1. AIM 2010 Creating a Data-Driven Marketing Plan for a Hyper Competitive Environment Deanna Kawasaki

3. In 1978 the Cray 1 super computer processed 160 million instructions per second – it was the fastest, most powerful computer in the world

4. When Sony introduced the PlayStation in 1995, it processed 500 million instructions per second making it 3 times as powerful as the Cray 1

5. The Cray 1 cost $20million while the PlayStation costs $299 at retail

7. Knowledge Transformation “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades” Hal Varian , Google Chief Economist

8. Case 1: Base Measures Keep it Simple

12. Print in 2010* led to more appointments set than in 2009 2010sample Appt Set Calls by ad source type 2009 sample Appt Set Calls by ad source type

14. Case 2: Look Toward the Horizon A Path to Transforming Data into Action Creating Knowledge

17. As credit companies tightened their limits, customers looked for alternate financing options

18. Eighty-eight million accounts and credit lines, representing $751 billion in credit, have been closed since September of 2008.

19. In September 2008 credit card debt hit an all-time high of $975 billion. Banks shed nearly $76 billion in card account balances over the 11 months preceding August 2009. The Fed reported the total outstanding credit card debt at the end of August 2009 was $899 million.*Interest Rates sourced from Federal Reserve: http://www.federalreserve.gov/RELEASES/H15/data.htm#top Financial Sources: www.cardtrak.com, September 2009, www.federalreserve.gov

21. When economic conditions begin to improve, credit begins to “loosen”, new campaigns such as discounts should be retested for impact

24. Large proportion traveled less than 20 miles to locationfarther distance nearer

26. GA, NC, FL and CA received higher than average calls but sold fewer unitsMore Sold Units sold/pop Less Sold More Calls Connected Calls Less Calls

28. 3 of the 4 purchasers came from zip codes with lower call volumesMore Calls Connected Calls/pop Less Calls

29. Closer….Closer Still…. Median HH Income: $69.5k Median HH Income: $54.6 Median HH Income: $57.8k Median HH Income: $48k Median HH Income: $63.7k Median HH Income: $65.3k Median HH Income: $68.9k Median HH Income: $63.7k Median HH Income: $97.8k Median HH Income: $99.6k Median HH Income: $64.7k More Calls Median HH Income: $81.9k Connected Calls/pop Less Calls

30. Case 4: Lead Handling That which is focused on, improves