2. ResponDex Marketing, Inc. All Rights Reserved 2002 Agenda u Campaign tracking and analysis u Database marketing

3. ResponDex Marketing, Inc. All Rights Reserved 2002 Campaign Tracking & Analysis u ResponDex provides marketing campaign analysis tools designed to help improve performance by answering important questions such as: Which strategies are performing best? (creative, offer, package) What tactics are the most effective? (DM, DRTV, Print, etc.) How do different segments respond? (basic only, premium, etc.)

4. ResponDex Marketing, Inc. All Rights Reserved 2002 How It Works u ResponDex systems interface with multiple data sources such as the toll-free network, internal billing systems, solicitation files and third-party demographic data sources to record campaign activity, analyze performance and report results.

5. ResponDex Marketing, Inc. All Rights Reserved 2002 The ResponDex System

6. ResponDex Marketing, Inc. All Rights Reserved 2002 What to Measure RESPONSE SALES INSTALLS CUSTOMERS Response represents the total potential for customers from a campaign. More responders equal more customers. Each area should be measured and managed.

7. ResponDex Marketing, Inc. All Rights Reserved 2002 Campaign Tracking & Analysis u ResponDex provides performance results of both direct and mass marketing tactics. u Provides demographic and geographic profiles. u Monitors operational call center statistics associated with marketing campaigns. u Facilitates faster learning through simultaneous testing. u Delivers timely results updated daily. Benefits

8. ResponDex Marketing, Inc. All Rights Reserved 2002 How to Incorporate ResponDex with your Database Marketing

9. ResponDex Marketing, Inc. All Rights Reserved 2002 u Information l Campaign Performance Data l Subscriber/Non-Subscriber Data u The desire to improve Database Marketing Pre-requisites

10. ResponDex Marketing, Inc. All Rights Reserved 2002 u To improve the return on marketing investments by leveraging information in order to understand and manage the key performance drivers. Database Marketing Goal

11. ResponDex Marketing, Inc. All Rights Reserved 2002 Database Marketing u Price u Package u High Income u Target Group u Creative u Message u Retired u Techno-Phobe u Paper u Color Impact High Low Key Performance Drivers - Examples

12. ResponDex Marketing, Inc. All Rights Reserved 2002 u Campaign Design u Targeting u Profiling Database Marketing Tools & Techniques

13. ResponDex Marketing, Inc. All Rights Reserved 2002 Campaign Design u To measure the impact and effectiveness of offers, creative design and message, tactics, targets, etc. u Obtain reliable results that are statistically significant and actionable. u Facilitate creative thinking by employing test & learn processes. l Champion vs. Challenger Goals

14. ResponDex Marketing, Inc. All Rights Reserved 2002 Campaign Design Example

15. ResponDex Marketing, Inc. All Rights Reserved 2002 Treatment Group 100% Gross Sales Rate Business As Usual Activity Control Group Campaign Design Actual Sales Rate Role of Control Groups

16. ResponDex Marketing, Inc. All Rights Reserved 2002 Campaign Design ResponDex analyzes and reports results for the overall campaign and corresponding treatment groups. Each group represents a specific combination of creative, offer, tactic, target group, etc. With ResponDex

17. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting u Improve a campaign’s overall performance by identifying groups of prospects best suited to receive treatment. Goal

18. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting u Rules based targeting is the process of categorizing customers and prospects based on industry rules and classifications. Rules Based

19. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting Digital Past Due Homes passed grouped by business rules Premium Subs Non-Subs Analog Bulk Addressable Nevers MDU Rules Based

20. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting u Predictive models involve the use of statistical techniques to identify key performance drivers and prioritize prospects by these drivers to improve performance. Predictive Modeling

21. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting Score 100 0 50 100 James Frank, 700 Penman Road… 99.8 Henry Smith, 1870 Kings Court… 98.9Ann Jones, 1115 Hamlet Court…. 3.2Adam Coker, 402 Atlantic Blvd… 1.9Lawrence Bruce, 102 Tree Split Lane... 0.6M. Voboril, 0 Loser Lane... High Score > 50 Low Score < 50 Predictive Modeling - Example Scoring 4 5 6 7 8 9 1 2 0 3 Deciles

22. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting Universe of Potential Prospects - 25% Response High Low High Value Target 25% of prospects and get 70% of responders* * For illustrative purposes only Predictive Modeling - Multiple Models

23. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting ResponDex provides direct response attributes, which are ideal for the development, enhancement and validation of targeting models. These models can result in improved returns for future marketing campaigns. Targeting Models With ResponDex

24. ResponDex Marketing, Inc. All Rights Reserved 2002 Targeting u Provides better understanding of key performance drivers. u Substantial performance improvements can be obtained through targeting. u Modeling can identify target groups that are not easily defined. u Rules based targeting allows individual strategies to be developed for defined groups. (i.e. nevers, MDU) Benefits

25. ResponDex Marketing, Inc. All Rights Reserved 2002 Profiling Provides the ability to develop an understanding of the key characteristics of customer groups. These characteristics can be used to improve marketing strategies. Goals

26. ResponDex Marketing, Inc. All Rights Reserved 2002 Profiling Customers ResponDex creates demographic and geographic profiles of treatment groups. These profiles can be used to compare groups and identify their key characteristics. With ResponDex

27. ResponDex Marketing, Inc. All Rights Reserved 2002 In Summary ResponDex supplies the systems, tools, information and expertise needed to support Marketing in its efforts to improve results. These services will provide the insight to effectively manage and increase the return on marketing investment.