1. Extraprise Pathways Competition
Tara Dalrymple
Stephanie Gomez
Bryan Girffith
Michael Peer
Rider logo

2. Extraprise © 2011 Company Overview Slide 2
Table of Contents
 Background
 Assignment
 Approach
 Executive Summary
 Detailed findings
 Appendix

3. Extraprise © 2011 Company Overview Slide 3
 Assisting advisors in targeting useful ad-hoc campaign
leads to increase sales revenue
 Matching demographics with best fit ad-hoc campaigns
– Campaigns are created through business insight
Problem:
 Advisors are unable to pinpoint where revenue is coming
from and therefore must outsource data.
Background

4. Extraprise © 2011 Company Overview Slide 4
Assignment
 Analyze raw data from three ad-hoc campaigns to
determine where revenue is being earned
– Future targeting and planning of clients
– Potential on-going use in ad-hoc campaigns
– Create insight to influence marketing campaigns
– Assist to prioritize campaigns
– Specific markets within marketing plan
– Develop recommendations of which leads to follow
– Stimulate useful information within the business
environment for future use using technology and data
– Use excel to analysis and manipulate raw data

5. Extraprise © 2011 Company Overview Slide 5
Approach
 Independently focused on ad-hoc campaigns
– Each team member made multiple pivot tables
focused on one aspect of the data
• Bryan and Michael – new money
• Tara – leads compared to conversations
• Stephanie – accounts closed compared to
accounts opened
– Assumed that blanks and unknowns were unusable
• Additionally, if anything was unavailable we could
not use that information
– Excel pivot tables were used to analyze and
rearrange data
• In order to demonstrate data in a conducive way
percentages were calculated

6. Extraprise © 2011 Company Overview Slide 6
Approach
Leads
Attempts
Conversations
Accepts
Production credit
Retention
New money
$$

7. Executive Summary

8. Extraprise © 2011 Company Overview Slide 8
Executive Summary
 Cross Sell Campaign
– Significant data from cross sell campaign indicates a
disproportionate amount of conversation rates between new money
accounts from 50-150+K
» The range of the conversation percentage was 80-100% while
the new money conversations were less than 1%
– Although the 10-20K accounted for 84% of new leads, they
represent 0% of new money conversations
– More females opened accounts between 3-6 months, and more
males opened accounts between 1-3 months after the lead was
presented
• Recommendations
– Focus more on the higher new money accounts from 50->150K
– For the smaller new money accounts (<10K & 10-20K) focus on
>50 years old

9. Extraprise © 2011 Company Overview Slide 9
Executive Summary
 Engagement Campaign
– The accounts for <10K for 20-30 year olds, have a 75% acceptance rate
but 0% of new money conversations
• The 50-60 year olds had a 99.8% attempted rate but <1%
conversation rate
– The >60 year old females opened a similar amount of accounts than
closed accounts (10-20K new money) mostly from tenure of 5-15 years in
the company
– The less than 10K for new money 50-60 year olds, 99.8% were attempted
but <1% had a conversations
• That also occurs from the 20-50K new money with >60 year olds
 Recommendations
– Focus on 30-50 years olds
– Engagement works well for >60 years old except for new money accounts from 20-
50K
– This campaign also works well for 100-150K (Opened more accounts then closed)

10. Extraprise © 2011 Company Overview Slide 10
Executive Summary
 Cash Campaign
– Overall, females closed more accounts than opened
– Males predominantly opened more accounts than females –
25% average difference
– In females between 20-30 years old closed more accounts
than opened
– Males >60 years old, 22% of accounts were opened between
3-6 months after lead presented mostly from 10-20K new
money and >20 years with the company
 Recommendations
– The new money accounts from 20-50K and 50-100K from 20-30 yr.
olds produce the highest gained revenue
– Cash Campaign worked best for males

11. Detailed Findings

12. Extraprise © 2011 Company Overview Slide 12
Cross Sell Campaigns
<10K
10-20K
20-50K
50-100K
100-150K
>150K
Leads
0.000%
20.000%
40.000%
60.000%
80.000%
100.000%
120.000%
Conversations
Conversations
Customers with 10-
20K new money
represent more than
84% of leads with
less then 20%
conversation rate.
Customers with 50-
>150K of new
money represent a
total of about 1% but
has a conversation
rate of 80-100%.

