The New Standard for DigitalUsing Macro Business Metrics to Evaluate Media Performance.

MakeBuzz, LLC New Orleans I Chicago I London T 707.709.8780 info@makebuzz.com www.makebuzz.com

How do you grow a business?

IntroductionWe operate on the premise that digital marketers do not yet have a seat at the table at most

companies. That although many might spend a substantial portion of their ad budgets online, they see

the Internet primarily as a vehicle for direct-response media, that it’s not a game-changer, that it

cannot make a significant impact on the overall business or brand.

We know this is wrong, and we’ve proven it again and again with our own clients. We build Marketing

Frameworks that not only show just how important digital is, but how it can help a business scale

sustainably and profitably.

But don’t just take our word for it. We’re excited to present others - big brands who believe in the

power of the right framework, and they’re helping us set a New Standard for digital marketing.

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Leading the Way

Kimberly-Clark, the parent company for brands like Kleenex, Kotex, Cottonelle, and Huggies,

increased their investment in Programmatic Performance media in 2012 – the interesting part is they

did so as part of a larger initiative.

According to the media operations head, "2012 was proof positive of the benefits [Programmatic

offers] in both driving efficiency and quality…One of the first goals was to simply establish the

structure to mine our own data, mold it with outside data, and optimize in real time. We’re now set up

for addressing upper or lower funnel goals depending on Commercial Program objectives."1

This means that KC  started with a focus on efficiency like most brands looking to online marketing, and

now they're interested in growth. But in order to go down that road, they had to install a framework that

could evaluate performance of both Branding and DR media.

This opens up the scope of possibilities for digital marketing at KC. When you have a framework that

supports media along the entire Customer Journey - from early Awareness to Purchase - you can

measure and balance goals for that media.

L’oreal is another big brand with big plans for digital. USA CMO Marc Speichert has made developing

the company's digital-marketing capability his focus, recognizing how digital impacts the path to

purchase.

His test-and-scale methodology and emphasis on macro measurement - how online effects the sales

bottom line - is perfectly in sync with MakeBuzz technology and process.: “We did some ROI

calculations on people exposed to [online media] vs. those not exposed and then measured it back to

point-of-sale data, and we were quite pleased with the numbers."2

In a landscape where media performance is often translated into measures of efficiency, it’s

refreshing to see how some companies are building frameworks that are geared towards growth.

We’re proud to be a long-time member of that group.

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1 http://www.adexchanger.com/advertiser/kimberly-clark-qa-early-programmatic-display-results-far-exceeded-expectations/

2 http://adage.com/article/cmo-interviews/l-al-digital-spending-boost-paying-big-time/237204/

About Us

A Foundation of InnovationMakeBuzz has spent the last 17 years helping clients balance customer equity with sustainable

business profitability, through online marketing strategy.

We do this by applying our proprietary customer

insight methodology, to identify, locate, and

prioritize our client’s high value customers.

We provide marketing strategies guided by lifestyle,

not discrete behaviors of the customer, so we can

discover optimal reach across the entire Customer

Journey.

Our software is informed by almost two decades of

digital media buying expertise, to match thousands of

customer behaviors to 150 predefined media

categories. This allows our experts to select from targeted site lists, tailored specifically for customer

attributes.

Using Sarnoff-based testing procedures, we measure the success of marketing efforts and can prove

macro-economic attribution of media to sales.

From our early days as search engine optimization and media management company, to our current

role, we have a solid track record for bringing our clients incredible prosperity.

We’re providing media-neutral marketing strategy, combined with customer priority mapping and a

roadmap for profitability, through proven attribution methods.

Looking forward, we continue to develop new technology and processes for customer insight and

sales attribution, that look at big picture management of media and resources.

We invite to view a video description of our offering at http;//makebuzz.com

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Our Record

17 Years & Over 250 Multi-Channel

Retailers & B2B CompaniesWe helped Vodafone exceed their fiscal year

goals online by 25%, building a performance

framework that included 18 countries. We took

Performics from a 3rd place affiliate to the

largest SEM firm in the world, selling to Google

as part of $3.1 Billion DoubleClick purchase.

We scaled one assets brokerage over 4x

through online-to-offline sales efforts. And we

helped Target scale store presence through

unprecedented online marketing efforts along

the entire Customer Journey.

Always Innovating...

MakeBuzz has patented some of the best-in-

class media management and tracking

technologies in use today.

We own our software and do not rely on

external vendors for data acquisition.

We handled over $175 Million in media during

our days as a media management firm.

Our proprietary attribution model gives clients

a new perspective on their marketing and

business strategy, for total sales growth.

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