How CROSSMARK is rapidly deploying analytics solutions and driving better results with customers across the value chain.

1. Case Study:
How CROSSMARK Rapidly Deployed BI
Solutions Across the Value Chain
March 16, 2016
Rob Saker
Chief Data Officer

2. CROSSMARK IS THE SMARTER WAY
TO FASTER GROWTH.
Crossmark sits in a unique position
in the market with direct
engagement across manufacturers,
retailers and consumers.
Consumers
Retailers Manufacturers
• Digital, social, experiential, affinity, panel,
consumer incentives
• Hundreds of thousands of direct engagements
• Millions of loyalty/affinity card members
Helping manufacturers activate their
products with retailers and
consumers.
• Planning, forecasts, sales to
retailer, promotion, digital
Helping retailers manage their
store activities.
• POS, assortment, planograms,
beacons, loyalty, digital.
• Billions of direct observation
data points at retail per year
Manufacturer Data
Consumer Data
Retailer Data

3. 3
Consumer Packaged Goods Retailers

4. Integrated Retail Solution
4
CROSSMARK Agency 2 Agency 3
SELL PLAN ASSIGN EXECUTE REPORT
Category
Resets
Voluntary
Vendor Spend
Experiential
Marketing
Store
Projects
Crowdsourcing
Agency 4 Agency 5
• Work Planning & Creation
• Agency Assignment
• Collaboration
• Work Results
• Reporting & Dashboards
• Worker Assignment
• Work Execution
• Collaboration
• Field Activation
• Field Reporting
• Configurations
• Leverage standard service
templates to support

5. Cloud Powers CROSSMARK’s Modern Architecture
5
Enterprise Workforce
Management
Managing a workforce of 35,000
in the US, Canada, Mexico, New
Zealand and Australia
Enterprise Reporting
& Analytics
CROSSMARK leverages cloud based
reporting to power tens of
thousands of both internal
employees and our customers.
Retailer Solution
CROSSMARK has built several
proprietary industry solutions on
the Force.com platform, including
our widely recognized Retailer
Management Solution.
Data
CROSSMARK leverages Azure to
power its big data capabilities.
Support Systems
CROSSMARK leverages many
cloud based support platforms
to run it’s business.
MDM Authoring Platform
Using the Force.com platform and
Dell Boomi MDM, CROSSMARK
built a location authoring platform.

6. 6
FROM TO
Complex, conflicting reporting tools
One common reporting platform for
employees and customers
No governance Central control of definitions
Everything manual and ad hoc
Automate what is standard, enable
decentralized citizen analysts
13,000 reports Focus on KPIs that drive our business
Delivery of data to customers Joint collaboration around opportunities
High tech development and support
Low tech development, resources on driving
value
Focus on report creation & distribution Culture of information based decisioning

7. The Team
7
Core group of individuals driving success
Sajith
Reporting Manager
George
Developer
Jeff
Developer
Partners
Success managers
Tech Lead & Developers (3 total)
Internal

8. Capability Timeline
8
In 5 months, CROSSMARK went from signing a contract to having a
fully capable enterprise reporting solution with in-house knowledge
on how to develop and support.
UAT
November 1
Training
August 22
Begin Develop
September 1
Contract Signed
July 1
Finish
START
Iteratiions based on feedback
Assessment
Development
Negotiation

9. 9
Complete And Success!
...but wait, there’s more.
December 3, 2015 – CROSSMARK lands two
large retailers
January 4, 2016 – 1,000 external users directly
accessing reporting
April 1, 2016 – 32,000 external users in reporting
And be prepared to possibly handle tens of thousands more in 2016.

10. Our Initial Criteria
10
Why CROSSMARK has invested in the Birst platform
01
Value Based Design. Emphasizing measurement and monitoring of the key
metrics that drive value in an organization.
03
Central Management of Semantic Layer. Consistency and control across
complex data environments.
02
Platform alignment. Cloud enabled strategy that moves beyond incrementalism
to ground breaking collaboration.
We believe the combination of intrinsic architectural strengths with Value Based Design maked Birst the
most compelling reporting and analytic platform for CROSSMARK.

11. 11
The purpose of data is to answer key
business questions and consistently
drive better outcomes.

12. 12
…and yet most reporting solutions begin like this.

