Analytical Strategies forSuccessful

Marketing Communications

Contents

What We Do

We understand how customers feel and respond to marketing messages. We can help you to change

consumption and purchase behaviors.

This allows you to manage your operational marketing costs more effectively while maintaining

a positive brand image.

Who We Are

We are analytical and creative direct marketing professionals that have taken communications to a new level - beyond pictures and great slogans.

We utilize tools to dig deep into your customer’s psyche and stimulate them to react to your messages with a measurable and positive

outcome.

Why We Are Successful

We raise the bar of traditional advertising beyond just raising awareness.

We maintain awareness levels, but we pay close attention to each customer’s demographic and psychographic makeup.

Data is utilized to better understand the demographic and psychographic variables present at the household level.

Consumers likely to respond to your offering are identified using predictive models

The models are invaluable in helping to avoid consumers that are unlikely to respond to an offer, thereby reducing waste in marketing dollars

Why We Are Successful

We use primary and secondary research to assist us in understanding consumer’s perspective.

Messages are crafted that create a dialogue that communicate with the prospects at their level of self interest.

We continually test and results are measured down to the household level.

This process delivers a positive impact to increasing response rates further while lowering costs.

These strategies effectively work across all products and audiences when executed properly.

On Demand Targeting

Data Analytics

On-Demand Targeting On-Demand Targeting is our automated predictive

modeling system for targeted acquisition and cross-selling campaigns:

“Democratizes” direct marketing - smaller marketers can leverage advanced analytics previously reserved for only the largest DM budgets. Fast, accurate and cost effective; models are turned around in about 72 hours. You only pay for the data utilized.

On-Demand Targeting

Enables the creation of customized lists to target the best prospects for direct marketing campaigns of any size

Lower costs per campaign by not mailing to every household on the block but to the right ones.

Integrates advanced customer profiling, mapping and list scoring into the list selection process

Analytic ToolsWe Use the joint strengths of:

Our Modeling Capabilities Automation software allows us to examine thousands of

possible patterns

Our Compiled Data Over 700 data elements overlaid (consumer) 120 million households (consumer) 16 million small to medium businesses (business) 12 million business owners @ home (linked business

owners/executives to their home addresses)

Data Variables(Experian Data)

Consumer Universe

(120 MM Households)

Individual Age Gender Ethnicity Email Address

Family Composition Income Length of residency Ethnicity Interests Education Occupation

Residence Value Mortgage Lender Equity Sub-prime Phone

Neighborhood Affluence Credit Ethnicity Education Average age % of children

Auto Propensity to own

specific make/model

Distance to dealer Consideration set

Consumer Universe

Individual/Household Demographics Personicx Clusters (Clustering technology) Interest Categories Purchasing Behavior Census Data Housing Cluster Auto Propensities Zip Plus 4 Credit Data Proprietary Affluence Indicators Business Owners @ Home Ethnic Indicator

Affluence Indicators Premium Income Estimate

( Ranges up to $2 Million)

Discretionary Income Index

Charitable Giving Index Home Value Estimate Invested Assets Business Owners @

Home Home Equity LOC Life Insurance Rank Vacation Property

Ownership

Vehicle Consideration Sets

Vehicle Value Index Net Worth RSR Scores Wealth ID Real Estate Investor Financial Products

Savings Bonds HELOC Equity Stockholder Mutual Funds IRA & 401K Index

What Makes This Data So Relevant?The Discretionary Income* Index measures the

availability of income after: Taxes (Net = Disposable Income) Housing Costs Food Transportation Health Care Educational Expenses Automated Savings

*This is Discretionary Income as defined by The Conference Board’s Consumer Research Center.

What Makes This Data So Relevant? To gauge discretionary income, assets and life stage

factors that impact income availability and costs are measured- at the household level: Local cost of living Life stage factors: pending retirement, educational expenses,

new drivers, etc. Head of household age Number and age of children

This approach results in a more accurate reflection of household cash flow and therefore spending capacity.

What Makes This Data So Relevant? Identifies the current property value of over 109

million homes in all 50 states Adjusted for market conditions monthly Based on models built at the local neighborhood level,

leveraging comparative home values, cost of living, income and effective tax rates.

Key Differentiators: Estimates home values up to $10MM + Monthly adjustments based on data from the Office of Federal

Housing Enterprise Oversight (OFHEO) Contains over 16.8 million more home value records than the

other leading provider of home data

Recession Sensitivity Ranking

Identifies households under the most financial pressure in the current economy versus those that are least affected.

Data elements are rebuilt and refreshed monthly for the most up-to-date information.

Models are located at the local and household level for improved precision.

48% of foreclosures measured were in the top 10% of RSR scores.

On-Demand Targeting Process

On-Demand Targeting Process

Reports & Deliverables:Customer Profile Report

Provides a snapshot of more than a dozen demographic variables showing customers who have purchased in the past compared to U.S. or local market averages

Sample Profile Variables

Reports & Deliverables:Model Report

Enables better understanding of a target model

No complex algorithms to explain or try to understand

Graphics and the targeting lift created demonstrate which variables are predictive, as well as the positive impact of targeting

Model Report

Graphical View of Key Deciles

Reports & Deliverables:Count Distribution Report

Breaks down targeting score decile counts according to specific geography

Reports & Deliverables:Targeted List with Scores

List of likely responders Contains names, addresses and targeting

score in an easy to understand 1-100 range

Scores invaluable for backend analysis and fine-tuning next list rental

Suppression of prior campaigns

Reports & Deliverables:Trade Area Segmentation/Trade Area Map

Trade Area Segmentation Automatically determined

through the modeling process

Allows you to determine your best prospects within the best target area

Trade Area Maps Display concentration of

customers by location for a specific customer file

Trade Area Map

Previous Profiles and Models Developed

Analytical Strategies forSuccessful

Marketing Communications