V12 provides customer insight services to help clients improve marketing ROI. They have a large consumer database with over 200 million records that can be used to profile clients' existing customers, identify lookalike prospects, and develop targeted marketing campaigns. V12 takes a strategic, phased approach to implementing customer insight solutions, with the goal of helping clients better understand, communicate with, and manage their customer lifecycles.
2. V12 Facts
Headquartered in Metro New York with
operations in Los Angeles and Orlando
Board of Directors comprised of tenured direct
marketing industry leaders
Bob Wientzen, past President & CEO, DMA
Bart Faber, Chairman & CEO, Metromail
Charlie Stryker, Founder, InfoUSA
Growing organically and through acquisition
Clients include Acxiom, AutoNation, Bank of
America, Canyon Ranch Spa, D&B, Equifax,
FantasticSams, Guitar Center, ING, Joann’s
Fabrics, Miami Heat, Sprint and others
Employees: 120
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3. Our Focus
Help clients improve return on
marketing investment by using data
to better manage the customer
lifecycle
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4. Our Philosophy
Help clients get closer to their customers through
enterprise customer management
Offer access to expertise which reduces implementation
risks
Generate staged returns on investment through phased
roll-out vs. “big bang”
Create competitive advantage by helping bring new
concepts to market quickly
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5. How We Deliver
Helping migrate Customers through the Lifecycle
8. Evangelists 1. Trial
7. Extreme Loyalists 2. Acquisition
Customer
6. Loyalty Lifecycle 3. Repeat Purchase
5. Preference 4. Retention
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6. Tracking Data Flow
Tracking information flow through the customer management process is a
critical component of enterprise customer management
5
Work-flow Automation
Marketing Planning
Touch
Campaign Points
Management
4
3
Customer Customer
Segmentation Database
Customer
2 6
Analytics
1 8
Actions
Reservation, Hotel 7
Stay, Casino Play
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7. Our Service Offerings
Strategic Services Data Services Campaign Services
Developing Customer Developing Target Audiences Developing and Executing
Insight & Augmenting Customer Data Campaigns
Customer Profiling Consumer Data Email Marketing
Marketing Database Data Enhancement/Append Direct Mail
Modelling & Analytics Business Data Turnkey Direct Marketing
Data Processing Specialty Data
Customer-centric services to help you understand and
communicate with your customers and prospects
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8. Service Offering Descriptions
Modeling & Analytics: Our capabilities center on defining ideal customers and
segments, predicting response and prioritizing marketing efforts
Marketing Database Services: Custom hosted marketing databases with online
access and hands on support for campaign target audience selection
Data Processing: Basic hygiene to customer data processing
Consumer Data: Our multi-channel consumer database has 209 mm records and
110 mm households that combines postal, email, phone and mobile data and over
260 fields to improve targeting including: Demographic, Geographic, Lifestyle,
Interests, Behavioral and Transactional
Data Enhancement: Appending any field of information from our Consumer
Database to a customer database to improve their ability to target market and
communicate using additional channels
Email Marketing Services: Prospecting and retention campaigns targeting over
100 million opted-in consumers in the U.S.
Turnkey Direct Marketing (DM360): Localized direct marketing tool combining
customer profiling, targeted consumer data and customized direct mail/email design
and deployment for customer acquisition and retention in a user friendly tool that
adheres to corporate branding
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11. Using Customer Profiles to Focus Efforts
Use empirical evidence contained in customer database to:
Identify traits of buyers who use specific service(s)
Target audience or segment(s) that are unique in composition
of age, income, home ownership, marital status, ethnicity,
wealth, purchase behavior, discretionary spending, etc.
Services that are most appropriately marketed together
We apply the findings as follows:
Target Audience: Use the findings of the Customer Profile to develop
the target audience and segments with look-a-like prospects that live
within trade area covered
Append: Add the traits that best describe your customers to your file
Create campaigns: Target customer base gaps identified in the profile
Develop Messaging: Use the intelligence to create segment specific
messages and images that are relevant and more personal thereby
increasing conversion rates
Interaction: Establish multiple touch points with customers and
prospects
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12. Customer Profiling Process
Customer Profile reports on key traits such as income, age, home ownership,
presence of children, marital status, household composition, lifestyle interests.
The process is easy:
First send us a list of your customers with Name, Address,
City, State and ZIP Code
We’ll match your customer file to our Consumer database
of 209 million consumers. Typically we match 60-65% of
your file to ours.