13. Extraprise © 2011 Company Overview Slide 13
Cross Sell Campaign
0
0.05
0.1
0.15
0.2
0.25
0.3
Conversation
>60 years also
represents about
45% of New
Money
Conversations
A.<<20
Years, 8.45%
, 0
C. 20-30
Years, 21.94%
D. 30-50
Years, 48.59%
E. 50-60
Years, 15.69%
F. >60
Years, 0.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
A.<<20
Years
C. 20-30
Years
D. 30-50
Years
E. 50-60
Years
F. >60
Years
>60 year olds for 10-
20K have a
conversation rate of
about 24%, which is
10% higher then the
next highest
For <10K the 50-
60 age group
has 15% of
leads, with a
47%
conversation
rate which =25%
of new money
conversations

14. Extraprise © 2011 Company Overview Slide 14
Cross Sell Accounts Opened/Closed
More females
opened accounts
between 3 to 6
months and more
males opened
accounts between
1 to 3 months.
>60 opened more
new accounts and
generated more new
money

15. Extraprise © 2011 Company Overview Slide 15
Client Engagement Campaigns
A. <10K Leads Attempts Conversations Accepts
New Money
Conversations
A.<20 5.11% 69.80% 8.48% 68.97% 0.00%
C. 20-30 Years 16.84% 89.79% 8.82% 75.00% 27.59%
D. 30-50 Years 58.41% 88.37% 8.26% 68.95% 62.07%
E. 50-60 Years 17.27% 99.88% 0.12% 100.00% 10.34%
F. >60 Years 0.07% 28.57% 50.00% 100.00% 0.00%
Engagement works
well for 30-50 yrs.
Need to get more
leads for >60 yrs
(<1% of leads with
over 50%
conversation & 100%
Acceptance rate)
0.00%
100.00%
0.00% 0.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
C. 20-30
Years
D. 30-50
Years
E. 50-60
Years
F. >60
Years
New Money Conversations
New Money
Conversations

16. Extraprise © 2011 Company Overview Slide 16
Engagement >60 years olds
Engagement works
well for >60 yrs old
(except for 20-50K)
50.00%
20.45%
0.06%
61.81%
25.41%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
<10K 10-20K 20-50K 50-100K 100-150K
Series1
0.73%
53.33%
0.00%
41.17%
48.33%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
<10K 10-20K 20-50K 50-100K 100-150K
Series1
>60 year olds have high
percentages of New
Money conversations
except <10K and 20-50K
which is reflected in the
graph above

17. Extraprise © 2011 Company Overview Slide 17
Client Engagement
-More females opened accounts between 1 to 3 months after
the lead was presented
-More Males opened accounts between 3 to 6 months after
the lead was presented
-In general the percentage of males closing accounts was
higher than the percentage of females.
-In opening accounts between 1 to 6 months Males were 10%
higher than in females

18. Extraprise © 2011 Company Overview Slide 18
Cash Campaigns
The new money
accounts from 20-
50K and 50-100K
from 20-30 yr. olds
produce the
highest gained
revenue

19. Extraprise © 2011 Company Overview Slide 19
Cash Campaign
22% of accounts
opened in males
between 3 to 6
months were age
>60 yrs.
Males opened
more accounts
than closed in
comparison to the
females

20. Appendix

21. Extraprise © 2011 Company Overview Slide 21
Appendix
The unknown has
great information
especially with
females (30-50yr.
10-20K) but
because we don’t
know how to target
those people it’s just
a waste of
information

22. Contact Information
Extraprise
321 Summer St. Boston, Ma
T: 617-880-4000
F: 617-880-4001
W: www.extraprise.com
Rider University
Cynthia Newman
cnewman@rider.edu
609-895-5512