Discover the new ways marketers are starting to leverage consumer data and successful offline strategies for online marketing. Traditional offline marketing strategies are being tweaked and modified to serve up highly targeted online marketing offers, replacing the semi-targeted mass marketing efforts that have driven the digital world in the past.

1. Migrating offline marketing strategies into the digital world Jan Jindra 402-473-4865 [email_address] © 2009 Experian Information Solutions, Inc. All rights reserved.

4. The number of individuals using the Internet continues to grow 188.1 (64.7%) 193.9 (66.1%) 200.1 (67.6%) 206.2 (69.0%) 211.9 (70.2%) 216.9 (71.2%) U.S. Internet users and penetration 2007 – 2012 (millions and % of population ages 3+) Source: eMarketer, January 2008

5. Nearly 45% of users spend over four hours per day online for personal use Source: Institute for Business Value Consumer M&E study, April 2007, sourced from marketingcharts.com Daily Internet usage for personal use Daily TV viewing

6. Internet advertising continues to rise, while other channels are declining Source: eMarketer, October 2008 U.S. advertising spend by media ($ billions)

7. Email marketing spend continues to grow, reaching $2.1 billion by 2012 Source: 2007 Jupiter Research $ millions

9. Revenue for cable advertising continues to grow Cable advertising revenue ($ millions) Source: eMarketer, January 2008 65MM basic subscribers

11. Spending for mobile advertising is starting to take off U.S. mobile advertising spending ($ millions) Source: eMarketer, February 2009

12. Key to leveraging data is to understand the Targeting Levels available to you … Segments Unique targets Mosaic ZIP Code ZIP + 4 Household Individual 43,000 60 120,000,000 295,000,000 43,000,000 Targeting Levels Addressable units ® TM TM

13. … and how the Targeting Levels can be applied across different channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable

14. Through aggregation, high level categories can be leveraged across all channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable

15. As we narrow the focus it becomes more challenging to target across all channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable

16. Several channels excel at the individual level Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable

18. How do we take advantage of digital channels?

19. Leveraging the Internet to acquire customers Visitors coming directly to your Web site The more information obtained, the more precise the ability to serve with relevance Identification information available Matching scheme Unknown Known ZIP Code TM match Individual HH or ZIP Code TM match Individual or account match Limited personal information (name, address, phone, email) Personal and account information (name, address, phone, email, account number) Browsers Visitors Leads Customers IP address

25. How do we take advantage of digital channels?

26. Leveraging the Internet to acquire customers Acquisition emails Client email policy Online Mkting DB Partner Emails Email generated with appropriate offer and message Abandonment Remarketing opportunity Triggered email Partner emails

27. Member Life Cycle messaging: Generating emails to drive engagement and growth Early engagement Engagement triggers Invite a friend Client email policy X-sell / up-sell / affinity triggers Transaction Data Client transaction & event data Transaction Data Client transaction & event data Usage stimulation and retention Transaction Data Client data Success Success Email generated with appropriate offer and message

29. How do we take advantage of digital channels?

31. Leveraging the cable box to target at the household Client’s criteria Customer / prospect Any Town , USA Residents: 500,000 HH Cable subscribers: 300,000 HH Client customers: 125,000 HH Cable footprint Total subs: 300,000 HH Addressable: 100,000 HH Targeting Engine 25,000 HH 35,000 HH 10,000 HH 30,000 HH

33. How do we take advantage of digital channels?

34. Winning practices But, what does “mobile” mean? SMS / text messaging Delivery of text messages via carriers’ short messaging service MMS messaging Delivery of rich media via carriers’ multimedia messaging service IVR / voice messaging Delivery of voice messages to phones and interaction with consumers via voice recognition and phone key pad Mobile sites Internet sites optimized for mobile devices and accessed via a wireless application protocol (WAP) browser “ On deck” advertising Advertising delivered by carrier using the primary device interface and/or carrier WAP site Mobile applications Custom applications residing on mobile device

35. Winning practices Mobile tactics and alignment to marketing objectives Winning practices SMS / text messaging MMS messaging IVR / voice messaging Mobile sites “ On deck” advertising Mobile applications Awareness and brand building Acquisition First purchase/ conversion Low frequency / cross-sell and upsell High frequency / loyalty mgmt Service channel marketing integration

40. © 2009 Experian Information Solutions, Inc. All rights reserved.