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Corporate Overview June 2009


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Corporate Overview June 2009

  1. 1. ConsumerBase ConsumerBase LLC 1007 Church Street, Suite 510 Evanston, IL 60201 Phone: (847) 866-9600 June 2009 J.J. Moore Senior Account Executive [email_address]
  2. 2. ConsumerBase Overview The Best Results from Behavioral Data ConsumerBase is the leading source of online/offline behavioral data, database services and interactive solutions. We enable our clients to drive and increase revenue through customer acquisition, retention, and research. Headquarters: Evanston, IL Satellite Offices: Cape Coral, FL Sterling, VA
  3. 3. Data Collection: Source of Data Data Originates From Proprietary ConsumerBase or Trusted Partner Websites All sites are audited for proper opt-in and privacy policies
  4. 4. Data Collection: Hygiene and Validation Thorough Process for Data Hygiene and Validation Database mailed monthly to reconfirm deliverability <ul><li>Email addresses checked for proper formatting </li></ul><ul><li>Email campaigns sent to newly-acquired addresses to ensure deliverability </li></ul><ul><li>Postal records validated against multiple databases </li></ul><ul><li>Postal records processed against Consumer File to remove minors under 18 </li></ul><ul><li>Validated records remain in database </li></ul>
  5. 5. Compliance and Privacy <ul><li>All email programs are CAN-SPAM compliant </li></ul><ul><li>Email append programs adhere to the DMA guidelines for best practices </li></ul><ul><li>Validated email addresses originated from high-quality, permission-based sources </li></ul><ul><li>Methodical list hygiene process includes opt-out suppressions and brand-level permission processes </li></ul>Consumer Privacy Comes First
  6. 6. Responder Data <ul><li>ConsumerBase Sends “Reports2008” Emails </li></ul><ul><li>Reports2008 Emails are Category Specific </li></ul><ul><li>Search Engine Text Links are Imbedded into Email </li></ul><ul><li>Consumer click behavior is tracked to build a “Responder” select </li></ul><ul><li>Response Categories are Appended to our Database </li></ul><ul><li>36 Categories Available for List Rental </li></ul>
  7. 7. Responder Categories <ul><li>Apparel </li></ul><ul><li>Auctions </li></ul><ul><li>Automotive </li></ul><ul><li>Beauty </li></ul><ul><li>Business Opportunity </li></ul><ul><li>Collectibles </li></ul><ul><li>Education </li></ul><ul><li>Electronics </li></ul><ul><li>Entertainment </li></ul><ul><li>Financial </li></ul><ul><li>Fitness </li></ul><ul><li>Home Improvement </li></ul><ul><li>Insurance </li></ul><ul><li>Investing </li></ul><ul><li>Mortgages </li></ul><ul><li>Software </li></ul><ul><li>Travel </li></ul><ul><li>Weight Loss </li></ul>
  8. 8. Sample Creative: Financial
  9. 9. Sample Creative: Beauty
  10. 10. Multi-Channel List Rental Boosting list performance with responder data Reaching the right customers with highly targeted multi-channel campaigns <ul><li>Behavioral data (40 selects) captured online for multi-channel use </li></ul><ul><li>Over 200 million records with hundreds of lifestyle and demographic selects </li></ul><ul><li>Email list rental includes deployment of the campaign </li></ul><ul><li>Various program to meet the needs of clients: </li></ul><ul><ul><li>Broker Support: Quick turn-around of count requests </li></ul></ul><ul><ul><li>Database Install: Client receives portion of database and reports on monthly usage </li></ul></ul><ul><ul><li>Virtual Install: Private labeled count system tailored to meet client’s needs </li></ul></ul><ul><ul><li>Responder Info: Web-enabled program provides data for the “smaller” client </li></ul></ul>
  11. 11. Email Append Overview Building Multi-Channel Databases With Confirmed Email Addresses <ul><li>Maximized return on marketing investment by establishing online relationships with customers </li></ul><ul><li>Improved campaign response rates over traditional postal mailings or telemarketing efforts with a multi-channel approach that includes email </li></ul><ul><li>Immediate returns and feedback on email campaigns </li></ul><ul><li>Lowered cost associated with reaching customers with increased revenue opportunities </li></ul><ul><li>Increased traffic from existing customers to websites </li></ul>Average Match Rates: Consumer File: 15% - 25% B2B File: 10% - 25%
