The Response Rates of Personalized Cross-Media Marketing Campaigns

The Response Rates of Personalized Cross-Media Marketing Campaigns Note: This past August, MindFireInc® learned that it had been named as the 20t growing software companies in the United States for the second consecut The entire MindFireInc team is proud of this honor from Inc 500, and wish extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. About Dr. Brow: Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro California, Irvine, a B.S. in Business Administration, and has over a decade business and municipal management. While she specializes in logic mode rationale and funds justification, Dr. Brow offers a broad range of research services designed to fit a client’s goals and budget. Please contact Dr. Bro mbrow@alumni.uci.edu. About MindFireInc®: MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. A First Look from MindFireInc® at MarketFire, automates the crea MindFireInc's next generation technology, The Response Rates of management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. Personalized Cross-Media With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un Marketing Campaigns consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. Dr. Marnie Brow September 2009 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Table of Contents Note: Executive Summary.........................................................................................................................iii This past August, MindFireInc® learned that it had been named as the 20t Introduction ............................................................................................................................... second consecut growing software companies in the United States for the 1 The entire MindFireInc team is proud of this honor from Inc 500, and wish The PODi Report ............................................................................................................................. 3 their clients w extend its thanks and gratitude to its solution partners and contributed to this remarkable achievement. The CMO Council Report ................................................................................................................ 4 The MindFireInc Database .............................................................................................................. 6 About Dr. Brow: Campaigns by Proven Direct ........................................................................................................... 9 Behavior fro Marnie Brow holds a research Ph.D. in Psychology and Social California, Irvine, a B.S. in Business Administration, and has over a decade Anchor Bank .............................................................................................................................. 10 in logic mode business and municipal management. While she specializes rationale and funds justification, Dr. Brow offers a broad range of research Cardinal Stritch University ........................................................................................................ 12 contact Dr. Bro services designed to fit a client’s goals and budget. Please mbrow@alumni.uci.edu. Figures About MindFireInc®: Figure 1. Average Response Rates by MindFireInc® is the worldwide leader of marketing intelligence software a Campaign Objective ........................................................... 3 enable the creation and deployment of targeted, trackable cross media ca Figure 2. Effectiveness of Communicationcompanies and 3,200 users worldwide depend on MindFireInc to man 550 Efforts......................................................................... 5 marketing campaigns. MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Tables Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. Table 1. Rate Averages Across All Industries and Campaigns ....................................................... 8 With offices in California and Asia-Pacific, MindFireInc is a privately held c Table 2. Top Five Industries by Visit Rate ...................................................................................... 9 MindFireInc is seasoned management team with proven industry success. by Inc. 500 as the 6th & 20th fastest growing software company in the Un Table 3. Top Five Industries by Response Rate .............................................................................. 9 consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. i 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Note: Note: This past August, MindFireInc® learned that it had been named as the 20th fastest growing software companies in the United States for the second consecutive year. This past August, MindFireInc® learned that it had been named as the 20t The entire MindFireInc team is proud of this honor from Inc 500, and wishes to growing software companies in the United States for the second consecut extend its thanks and gratitude to its solution partners and their clients who have honor from Inc 500, and wish The entire MindFireInc team is proud of this 2008 contributed to this remarkable achievement. 2009 extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. About Dr. Brow: Marnie Brow holds a research Ph.D. in Psychology and Social Behavior from the University of About Dr. Brow: California, Irvine, a B.S. in Business Administration, and has over a decade of experience with Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro business and municipal management. While she specializes in logic modeling for program California, Irvine, a B.S. in Business Administration, and has over a decade rationale and funds justification, Dr. Brow offers a broad range of research-and-analysis business and municipal management. While she specializes in logic mode services designed to fit a client’s goals and budget. Please contact Dr. Brow at rationale and funds justification, Dr. Brow offers a broad range of research mbrow@alumni.uci.edu. services designed to fit a client’s goals and budget. Please contact Dr. Bro mbrow@alumni.uci.edu. About MindFireInc®: MindFireInc® is the worldwide leader of marketing intelligence software and services that About MindFireInc®: enable the creation and deployment of targeted, trackable cross media campaigns. More than MindFireInc® is the worldwide leader of marketing intelligence software a 550 companies and 3,200 users worldwide depend on MindFireInc to manage thousands of enable the creation and deployment of targeted, trackable cross media ca marketing campaigns. 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. MindFireInc's next generation technology, MarketFire, automates the creation and management of highly-effective direct marketing campaigns utilizing customized Microsites, MindFireInc's next generation technology, MarketFire, automates the crea Personalized URLs, response-tracking, event-triggered notifications, Email, SMS management of highly-effective direct marketing campaigns utilizing custo communication, and more. Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. With offices in California and Asia-Pacific, MindFireInc is a privately held company led by a seasoned management team with proven industry success. MindFireInc is proud to be named With offices in California and Asia-Pacific, MindFireInc is a privately held c by Inc. 500 as the 6th & 20th fastest growing software company in the United States, for two seasoned management team with proven industry success. MindFireInc is consecutive years in 2008 and 2009. by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Ramin Zamani, Director of Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. ii 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Executive Summary Note: Millions of messages are received every year from direct mail, email, mobile text, and other t media, and the demand for attention This past August, MindFireInc® learned that it had been named as the 20 is staggering. Customers—both potential and current— have become very fast at perceiving whether these messages are meaningful or relevant to second consecut growing software companies in the United States for the them. Marketers therefore need to use the tools and methods that quicklyof this honor from Inc 500, and wish The entire MindFireInc team is proud indicate relevant content in their messages, in order toextend its thanks and gratitude to its solution business.and their clients w capture those customers’ interest...and their partners contributed to this remarkable achievement. In the last few years, customized, personalized marketing campaigns have been posting strong results compared with traditional, static campaign styles. Regardless of industry or business descriptive, well-designed and well-executed personalized marketing campaigns clearly About Dr. Brow: demonstrate their ability to outpace the competition. This report provides a look at some of the data and conclusions that supportMarnie Brow holds a research Ph.D. in Psychology and Social Behavior fro that claim. California, Irvine, a B.S. in Business Administration, and has over a decade First, summary content from three essential and informative reports on marketing she specializes in logic mode business and municipal management. While campaign’s response rates, the Direct Marketing Association (DMA), Print on DemandBrow offers a broad range of research rationale and funds justification, Dr. Initiative (PODi), and the Chief Marketing Officer (CMO) Council reports, is reviewed. Next, goals and budget.over services designed to fit a client’s results from well Please contact Dr. Bro 650 cross-media campaigns across 27mbrow@alumni.uci.edu. selected from MindFireInc®’s vertical markets, randomly database of several thousand real life campaigns are analyzed to provide a solid base of actual performance data and information, such as: About MindFireInc®: MindFireInc® is the worldwide leader of marketing intelligence software a The average response rate across all industries with 10 or more campaigns was 6.5%. enable the creation and deployment of targeted, trackable cross media ca Not-for-profits realized an averagecompanies and 3,200 users worldwide depend on MindFireInc to man 550 personalized URL visit rate of 7.7%, and an average response rate of 4.5% over 28 marketing campaigns. campaigns. Finally, MindFireInc’s solution partner Proven Direct opens its doorstechnology,detailed lookautomates the crea MindFireInc's next generation for a more MarketFire, at two of its own recently-completed campaigns, which demonstrate to marketing executives the utilizing custo management of highly-effective direct marketing campaigns Personalized URLs, available for later event-triggered notifications, Email additional types of information that are collected — and response-tracking,use — when communication, and more. customers visit their personalized landing pages. These specific pieces of information are highly valuable for marketers aiming to maximize their resources. With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. iii 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns A First Look from MindFireInc® at The Response Rates of Personalized Cross-Media Marketing Campaigns Note: by Dr. Marnie Brow ® for had been named as the 20t This past August, MindFireInc® learned that it MindFireInc growing software companies in the United States for the second consecut The entire MindFireInc team is proud of this honor from Inc 500, and wish Introduction extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. Consumers have become quite shrewd at sorting incoming messages and information. Considering the amount of material Americans see and hear–and then process–over a year’s time, how could they not? It is estimated that the US Postal Service delivered over 850 direct marketing mail pieces last year to theAbout American household.1 Sound like overload? No, typical Dr. Brow: of course not. But add it to the millions of messages received from email, in Psychology and Social Behavior fro Marnie Brow holds a research Ph.D. mobile text, and other media, and the demand for attention indeed becomes staggering. Administration, and has over a decade California, Irvine, a B.S. in Business No wonder why an estimated 44 percent of that postal mail is never opened,2 or management. followed. Both business and municipal a link is never While she specializes in logic mode potential and current customers haverationale very funds justification,which messages a broad range of research become and fast at perceiving Dr. Brow offers in front of them are relevant or meaningful…and which are not.to fit a client’s goals and budget. put to contact Dr. Bro services designed Marketers who understand and Please use the necessary tools that quickly demonstrate the relevance of their product or service are mbrow@alumni.uci.edu. more likely to capture those potential customers’ interest. Then hopefully their business. And their loyalty. About MindFireInc®: During the last few years, customized, personalizedis the worldwide leader of marketing intelligence software a MindFireInc® marketing campaigns have been posting strong and meaningful results compared with traditional, and deploymentstyles. Regardless of cross media ca enable the creation static campaign of targeted, trackable industry or business descriptive, well-designed and well-executed personalized marketing MindFireInc to man 550 companies and 3,200 users worldwide depend on campaigns clearly demonstrate the ability to outpace the competition. Sounds convincing…but marketing campaigns. given the realities that define today’s tight economy, marketers need more than words that claim success. A promising idea needs to translate into ageneration technology, MarketFire, automates the crea MindFireInc's next proven reality. management of highly-effective direct marketing campaigns utilizing custo This report provides a brief discussionPersonalized those response-tracking, event-triggered notifications, Email of how well URLs, promising ideas have