© ©Experian All rights reserved. Confidential and proprietary. 1 DMAB UPU MEETING APRIL 24, 2007 Various Types of Marketing Databases April 24, 2007 Steve Lopez Vice President Postal Products and Affairs EXPERIAN AMERICAS

© ©Experian All rights reserved. Confidential and proprietary. 2 What levels are databases broken down to in order to market from them? Three major type of databases used in marketing u CREDIT (Prescreen and Business Credit) u CONSUMER MARKETING (used to make offers for various things based upon age, education, lifestyle, household income, etc.) u BUSINESS (strictly used when marketing products and services from a Business to another Business)

© ©Experian All rights reserved. Confidential and proprietary. 3 The differences between Credit Data and Consumer Data The Credit Services business unit operates as a consumer reporting agency (CRA). Therefore, its database is subject to the requirements of the Fair Credit Reporting Act (FCRA). In other countries this may not be a concern, but this is how it works in the US. In contrast, consumer marketing databases are compiled from multiple public and proprietary sources, and is not governed under the FCRA. They do not contain individual-level credit attributes and the data has not been collected for credit purposes and is not intended to be indicative of any consumer’s credit worthiness, credit standing, credit capacity, or other characteristics listed in Section 603(d) of the FCRA, 15 USC Section 1681a.

© ©Experian All rights reserved. Confidential and proprietary. 4 Where does the Information come from? Data compilers have comprehensive information resources which give you the customer insight needed to deliver marketing with unrivaled accuracy and currency Examples of unique information resources: n Consumer demographic information n Consumer behavior information n Lifestyle and attitudinal information n Transactional information n Life event triggers n Geo-statistical information

© ©Experian All rights reserved. Confidential and proprietary. 5 Address Hygiene is the key to response rates. Performing weekly processes to apply attributes to your database which have the most recent address known, the proper street number, ZIP Code, street directional, and other secondary data such as an apartment number will drive the best results for the mail campaign. Less than 45% of records with invalid apartment numbers perform in the US. Less than 30% of records mailed that have missing secondary information all together perform. ENCOURAGE use of standardization on address and tools to update and validate the address on the database.

© ©Experian All rights reserved. Confidential and proprietary. 6 US National Consumer Demographic Database n n 215 million consumers, 110 million households n n 2,500 data attributes per record n n 3,500 public and proprietary sources n n 25 audience groups n n 11 message themes n n 3 direct marketing channels n n 5 mass media advertising channels n n 4 time of day indicators Multi Channel data assets n n Coverage on more than 40 million households, 50 million individuals n n 1,200+ data elements n n Household Indicators and Modeled Propensities Self- reported information Sample informational assets

© ©Experian All rights reserved. Confidential and proprietary. 7 n n Aggregated consumer credit at the ZIP+4 level n n 310 data attributes n n 18 million businesses n n 4 million small home offices n n Identification, demographic, credit information National Business Database n n Aggregated consumer vehicle ownership at the ZIP+4 level n n 322 data attributes Auto Market Statistics Summarized Credit Sample informational assets

© ©Experian All rights reserved. Confidential and proprietary. 8 Sample informational assets n n 330,000 average monthly n n Weekly update New Homeowner n n 3.2 million new births annually n n Weekly update New Parent n n 1.4 million monthly n n Monthly update New Mover

© ©Experian All rights reserved. Confidential and proprietary. 9 Sample information assets n n 61 million subscribers n n 98 million subscriptions n n 158 titles Subscription Cooperative Database US Catalog Cooperative Database n n 110 million catalog buyers n n 1,344 million catalog orders n n 671 catalog titles Business Credit

© ©Experian All rights reserved. Confidential and proprietary. 10 Sample information assets n n 30,000 annual customer surveys n n 8,000 brands in 450 product categories n n Key media measures: television viewing, newspaper readership, cable & satellite, internet, etc. n n 500+ psychographics measures National Consumer Study n n 14.1 million individuals n n 89.7 million catalog orders n n 67 participants n n 1.8 million multi- buyers n n 8.2 million business sites B2B Cooperative Database 70+ HH models Centris TM Omnibus consumer survey n n Communications, home electronics, entertainment and cable products and service propensities Home Data

© ©Experian All rights reserved. Confidential and proprietary. 11 Advantages of an original data compiled set Original source compiler n n Reduced latency n n Most granular data n n More consistency in summarization n n Control of sources n n Improved notice and choice at point of collection Scale of data: largest consumer database only increases response rates Depth and breadth of information Accuracy and precision: build best record from best sources Relational database can be updated 24 x 7

© ©Experian All rights reserved. Confidential and proprietary. 12 M A variety of sources create the best CONSUMER record Jane T. Consumer 142 S. Main St. Anytown, USA (401) College graduate Internet User Travel Enthusiast Golfer Homeowner Fixed rate-FHA loan Sale Type: New Presence of children Gardening Magazines Books Contributor Product surveys/ registrations County Deed Records New Parent File Mail order buyers Telephone Directory & Public records Pharmacist Licensed Occupations EHI: $125,000 Purchases Online Owns a luxury car Platinum Card Predictive Models Median Equivalency-750 Total # All Tradelines-10 Average Age of Vehicle- 2 Summarized Data

© ©Experian All rights reserved. Confidential and proprietary. 13 How multiple databases can combine to create a solution 425MM+ Vehicles U.S. and Canada Includes title, registration, mileage readings, key vehicle events 205MM Credit- Active Customers Nearly 2.7 billion tradelines Over 6 billion inquiries Roughly 54.7 million public records. 15MM Businesses Identification, Demographic, Credit Information 215MM Consumers, 110MM Households 1000 Data Attributes Per Record 3200 Public & Proprietary Sources Integrated Information Solutions National Credit Database National Business Database Consumer Demographic & Lifestyle National Vehicle Database

© ©Experian All rights reserved. Confidential and proprietary. 14 Sample: Automotive Solution Suites Uses the industry’s most complete and current vehicle history information built directly into pre- owned vehicle sales and marketing process It answers the three key questions of conquest marketing: Where do my best prospects live, who are they and how do I reach them? — quickly, easily and effectively Generating additional sales, parts and service revenue from existing customers. Target the right customers at the right time, with the right message Helping dealers and manufacturers make decisions based on who their customers really are … not just who they think they are Accurate and timely identification of customer credit worthiness, while protecting from potential risk and fraud

© ©Experian All rights reserved. Confidential and proprietary. 15 Effective marketing Customer Database (Limited View) Deeper Understanding of Customers Age Income Lifestyle Children Education Enhance Customer Data Segmentation Find Look-alike Prospects Targeted Offers for Acquisition & Retention Find new niches Cross-sell/Up-sell Current Customers

© ©Experian All rights reserved. Confidential and proprietary. 16 Segmentation approach hierarchy Performance Sophisticated Techniques Customization Individual - Household Demographic Selections Target Pre-built models not client specific Prime Performance Modeling Development Time Objective Results

© ©Experian All rights reserved. Confidential and proprietary. 17 QUESTIONS? THANK YOU.