Understanding your customers Web Behavior

1. Understanding your customers Web Behavior February 17, 2012

2. Analysis Background • The Intelli-Discovery Platform was used to provide a preliminary analysis of the client customer database • The objective of this analysis was to answer the following: • Who is the typical client customer? - To provide a better understanding of the demographic and behavioral tendencies of the current customer population • How can we identify more of them? - To expand the current customer population, creating an addressable “look-alike” audience by mapping current customers across the entire US population • How and where can we reach them with the right message? - To identify the lifestyle and media consumption tendencies of the expanded audience to determine specific messaging, frequency, and media placement recommendations

3. Audience Analysis – High Level Demographics • As expected, client’s customer base skews significantly higher in terms of HH income. Further demographic attributes will be identified as part of the next phase, Audience Discovery. • Nearly 40% of client’s current customers come from the Typical Customer profile segments, which represent 8.4% of total US Households. • We can precisely target this audience online, allowing client to minimize waste, and to communicate to an audience that is significantly more likely to convert. * In this example, the data suggests that targeting the Typical Customer profile will reach an audience 2.25x more likely to become a customer. Targeting the Total client Customer profile will reach an audience 1.56x more likely to become a customer.

4. Audience Discovery Platform Audience Discovery • The segmented client database is then mapped against our database of 100MM+ US households and ~14,000 known behavioral, lifestyle, purchase intent, geographic, and media consumption attributes. • The audience is further defined against the highest indexing attributes for the Typical Customer segment. • The lowest indexing attributes for the Typical Customer segment are also identified and included in the analysis. • These attributes are used to determine messaging and creative, as well as media placement, timing, and frequency.

5. Audience Discovery – Sample High-Level Analysis Typical client Customer, Highest Indexing Overall Attributes * - The Index refers to how much more likely an individual with a given attribute is to become a client customer. With a baseline Index of 100, a person with a HH income of $150,000+ is 5.22x more likely, a frequent car renter is 3.58x more likely, etc.

6. Audience Discovery – Sample High-Level Analysis Typical client Customer, Lowest Indexing Overall Attributes * - An index score of <100 shows how much less likely an individual with a given attribute is to become a client customer. With a baseline Index of 100, a person aged 65+ is ~50x less likely to become a customer, a retired person is ~5x less likely to become a customer, etc.

7. Audience Discovery – Sample High-Level Analysis Typical client’s Customers, Highest Online Media Habits

8. Audience Discovery – Sample High-Level Analysis Typical client’s Customers, Lowest Online Media Habits Client uses this data to identify specific websites, as well as specific categories of websites (e.g. here including discount catalogs, online gaming, credit scoring, and dating sites) to filter out of an integrated digital media plan.

9. Audience DiscoveryWhere Are High Value client customers located? Geographic areas can be further targeted by County, Zip Code, DMA, or by custom geographic boundaries Typical client Customers – Connecticut by County Typical client Customers– New Jersey by Zip Code

10. Using the highest indexing segments, we can forecast the # of reachable users onlineand the estimated # of impressions available in a 30 day window. The chart below shows the size of the addressable audience that best matches the Typical client Customer profile. Audience Expansion The total online audience population for these segments is 17.4mm (assumes multiple devices per HH). 30 Day Impression total: 4.8 Billion

11. Below shows an example of further targeting; a campaign targeted Typical client Customers in the three most highly-indexed states. Audience Expansion