionsare date-stamped and havekey web site page descriptorsand referrers (Google etc,)defined.

Web Site Activity Web Site Referrals

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Media Data: The client provided permission for their Mediavendor to send standardized order Insert reports to Kneebone.Kneebone is experienced with all of the standardized mediareporting systems including DDS, AdTrak, and Fumius.

The reports come in Excel format and include all print andbroadcast spot and ad level details with insert dates, distributions,and costs.

Kneebone has developed automated ETL processes for cleaningand normalizing media data. This is a very important function sincemedia data is typically freely entered and contains many variationsand misspellings for the same entity.

Unlike consultative or statistical modeling approaches tomarketing performance management, Kneebone uses granular“per event” marketing data. We don’t just capture aggregatedspending against media classifications; we capture each and everyevent to the individual TV spot or print ad. Hence, as an addedbenefit, the client can now use Kneebone as a record of theirmedia purchasing without having to go through the vendor forevery report.

AC Nielsen: The client provided a license to access their Inf*ActOLAP national sales data for all brands. Kneebone pulls the datafrom a multi-processor server based installation and ports the datainto our custom AC Nielsen ETL process where it is cleaned,normalized and combined with all other data resident inKneebone.

Now the client can see instantly data that used to take hours tocompile from desktop reporting applications. Moreover, they cansee it in conjunction with other sales data (Walmart) and allmarketing events and conditions. And the AC Nielsen data is nowfully base lined with learned history that can be used in forwardlooking analytics. This repurposing of existing data is a hugebenefit of the Kneebone platform.

Walmart: The client passes on their Walmart data to Kneebonefor inclusion in the platform. The data is in Excel cross-tab formatand adheres to the Walmart calendar year definitions. Kneebonehas custom ETL processes to clean and normalize the data into theclient’s fiscal year definitions and use the same terminology as allother sales and marketing data in the platform (AC Nielsen etc.).

Coupon Data: A third party vendor manages coupon programfor the client. Kneebone receives detailed PDF reports on coupondetails and redemptions. Kneebone has custom ETL process to ripdata from these reports, clean, and normalize it into the commonclient platform.

Flyer Coop Data: The client uses online service that collectsdetails on all flyers on a national basis for all brands and allcompetitive brands. The data includes all aspects of the flyer dateand duration, the region and channel, the product, price point, andspecial offers.

The data also includes scanned images of individual flyer pages.Kneebone custom ETL processes to download data and assembleconcatenated Flyers. The flyer images are visible within Kneeboneand can be downloaded in their assembled state. The flyer data isrepurposed to become useful within a broader context.

Shipments: The client provides all SKU-Level date-stampedshipments to Stores. These shipments are modeled for historicalbehaviour and base lines for them can be used in predictive supplymodeling.

Conditions: All conditional data is date-stamped and provided ina classification hierarchy enabling it be overlaid with all other data.Conditions of note include:

Stock price & Consumer Price Index Average daily temperature Total daily rain & snow Fall Consumer feedback calls to call center

Online: Kneebone has automated ETL tools to extract data from avariety of Online Analytic system including Google Analytics,Proximity and raw web logs. All online data is date-stamped andhas key web site, page, and referrers (Google etc,) defined.

Web site daily site and page activity Web site daily referrals

When a URL is used in a marketing event (print, Online, etc.),activity on the URL can be attached to the event as performanceand full base line technology on on tap.