“SCORE”Card: Product Overview

1. “SCORE”Card: Product Overview “SCORE Card” provides an assessment of client skills and capabilities across Interactive Relationship Marketing (IRM) Fundamentals BEST PRACTICES ASSESSMENT “SCORE” CAPABILITIES: SENSING INTERACTIONS COLLECTING DATA ORGANIZING & PLANNING RESPONDING VIA MKTG EVALUATING & OPTIMIZING BELOW AVERAGE “SCORE”CARD: Evaluation Criteria ABOVE Breadth/depth of coverage Speed of capture, Quantity/quality of data and data model CRM frameworks, Marketing strategy & plans, Analysis/test/reporting plans Speed/quality, level of customization, performance (response, ROI) Reporting availability, satisfaction, breadth, depth, actionability, usage C C C C C C Current Performance Vs. Best Practices Recommended Goal Given Business Objectives

2. “SCORE”Card: Summary • Premise • IRM • Need • SCORE Card • A brand’s future growth and profitability will be driven (at least in part) by the brand’s ability to accurately sense and respond to the specific needs, interests, and buying patterns of their customers and prospects…through the customers preferred communication channel. • This practice is Interactive Relationship Marketing (IRM). Primary IRM skills include: • Sensing – ability to sense customer interactions across channels • Collecting – ability to collect data from all sensors and aggregate to central location • Organizing and Planning – ability to leverage data to produce insight, identify marketing opportunities and plan marketing action • Responding – ability to deliver on the marketing plan • Evaluating – ability to read results and continuously improve returns over time • The brand does not have to be best-of-breed at all IRM skills, but the brand should have a clear understanding of current skill sets versus what’s needed to achieve their marketing or business plan • ClickSquared’s “Score Card” is an IRM assessment/measurement tool • Deliverables feature gap analysis, recommendations for improvement and rationale

3. “SCORE”Card: Supporting Detail • Sensing Customer Interactions – ClickSquared helps marketing organizations understand all the ways a customer can interact with the brand and ensure that “sensors” are in place to document the interaction.  Proper sensing requires a marketing database that recognizes and logs each customer interaction in as close to real-time as possible.  Sensing might require harnessing interactions via e-mail, Web sites, software applications, fulfillment/ shipping channels, sales and customer service.  Sensors include inbound and outbound interactions, including inquiries, purchases, registrations, application downloads, thank-you calls, personalized e-mails, etc. • Collecting Data - This entails collecting interaction data from all “sensors.”  Integrating customer data from various channels and technology platforms can be daunting.  However, ClickSquared has cost-effective technology platforms and tools that can be up and running quickly.  Data collection processes start with an audit of all customer “clicks” (or touches).  From there, various tools (tailored to each channel or system) are adapted to pull, copy, or synchronize the granular data from various operational systems.  Since data pulls are commonly repeated in real-time, daily, or weekly, the process is largely automatable. • Organizing and Planning - Next, it’s important to aggregate and store the data to maximize accessibility. This encompasses processing data into dashboards and reports; analyzing it to derive actionable insights; and presenting the results in strategic frameworks to facilitate planning.  Sensing and collecting processes can create mountains of data, so ClickSquared uses business intelligence tools such as interactive reports, scorecards, dashboards, and others.  These BI tools can generate individual customer views, queries, segmentation analyses, and ROI-tracking solutions.  ClickSquared uses practical analyses and processes to convert raw data into actionable insights, strategic frameworks and marketing plans.  (See “marketing strategy and planning process” for additional detail.) • Responding - Next, marketers execute investment-appropriate, multi-channel marketing initiatives (such as programs, communications, and tactics).  This is where the customer’s brand experience happens.  Results of prior initiatives should guide future marketing responses.  Programs should reflect the customer’s history of communications and purchases.  If brand communication is misaligned with a customer’s recent engagement, the experience can frustrate the customer, impacting affinity and purchase behavior.  These are the “moments of truth” – the interactions through any direct channel - that produce positive value for both the customer and the brand. • Evaluating - Finally, post-campaign reports, analysis, and models facilitate the ongoing optimization of future initiatives.  Measurement plans are executed.  Results are prepared and shared with marketing and creative/agency specialists.  BI software and data mining tools (including interactive dashboards, OLAP, reporting, query, and visualization tools) are used.  Higher-order statistical models are developed and implemented to help optimize marketing performance. 

4. Guidelines: “SCORE”Card Objectives: Evaluate IRM capabilities in context of business/brand goals Determine “SCORE” gaps Assemble prioritized plan Approach/Methodology/Timing: Features 1-3 interviews with data, technology, analysis, strategy and marketing execs  followed by 1-2 weeks of intense evaluation and counsel WEEK 1 2 3 4 Pre-Interviews ID business/brand objectives Collect materials/documents Prepare interview guides Interviews Data/Technology Analysis/Strategy Strategy/Marketing Follow-up Data Collection Collect surveys and follow-up detail/documentation Assemble Findings/ Recommendations Results Review/Meeting Deliverables: SCORE Card and Gap Analysis Recommendations, Roadmap & Rationale Resource Requirements: Cost: $5,000 - $25,000 Timing: 2 - 4 Weeks Data from Client: - Interviews - Survey responses - Supporting documentation

5. SCORE Deliverable Example

6. SCORE Deliverable Example