DMAB UPU MEETING APRIL 24, 2007

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

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

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.

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: • Consumer demographic information • Consumer behavior information • Lifestyle and attitudinal information • Transactional information • Life event triggers • Geo-statistical information

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.

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

7. Sample informational assets National Business Database Summarized Credit Auto Market Statistics • Aggregated consumer credit at the ZIP+4 level • 310 data attributes • Aggregated consumer vehicle ownership at the ZIP+4 level • 322 data attributes • 18 million businesses • 4 million small home offices • Identification, demographic, credit information

8. Sample informational assets New Homeowner New Parent New Mover • 3.2 million new births annually • Weekly update • 1.4 million monthly • Monthly update • 330,000 average monthly • Weekly update

9. Sample information assets Business Credit US Catalog Cooperative Database Subscription Cooperative Database • 61 million subscribers • 98 million subscriptions • 158 titles • 110 million catalog buyers • 1,344 million catalog orders • 671 catalog titles

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

11. Advantages of an original data compiled set Original source compiler • Reduced latency • Most granular data • More consistency in summarization • Control of sources • 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

12. Jane T. Consumer 142 S. Main St. Anytown, USA 10000 (401) 999 0000 MA variety of sources create the best CONSUMER record Telephone Directory & Public records Licensed Occupations Pharmacist New Parent File Presence of children College graduate Internet User Travel Enthusiast Golfer Product surveys/ registrations County Deed Records Homeowner Fixed rate-FHA loan Sale Type: New EHI: $125,000 Purchases Online Owns a luxury car Platinum Card Predictive Models Mail order buyers Gardening Magazines Books Contributor Summarized Data Median Equivalency-750 Total # All Tradelines-10 Average Age of Vehicle- 2

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

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

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

16. Segmentation approach hierarchy Target Prime Performance Modeling Development Time Customization Performance Sophisticated Techniques Objective Results Pre-built models not client specific Individual - Household Demographic Selections

17. QUESTIONS? • THANK YOU.