Using the matched dataset demographic, behavioral and
interest information is append to the file.
Next we organize the information into a spreadsheet and
analyze it to find common traits such as age, income,
home ownership, marital status, ethnicity, etc.
Then we narrow our focus and organize the data into
consumer segments that have a high percentage of the
very same traits. Such as age 25-34, Married with
Income over $50K.
Finally a Customer Profile Report is produced with
percentages, charts and graphs clearly explaining the
results.
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13. Life Stage Segmentation
Customer Acquisition:
Many consumers will at some point, naturally grow into a client’s prospecting pool
Educate, Acquire & Loyalize consumers before they hit target
Create Lifetime Value!!
Age
Under 35 35-49 50 and Up
LTV Style Function Comfort
< $35K New Customer
Price Driven Acquisition No
rm
Income
al L
$35K - $75K ifet
Value Driven ime
Tre
nd
> $75K
Service Driven
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14. Modeling
Customer Models drill down further than a Customer Profile and predict an outcome to
rank future importance. V12 executes many types of models and here are the most
common applications.
Best Customer –identify the key traits of your top customers and find prospects that
resemble them. We utilize demographic, lifestyle, life-stage, behavioral and purchasing
drivers to create “look-a-like” prospects.
Lost Customers – regain customers whose transactions have dropped dramatically or
totally lapsed in the last year. Ex: Best Customers w/ transaction reductions of 30%+ in
the past year.
ZIP Models – they lack the predictive power of individual level models, but their low
cost and ease of use make them the Grandfather of all direct marketing models. ZIP
modeling is also desirable for flexibility with other media, particularly newspapers, co-op
mailers, broadcast and outdoor ads.
Cross-sell / Up sell Models - Marketers can increase ROI by turning single buyers into
multi-buyers over time. Modeling past buyers of different products and services allows
you to identify the next best product to promote to each customer as well as which
customers to "rest" from the promotion.
LTV - Lifetime Value Models
RFM - Recency, Frequency, Monetary Models
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15. Getting the Customer Profiling Process Started
1) Analyze current Tropicana Customer via advanced consumer profiling:
Determine the characteristics of recent and historical customers
Establish a baseline profile for future comparisons of new targets
Compare Tropicana customers with rest of US consumers
Allows for implementation of targeting data immediately
2) Identify the consumer segments that are driving the Tropicana business and
classify them
Geographically – regional and national hot-spots
Demographic and Socio-economically
Related interests and behaviors (Casino Gambling, Travel, Entertainment, etc.)
Unrelated interests and behaviors (Avid Reader, Known Voter, Charitable, etc.)
3) Build a model that looks at visitor profiles, consumer segments and regional
demography to:
Rank and score previous visitors to identify best candidates for future stays
Ranks and score prospects that have the highest predictability to become
customers
4) Optimize the Tropicana marketing mix using multi-channel touch points and
design elements to understand which components are driving customers via
National and Regional marketing efforts
5) Feed all of the above into the Marketing Database to establish a “Closed-Loop”
intelligence process CONFIDENTIAL Page 15
17. Consumer Database
209 million consumer records
110 million US households Over 260 specific data fields
53 million ePostal records 1,000 census variables (ZIP & CRRT level)
83 million email records Regular updates for optimal delivery
128 million phone records Multi-source file of response & compiled
data
V12
Masterfile
Demographic – age, gender, education, ethnicity, income, etc.
Lifestyle – presence of children, homeowners, donor causes, etc.
Interests – reading choices, hobbies, music styles, sports interests, etc.
Transactional – credit card types, credit active, mail order choices
Real Estate – Home value, mortgage info, heating type, own a pool, etc.
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18. Database Design & Maintenance
V12’s multi-channel, multi-sourced national consumer database is a hybrid file
built from compiled and proprietary response data sources.