13. The human eye is designed to detect patterns.
13

14. But we need more than pretty visuals.
14

15. Value Based Design (VBD) is a business analytic framework that is integrated into the Birst
reporting platform.
VBD helps drive improved business performance by providing focus:
• What are the key business questions we must answer?
• Alignment on key metrics that drive outcomes
• Exception or opportunity based
Value Based Design
Display Diagnose Decide

16. Reinforcing VBD with Behavior Change
16
Problem/
Hypothesis/
Question
Possible Driver or
Cause
Analysis/Tool/
Model
Data (What data set(s) best
explains it?)
Timing/Availabi
lity
Responsible
(Synthesizes
Analysis)
Accountable
(Decides) Decision to Drive Deadline
What is the
incrementality of a
new product launch?
(EXAMPLE)
Media awareness Marketing Mix Sales, Distribution, Media
Actuals
2 months after
event
Marketing Analysts Brand Director Do we need to
change our
investments in
the new product?
Should we
launch?
1/31/201
5
Distribution Distribution
incrementality analysis
Nielsen, POS, Manu Sales to
Retailer (STR)
Week after
event
Sales Analyst Sales Director Should we launch
the product?
Distribution execution &
effectiveness
Store audits, Nielsen, POS Week after
event
Sales Analyst Distribution
Manager
Where should we
focus our
distribution
efforts?

17. Architecture in Transition
17
Multiple existing data platforms and an effort to migrate to a modern data architecture
over 3 years.

18. Semantic Management Layer Across Data Sources
18

19. Top Reported Reasons for Moving to the Cloud
19
The most commonly stated reasons.
1. Business agility from the immediate availability of resources.
2. Cost reduction.
3. Rebalancing resources from administration to development.
4. Increased expertise of focused cloud providers.
Speed and efficiency are improved, but those are easily matched by your competitors.

20. 20
In an age of heightened sensitivity
around information sharing,
cloud solutions offer a unique capability
to drive transparent and trusted
collaboration with our partners and
customers.

21. Cloud and the concept of “Networked BI”
21
Retailer
POS
Retailer
Hierarchy
Product
Data
AXIS
CPG
Sales
Retail
Execution
Retailer
Product
Data

22. How Cloud Can Drive Better BI Collaboration
22
Retailer CROSSMARK Manufacturer
22
Retailer
POS
Retailer
Hierarchy
Product
Data
AXIS
CPG
Sales
Retail
Execution
Retailer
Product
Data

23. Multiple Views of the Same Data
23
Retailer 1
Retailer 2
CROSSMARK Execution Data

24. Retailer Specific Views
24
Retail Hierarchy Drill-Down
• View activity the way that the retailer organizes
its stores.
• Quickly drill down into specific areas from
corporate to specific store activity
Corp Management
District
Store Management

25. 25
What we didn’t anticipate

26. Integration Near the Point of Consumption
26
Where Networked BI
integration occurs.
Where traditional
integration occurs

27. Development Cost Advantage of “Networked BI”
27
+ Extraction of data from source systems
+ Systems & ETL to transfer data from source
+ Database design and modeling (Core)
+ Data movement to reporting environment
+ Semantic model development
+ Report development + Report development
+ Semantic model enhancement
Traditional Approach Networked BI
+ High cost to implement, long lead
times, more support costs
+ Faster and less expensive, more
time spent on value creation

28. Lower Ongoing Total Cost of Ownership
Report
development
Semantic
development
Additional support
Data movement
Database
development
Additional ETL
development
Additional costs associated with
avoidable growth of data, its complexity
and the compounding nature of such
issues
Loss of business
productivity due to
slower timelines
Traditional
Approach
Avoidable costs
that are eliminated
by Networked BI
+
+
+
+
+
+
Initial ETL
development
Additional
infrastructure+

29. Drives Faster Realization of Value
Report
development
Semantic
development
Data movement
Database
development
Extraction Data movement
Report
development
Semantic
developmentNetworked BI
Traditional Approach
Time 
More time to drive value
Because of the speed to value, we spent more time talking about the user
experience and how people would make decisions than in any previous BI effort.

30. Majority of Time Shifted to User Experience
30

31. Immediate Data Visibility & Transparency
31
What CROSSMARK sees What our customers see
Immediate source of the truth

32. Road Map
32
01
03
02
04
05
CROSSMARK is upgrading to
the Exasol in-memory
platform to drive new
capabilities.
In-memoryOn April 1, we’ll be extending our
reporting environment to 30,000
retail store managers.
30,000 Users
Extending access to our
events business (1,800
users) that focuses on Sam’s
and Walmart
Shopper Events
The CROSSMARK vision is
resonating with customers,
including several in the works.
More Retailers
CROSSMARK’s Plan for the future
Partnering with CPG’s to provide
access and possible integration.
Manufacturer Access

33. 33
THANK YOU
Rob Saker
Chief Data Officer, CROSSMARK
@robsaker