SEGMENTATION TO WIN THE MOMENTS THAT MATTER MOST

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2 SEGMENTATION TO WIN THE MOMENTS THAT MATTER MOST Sean Gorenflo Sr. Director - Bank Marketing, Capital One Kim Garner Executive Advisor, Advisory Services, Neustar

3 INTRODUCTIONS Sean Gorenflo has spent the last 15 years in marketing technology and operations in the financial services industry. He has worked for firms ranging from a Fortune 200 bank to a Life Insurance start-up. Recently he was tasked with transforming Capital One's marketing infrastructure to create competitive advantage through better capabilities, thoughtfully applied and fueled by Big Data. Kim Garner is an Executive Advisor in the Neustar Advisory Services Group. She was previously VP of Advisory Services at Neustar and VP of Analytics at TARGUSinfo, where she helped launch the ElementOne Platform. Kim has been in the segmentation and analytics space since 1986 and has consulted with clients across a wide variety of industries, including telecommunications, financial services, retail, and technology.

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5 MOMENTS THAT MATTER

6 MARKETING MOMENTS THAT MATTER one to three s 1 st call center experience website visit impression

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8 38 years old? Good prospect for kids toys? 2+ children in the household? Lives in the suburbs? lives within 1 mile of a brick and mortar location STAR WARS fanatic

9 CLUSTERS OF DATA TELL STORIES. INDIVIDUAL DATA POINTS DO NOT. 28 years old Good prospect for kids toys? no children, one dog Yoga urban instructor apartment at dweller the YMCA lives within 1 mile of a brick and mortar location STAR WARS fanatic

10 CLUSTERS OF DATA TELL STORIES. INDIVIDUAL DATA POINTS DO NOT. 28 years old no children, one dog Yoga urban instructor apartment at dweller the YMCA lives within 1 mile of a brick and mortar location STAR WARS fanatic High propensity to buy premium pet food

11 CLUSTERS OF DATA TELL STORIES. INDIVIDUAL DATA POINTS DO NOT. Watches high propensity little-to-no to television be a valuable prospect Reads fashion magazines Listens to satellite radio Prefers dance music lives within 1 mile of a brick and mortar location STAR WARS fanatic 28 years old no children, one dog Yoga urban instructor apartment at dweller the YMCA uses 2+ store credit cards High propensity to buy premium pet food

12 DERIVE INSIGHTS APPLICABLE THROUGHOUT THE CUSTOMER LIFE CYCLE ACQUISITON Response Probability Channel Planning Pricing Strategy Targeting Message Optimization Media Mix Optimization Churn Identification Cross-Sell/Up-Sell Referral Revenue Service Support Planning RETENTION Message Optimization Customer Value Forecasting Product/Service Bundling Sales Support Planning

13 Inaccurate Identification Overly Broad, Pre-Canned Segments Lack of Actionability

14 WHY TRADITIONAL SEGMENTATION SOLUTIONS OFTEN FALL SHORT Inaccurate Identification Utilize questionable data sources Only match on a handful of identifiers Update identify data very infrequently Overly Broad, Pre-Canned Segments Lack of Actionability Sell a single, standard schema Lacking or difficult customization Limited number of segments Utilize large segment blocks Segments not matched to targetable identifiers across all consumer touchpoints

15 MASTERFUL SEGMENTATION REQUIRES Accurate Identification Laser-like Precision Actionable Insights

16 ELEMENTONE MARKET ANALYTICS & SEGMENTATION Advanced predictive analytics framework fueled by the industry s most granular segmentation based on authoritative offline data covering 220M individuals and 120M households in the U.S. Powerful platform for real-time data exploration, visualization, and reporting SITE & MARKET ANALYSIS CUSTOMER & PROSPECT ANALYSIS SCALE DEPTH ACCURACY MEDIA & CHANNEL PLANNING

17 HIGH-ROLLERS OVERVIEW In the early stages of their careers and life in general with new apartments and young kids. Tech savvy and willing to spend more on staying connected. They don t have to cut the cord because they never had one. Internet is really all they need. Demographics AVERAGE AGE: 50.4 AVERAGE INCOME: $130K HAVE CHILDREN: 29% HOMEOWNERSHIP: 84% ETHNICITY: (White/African American/Hispanic) 80% 11% 12% Lifestyle/Attitude Home: many HH don t have any children at home, High home value, over twice as likely to have a home value above $500K Pets: Likely to have multiple cats and dogs Shopping: Coldwater Creek, Chico s, BJ s Wholesale, Hallmark Store, Stein Mart, Dillard s Hobbies/Memberships: Yoga, Running, Gym Employment: 70% more likely to be retired. Behavior Extremely active, enjoys a variety of cardio exercise forms Active online shoppers who make buying decisions with husband or kids Not TV fanatics themselves, but tend to have many devices for kids sake If they see something they like in-store, they will look online for a better deal

18 HIGH-ROLLERS TELECOM Wealthy, health-conscious, and tech savvy. Heavily use the internet for purchase decisions. Look for high-quality products and willing to stay loyal to brands. MONTHLY RECURRING CHARGE $250+ $ % 12% INDEX 142 $ % 132 $ % $ % 89 <$50 16% 74 0% 5% 10% 15% 20% 25% TYPE OF PHONE 5% 6% 42% 47% Android iphone Blackberry Windows DATA USAGE INDEX 10Gb or More 8% 107 5Gb to <10Gb 11% 116 3Gb to <5Gb 17% 116 1GB to <3Gb 19% Mb to <1Gb 13% 114 >0 to <300Mb 13% 92 NO DATA 17% 77 0% 5% 10% 15% 20%

19 HIGH-ROLLERS GEOGRAPHIC CONCENTRATION High Rollers tend to be found in higher cost of living urban areas such as Los Angeles, Dallas/Fort Worth and Washington, DC. Despite their tendency towards more urban areas, they are not as heavily concentrated in urban markets such as New York and Chicago. KEYMARKETS MARKETS(Tier (Tier1)1) KEY Los Angeles, CA Los Angeles, CA Dallas/Fort Worth, TX Dallas/Fort Worth, TX San Francisco, CA San Francisco, Washington, DC CA Atlanta, GA Washington, DC Houston, TX Atlanta, GA Houston, TX

20 HIGH-ROLLERS MEDIA USAGE Their urban locations mean that High Rollers are more heavily exposed to Outdoor advertising particularly on public transportation and taxis. They are heavy users of the web both at home and at work and are more likely than average to be heavy consumers of newspapers. Media Engagement PENETRATION 45% 40% 35% 30% 25% 20% Magazine Involvement Below Avg. Engagement Radio Above Avg. Engagement TV Newspaper Web Use Home/Work Used Public Transportation Outdoor 15% INDEX Media Usage Radio: Sports, News, Business, Easy Listening, Talk Internet: Costco, Dow Jones, Marriott, American Express, Southwest Airlines Magazine: American Way, Hemispheres, Spirit, The Economist, Sky, Travel + Leisure TV Channels: HGTV, ESPN, MSNBC, BBC America, HBO TV Shows: Suits, Real Time with Bill Maher, Boardwalk Empire, Millionaire Matchmaker, Morning Joe, Love it or List It

21 HIGH-ROLLERS ACTIVATION

22 Q&A Sean Gorenflo Sr. Director - Bank Marketing, Capital One

23 Q&A Sean Gorenflo Sr. Director - Bank Marketing, Capital One

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25 THE 4 P S OF MARKETING PRODUCT PLACE PRICE PROMOTION

26 SEGMENTATION TO WIN THE MOMENTS THAT MATTER MOST

27 Thank you

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