indeed proved 3 communication, three informative studies on direct real. We first review pertinent summary content fromand more. marketers’ attitudes about personalization, their business practices, and campaign results: With offices in California and Asia-Pacific, MindFireInc is a privately held c DMA (2009): Response Rate Report. Data to Benchmark Allwith proven industry success. MindFireInc is seasoned management team Your Marketing Campaigns. Caslon/PODi (2008): Response Rate Report: the 6th & 20th fastest growing software company in the Un by Inc. 500 as Benchmark Information for Relevant Marketing Programs. consecutive years in 2008 and 2009. CMO Council (2008): The Power of Personalization. The Impact + Influence of Individualized Content Delivery. more information, please visit www.mindfireinc.com or contact: Rami For Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. Next, we reveal results from a random dataset from MindFireInc that contains performance information from 670 actual marketing campaigns. And finally, we conduct an initial evaluation of two newly-completed campaigns from two industry verticals, Finance and Education. 2009 © All rights reserved. 1 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns The DMA Report Note: For over 90 years, the Direct Marketing Association (DMA) has supported the that it had been named as the 20t This past August, MindFireInc® learned needs of its member organizations with a variety of resources. Onecompanies in the United States for the second consecut growing software of those resources is their research on the current status of marketing trends. Inentire MindFireInc team is proud of a survey tofrom Inc 500, and wish The December 2008, the DMA emailed this honor its members asking for an annual updateextend its thanks and gratitudeexperiences with direct and their clients w of their practices and general to its solution partners marketing. To encourage participation and provide token compensation for their time, the contributed to this remarkable achievement. DMA offered each respondent a free copy of its Web Analytics Report. A total of 1,175 responses were received over two email request waves, providing sufficient input for the DMA to answer the research department’s most popular question over the last three decades: About Dr. Brow: “What’s the typical responseMarnie Brow holdsmarketing campaign in my rate for a direct a research Ph.D. in Psychology and Social Behavior fro industry, and what media vehicle(s) will Irvine,the best response?” California, yield a B.S. in Business Administration, and has over a decade business and municipal management. While she specializes in logic mode The resulting DMA 2009 Response Rate Report and funds justification, Dr. Brow offers athe rationale offered managers an up-to-date look at broad range of research bottom line in direct marketing–who is doing what, andto fitworking? goals are a few highlights contact Dr. Bro services designed is it a client’s Here and budget. Please from that report. The marketing goalmbrow@alumni.uci.edu.respondents was order for nearly two-thirds of generation. The other respondents’ goal was lead generation. About MindFireInc®: The vehicle that achieved the highest response rate for generating orders was outbound MindFireInc® is the worldwide leader of marketing intelligence software a telephone calls (over 4% when using a house list). and deployment of targeted, trackable cross media ca enable the creation Conversely, this method also was the most expensive to conduct. 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. Catalogs (3.95% house list; 1.85% prospect list) and Direct Mail (3.65% house list; 1.65% prospect list) performed similarly. MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email Response rates from email, excluding “prospect” data to avoid statistical clutter: communication, and more. 14.92% for Open, 9.36% for Click-through and 5.26% for Conversion. With offices in California and Asia-Pacific, MindFireInc is a privately held c It is important to note that the DMA report combined both static and personalized campaigns. MindFireInc is seasoned management team with proven industry success. Their response rates, then, represent by Inc.pointas the 6th the actual performance software company in the Un some 500 between & 20th fastest growing of static campaigns and that of customized campaigns. When comparing these numbers to those consecutive years in 2008 and 2009. obtained from the MindFireInc dataset of actual personalized campaigns (later in this report), bear in mind that the response rate percentages for “purely” static visit www.mindfireinc.com or contact: Rami For more information, please campaigns most probably are lower than the numbers above. Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 2 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Note: The PODi Report This past August, MindFireInc® learned that it had been named as the 20t Complementing services and information offered by the Direct MarketingUnited States for the second consecut growing software companies in the Association is the Print on Demand Initiative (PODi; Digital PrintingMindFireIncateam is organization managed by Inc 500, and wish The entire Initiative), global proud of this honor from W. Caslon and Company. Like DMA, one of PODi’s primary goals is to support the growth and extend its thanks and gratitude to its solution partners and their clients w success of its members (expressly, the print industry and related businesses) through activities contributed to this remarkable achievement. such as the establishment of best practices. Another example is helping members explore and understand the potential payoff of specific methodologies such as personalization in marketing communications. About Dr. Brow: In 2008, PODi invited businesses to submit their stories and experiences with personalized Social Behavior fro Marnie Brow holds a research Ph.D. in Psychology and marketing. Because PODi sought to highlight best practices, a few outstanding campaigns has over a decade California, Irvine, a B.S. in Business Administration, and representing popular campaign objectives were chosen to exhibit the success that she specializes in logic mode business and municipal management. While truly can be achieved with a well-planned and well-executed personalized marketing program. In December rationale and funds justification, Dr. Brow offers a broad range of research 2008, Caslon released PODi’s Response Rate Report: Benchmark Informationand Relevant Please contact Dr. Bro services designed to fit a client’s goals for budget. Marketing Programs, which not only discussed those outstanding campaigns, but also mbrow@alumni.uci.edu. compared them to the DMA’s 2008 response rate report (prior year’s version of the one mentioned previously). Here is a look at that comparison: About MindFireInc®: Figure 1. Average Response Rates by Campaign Objective MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man 6 marketing campaigns. Response Rate (%) 4 MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo 2 Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. 