newBrandAnalytics Overview

March 2013

newBrandAnalytics Quick Overview

2

Our Mission

newBrandAnalytics takes

social informationand transforms it in to

operational intelligence

Gain Market Share with nBA

Social Intelligence… Location Specific Insight Drive to Action Competitive Strategy Online Engagement

…that drives Happier Customers Better Online Reputations Revenue Market Share

Images are for display purposes only – content and visuals may vary slightly

The Social World Impacts You

Smart phone use skyrocketingComfort with social sites growingSocial feedback growingCustomer feedback spreads like wildfire

47%

84 M visits / month

150 reads/review58% YoY

Social Intelligence: You Can’t Ignore It

“Traditional surveys tell you what is important to the company, while social feedback tells you what is important to the guest.”

Lane Cardwell Restaurant Industry Veteran

Social Guest Feedback

Mystery Shoppers

Manager

Traditional Surveys

1-800 FeedbackComment

Cards

Social Media Has the Power To…

newBrandAnalytics – At A Glance

How it Works

Collection• All Relevant Social Sites• Comment Cards and Survey Data• Text or Web Forms

Processing• Proprietary Natural Language Processing• Sophisticated Quality Assurance Network• Advanced Algorithms for Grading,

Credibility & Theme Extraction

Presentation• Persona-based UI• Alerts, reports, and customized

dashboards• Direct to mobile, tablet or PC

Customer Validation

10

The Most Powerful 10 Minutes of Your Week

Customers Demand a Full Spectrum Solution

Awareness & Monitoring

Reputation Management

Efficiently listen for feedback

across wide variety of sources

Rapidly respond to

negative feedback

Performance Management

Uncover underlying patterns,

trends and root causes

Targeted Marketing

Identify cohorts and customize messaging

Strategic Insight

Benchmark against

competition and conduct

ad hoc analytics

Next Steps<<customize this to the stage of deal>>>Dive deeper into nBA solutions.Schedule a demo of your live data.Proposal preparation & pricing.Review reference materials.Check us out at www.newBrandAnalytics.com

newBrandAnalytics More Detailed Use Cases

14

Social Media Has the Power To…

Back of house social hall of fame

Employee shift selection

Special awards

Find vendor changes in product delivered

Note size variances from agreement

Assess freshness & merchandising

Improved Service =Improved Customer

Experience

Improved Service =Improved Customer

Experience

Improved Food Quality =Improved Customer

Experience

Improved Ambiance =Improved Customer

Experience

Carpet unsafe floor Solve uncomfortable

seating Uncover unclean

Bathrooms Discover lighting

issues

Social Media Has the Power To…

Add requested product, menu items or room amentities

Uncover location specific issues

Drive new offers

Understand current location challenges

Identify new locations based on competition

Compare pricing to value

Identify customers expectations

Improved Food Quality =Increased Customer

Loyalty

Improved Food Quality =Increased Customer

Loyalty

Improved Convenience =Increased Customer

Loyalty

Improved Value =Increased Customer

Loyalty

Daily Usage of newBrandAnalytics

Brand research Engagement Brand strategy Marketing &

awareness Crisis

management

Increase customer counts

Tighten service standards

Measure customer experience

Benchmark vs. competitors

Price to value management

Increase revenue Be inspired

Perfect recipes Launch product Train staff Operational

safety and optimization

Root cause discovery

Review:“The sandwich was tasty, but my fries were limp and cold. Their

server was quick to respond to my request for new fries. I like this place, I’ll be back.”

Decipher The Feedback

Food- Quality• Sandwich, tasty: Positive• Fries, limp, Negative• Fries, cold, Negative

Overall Experience• Place, like, Positive

Service - Quality• Server, quick, Positive

Loyalty• Will Return, Yes

Review:“The sandwich was tasty, but my fries were limp and cold. Their

server was quick to respond to my request for new fries. I like this place, I’ll be back.”