  12. 12. Related Services: Data Append & Hygiene <ul><li>Reverse Email Append: Full name or postal address added to email databases </li></ul><ul><li>Email Change of Address (ECOA): As customers change their email addresses, databases are updated with new confirmed valid email addresses </li></ul><ul><li>Demographic and Behavioral Append: Improved targeting potential of campaigns by adding demographic and behavioral elements to databases </li></ul><ul><li>Telephone Append: Telemarketing databases built from existing customer lists and scrubbed against the Do Not Call (DNC) List </li></ul><ul><li>Hygiene Services: Lowered cost to mail with National Change of Address (NCOA), Proprietary Change of Address (PCOA), Locatable Address Conversion System (LACS), Delivery Standardization and Validation (DSF), Delivery Point Validation (DPV), Coding Accuracy Support System (CASS) and Deceased Processing </li></ul>Expanding Online/Offline Reach and Improving Targeting NCOA prior to Email Appends increases match rates by 5%
  13. 13. Append and Hygiene Process <ul><li>Client sends copy of customer database to a secure FTP site </li></ul><ul><li>Database undergoes Hygiene Process (if ordered with Email Append) </li></ul><ul><li>As matches are identified, email addresses and/or Demographic Elements are appended to the records </li></ul><ul><li>Welcome Letter is sent to online customers (newly-matched records) to introduce the benefits of receiving emails and provide an opportunity to be removed from online database </li></ul><ul><li>Multi-channel database is returned and billing completed ONLY for valid, matched email addresses (no charge for undeliverables and unsubscribes) and other matched elements </li></ul>Backed by Email Append Guarantee Program Dear Valued Customer, Welcome to our email program! You are now among a select group of customers who receive emails packed with product news, information and offers. Our hope is that you will enjoy this email program and take advantage of its offerings. If, however, you do not wish to receive emails from us, click here . Keep in mind that you can unsubscribe at any time in the future as well. Thanks, Your Friends at ______ For more information on ______ please visit Company | Address | City, State Zip Sample Language: Welcome Letter Append and Hygiene Process
  14. 14. Modeling and Profiling Learn more about existing clients to better locate prospects Order prospecting lists that match the characteristics of best customers <ul><li>Analytic programs supported by over 200 million records with hundreds of lifestyle, behavioral and demographic data elements compiled via multiple sources to ensure accuracy </li></ul><ul><li>Identifies the key characteristics of “top responders” and eliminates non-responsive elements </li></ul><ul><li>Isolates “look-alike” prospect list that mirror best customers </li></ul><ul><li>3 available programs </li></ul><ul><ul><li>Basic Profile: Identifies the most relevant 10–15 elements of a sample </li></ul></ul><ul><ul><li>Advanced Profile: Details information supported by 200+ data elements </li></ul></ul><ul><ul><li>Model: Identifies “best-fit” prospects from a universe of over 200 million records support by detailed statistical analysis </li></ul></ul>
  15. 15. Email Delivery & Creative Review Improve email performance with attention to data hygiene, creative design and ISP relationships Leveraging technology, experience and relationships to get results <ul><li>Email syndication partner to various search engines </li></ul><ul><li>Creative analyzed for potential content filtering prior to deployment </li></ul><ul><li>Bandwidth management to optimize delivery to the ISP’s </li></ul><ul><li>Landing page analysis to maximize performance of traffic </li></ul><ul><li>Email team reviews feedback loops throughout campaigns to ensure best results </li></ul>
  16. 16. <ul><li>Search Engine Marketing </li></ul><ul><ul><li>Paid placement on all portals and search engines </li></ul></ul><ul><ul><li>Keyword management </li></ul></ul><ul><ul><li>Deep content URL’s, content and descriptions </li></ul></ul><ul><ul><li>Detailed tracking and optimization </li></ul></ul><ul><li>Online Ad Buying </li></ul><ul><ul><li>Vendor-neutral media buying </li></ul></ul><ul><ul><li>Network of networks: Major portals and ISP’s; Relationships with Tier 1 and Tier 2 networks; Placements on ConsumerBase network of sites </li></ul></ul><ul><ul><li>Banners, Text-Links, Co-Reg Traffic </li></ul></ul><ul><ul><li>CPM and CPC programs </li></ul></ul><ul><ul><li>Detailed tracking and optimization </li></ul></ul><ul><ul><li>Competitive terms and conditions </li></ul></ul>Digital Agency
