The document discusses a new daily feed from TrendMicro that contains additional order source information. This new field captures the order source and customer ID (VID) for renewal and trial conversion transactions. It will allow extracting the number of days until expiration to calculate expiration dates, defining when renewals typically occur relative to expiration, and calculating true renewal rates by seeing how many customers expiring on a given day actually renew. This additional information will help analyze results and forecasting.

1. Benefits of new daily feed
Prepared by Gary Verster
6/6/2012 Confidential | Copyright 2012 TrendMicro Inc. 1

2. Measuring renewal rates
• ‘Global’ method
– Renewing today / expiring today
– static measure
– doesn’t measure success of activities
• ‘Japanese’ method (True Renewal Rate)
– how many who expire today actually renew
– dynamic measure
– effect of activities is evident
6/6/2012 Confidential | Copyright 2012 TrendMicro Inc. 2

3. Concept of ‘ordersource’
• Passed at point of conversion / renewal
• String of parameters – 17 characters
– 1st character = MarketingVehicle (e.g. M)
– 2nd character = Language (e.g. E)
– 3rd character = LicenceType (e.g. F)
– Characters 4-7 = ProgramVersion (e.g. TE50)
– Characters 8-10 = CountryID (e.g. 826)
– 11th character = Pre-Post (e.g. N)
– Characters 12-14 = ExpiryDays (e.g. 100)
– Characters 15-17 = Seats (e.g. 001)
6/6/2012 Confidential | Copyright 2012 TrendMicro Inc. 2

4. New SN field in daily feed (as of 22 May)
• Contains ordersource + VID for renewals / trial
conversion transactions
• Benefits:
– Extract #days pre/post expiry to calculate
expiration date
– Define bell-curve of when people renew relative to
expiration date
– Calculate TRR – how many of the people expiring
today actually renew?
– Segment (VID, other parameters) - understand
results and forecast more effectively
6/6/2012 Confidential | Copyright 2012 TrendMicro Inc. 2