Customized to Fit The User

Pushed Actionable Alerts

Read & Respond Location Details Personnel

Highlights

Operational Differences

Supply Chain Issues

Brand Awareness

Customer Loyalty Brand Impact Customer

Engagement

Social Market Intelligence Maturity

• Discover and read mentions on social sites about your brand and location

• Connect with reviewers

• Demonstrable listening

• Recover lost guests

• Alert operators for action

• Reward on operational achievements

• Make location specific changes

• Drive corporate marketing

• Make cross location changes

• Influence corporate strategy

nBA’s Appeal

Top-of-mind

Real-timeDynamicRight-time

Sen

timen

t Actionable

Acc

urat

eStatistical

Intuitive

Unco

ver

Tren

ds

Beyond

Sta

r R

ati

ng

CompetitiveLocation

Unp

aral

lele

d

Industry Specific

Fin

gert

ips

Innovative

newBrandAnalytics What We Do

22

Overview

newBrandAnalytics transforms the feedback your customers share through social media into operational intelligence you can use to gain a competitive advantage and increase

market share.

Driving Operational Improvement

nBA Product Offerings

Actionable Social Business Intelligence

Customer Driven Competitive Intelligence

Brand Strengthening, Customer Retention

Real-time Customer Feedback

Ad-hoc Situational AnalysisnBA Explore

newBrandAnalytics: Customer Use Cases

27

nBA themes and sentiment analysis shows a growing trend in WAIT STAFF Rude and WAIT TIME Long Wait. Drivers of intent to return did not include service and staff.

Response: Management adjusted the host/hostess and server greeting of guests. Retrained staff to be genuine and warm.

Results: Drivers of intent to return included Service, Wait Staff and Management as three of the top five reasons customers would return. And intent to return increased by 50%.

1. Identified issue

2. Adjust process

3. Set new standard of service

The Case of the Friendlier Server

A legendary bakery wanted to understand what menu items elicited a emotional response in customers; discovered calm chowder in bread bowls mentioned most.

Response: Before, the only option was to order a half sandwich and cup of soup, sans bread bowl. The data convinced bakery to add option of full entrée salad along with soup in bread bowl.

Results: The new menu addition of the Bread Bowl Soup and Salad Combo now represents about 30% of all combos ordered on a daily basis.

“Having well-defined reports drive home the passion

customers have for a certain product makes it easier to

deliver positive memories.” - Exec. VP of Business

Development & Marketing

Menu Changes that Roll in the Dough

1. Identified issue

2. Adjust process

3. A new favorite arrives

01. Sweet Potato Fries (141)

02. Calamari (85)

03. Burger (73)

04. Jambalaya (62)

05. Lettuce Wraps (45)

DISHES NAMED

nBA themes and sentiment analysis shows a growing trend in DISHES NAMED Sweet Potato Fries described as hard and small.

Given their standard cooking time chefs were retrained on of the art of cutting sweet potato.

After just four weeks, Sweet Potato Fries emerged as the most frequently mentioned, and overwhelmingly positive, dish named in online customer feedback. Customers described them as delicious, tasty, and crispy.

1. Identified issue

2. Adjust process

3. A new favorite arrives

The Case of Not So Sweet Potato Fries

A theme of slippery floors in FACILITIES category. Furthermore the problem was identified by women and close to the restroom.

The Results: slippery floor disappeared from the FACILITIES operational category and a potential hazard was eliminated.

Simple solution: order a bigger matt increasing a $5 per month spend to $10 per month

The Case of the Slippery High Heels

1. Identified issue

2. Adjust process

3. A new favorite arrives

A negative trend in DISHES NAMED about Chicken Caesar Salad. With the most of the negative commentary was during lunch service.

The Response: retrained the Sous Chef on the lunch shift address the root source of the guest sat issue: too much dressing.

The Results: The performance score card for DISHES NAMED improved, and unit sales increased over the month after the operational change.

“The grilled Caesar salad is my new favorite and lives up to the restaurant's name. If I don't have it every week or so, I really start

to crave it!”

The Case of the Overdressed Caesar Salad

1. Identified issue

2. Adjust process

3. A new favorite arrives

The Case of “Make Your Own” Pie

“My pizza was outstanding and the cheese was melt in

your mouth delicious. I would highly recommend it.”

1. Identified issue

2. Adjust process

3. A new favorite arrives

Low scores in MENU performance card (C-). Customers mention the desire to make their own pizza pie.

Response: The management team responded adjusted back of the house operations to handle custom pizza orders.

Results: Since ‘Make Your Own Pizza’ has been added to the menu, it now accounts for 14% of revenue and is the most popular item.

Food value and pricing comments drove a fast casual purveyor of wings to review competitive data showing most offered wings & sauce for one price.

