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New Positioning


Driving Marketing ROI through
Advanced Customer Insight




                   May 7th, 2009
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




                                     CONFIDENTIAL    Page 2
Our Focus




   Help clients improve return on
 marketing investment by using data
  to better manage the customer
               lifecycle




                CONFIDENTIAL          Page 3
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




                              CONFIDENTIAL                   Page 4
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




                                             CONFIDENTIAL                                       Page 5
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

                                    CONFIDENTIAL                                     Page 6
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

                                     CONFIDENTIAL                                  Page 7
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


                                        CONFIDENTIAL                                     Page 8
Brands We Support




                    CONFIDENTIAL   Page 9
Developing Customer
      Insight
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
                                              CONFIDENTIAL                   Page 11
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.

                                        CONFIDENTIAL                           Page 12
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




                                                 CONFIDENTIAL                          Page 13
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

                                         CONFIDENTIAL                                    Page 14
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
Developing the
Target Audience
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.

                                          CONFIDENTIAL                                          Page 17
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

                                             CONFIDENTIAL                                          Page 18
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
                                        CONFIDENTIAL                                     Page 19
Developing Incremental
  Customer Insight
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




                                 CONFIDENTIAL                             Page 21
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



                                            CONFIDENTIAL                                     Page 22
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



                                                 CONFIDENTIAL                                       Page 23
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




                                                   CONFIDENTIAL                                        Page 24
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



                                  CONFIDENTIAL                           Page 25
Summary
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




                              CONFIDENTIAL                     Page 27

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July 2009 V12 Group Positioning

  • 1. New Positioning Driving Marketing ROI through Advanced Customer Insight May 7th, 2009
  • 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 CONFIDENTIAL Page 2
  • 3. Our Focus Help clients improve return on marketing investment by using data to better manage the customer lifecycle CONFIDENTIAL Page 3
  • 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 CONFIDENTIAL Page 4
  • 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 CONFIDENTIAL Page 5
  • 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 CONFIDENTIAL Page 6
  • 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 CONFIDENTIAL Page 7
  • 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 CONFIDENTIAL Page 8
  • 9. Brands We Support CONFIDENTIAL Page 9
  • 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 CONFIDENTIAL Page 11
  • 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. CONFIDENTIAL Page 12
  • 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 CONFIDENTIAL Page 13
  • 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 CONFIDENTIAL Page 14
  • 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. CONFIDENTIAL Page 17
  • 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 CONFIDENTIAL Page 18
  • 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 CONFIDENTIAL Page 19
  • 20. Developing Incremental Customer Insight
  • 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 CONFIDENTIAL Page 21
  • 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 CONFIDENTIAL Page 22
  • 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 CONFIDENTIAL Page 23
  • 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 CONFIDENTIAL Page 24
  • 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 CONFIDENTIAL Page 25
  • 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 CONFIDENTIAL Page 27