0 Direct Sale Generate Lead in California and Asia-Pacific, MindFireInc is a privately held c With offices Nurture Lead seasonedPersonalized (PODi) Static (DMA) management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un Adapted from Caslon/PODi, 2008 and 2009. consecutive years in 2008 For more information, please visit www.mindfireinc.com or contact: Rami Caslon also calculated a method by which companies could estimate their own response rates Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. from a personalized campaign, an interesting and thoughtful exercise. As stated by Caslon, the report is intended to help marketers set relatively realistic expectations for the response rates that personalization can provide. It also adds the useful component of helping businesses envision possibilities…what they themselves can achieve when they develop and implement dynamic, multi-channel marketing solutions. 2009 © All rights reserved. 3 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Let’s review. The DMA and PODi reports build an important referential base. DMA helps companies compare their marketing practices and procedures relative to average practices and Note: emerging styles. PODi complements DMA’s work with the discussion of some successful personalized marketing campaigns, then offers consideration for a method whereby businesses This past August, MindFireInc® learned that it had been named as the 20t might estimate their own best-case scenario returns. Businesses, regardless of their aim to growing software companies in the United States for the second consecut attract another business or an end-user, and whether their offering is a product, service, or The entire MindFireInc team is proud of this honor from Inc 500, and wish hybrid, need background information and ideas like these in order to plan their ideal balance of investment and return. extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. The CMO Council Report Established in 2001, the Chief Marketing Officer (CMO) Council reflects the global nature of About Dr. Brow: today’s business world and technology’s ability to bypass geographic limitations. Comprised of thousands of senior corporate marketing leaders and topadecision-makersin Psychology and Social Behavior fro Marnie Brow holds research Ph.D. from nearly 100 countries, the CMO Council exists to exchange knowledge and high-level Administration, and has over a decade California, Irvine, a B.S. in Business ideas—intellectual capital—for mutual benefit, and the benefit of and municipal management. While she specializes in logic mode business marketers world-wide. rationale and funds justification, Dr. Brow offers a broad range of research In 2008, MindFireInc and a select number of other industry leaders partnered with the CMO services designed to fit a client’s goals and budget. Please contact Dr. Bro Council to commission a study analyzing the effects of personalized communication on mbrow@alumni.uci.edu. marketing campaigns’ response rates, as well as capturing the beliefs of where companies currently stand relative to database infrastructure and management. Over 700 senior executives from a broad range of industries around the world®: part in this effort, resulting About MindFireInc took in an impactful and informative discussion of both the power that personalized MindFireInc® is the worldwide leader of marketing intelligence software a communications can, and do, have onenable the creation and the concerns of targeted, trackable cross media ca marketing efforts, and deployment that executives must address in order to realize the full potential of these powerful systems. 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. Consider this: Nearly one-half of executives reported their companies have, at most, fair knowledge of their customers. Certainly we all recognize instances when a full grasp of the automates the crea MindFireInc's next generation technology, MarketFire, clients’ needs or preferences is not essential for a successful campaign. But we also know that management of highly-effective direct marketing campaigns utilizing custo regardless of the size of the business, Personalized URLs, need every tool and every opportunity today’s marketers response-tracking, event-triggered notifications, Email to leverage information to achieve their greatest success with campaigns. And executives are communication, and more. reporting that success. When asked, With offices in California and Asia-Pacific, MindFireInc is a privately held c “How would you rate the overall effectiveness management team with proven industry success. MindFireInc is seasoned and ROI of your personalized communication efforts?” here were their answers: by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 4 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Figure 2. Effectiveness of Communication Efforts Note: 12% extremely 28% better rates This past August, MindFireInc® learned that it had been named as the 20t effective and than other measurable programs growing software companies in the United States for the second consecut The entire MindFireInc team is proud of this honor from Inc 500, and wish extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. 41% still refining 12% not seeing process tangible results About 7% unsure Dr. Brow: Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro Adapted from CMO Council, 2008 Business Administration, and has over a decade California, Irvine, a B.S. in business and municipal management. While she specializes in logic mode Looking at the pie chart, we see that 40 percent of the executives participating in the study had rationale and funds justification, Dr. Brow offers a broad range of research experienced, at a minimum, better response rates withto fit a client’s goals and budget. Please contact Dr. Bro services designed their personalized campaigns than their other programs. If this percentage perhaps does not sound as expected, bear in mind that the mbrow@alumni.uci.edu. only other response to which this truly can be compared at this time is the 12 percent who reported they had not seen any tangible impact. Obviously, additional comparisons need to be made when the 41 percent of companies still in the development and implementation process About MindFireInc®: have completed campaigns to report. MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca Regardless of whether programs were completed or in-process,users worldwide depend on MindFireInc to man 550 companies and 3,200 the executives left no doubt as to the direction they intended to take: actively managing their marketing efforts through cross- marketing campaigns. media personalization, with the goal of leveraging information toward greater ROI and customer retention (loyalty). And they are backing next generation technology, MarketFire, automates the crea