TAYE 2018 UPDATE

VISION EXPO WEST

SUCCESS METRICS: MARKETING MIX MODEL

(m)PHASIZE Industry Experience & Client Partners

Financial Services

Consumer Goods & Services

Customer Acquisitions

Pharmaceuticals

Restaurants

CPG

Retail

(m)PHASIZE advises many of the world’s largest marketers across a diverse set of industries.

Our deep domain expertise and innovative analytics drive demonstrable returns for our client

partners. The vast majority of client relationships span multiple years.

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WHAT IS MARKETING MIX MODELING?

• Marketing Mix Modeling is a statistical analysis of time series sales and marketing support data that utilizes multivariate regression techniques in order to quantify the volumetric impact of marketing on sales.

• Marketing Mix was first applied to the consumer packaged goods industry but is now widely used throughout several industries as a trusted planning tool.

Marketing Mix Model

PromoData

Exam Data

Media Data

2017 #Exams Base

In Store

TV

Print

FSI

Digital

Radio

Base (M

acro

)

MVC

Unemployment

Population

Reta

il & L

ens

Media

TV

Radio

Print

Other Misc.

5

Marketing Mix models examine the relationship of all

contributing factors to monthly eye exams and isolate

effects of marketing support

TA

YE

Me

dia

Va

ria

ble

s

TV

Radio

Search

Digital Banner

Digital Audio

Digital Video

Input Variables

# EYE

EXAMS

Competitive Spending source: Nielsen AdIntel, Pathmatics

0

500

1,000

1,500

2,000

2,500

3,000

0

100

200

300

400

500

600

Exam

s

Su

pp

ort

Radio TRPs

TV TRPs

Monthly Exams

EXAMPLE: Exams and Marketing Support

6

Marketing Mix model analysis based on the

variation seen in Exams and Marketing support over time

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Business Performance

• US Eye Exams increased 0.8% in 12 ME June 2017.

Monthly Exams - VisionWatch

0

2

4

6

8

10

12

14

1-J

an-1

5

1-F

eb-1

5

1-M

ar-

15

1-A

pr-

15

1-M

ay-1

5

1-J

un-1

5

1-J

ul-1

5

1-A

ug

-15

1-S

ep

-15

1-O

ct-

15

1-N

ov-1

5

1-D

ec-1

5

1-J

an-1

6

1-F

eb-1

6

1-M

ar-

16

1-A

pr-

16

1-M

ay-1

6

1-J

un-1

6

1-J

ul-1

6

1-A

ug

-16

1-S

ep

-16

1-O

ct-

16

1-N

ov-1

6

1-D

ec-1

6

1-J

an-1

7

1-F

eb-1

7

1-M

ar-

17

1-A

pr-

17

1-M

ay-1

7

1-J

un-1

7

Exams (MM)