  17. 17. Search Engine Marketing: Pay Per Click Program Comprehensive turn-key solution maximizes ROI of PPC program Understanding the art and science of SEM to get the most out of marketing budgets <ul><li>Creation and management of exhaustive keyword list including p rimary terms (a handful of general terms that are key to a product) and s econdary terms (l ower cost words that do not get much traffic—but with bids placed on thousands of these words, traffic generated is often significant) </li></ul><ul><li>Deep content URL: Optimized conversion rates by matching keywords to the Landing Page URL </li></ul><ul><li>Dynamic titles and descriptions: Experienced marketers create dynamic titles and descriptions that best tie the keyword to the service or product being marketed. Because campaigns typically involve between 250-500 keywords, great care is taken to develop dynamic and targeted titles and descriptions. </li></ul><ul><li>Bid management across all search engines results in significant reach </li></ul><ul><li>Ongoing tracking and reporting drives all decisions necessary to optimize the program </li></ul><ul><li>Website consulting provide feedback to maximize the impact of the traffic to the landing pages </li></ul>
  18. 18. <ul><li>Benefits to Outsourcing SEM </li></ul><ul><li>Google-Certified Specialists </li></ul><ul><li>Keyword Bidding Tools </li></ul><ul><li>On-Demand Reporting </li></ul><ul><li>Established Relationships with Search Engines </li></ul><ul><li>20% Management Fee </li></ul>Our Focus in Search We negotiate and purchase search words for our clients on any/all of the Horizontals/Verticals that meet their marketing needs. While Tier 1 search engines continue to proliferate and serve the needs of many consumers, the business vertical stands alone in serving the unique needs of business professionals. Search Engine Marketing Landscape Tier 1 Horizontal Tier 2 Horizontal Consumer Local Business Vertical Business Sub-Vertical
  19. 19. Ad Buying Focus ConsumerBase places media buys for both branding and direct response campaigns. We track and report all of the clicks and conversions so that we can fully optimize impressions. Throughout the campaign, we communicate our findings so that clients are fully aware of the margin of success. <ul><li>Benefits to Outsourcing Ad Placement </li></ul><ul><li>Vendor-Neutral Positioning </li></ul><ul><li>Custom Channels </li></ul><ul><li>Branding and Direct Response Positioning </li></ul><ul><li>Volume Media Buying and Established Relationships with Publishers </li></ul><ul><li>Creative Optimization </li></ul><ul><li>Tracking and Reporting Tools </li></ul>Portals Social Networks Custom Channels Ad Networks Niche Sites The above are but a sample of the sites ConsumerBase can purchase. We can work with any publisher or vendor. Built specifically for client needs Media Buying: Ad Networks
  20. 20. Case Study: International Bank Improves CPA by 66% <ul><li>Email appended to Bank’s DNC File </li></ul><ul><li>Credit card offer deployed to matched records </li></ul><ul><li>Applications tracked and measured against control group of postal solicitations </li></ul><ul><li>Email campaign resulted in 66% lower CPA for same list on initial deployment </li></ul><ul><li>CPA improved by an additional 36% after optimizing the creative and landing page to better capture applications </li></ul>Email Append-and-Deploy Program Results in Improved CPA for Major Credit Card Issuer Email results in improved CPA and faster conversions
  21. 21. Case Study: Insurance Company Lowers Cost to Send Newsletters by 20% <ul><li>Email appended to list of customers that receive quarterly newsletters </li></ul><ul><li>Mailed online newsletters to matched records instead of the postal newsletters </li></ul><ul><li>Spent $36k to save $1.28mm in print and postal costs. </li></ul><ul><li>Reached 400k customer online and established the begins of an online loyalty program </li></ul><ul><li>Increased requests for online statements and bill payments (ancillary benefit of introducing online newsletters) </li></ul>Emails added to Database; saves money to delivery newsletters Email results in improved online loyalty
  22. 22. Competitive Advantages <ul><li>Experienced direct marketing professionals </li></ul><ul><li>Wide range of data products from one source </li></ul><ul><li>Reach of over 200 million households and 160 million emails </li></ul><ul><li>Expertise in email delivery and data collection </li></ul><ul><li>Original data provider to major compilers </li></ul><ul><li>Online expertise to maximize the power of the internet </li></ul><ul><li>Multi-Channel marketing partner </li></ul>Pioneering Process to Capture Online Behavioral Data for Multi-Channel Use Best results from behavioral data