MindFireInc's those stated intentions with funding. Just over one-quarter of companies had a management budget of 15 percent or more of marketing then-current of highly-effective direct marketing campaigns utilizing custo funds for personalized communication. Over their URLs,budget cycle, nearlyevent-triggered notifications, Email Personalized next response-tracking, twice that number of companies expected to allocate 15 communication, andpersonalized campaigns. Yet… percent or more to more. Caslon very succinctly stated in the PODi report the concern that currently is paramount for is a privately held c With offices in California and Asia-Pacific, MindFireInc marketing executives as they distribute their advertising dollars: “Most marketers know success. MindFireInc is seasoned management team with proven industry instinctively that personalization can increase response 6th & for direct mail. But there are very by Inc. 500 as the rates 20th fastest growing software company in the Un few concrete examples available that consecutive years inhow big the increase will be.” This can tell a marketer 2008 and 2009. same concern is echoed in the CMO report: “Marketers appear fearful and intimidated by the investments required for personalized communications as there has been limited testing across contact: Rami For more information, please visit www.mindfireinc.com or all areas.” They are wary of the investments required because they want moreTel: (949) 474 - 4418 x271. Marketing at rzamani@mindfireinc.com, evidence. In short, everyone is saying: We are confident that personalization works, but give us more proof. 2009 © All rights reserved. 5 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns The MindFireInc Database Note: Excepting these studies from DMA, PODi, and the CMO Council, a somewhat rigorous search of both academic and industry literature indicates a clear lack of research that addresses the This past August, MindFireInc® learned that it had been named as the 20t question at hand. As top developer and provider of customized marketing software and growing software companies in the United States for the second consecut services, MindFireInc, then, is in a key position to make a significant contribution to the body of The entire MindFireInc team is proud of this honor from Inc 500, and wish knowledge with information from its own database of personalized campaign results. To that extend its thanks and gratitude to its solution partners and their clients w end, MindFireInc provided access to its database of thousands of campaigns for an unbiased contributed to this remarkable achievement. analysis of actual campaign results. The database was sorted according to certain criteria (e.g., sufficient number of recipients in a campaign; no internal MindFireInc campaigns), including a 2009 timeframe to capture the most About Dr. Brow: up-to-date information. From the still-thousands of campaigns that Ph.D.these parameters, a Marnie Brow holds a research met in Psychology and Social Behavior fro random selection netted a sample size of 670 campaigns.B.S. in Business Administration, and has over a decade California, Irvine, a Unless noted, statistics reflect the analysis of data from each campaign. business and municipal management. While she specializes in logic mode In other words, 670 individual campaigns, not 27 industry means (averages), are used to calculate grand means (overall averages). This removesa broad range of research rationale and funds justification, Dr. Brow offers inaccuracies that can occur when using rounded numbers fit a client’s goals and budget. Please contact Dr. Bro services designed to from such a large dataset. mbrow@alumni.uci.edu. Herein are some of the results from the analyses performed, which reflect standard testing of datasets prior to completing more complex and involved operations. Results for those other analyses are planned for inclusion in later reports. About MindFireInc : ® MindFireInc® is the worldwide leader of marketing intelligence software a First, it was noted that visit and response data did not fit the assumptions of a normal enable the creation and deployment of targeted, trackable cross media ca distribution; namely, they were positively skewed. This means that there was a heavier load of 550 companies and 3,200 users worldwide depend on MindFireInc to man numbers to the lower end of the range of data than to the upper end. A first reaction to this marketing campaigns. statement may be, “Well, then most campaigns didn’t perform that well.” That reaction would not be correct. What the statement tells us is that, while a sufficient number of campaigns MindFireInc's next generation technology, MarketFire, automates the crea performed exceptionally well, the majority of campaigns performed within a lower range. This management of highly-effective direct marketing campaigns utilizing custo lower range, however, still appears to run higher than the average static campaign. Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. Unfortunately, direct comparisons with data from the DMA and PODi reports would not be meaningful, as DMA statistics are a blend of static and personalized campaigns and PODi With offices in California and Asia-Pacific, MindFireInc is a privately held c emphasized top performers. The data are not equivalent. seasoned management team with proven industry success. MindFireInc is For the next three results, please review the tables on the following pages. by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. 1. A 5% trimmed mean (excluding the highest and lowest 2.5%) resulted in a 3.5% visit rate and 2.0% response rate. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2. Results for a 95% confidence interval: Visit % Response % Low High Low High 4.4 5.8 2.7 3.9 2009 © All rights reserved. 6 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Proper interpretation: Results for 95% of campaigns will fall within these ranges. Note: Not: My campaign will achieve these results 95% of the time. This past August, MindFireInc® learned that it had been named as the 20t 3. Industries that had conductedgrowing software companies in the United States for the second consecut ten or more campaigns show higher averages than the entire database: a 6.5% visit rate and 4.6% response rate. This statement reflects The entire MindFireInc team is proud of this honor from Inc 500, and wish association and is not meant to imply a cause and effect relationship. extend its thanks and gratitude to its solution partners and their clients w contributed to this remarkable achievement. About Dr. Brow: Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro California, Irvine, a B.S. in Business Administration, and has over a decade business and municipal management. While she specializes in logic mode rationale and funds justification, Dr. Brow offers a broad range of research services designed to fit a client’s goals and budget. Please contact Dr. Bro mbrow@alumni.uci.edu. About MindFireInc®: MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 7 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Table 1. Rate Averages Across All Industries and Campaigns (N = 27 industries and 670 campaigns) Note: Number of Visit Rate Response Rate Industry Campaigns Percentage Percentage This past August, MindFireInc® learned that it had been named as the 20t Advertising, PR and Marketing Services 22 5.61% 3.42% growing software companies in the United States for the second consecut Apparel and Accessories 2 13.30% 0.18% The entire MindFireInc team is proud of this honor from Inc 500, and wish Art, Media and Entertainment 7 4.32% 2.74% extend its thanks and gratitude to its solution partners and their clients w Automotive contributed136this remarkable achievement. to 1.54% 1.12% Construction 4 1.04% 0.38% Consumer Electronics 2 3.59% 2.40% Education About Dr. 92 Brow: 3.24% 2.01% Financial Services Marnie Brow60 4.28% 3.15% holds a research Ph.D. in Psychology and Social Behavior fro Food and Beverage 1 1.51% 1.49% California, Irvine, a B.S. in Business Administration, and has over a decade Furniture and Appliances business and municipal management. While she specializes in logic mode 1 3.65% 2.23% Government rationale and funds justification, Dr. Brow offers a broad range of research 5 11.97% 8.40% Health Care services designed to fit a client’s goals and budget. Please contact Dr. Bro 22 3.93% 2.10% mbrow@alumni.uci.edu. Hotels and Travel 3 3.37% 0.36% Insurance 13 13.88% 10.70% IT, Software and Hardware 16 About MindFireInc®: 4.25% 2.12% Legal Services MindFireInc® is the worldwide leader of marketing intelligence software a 2 2.67% 2.40% Management and Consulting Services enable the creation and deployment of targeted, 4.19% 6 5.75% trackable cross media ca Manufacturing 550 companies and 3,200 users worldwide depend on MindFireInc to man 13 13.20% 11.85% marketing campaigns. Not for profit 28 7.69% 4.52% Other Trades and Services 98 7.18% 4.18% MindFireInc's next generation technology, MarketFire, automates the crea Pharmaceuticals management of highly-effective direct marketing 4.13% 15 4.78% campaigns utilizing custo Printing and Publishing Personalized84 URLs, response-tracking, event-triggered notifications, Email 6.57% 3.55% Real Estate communication, and more. 4.54% 4 2.18% Retail Trade 27 8.48% 6.74% With offices in California and Asia-Pacific, MindFireInc is a privately held c Transportation and Warehousing 4 4.16% 1.87% seasoned management team with proven industry success. MindFireInc is Utilities by Inc. 500 as 2 6th & 20th fastest growing software company in the Un the 16.84% 13.74% Wholesale Trade 1 0.66% consecutive years in 2008 and 2009. 0.66% Total 670 Grand Avg. 5.10% Grand Avg. 3.28% For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 8 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Table 2. Top Five Industries by Visit Rate (ten or more campaigns completed) Note: Industry Campaigns Visit Rate % This past August, MindFireInc® learned that it had been named as the 20t growing software companies in the United States for the second consecut Insurance 13 13.88% Grand averages for Tables 2 The entire MindFireInc team is proud of13 honor 13.20% 500, and wish Manufacturing this from Inc and 3 are calculated from industry averages. extend its thanks and gratitude to its solution partners and their clients w Retail Trade 27 8.48% contributed profit remarkable achievement. Not for to this 28 7.69% Recipients: all the people to Other Trades and Services 98 7.18% whom the marketing campaign Grand Average 10.09% material is sent. About Dr. Brow: Visit Rate: the number of Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro recipients who visited their California, Irvine, a B.S. inFive Industries by Response Rate over a decade Table 3. Top Business Administration, and has personalized URL webpage business and municipal management. While she specializes in logic mode (ten or more campaigns completed) compared to the total number rationale and funds justification, Dr. Brow offers a broad range of research of recipients. services designed to fit a client’s goals and budget. Please contact Dr. Bro Industry Campaigns Response mbrow@alumni.uci.edu. Rate % Response Rate: the number of Manufacturing 13 11.85% visitors who performed the Insurance 13 10.70% desired action (e.g., submitted AboutRetail Trade MindFireInc®: 27 6.74% information) on their webpage MindFireInc® is the worldwide leader of marketing intelligence software a Not for profit 28 4.52% compared to the total number enable the creation and deployment of targeted, trackable cross media ca Other Trades and Services 98 4.18% 550 companies and 3,200 users worldwide depend on MindFireInc to man of recipients. marketing campaigns. Grand Average 7.60% MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. Campaigns by Proven Direct With offices in California and Asia-Pacific, MindFireInc is a privately held c We now consider results from two recently-completed campaigns conducted byindustry success. MindFireInc is seasoned management team with proven MindFireInc solution partner Proven Direct. Proven Direct (www.provendirect.com) is growing software company in the Un by Inc. 500 as the 6th & 20th fastest a full-service marketing services provider located in Milwaukee, WI. Under the enterprising leadership of consecutive years in 2008 and 2009. founder and president Mike Limbach, and with decades of hands-on experience in the industry, Proven Direct employs cutting-edge technology, equipment and platforms to create For more information, please visit www.mindfireinc.com or contact: Rami personalized multi-media campaigns designed to fit each client’s specific marketing needs and4418 x271. Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - goals. Both campaigns are considered to have been highly successful and a solid return on investment, though not every indicator appeared to reflect that conclusion. This fact allows us to reflect on the many inputs, throughputs, and outputs considered during cost-benefit analyses. 2009 © All rights reserved. 