Period Number of Exams (US)*

12 ME June 2016 114,000,633

12 ME June 2017 114,895,041 (+0.8%)

12 ME June 2016 12 ME June 2017

Monthly Media Support

0

50

100

150

200Ja

n-1

5

Feb

-15

Ma

r-1

5

Ap

r-1

5

Ma

y-1

5

Ju

n-1

5

Ju

l-1

5

Aug

-15

Sep-1

5

Oct-

15

No

v-1

5

De

c-1

5

Ja

n-1

6

Feb-1

6

Ma

r-1

6

Ap

r-1

6

Ma

y-1

6

Ju

n-1

6

Jul-16

Aug

-16

Sep

-16

Oct-

16

No

v-1

6

Dec-1

6

Ja

n-1

7

Feb

-17

Ma

r-1

7

Ap

r-1

7

May-1

7

Ju

n-1

7

HH GRPs

15:s :30s

2015 2016 H1 2017

050

100150200

Ja

n-1

5

Feb

-15

Ma

r-1

5

Ap

r-1

5

Ma

y-1

5

Ju

n-1

5

Ju

l-1

5

Au

g-1

5

Sep-1

5

Oct-

15

No

v-1

5

De

c-1

5

Ja

n-1

6

Feb-1

6

Ma

r-1

6

Ap

r-1

6

Ma

y-1

6

Ju

n-1

6

Jul-16

Au

g-1

6

Se

p-1

6

Oct-

16

No

v-1

6

Dec-1

6

Ja

n-1

7

Feb

-17

Ma

r-1

7

Ap

r-1

7

May-1

7

Ju

n-1

7

TRPs

0

20

40

60

80

Ja

n-1

5

Feb

-15

Ma

r-1

5

Ap

r-1

5

Ma

y-1

5

Ju

n-1

5

Ju

l-1

5

Au

g-1

5

Sep-1

5

Oct-

15

No

v-1

5

De

c-1

5

Ja

n-1

6

Feb-1

6

Ma

r-1

6

Ap

r-1

6

Ma

y-1

6

Ju

n-1

6

Jul-16

Au

g-1

6

Se

p-1

6

Oct-

16

No

v-1

6

Dec-1

6

Ja

n-1

7

Feb

-17

Ma

r-1

7

Ap

r-1

7

May-1

7

Ju

n-1

7

Imps (MM)

Audio Standard Banners Rich Media Video

TV

Rad

ioD

igit

al

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• Marketing driven number of eye exams was flat during 12 ME June 2017

while base #Exams increased slightly.

Composition of Eye Exams

106.1 (93.0%) 107.0 (93.1%)

7.9 (7.0%) 7.9 (6.9%)

0

20

40

60

80

100

120

140

12 ME June 2016 12 ME June 2017

Base Short Term Marketing Incremental**

114.0MM

Eye E

xam

s (

MM

)

114.9MM

**Modeled Tactics Only

+0.8%

-0.0%

+0.8%

Number of Eye Exams Driven by Marketing vs. Base

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1.2%2.4%0.4%

0.2%0.7%

0.2%0.1%

0.1%

4.5% 4.0%

12 ME June 2016 12 ME June 2017

Category Mktg

TAYE Search

TAYE Digital*

TAYE Radio

TAYE TV

• TAYE TV contribution doubled while all other marketing tactics showed

declined contributions in 12 ME June 2017.

• TAYE marketing had similar impacts in both Retail & Independent.

Composition of Eye Exams

TAYE Drives 2.5%-2.9% of Eye Exams

*Digital: incl. Banner, Audio, & Video

7.0% 6.9% Retail/Lens Media

Total TAYE

Impact:

2.5%

Total TAYE

Impact:

2.9%

2018 REVIEW

2018 Advertising Highlights

• TV, Radio, and Digital ads delivered to 95% of US adults aged 25-49– TV commercials appeared on over 40 cable networks

– Radio messages delivered by Ryan Seacrest, Mario Lopez, Delilah, Jon Tesh, and Kidd Craddick personalities

– 230MM Display ads served through Google Display network

• Visits to thinkaboutyoureyes.com have increased by 177% versus 2017

• MMM for 2017-2018 currently in process, will help guide 2019 Planning

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Public Relations and Social Media

• “Moments-in-Time” Approach– Focusing PR efforts (media outreach, paid

activations) on specific moments during year• School’s Out/Back-to-School (June through August)

• World Sight Day (October)

• Social Media has year-round paid “boosting” with additional paid support during moments-in-time

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Public Relations: School’s Out/Back-to-School

• Spokesperson partnership with Laila Ali– 25 satellite media tour interviews

– 7 lifestyle media interviews

– 3 social media posts

– 127 million impressions generated

• Influencer partnership with Collectively– 20 parenting bloggers

– 95 pieces of content promoting Think About Your Eyes and linking to website

– 4 million impressions generated

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Public Relations: World Sight Day

• October 12

• Radio media tour with Dr. Justin Bazan (OD at Park Slope Eye)

• Media outreach to consumer and lifestyle media

• Boosted social media posts

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Social Media

• Facebook efforts focusing heavily on web traffic, with secondary goal of engagement

– Content is inspirational and conversational

– Family and children content has high engagement and click-through rates

– 5 million+ impressions generated

– 16,000+ website clicks

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Thank You