Scotia Applause FY2007 Q4 Web Metrics Report Scotia Applause FY2007 Q4 Web Metrics Report August 1 to October 31, 2007

Scotia Applause FY2007 Q4 Web Metrics Report Executive Summary Overall, web traffic to Scotia Applause in FY2007 Q4 has increased versus FY2006 Q4 and FY2007 Q3. KEY FY2007 Q4 ACTIVITIES: WM/SMDI Annual Best of the Best (August 28 – September 12) Annual Best of the Best 2007 all other programs (September 19 – October 10) OSE Peer Recognition Contest (August 15 – October 10) Point Expiry (September – October) ScotiaCares Applause Points Distribution (Ongoing) HIGHLIGHTS Total unique visitors increased by 3.21% in FY2007 Q4 versus FY2006 Q4. Total visitors remained consistent with the previous year. Total page views increased by 38% in FY2007 Q4 versus FY2006 Q4. These results are indicative of the success of the launch of the ABOB microsite coupled with the launch of ABOB The number of moderate users (i.e. users who log onto Applause 6-20 times a month) increased by 180% by the end of FY2007 Q4 compared to the end of FY2007 Q3, with October registering 61% moderate users. Length of a participant’s visit in FY2007 Q4 increased by 24s (35%) in comparison to FY2007 Q3. The average participant spent 7m32s on Scotia Applause.

Scotia Applause FY2007 Q4 Web Metrics Report NOTE: For more detail on Total Visitors by program available upon request. CBG 11/22 to 12/13/06 Total Visitors OBSERVATIONS: The number of total visitors to the Scotia Applause website increased by 5.6% in FY2007 Q4 versus FY2007 Q3. This increase was expected, as historically Q4 has a higher than average web volume. The number of total visitors in FY2007 Q4 remained consistent with FY2006 Q4. The number of total visitors increased by 7.43% in FY2007 versus FY2006 SCENE (Pilot) 11/29 to 12/20/06 RSP 1/17 to 2/07/07 Spring Lending II 3/07 to 3/28/07 SCENE II 4/11 to 5/9/07 Online Game

Scotia Applause FY2007 Q4 Web Metrics Report NOTE: For more detail on Unique Visitors by program available upon request. Unique Visitors CBG 11/22 to 12/13/06 SCENE 11/29 to 12/20/06 RSP 1/17 to 2/07/07 Spring Lending II 3/07 to 3/28/07 SCENE II 4/11 to 5/9/07 OBSERVATIONS: The number of unique visitors to the Scotia Applause website increased by 0.8% in FY2007 Q4 versus FY2007 Q3. However, the number of unique visitors to the Scotia Applause website increased by 3.2% in FY2007 Q4 versus FY2006 Q4. The number of unique visitors to the Scotia Applause website decreased by 3.7% in FY2007 versus FY2006. This indicates that the number of Non-Registered users has increased YOY and focus should be applied on activating these employees in FY2008. There were 20 new branches opened in FY2007 Q4 and this could be the reason for the increase in the number of Non-Registered users. Online Game

Scotia Applause FY2007 Q4 Web Metrics Report Total Page Views OBSERVATIONS: Total page views increased by 38% in FY2007 Q4 versus FY2006 Q4. Total pages views also increased by 67% in FY2007 Q4 versus FY2007 Q3. This data is not surprising since ABOB 2007 is a major initiative in Q4 which contributes to the significant spikes in web traffic. The YOY increases in website activity during this time reinforces the success of the initiative. Overall, the total page views was 6.7% higher in FY2007 in comparison to FY2006. FY2006 Total: 27,998,146 FYTD Total: 29,872,831

Scotia Applause FY2007 Q4 Web Metrics Report NOTE: For more detail on Visitor Loyalty by program available upon request. Visitors Loyalty OBSERVATIONS: In FY2007 Q4, Scotia Applause had a significant increase in the number of Moderate Users in comparison to FY2007 Q3. Again, this increase can be attributed to the successful execution of ABOB 2007 in Q4. The number of light users decreased throughout FY2007 Q4 versus FY2007 Q3. This is a consistent trend in comparison to total visitors and total page views where website activity spiked throughout Q4. The number of peer recognitions sent in FY2007 Q4 was 5,717 higher than FY2006 Q4 which may also have contributed to the YOY increase in visitor loyalty. This indicates that staff are more engaged as the year progresses. 54%57%65%61% 58%52%63%57% # of users 40%38%35% 57%59%61%

Scotia Applause FY2007 Q4 Web Metrics Report Click-rates for Landing Page Flash Banners & Scotia Cares OBSERVATIONS: ABOB Banner clicks increased by 356% in FY2007 Q4 versus FY2007 Q3 90% of visitors to ScotiaCares.com were referred from Scotia Applause in FY2007 Q4. This is a 30% increase in comparison to Q3. ABOB BannerPeer Recognition Banner August 1,554 September 5,877 October 8,734 August 1,406 September 1,363 October 1,717 ScotiaCares August 371 September 435 October 485