9 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Anchor Bank Note: Headquartered in Madison and reporting assets of over $5 billion and mortgage loans of over This past August, MindFireInc® learned that it had been named as the 20t $3 billion, Anchor Bank is Wisconsin’s largest thrift and a leading lender in residential real growing software companies in the United States for the second consecut estate. Anchor Bank wished to target first-time homebuyers in specific demographics, The entire MindFireInc team is proud of this honor from Inc 500, and wish becoming a familiar name to these prospective customers to increase the likelihood that they would choose Anchor Bank when they were ready to purchase a home. its solution partners and their clients w extend its thanks and gratitude to Anchor Bank also contributed to this remarkable achievement. wanted to generate strong, active leads for their residential loan officers for regular follow-up, answering questions and providing information in order to keep Anchor Bank actively in prospects’ minds. About Dr. Brow: Anchor Bank had made a recent attempt with generic materials. Managers were disappointed Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro by the low level of response, so they partnered with Proven Direct, who developed and California, Irvine, a B.S. in Business Administration, and has over a decade implemented a cross-media campaign consisting of direct mail pieces that used a recipient’s business and municipal management. While she specializes in logic mode first name on both sides of an oversized postcard, a personalized URL leading recipients to rationale and funds justification, Dr. Brow offers a broad range of research landing pages, and one of two monetary incentives. The first incentive (A) offered recipients services designed to fit a client’s goals and budget. Please contact Dr. Bro the chance to win one of three $500 Visa gift cards if they participated in a brief online survey mbrow@alumni.uci.edu. accessed on the personal website. The second incentive (B) offered the same gift card chance, plus an offer for up to $250 off of closing costs when the recipient took out a new Anchor Bank loan. Generic versions of each incentive were mailed at random to 10% of the recipients, plus a generic advertisement with Offer A was placed with an outside:source, in order to better About MindFireInc® determine whether any increase in traffic was relatedthe personalization (i.e., control groups). MindFireInc® is to worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. The personalized campaign materials outperformed both the prior and current generic campaign materials. Managers report the campaign easily provided an impressive return on Anchor Bank’s investment, especially given the still-flat economic indicators in the housing market. It appears (closings pending) that a few loans were generated, and sufficient interest 2009 © All rights reserved. 10 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns in a mortgage seminar prompted Anchor Bank to conduct one that very weekend. Proven Direct managers report the next campaign already is in development. Note: This past August, MindFireInc® learned that it had been named as the 20t  The campaign achieved a visit rate of close to growing software companies in the United States for the second consecut half a percent, and 80% of those who visited The entire MindFireInc team is proud of this honor from Inc 500, and wish their landing pages completed the survey. While the visit rate may seem too low at first glance, and gratitude to its solution partners and their clients w extend its thanks the fact is, considering the high-dollar value of remarkable achievement. contributed to this mortgage transactions, according to Anchor Bank’s executives, the results were great. About Dr. Brow:  Visit rate for personalized Incentive A was 2.5 Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro times greater than the generic Incentive A or B. California, Irvine, a B.S. in Business Administration, and has over a decade business and municipal management. While she specializes in logic mode  Visit rate for personalized Incentive B was 3 rationale and funds justification, Dr. Brow offers a broad range of research times greater than the generic Incentive A or B. services designed to fit a client’s goals and budget. Please contact Dr. Bro mbrow@alumni.uci.edu.  Over 17% of visitors indicated they were actively looking for a home/condo and intended to purchase within the next six months.  16% requested further information on MindFireInc : About Anchor Bank mortgages. ® MindFireInc® is the worldwide leader of marketing intelligence software a  Nearly 5% of visitors indicatedenable the creationout an online mortgage application. they wanted to fill and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns.  7% of visitors sent Anchor Bank information to someone else (using “send to a friend”). MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 11 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Cardinal Stritch University Note: Cardinal Stritch University (Stritch) is the second-largest independentlearned that it had been named as the 20t This past August, MindFireInc® university in the state of Wisconsin. Consisting of two regionalgrowing software companies in the United States for the second consecut campuses (Milwaukee, WI and Eden Prairie, MN) and a number of smaller satellite locations, The entire MindFireInc team is proud of this honor from Inc 500, and wish Stritch offers both undergraduate and graduate degrees in traditional programs and programsextend its thanks and gratitudeof working adults. Its focus their clients w developed to serve the needs to its solution partners and for this campaign was to increase interest in their to this remarkable achievement. of contributed programs that benefit the careers educators and administrators in Wisconsin. More specifically, Stritch’s campaign goals were (1) to increase its visibility and capture the interest of qualified educators and administrators; and (2) generate leads for specific graduate-level and licensure programs. About Dr. Brow: Proven Direct mailed a personalized oversized postcard to Stritch’s target in Psychology and Social Behavior fro Marnie Brow holds a research Ph.D. audience, with program and other content tied to geographic location a B.S. in Business Administration, and has over a decade California, Irvine, and other information, such as whether the recipient was a Stritch undergrad business and addition tomanagement. While she specializes in logic mode alumnus. In municipal the recipient’s name and personalized website, the postcard included gender-specific photography Browthe pictures on range of research rationale and funds justification, Dr. (i.e., offers a broad the card matched the gender of the recipient, designed to fit athese postcards), aimed to Please contact Dr. Bro services as illustrated in client’s goals and budget. increase a recipient’s sense of affiliation or relationship with the university and its offerings. mbrow@alumni.uci.edu. About MindFireInc®: MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man marketing campaigns. MindFireInc's next generation technology, MarketFire, automates the crea management of highly-effective direct marketing campaigns utilizing custo Personalized URLs, response-tracking, event-triggered notifications, Email communication, and more. Recipients who provided an email With offices in California and Asia-Pacific, MindFireInc is a privately held c address and completed a brief seasoned management team with proven industry success. MindFireInc is survey were entered in a drawing for by Inc. 500 as the 6th & 20th fastest growing a laptop company in the Un software computer. consecutive years in 2008 and 2009. For more information, please visit www.mindfireinc.com or contact: Rami Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. Some results and information from this campaign are offered on the next page. 2009 © All rights reserved. 