The V12 Group database is built from many data points and sources
Proprietary data sources including email, web and acquisitions
Secondary sources including national compilers, econometric firms and specialty data
File meets all DMA privacy and security compliances
Only carry data on those 18 years old (some 17 year olds who turn 18 in 2008)
We do not maintain Social Security numbers, Drivers License numbers or Credit Card data or FICO
scores on the file. This provides a high level of protection from identity theft
File is updated monthly with address changes and a major file re-build performed quarterly
Other than email sources, all of our secondary suppliers update quarterly
The entire file goes through NCOA, Deceased Scrub, Address Standardization and CASS
The latest CASS report has our address quality at 99.2% accuracy
Each V12 Individual record has it’s own ID, we call this the Sequence ID
Households are not unique addresses, our method for classification is by LNAME & ADDRESS
We will be adding a Household ID in the future
Technology we use to maintain the file
Main Frames and PCs with Enterprise Server, Microsoft SQL Server and the open source MySQL
Has been SAS-70 security certified
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19. How We Measure Up
V12’s coverage compares favorable versus
competitors. Major Compiled Files Postal
Most clients compare our consumer database versus V12 Group 208,904,037
competitive options based on: Acxiom 199,385,710
Total volume of records
Epsilon 172,000,000
Breadth and depth of our data selectors
Equifax 163,713,200
Cohesiveness of offerings
Experian 215,000,000
Strengths FMP Direct 195,000,000
V12 offers great individual coverage and InfoUSA 210,000,000
selectivity KBM 230,000,000
Age and Date of Birth
Gender, Presence of Children, Number in
Household Major Compiled Files eMail
Geo Selectivity (ZIP, County, DMA) V12 Group 87,260,337
ePostal allows same targeting available via postal
Acxiom 102,000,000
file
Equifax 75,000,000
Weakness (Missing elements) Experian 106,000,000
Response data like Auto type, Traveled to…., Tower 150,000,000
Student data Walter Karl 57,000,000
Co-Op selects like specific magazines read, TV
programs etc.
Can access most things via 3rd party relationships
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21. Enabling Marketing Success
“Turning data into actionable marketing knowledge” through a combination of
superior technical programming, direct marketing execution best practices and
ongoing marketing consultation to connect disparate data sources with
marketing communications
Core Service Offerings
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22. A Unified Marketing Database Approach
Strategic
Planning
Database Design,
Management &
E-marketing Strategic Marketing
Consultation to Maximize Online Access
ROI
Email
Execution & Collect & House
Real-time Information with Ease of
Activity Tracking Access
Customized
Database
Platforms
Research & Analysis to
Explore New Qualification Capability to
Opportunities Refine Customer &
Prospect Bases
Response Measurements
to Improve Marketing,
Analytics & Message & Deliverability
Data Preparation
Reporting
& Enhancement
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23. Best Practices – Operational Excellence
Strategic
Planning
Database Design,
Multi-channel marketing Management &
E-marketing experience focused on
providing customer Online Access
insight that drives return Personalized
Full service email on investment databases that are
execution unique to each client
High deliverability Custom programs &
Real-time reporting interfaces
Experience Direct
Tools at the desktop Marketing Team
which allow marketers
to complete common
Complex modeling marketing activities Customized
techniques and predictive commodity services
analytics Library of over 80,000
Flexible reporting and programs & routines to
data access do it faster and make it
more foolproof
Remain impartial, not
aligned with any one data
Analytics & provider, we are not a
broker of any file Data Preparation
Reporting
& Enhancement
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24. Phased Approach
Our strategy for designing, implementing and maintaining a
marketing database is to take the time to learn, understand and live
our clients’ business and progressively add features.
STEP 4
Phased Approach provides
MSC’s Phased Approach
flexibility
provides flexibility. STEP 3
STRATEGIC CRM
MANAGEMENT
STEP 2
STEP 1 ANALYSIS &
TESTING
DATABASE
DEVELOPMENT &
PRODUCTION
DISCOVERY
EXECUTION
Meet budget & schedule Understand the present Think strategically Create the future
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25. Potential Rollout Framework
To ensure a smooth transition to a centralized marketing database
we communicate frequently involving all departments in the
development process
Steps
2. Set the goals and objectives of the centralized marketing database
as well as what the change means for the individuals and their
location
3. Confirm the budget and
marketing database
specifications.
4. Develop the centralized marketing database including data hygiene
and consolidation.
5. Develop the web portal.
6. Measure results and determine key metrics and attainable goals for
rollout implementation.
7. Rollout implementation
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27. Impact We Typically Provide
Better understanding of customer behaviors and attitudes
Improved targeting, segmentation and profiling
Comprehensive access to data
Improved deliverability of marketing communication
Simplified vendor management
Accountability
Improved cost effectiveness and stronger campaign ROI
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