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Mining the Possibilities a presentation to Amex

Discover the powerful synergy between FOCUS Productivity, Inc. and MindScapes Marketing in this engaging presentation to Amex. We'll explore our collaborative successes, innovative consumer segmentation strategies, and future directions. With a focus on consumer motivations and market structure, we tailor our approach to attract new cardholders while optimizing marketing strategies. Our data-driven methodologies utilize insights from varied consumer databases, leading to impactful results in targeted consumer opportunities and effective media allocation.

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Mining the Possibilities a presentation to Amex

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  1. Mining the Possibilities a presentation to Amex

  2. Agenda • Who Is FOCUS: PRODUCTIVITY, INC • What We’ve Done Together • GoldMiner & MindScapes MarketingTM • Examples • Future Directions

  3. Who is FOCUS: PRODUCTIVITY

  4. FOCUS: PRODUCTIVITY Marketing Database Practitioners Consumer Focus Survey Database Integration Opportunity Analysis Consumer Segmentation Custom Target Modeling MindScapes MarketingTM Strategy Development Serving you in:

  5. Test 1 Test 2 MODEL 10th 2nd 3rd 4th 7th 9th 5th 6th 8th 1st Decile Decile Decile Decile Decile Decile Decile Decile Decile Decile Results: Model Prediction vs. Actual % Lift 80 70 60 50 40 30 20 10 0 -10 -20

  6. What We’ve Done Together

  7. Consumer Segmentation/ Prospecting Market Structure

  8. SNAKE! TREE! ROPE!

  9. Attracting New Cardmembers

  10. Utilization & Share Shifting (Custom Extras)

  11. Share of Balances Other Cards Cash/Checks Amex

  12. Share of Balances Other Cards Cash/Checks Amex

  13. Aligning With ConsumerHot Buttons

  14. Goldminer MINDSCAPES Hmm… They all look the same from up here!

  15. Goldminer OH! NOW I SEE!

  16. GOLDMINER& MindScapesTM Marketing

  17. Syndicated ConsumerData Sources GoldMiner Database Client defined issues Custom Model GoldminerTM Integrated Database Amex CustomVariables • MRI Survey of American consumers • TransUnion • Experian • Scarborough Research • Define/size the consumer opportunity • Quantify source(s) of business • Apply Amex business criteria - Initial screen for risk - Screen for profit potential • Identify price sensitive segments • Determine consumer motivations/hot buttons • Optimized media mix

  18. Syndicated ConsumerData Sources GoldMiner Database • MRI Survey of American consumers • Scarborough Research Client defined issues GoldminerTM Integrated Database Amex CustomVariables • MRI Survey of American consumers • TransUnion • Experian • Define/size the consumer opportunity • Quantify source(s) of business • Apply Amex business criteria - Initial screen for risk - Screen for profit potential • Identify price sensitive segments • Determine consumer motivations/hot buttons • Optimized media mix Custom Model Custom Model Custom Model Custom Model Custom Model Custom Model Custom Model Custom Model Custom Model Custom Model

  19. Proprietary List Consumer MindScapes™ Marketing Acxiom or BureauProcesses Model Custom Model

  20. Examples

  21. 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 Exploratory Analysis: Contour Map Profit potential Credit Constrained Average Balances Transactors 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Monthly Spending

  22. Citibank AAdvantage Amex 19 18 17 16 Citibank AAdvantage 15 14 13 12 11 10 Amex 9 Diners Club 8 7 6 5 Amex 4 3 2 1 AirMiles Cards Profit potential Credit Constrained Average Balances Transactors 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Monthly Spending

  23. 19 18 17 16 15 14 Profit potential 13 12 Credit Constrained 11 10 Average Balances 9 8 7 6 5 4 3 Transactors 2 1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Monthly Spending Price Sensitivity (“Invest” segment) Price-Sensitive Savers

  24. Citibank AAdvantage Amex 19 18 17 16 Citibank AAdvantage 15 14 Profit potential 13 12 Credit Constrained 11 10 Average Balances Amex 9 Diners Club 8 7 6 5 Amex 4 3 Transactors 2 1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Monthly Spending Price Sensitivity and AirMiles Price-Sensitive Savers

  25. Standardized Means: Independent Variables High-value target population from MRI Y Y Y Y Y Y Y Testing Y Y N N N N N N N N N Y N Y N Y N N N N Y N N N Y N Y Y N Y Y Y Y Y Y Y 2. Model building • 220 Amex custom independent variables • Identified significant intervals, interaction effects

  26. Retail & Cashback MRI Amex Custom Variables Retail & CashBack Prospecting Model HIT RATE DECILE RESPONSE INDEX CUME RESPONSE INDEX # IN DECILE # IN TOP QUADRANT GAINS CURVE DECILE CHISQ PROB. 1 3685 457 12.402 609.497 0.0000 10/30300****************** 300 2 3712 287 7.732 116.283 0.0000 20/49187***********243 3 3712 221 5.954 29.759 0.0000 30/63144****** **210 4 3711 158 4.258 0.139 0.7096 40/73103******183 5 3711 122 3.288 6.423 0.0113 50/8180****163 6 3711 95 2.560 22.225 0.0000 60/87 62 ***146 7 3711 78 2.102 37.052 0.0000 70/92 51***132 8 3711 54 1.455 64.398 0.0000 80/96 35 **120 9 3711 38 1.024 86.802 0.0000 90/98 25 *109 10 3711 240.642110.2320.0000100/100 16 *100 37113 1534 4.133 1082.809 0.0000 100

  27. 3. MindScapes Marketing Profile Baby Boomers 35-49 married, children 12-17 living at home Old habits die hard: earn into “top of wallet” • Favorite card = longest held • Newest card = extremely high line • Other cards seldom used Loyal credit cardholders • Mortgage refi • Credit union, savings club • Combined home & auto insurance policy • Interest Checking They’ll read the fine print Rate-conscious money managers Agree: “ I know the price I pay for food and other packaged goods I buy” • Store Brands: pet foods, powdered soft drinks • Generics: bleach, facial tissues, paper napkins, plates • Heavy coupon user, price club shopper If it “doesn’t show” it isn’t worth it Stretching a buck day-to-day They’ll hold out for better terms rather than jump on the first offer I can afford to pick and choose Agree: “ I like to shop around” • Coach leather goods • Estee Lauder lipstick, Sunless tanning cream • Fine jewelry • Luxury vacations, status destinations • Amex Platinum Looking good to others is worth the price What’s important: personal image and leisure entertainment Agree: “ I’ll pay for a brand that’s consistent with the image I wish to convey”

  28. Undifferentiated offer MindScapes Can Aid Message Strategy

  29. Lifestyle Segmentation

  30. Future Directions • Internet: New data source • Web-based delivery: Opportunity Analyzer

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