The results: Unit growth in sales and dramatic change in consumer sentiment on pricing and value. Increase positive sentiment by more than 20%

After years of charging separately for wing sauce, decided to include it in price of wings.

Competitive Intel Drives Strategy

1. Identified issue

2. Adjust process

3. Happier Customers

Menu Optimization

Monitor social feedback to gauge guest reaction to removal of 30+ menu items

Identified short-term decrease in sentiment regarding menu offerings, but drastic improvements in speed of service, food temperature, and food quality

Rolled optimized menu out to all corporate stores

Menu Development

Leverage unsolicited guest feedback regarding universal expectations of included toppings and side dishes

Guests uniformly disliked being charged an additional amount for sauce for their wings or fries with their burgers

Introduced bundled wing/wing sauce and burger/fries options in all corporate stores. Guest perception around brand’s value proposition improved.

Service Improvement

Use Social Intelligence to benchmark regional service performance across an enterprise organization

Service performance was severely lagging brand performance in a region. Host/hostess staff were continuously seen as “unfriendly” or “unavailable.”

Ops team implemented new “friendly” points-of-service and introduced a third-party reservation system to monitor hosts greeting guests. Loyalty in region increased by over 40%.

Experience Enhancement

Translate customer passion for trademark dish into revenues via new combo offering

Daily Reports revealed emotional response for clam chowder in bread bowl – customers wanted more bread bowl options

Add menu option so customers could order an entrée salad along with soup in a bread bowl. New combo accounts for 30% of all combos ordered on a daily basis.

USE CASESINITIATIVE USE CASE FINDINGS RESULTCOMPANY

Casual Dining Chain

(200+ Units)

Casual Dining Chain

(350+ Units)

Upscale Casual Dining Chain(200+ Units)

Multi-Concept Brand

(40+ Units)

Dynamic Brand Study

Reaffirm effectiveness of all-organic beef brand strategy by measuring positive brand sentiment across social landscape

Using our platform to measure brand performance and analyze competitors allows for confident marketing decisions

Social data yields better information on customers and potential locations for growth, thus rendering time-consuming focus groups unnecessary

Pricing & Value

Assessment

Turn negative commentary about pricing and value of one huge fry size into test opportunity for menu diversification

Discovered sentiment in Pricing & Value for their fries was 68% negative, seems most people don’t like paying for fries they’re too full to eat

Due to feedback, testing begins in a dozen markets to study percent of positive customer response to the addition of a smaller fry size on the menu

Guest Recapture

Connect with both positive and negative reviewers online to encourage return visits and recommendations

Tracking verbatim reviews and intent to return enables team to engage with reviewers on service issues, questions and/or praise in real-time

Customers appreciate quick response and typically revise negative reviews or low star ratings to reflect satisfaction with guest recovery effort; usually results in second trial

Competitive Benchmarking

Examine top named dishes and cocktails of leading national restaurants to enhance culinary prestige

Providing a memorable gourmet experience is vital when restaurants compete; menus starting to get ho-hum reviews

Chefs and culinary staff drew inspiration and ideas from competitors’ top trending ingredients and named buzz-worthy dishes and cocktails

USE CASES

INITIATIVE USE CASE FINDINGS RESULTCOMPANY

Fast Casual Chain

(30+ Units & Growing)

QSR(1,000+ Units)

Casual Dining Chain

(800+ Units)

Multi-Concept (2,000+ Units)

newBrandAnalytics: Why You Need nBA

37

Social World is HereSmart phone use skyrocketingComfort with social sites growingCustomer feedback largely ignoredCustomer feedback spreads like wildfireLoyalty programs not workingSocial driving behavior

36% Travelers Consult Review Sites Before Booking2010 Trip Advisor & Cornell Hospitality Research

Hotels & Social Media

1 Star Increase Allows 11% Price IncreaseWith same market share, Travelocity & Cornell Hospitality Research

1% Increase Reputation Results in .54% OccupancySTR with ReviewPro & Cornell Hospitality Research

Understanding guest opinion of your restaurant has always mattered Know what works Know what does not work Avoid surprises Test new ideas. Feel new trends. Monitor competition.

