Belief CI provides high ROI significantly higher today However, only ~30% report measuring CI impact, with significant room to improve . d e While only ~30% measuring 2/3 believe CI provides a high ROI … and respondents state mixed v r e s e 1 2 3 r impact of CI … (significantly higher than 2008–09) … satisfaction with ROI s t h g i r l l A . k r Respondents(%) Respondents(%) Respondents(%) o w t e N +25% s s e n i s u 68 B 61 ch r a e 20 s e R 43 l a b o l G 31 e Th d n a c. n I , p u o t r r G o We measure theimpact 2009 2015 Satisfaction with ROI on company’s CI p g e n i R t l of our CIresearch y u CI provides a highROI d s u n t Co S 7 n Strongly Agree Strongly Agree Very Somewhat 1 o 0 t 2 s o Agree agree satisfied satisfied t B ghe i s Th In y f b o 7 OI 1 R 0 2 - 1 © N “We would like to measure ROI, but we struggle with how.” B t h g i GRr 1. CMO, CPGcompany G y Source: BCG, Yale CCI, and Cambiar 2015 Consumer Insights Benchmarking Study 11 C p 13 B Co