METHODOLOGY Phase 1B: In-Depth Interviews In-Depth Interview Methodology and Respondent Profile Methodology Market Sectors 30-minute, one-on-one in-depth phone interviews • 3 Agency Executives with 5 U.S.-based marketing decision makers • Automotive • Sample: Marketer contacts sourced from the • Beauty Advertiser Perceptions Media Decision Maker • CPG Database. • Financial Services Qualifications: • Luxury • Media + Entertainment • Involved in advertising and/or marketing • Technology decision-making • Use/drive marketing analytics/conduct cross- • 2 Marketing Executives channel analytics • Company or main client spends $1 million • Financial Services annual on total media advertising • Media + Entertainment Fieldwork: • October 8–October 10, 2019 salesforce.com 22