Face-to-Face(Manager Interaction)

Mystery Shoppers

Comment Cards

Traditional Surveys

1-800 Feedback

Listening to Guests

Social Feedback Explodes onto SceneSocial Media is Game Changing Smart phone use skyrocketing

• 46% smartphone usage and climbing Comfort with social sites growing

• Yelp has 41M reviews a month Customer feedback spreads like

wildfire• Average review read by 22,000 people

Old listening strategies no longer suffice More data is online than you think

• > 20 per location per month or 80,000 per year for average 200 location chain

Social Guest Feedback

Mystery Shoppers

Manager

Traditional Surveys

1-800 Feedback

Comment Cards

The Experts on Social vs TGSRestaurant Industry Veteran “Traditional surveys tell you

what is important to the company, while social feedback tells you what is important to the guest.”

Forrester Research, Kerry Bodine, Author “Outside In” Social media is a critical

part of the puzzle, and companies that skip social media monitoring are missing out on a rich source of customer insights.

Social Guest Feedback

Mystery Shoppers

Manager

Traditional Surveys

1-800 Feedback

Comment Cards

Social Revolution = Your Challenge

Hordes of PeopleThousands of Reviews Hundreds of Sites

Typhoon of InformationUnstructured chaos requires computer processingUnderstands yesterday, today and predicts future

From chaos produce digestible, deciphered truthAct, manage, monitor

Top Sources for Online Reviews

Overall star ratings vs. operational grades

newBrandAnalytics: Products Summary

47

Actionable Social Business Intelligence

Your Results: Distill Volumes of Data Focus & Act Locally Think Strategically

Drive Brand Consistency Loyal Customers

Brand Strengthening, Customer Retention

Your Results: Build Relationships Reward Advocates Win Back Unsatisfied

Customers Build Customer Loyalty

Real-time Customer Feedback

Your Results: Fix experience, not the

customer Avoid damaging online

comments Brand affinity & happier

customers

Customer Driven Competitive Intelligence

Your Results: Understand local and

brand level competitive strengths & weaknesses

Drive strategy Increase market share

Text Analytics as a Service: Supports Any Unstructured DataImmediate, Real-time analysisDeciphers, Sorts Presents Common Themes Presents TrendsAllows for Dynamic QueryDrill into Detail Verbatim

Ad Hoc Research & Analysis

Your Results: Fast & easy analysis of

trending topics Share & distribute in real-

time

nBA Explore

Survey Reply AnalysisNatural Language Processing of Unstructured Text FeedbackUnified View of Internal Survey Results and Social Media Intuitive, User Focused Views Location Level Performance Performance Benchmarks Common Themes Alerting & Reports

Single View of Customer Sentiment

Your Results: One-stop shopping for

customer sentiment analysis

360 View of customer feedback

nBA Internal

Deep Analysis Highly trained analystsTargeted Research Focused on your strategyStrategic PlanningCompetitive IntelligenceIndustry TrendsLoyalty Analysis

Data Driven Strategy

Your Results: Deep understanding of

brand influencing customer sentiment

Actionable insights Increased value of data

newBrandAnalytics: How It Works

55

Collecting What’s Yours Location Specific Explores and tracks content

generated for individual locations Geo-location & location mentions

Automatic Harvesting Analyze the social web looking for

mentions of your business Social media, blogs, forums,

review sites Collects comment multiple times

per day Automatically identifies new

sources

Known Sources

Trip Advisor Yelp Priceline Gayot Menuism Google Local Hotels Foursquare Booking Expedia UrbanSpoon

Facebook Twitter Zagat Orbitz OpenTable CitySearch Yahoo Local Reddit Washington Post NY Times Many more…

Processing Unstructured DataNatural Language Processing Comments are processed and

keywords are extracted, creating insights

Sentiment is evaluated for each insight

Human Quality Control Team of industry experts

accommodate for nuances Continuously improve machine

processing with continuous learning

Categorization – Evaluating Your Business

Deep Level Analysis Understand the “why” Industry specific best-

practice KPIs

360 Evaluations Performance evaluations of

your products and services Explore customer’s

satisfaction with everything from Personnel to Furniture to your Bathroom Facilities

Hotel Categorizations

General Experience

Restaurant Categorizations

General Experience

Retail Categorizations

General Experience

Proven Analysis Framework

Grading Model Patent pending algorithm Rollup of insights to review Grades displayed as letters or

numerical

Insights Comments per reviewImpressions Reach of authors comments Impact analysis