Scotia Applause FY2007 Q4 Web Metrics Report Step 1: Selecting a Recipient Confirmation Number Step 3: Confirming Certificate Step 2: Entering Copy Peer Recognition PeerRecognition/sr2-i.asp (Typically 3 or more activities) PeerRecognition/sr4-i.asp (Typically 1 -2 activities) PeerRecognition/sr5-i.asp (1 activity) PeerRecognition/sr3-i.asp (Typically 1 – 2 activities) 403,973 page views 240,275 page views 80,590 page views 166,712 page views OBSERVATIONS: Approximately 80%+ of participants initiating the peer recognition module completed the process. 1 This illustrates that participants are comfortable with the peer recognition process as the abandonment rate is low. No immediate action required. The abandonment rate decreased by 7.6% in FY2007 Q4 versus FY2007 Q3; Carlson will continue to monitor abandonment rate to ensure it remains low (less than 10%). 1. Based on a participant sending a peer certificate to one other participant

Scotia Applause FY2007 Q4 Web Metrics Report Rewards PageAugustSeptemberOctoberFY2007 Q4 Total FY2007 Q3 Total % change Scotia Outlet3,0583,2964,76011,11410, % Rewards Search58,04861,59592,156211,799175, % Shopping Cart8,5658,12913,32230,01626, % Special Shopper % VisaGold Point Conversion 1,3021,4872,3865,1753, % Total Rewards Page Views 408,976426,638628,4441,464,0581,286, % OBSERVATIONS: Total page views of the Rewards Site increased by 13.82% in FY2007 Q4 versus FY2007 Q3. The overall activity on the Rewards site is no surprise since participants are browsing the catalogue in preparation for the holidays and anticipation of being nominated for ABOB. This is also a consistent trend in comparison to total page views which illustrates an increase in participant engagement on the Applause Rewards catalogue during FY2007 Q4 and consistent with activity in previous years.

Scotia Applause FY2007 Q4 Web Metrics Report Participant Trends BOUNCE RATE 1 The bounce rate in FY2007 Q4 was 4.47%, which is a slight increase from FY2007 Q3. A bounce rate below 10% indicates a high level of engagement among participants. TIME SPENT ON SITE In FY2007 Q4, the average participant spent 7m8s which is an increase in comparison to FY2007 Q3 (6m32s per visit). Only 27% of participants logging onto Applause stayed 30s or less. Approximate time spent to complete activity (one session) Sending a Peer Recognition2 – 4 minutes Playing an online game minutes Redeeming Points for Merchandise (targeted search)3 – 5 minutes PAGE VIEWS PER VISIT In FY2007 Q4, the average participant viewed 25 pages before logging out which is a significant increase from FY2007 Q3 (16). 1. Bounce Rate is defined as a participant who logs onto Scotia Applause views the landing page and logs out.

Scotia Applause FY2007 Q4 Web Metrics Report Recommendations An analysis of the Total Number of Unique Visitors and the apparent decrease in YOY numbers indicates that the number of non-registered users are gradually increasing. In FY2008 an increased focus should be applied on activating these participants. The new Applause online game (Treasure Island) launching in Q1 of FY2008 will certainly help drive more registration, but other initiatives ought to be explored as well. A holistic analysis of FY2006 and FY2007 website activity reflects that web traffic on Scotia Applause slows down significantly in Q3 of each year. Therefore planning for initiatives to launch in Q3 will help sustain consistent activity throughout the year. Even though activity on the Rewards catalogue increased significantly in FY2007 Q4, the launch of the new catalogue in FY2008 Q1 will result in higher site activity during that period. Ensuring proper communication via the newsroom and MAAG is imperative to help maintain high levels of website traffic on the Rewards catalogue for a longer period of time. It is apparent that ABOB is a major contributor in driving website activity in Q4. Therefore sporadic communication should be deployed throughout the year via a communication piece, , newsroom or MAAG to help keep ABOB top of mind and subsequently increasing YOY website activity.

Scotia Applause FY2007 Q4 Web Metrics Report Appendix A – Definitions Total Visitors: is the total number of participants who logged onto the Scotia Applause or Scotia Bravo website during the specified period of time. Unique Visitors: is the number of unique participants who logged onto the Scotia Applause or Scotia Bravo website during the specified period of time. Visitor Loyalty: is the number of times each unique visitor logged onto the Scotia Applause or Scotia Bravo website during the specified period of time. Page Views: is the number of instances that a webpage on the Scotia Applause or Scotia Bravo website was viewed by a visitor.