2. Prospect Segmentation for Performance Keith Schumann Director, Consumer Marketing, AT&T Matt Witter VP, Account Services, Hacker Group Brian MaupinDirector, Prospect Database Marketing, AT&T

3. Our approach Understand foundational knowledge of current situation Identify factors that impact progress Case Study of Segmentation in action Develop strong data infrastructure

4. Segmentation Model Keith Schumann Director, Consumer Marketing, AT&T

5. The Velocity of What’s Possible…

6. Rethink Possible

8. Where to begin? Sell to the right personthe most products at the lowest cost in the best channel at the right time. Vision. Discipline. Determination!

9. A complex, multi-faceted universe… simply organized. Propensity Models, Segmentation, Cadence Institutional Knowledge Speed to Market

10. Start with the “Who” Fundamental models enable success Even when it’s complicated; enforce simplicity

11. PowerTest® Framework Matt Witter VP, Account Services, Hacker Group

12. Examining other marketers provided an array of approaches… At least four distinct approaches emerged. Lead Generation Eligibility Bundles Single Lead Product

13. Optimization Through Comprehensive Testing 3-Phase Evolution Product Offer Channel PowerTest® Framework

14. How do we generate the most sales?Focus on the right products. Single Products Bundle Products Product Neutral

16. Do we have lead product?

17. Equal weighted messaging or synergistic bundles?

18. What incentives should we offer for purchase?

19. Lowest price

20. Bundle price

21. FREE

23. How do different calls to action influence sales?Call Click Click Visit Call Visit Call Click Visit

24. Of the four distinct approaches… Lead Generation Eligibility WHAT Bundles Single Lead Product HOW Everything we thought we knew about offers was challenged. Incremental sales from channel propensity alignment.

25. Be methodical in your approach Challenge conventional wisdom Laser focus on a single, measurable objective

26. Data Infrastructure Brian MaupinDirector, Prospect Database Marketing, AT&T

27. Frequency, Cadence, Rotation Enhance with Additional Individuals Original Raw Prospect List PerformData Hygiene, Suppressions and Prioritized Rotation ApplyModeling Grow the Prospect Universe Resident only or 1 individual per residence Increase Data Quality Refine Segmentation and Targeting; Identify Movers WHEN

28. Consolidation to “One Version of the Truth” How to Optimize WHO HOW WHAT WHERE WHEN Leadership Alignment Predictive Models made Comparable WHEN

29. For every goal you set, there will be a challenge. GOAL CHALLENGE Accuracy Data Standardization Change Optimization Test & Learn Flexibility Find Balance ROI Expectations

30. More marketable leads Data management improvements An ongoing evolution from here…

31. What have we learned? Change is rarely easy, but it often provides exciting opportunities for improvement. Create a vision for where you are going and let that vision be your guide. Be disciplined in your approach and try not to overcomplicate ideas. Find the determination to persevere; it will be worth the challenges in the end. Vision. Discipline. Determination!