12 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns  The overall visit rate for personalized messages was 0.67%, more than Note: double compared to non- This past August, MindFireInc® learned that it had been named as the 20t personalized control group growing software companies in the United States for the second consecut which was just 0.28%. The entire MindFireInc team is proud of this honor from Inc 500, and wish  62% of website visitors extend its thanks and gratitude to its solution partners and their clients w completed the online contributed to this remarkable achievement. survey (lead generation). About Dr. Brow:  21% of those survey Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro respondents stated they California, Irvine, a B.S. in Business Administration, and has over a decade were not aware of any business and municipal management. While she specializes in logic mode Stritch degree programs in rationale and funds justification, Dr. Brow offers a broad range of research their area prior to services designed to fit a client’s goals and budget. Please contact Dr. Bro receiving the postcard mbrow@alumni.uci.edu. (increase visibility). About MindFireInc : ®  Interest in the educational leadership program was location-specific. MindFireInc® is the worldwide leader of marketing intelligence software a enable the creation and deployment of targeted, trackable cross media ca 550 companies and 3,200 users worldwide depend on MindFireInc to man  Respondents marketing campaigns. also were very clear regarding program MindFireInc's next generation technology, MarketFire, automates the crea preferences. For management of highly-effective direct marketingendorsed utilizing custo example: 25% campaigns Personalized URLs, response-tracking, event-triggered notifications, Email Stritch’s online communication, and more. instructional technology program. With offices in California and Asia-Pacific, MindFireInc is a privately held c seasoned management team with proven industry success. MindFireInc is by Inc. 500 as the 6th & 20th fastest growing software company in the Un consecutive years in 2008 and 2009. As with Anchor Bank, Cardinal Stritch marketers accomplished their stated goals and are continuing to realize a multitude of benefits that resulted in please positive return on their For more information, a very visit www.mindfireinc.com or contact: Rami investment. Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. 2009 © All rights reserved. 13 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns www.mindfireinc.com The Response Rates of Personalized Cross-Media Marketing Campaigns Looking Back...Moving Forward Note: Applying sound practices and methodologies to studies, researchers who find results that are repeated across different times and situations are able to make statements with greater This past August, MindFireInc® learned that it had been named as the 20t certainty. This report has added to the foundation from varying sources and materials that lend growing software companies in the United States for the second consecut support to the conclusion that personalized cross-media campaigns outperform static The entire MindFireInc team is proud of this honor from Inc 500, and wish communications and provide a solid return on investment. extend its thanks and gratitude to its solution partners and their clients w First, we reviewed very useful content from three to this remarkable achievement. reports contributed recent response rate reports. The provided valuable input and complementary information for this report, and readers here are encouraged to read those reports in their entirety (see Endnote 3). In short: About Dr. Brow: The DMA study offered data on the performance of static and personalized Marnie Brow holds a research Ph.D. in Psychology and Social Behavior fro campaigns (combined), sorted by industry, campaign objective, and media vehicle; The Caslon/PODi report compared DMA report data Business exemplary California, Irvine, a B.S. in to a few Administration, and has over a decade personalized campaigns and developed municipal for marketers to combinespecializes in logic mode business and a method management. While she this information to estimate their own expected performance; and Brow offers a broad range of research rationale and funds justification, Dr. The CMO Council study provided excellent datafit a client’s goals and budget. Please contact Dr. Bro services designed to and commentary from top executives world-wide. mbrow@alumni.uci.edu. Then we took into consideration a randomly-selected dataset of hundreds of personalized campaigns, from within a database ofAbout MindFireInc : ® thousands; statistical analysis provided support for the conclusion. And finally, Proven DirectMindFireInc®ais the worldwide leader of marketing intelligence software a afforded us more comprehensive view of how actual campaigns are developed and implemented the creation illustrated a few of many types of enable success, plus and deployment of targeted, trackable cross media ca information that marketers can gather from their own personalized campaign. depend on MindFireInc to man 550 companies and 3,200 users worldwide marketing campaigns. So, what’s next? Marketers can expect further reinforcement of this report’s conclusion, plus different types of analyses to addressMindFireInc's next whether significant differences exist automates the crea questions such as generation technology, MarketFire, between the performance of one method of personalization and another – marketing campaigns utilizing custo management of highly-effective directfor example, Personalized URLs, with postcards versus email. Be whether significant differences exist between campaignsresponse-tracking, event-triggered notifications, Email communication, and more. assured, however, that we are committed to keeping you informed. With offices in California and Asia-Pacific, MindFireInc is a privately held c 1 seasoned management team with proven industry success. MindFireInc is Retrieved October 1, 2009 from http://www.donotmail.org/article.php?list=type&type=3 2 by Inc. 500 as the 6th & 20th fastest growing software company in the Un Ibid consecutive years in 2008 and 2009. 3 Actual content from other reports referenced herein were obtained from publicly-available documentary For more information, please visit www.mindfireinc.com or contact: Rami summaries and organization websites. For detailed information contained in the reports themselves, copies are available from their respective organizations’Marketing at rzamani@mindfireinc.com, Tel: (949) 474 - 4418 x271. websites. CMO Council: www.cmocouncil.org DMA: www.the-dma.org PODi: www.podi.org 2009 © All rights reserved. 14 2009 © All rights reserved.

The Response Rates of Personalized Cross-Media Marketing Campaigns

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