Creating a Complete Picture

Unsolicited Social Feedback Solicited Text & Mobile Feedback

More Data, More Accurate Together

Author Credibility Author authenticity evaluation

based on characteristics and usage statistics

Not every author is equally credible

Author Details• Fans• Friends• Followers

Credibility Ranking

Find Most Impactful Reviews

Actionable Data: Current & Historical

Performance Trends Understand volume and

sentiment Spot changing sentiment over

time Monitor effect of change

Actionable Themes Monitor key trending topics Identify operational

improvements Reinforce exemplary

performance

Benchmarks Compare your performance

within and across your locations, categories and sources

Understand where to focus your efforts

Loyalty Analysis Watch for your customers’

loyalty trends Understand what drives

loyalty in your customer base

Images are for display purposes only – content and visuals may vary slightly

Actionable Data: Current & Historical

Performance Trends Understand volume and

sentiment Spot changing sentiment Monitor effect of change

Actionable Themes Monitor key trending topics Identify operational

improvements Reinforce exemplary

performance

Benchmarks Compare your performance

within and across your locations, categories and sources

Understand where to focus your efforts

Loyalty Analysis Watch for your customers’

loyalty trends Understand what drives

loyalty in your customer base

Images are for display purposes only – content and visuals may vary slightly

Reporting & AlertsOnline & Mobile Reports Any Frequency: Yearly,

Quarterly, Monthly, Daily DigestCompletely Customized Drive to actionable data Delivery to mobile device Schedule & assigned Role basedAlerts Powerful alerting

• Location, category, source, loyalty and any keyword

• Schedule & assign

newBrandAnalytics: Hospitality Data

68

Review:“The room was large, but the bed was hard and the bathroom

dated. I found the staff to be friendly and the location to be convenient, so I’ll likely go back.”

Decipher The Feedback

Room- Quality• Room, large: Positive• Bed, hard, Negative• Bathroom, dated, Negative

Facilities• Location, convenient, Positive

Service - Quality• Staff, friendly, Positive

Loyalty• Will Return, Yes

Review:“The room was large, but the bed was hard and the bathroom

dated. I found the staff to be friendly and the location to be convenient, so I’ll likely go back.”

Hotel Reviews by Age Group

Mobile Phones

How can a poor online reputation further squeeze potential revenues?

Eleven percent of online commentary about hotels concerns F&B

newBrandAnalytics: The Company

74

Industries

Serving Up Actionable Intelligence

Driving Positive Reviews &

Higher Occupancy

Helping Residents

Empower Their Voice

Improving The Shopping

Experience

RetailGovernmentHospitalityRestaurant

nBA Leadership

Kristin MuhlnerCEO

Susan GaneshanCMO

Lenn KurtzmanCFO

David MurrellCTO

Sagie DavidovichVP Engineering

Kam DesaiFounder, Product

Zach BoisiDirector, Client Services

Barton PhillipsEVP, Sales

HeadquartersWashington, DC40 employees

Engineering, QACaesarea, Israel12 employees

HPNAtlanta, GA

80 contractors

A Global Operation

newBrandAnalytics At A Glance

Improving > 4,500 locationsMonitoring more than 10,000 locationsMajor chains & multi-conceptsRapidly expanding

Software-as-a-ServiceSelf-serve & client services supportSecure, reliable, robustDriven by industry experts for industry

Current Food & Beverage Hospitality Government Retail

In 2013 Healthcare

Customers Solution Industry

newBrandAnalytics:The Roadmap

79

2013 Roadmap & Product Focus

SCALE

Deliver cost effective mid-market solution and offer

correlation of finding to other data types

DRIVE TO ACTION

Lead the user to action in a step wise approach and proliferate usage across customers organization

PROMOTE LOYALTY

Enable focused communications with

influencers, drive guest recovery and increase new

and repeat customers.

Lead User

Goal Orientation

Advanced Reporting

Reputation Mgt

Loyalty Improvements

Guest Acquisition

Internationalization

Integration & Admin

Automation & Data Quality

Thank you

www.newBrandAnalytics.com

©Copyright newBrandAnalytics. All rights reserved. newBrandAnalytics, Social Market Intelligence, Social Business Intelligence, nBA Insight, nBA

Advantage, nBA Connect, nBA Instant are trademarks or registered trademarks of newBrandAnalytics.