User Guide Web Address Support 1 Copyright All rights reserved.

Transcription

1 User Guide 15.5 Web Address Support 1 Copyright All rights reserved. MARQUIS

2 TABLE OF CONTENTS CHAPTER 1 Welcome to MarketTrax... 5 Customer Support... 6 Education and Consulting... 7 License and Update Information CHAPTER 2 Getting Started Installing MarketTrax Accessing MarketTrax MarketTrax System Security CHAPTER 3 Institution Configuration Basic System Options Institution Setup Lookup Tables MarketTrax Profitability CHAPTER 4 Data Preparation File Sets User Defined Fields (UDFs) Importing CASS Certification Merge AutoFill Account Update Household Update Geocoding Latitude / Longitude Next Product CHAPTER 5 Individual Level Database CHAPTER 6 Filtering Data Filters Filter Processor Tract Groups Filters To Do Each Month CHAPTER 7 Browse View and Edit Records Copyright All rights reserved. MARQUIS

3 CHAPTER 8 Reports Summary Reports Campaign Reports Cross Sales Reports Product Combination Reports Listing Reports Distribution Reports Cross Tab Reports Comparative Analysis Report Processor CHAPTER 9 Campaigns Creating a Marketing Campaign Matrix Mailing Campaigns Monitoring and Managing Campaigns CHAPTER 10 Graphing Creating a Graph Graph Processor CHAPTER 11 Mapping CHAPTER 12 What-If Modeling CHAPTER 13 Export CHAPTER 14 List Prospecting List Prospecting Research Prospect File on Prospect Side Research Prospect File on MarketTrax Side CHAPTER 15 Executive Information System RevelationPro Using Revelation Installing Revelation CHAPTER 16 Report Archives Copyright All rights reserved. MARQUIS

4 CHAPTER 17 Utilities File Converter. 406 File Combiner End Line Data Blend Zip Utility. 412 UnZip Utility Calculator 412 Campaign Advance. 413 Run Command 413 Regions. 413 Household Verification Listing Using External Link Files Replace Function Custom Report Writer Deleting Records and Indexing Support Utilities CHAPTER 18 Usage Scoring System CHAPTER 19 Processors DeletePro ReplacePro ScorePro RevelationPro ReportPro FilterPro GraphPro ExportPro DataPro APPENDIX A Field Definitions APPENDIX B Filter Group Definitions Copyright All rights reserved. MARQUIS

5 CHAPTER 1 Welcome to MarketTrax Welcome to MarketTrax, the revolutionary MCIF/CRM DataMart system designed exclusively for financial institutions. MarketTrax was developed with the thoughtful input of marketing executives across the country. We ask that you provide us with your own observations and special insight, so that we can ensure MarketTrax will continue to grow with your needs. In This Chapter Customer Support Education and Consulting License and Update Information 5 Copyright All rights reserved. MARQUIS

6 Customer Support We are proud to offer unlimited, toll-free telephone support for all of our software products. To meet your support needs more efficiently, please have your MarketTrax Serial Number and software Version Number available when contacting us. This information can be found on the About MarketTrax screen within the MarketTrax Help menu. We recommend that you are near a computer running the MarketTrax system when you call. Telephone Support Support is available by telephone Monday through Friday from 7:30 a.m. - 5:30 p.m. CST. Internet Support Telephone Number (888) Support is available on the MarketTrax home page on the World Wide Web. When you access the secure support area, you will have the opportunity to download updates or patches to the MarketTrax system, read other users frequently asked questions and comments, or leave an message for a member of the support team. To access the support pages, contact us at (888) for assistance in setting up a login. Web Address Support msupport@gomarquis.com 6 Copyright All rights reserved. MARQUIS

7 Education and Consulting We want you to be an active, satisfied user of the MarketTrax system, and our experience has been that training and continuing education are key. Only by understanding the power and flexibility of MarketTrax, will you realize the true benefits of the system. As part of an ongoing effort to further the education of our customers, we offer free system and marketing training at our headquarters in Texas. As a participant in the training, you ll experience the full functionality of the system through the use of your own PC workstation and will gain new insight into marketing and MCIF/CRM DataMart applications. We encourage you to send anyone in your organization that might benefit from both the system and marketing education. There is no limit to the number of people you may send and training at our headquarters in Texas is free! So, there is no reason not to take full advantage of this opportunity to attend any of our various courses. Another option you may choose is on-site training at your institution using your data. On-site training is an option we provide to meet your complete training needs whether it is an introductory or customized course. To enroll for a specific class or to check the schedule and availability, please call (800) , or view the class schedule and enroll on-line by visiting the MarketTrax home page at Consulting packages are also provided by the MARQUIS Team. You can choose from several different styles depending on your specific needs and goals. Please contact a representative of the Education and Consulting Department at (800) for more information. 7 Copyright All rights reserved. MARQUIS

8 License and Update Information Licensing information for your copy of MarketTrax can be found by selecting About MarketTrax from the MarketTrax Help menu. The screen is pictured above, and contains the following information: Version Number Build Date Serial Number License Expiration Date Multi-User Indicator Processor Free Disk Space Database Location Other System Specifications State Codes Included in License 8 Copyright All rights reserved. MARQUIS

9 Software Duplication Under the terms of the MarketTrax License Agreement, duplication of any other portion of the software program, except for backup purposes is prohibited. Updates The address database used for geocoding and applying census based demographic information to your customer data in the MarketTrax system is updated annually. These updates include changes to existing addresses in the database, the addition of new addresses, or adjustments to demographic data. New enhancements and revisions to the MarketTrax software will also be released annually. Many enhancements to the MarketTrax software are requested from users like you. This ensures that we continue to grow and meet your needs. Make sure to review the upgrade documentation thoroughly to understand the new features that come with your new version. NOTE: Each time you sign into the MarketTrax system, a connection will be made with the MARQUIS web site to check for the availability of an interim upgrade. Updates to your CASS files will also be provided annually. Like the address database, this update will include address changes, new addresses and adjustments from the U.S. Postal Service. 9 Copyright All rights reserved. MARQUIS

10 CHAPTER 2 Getting Started The Getting Started chapter will guide you through the process of installing the MarketTrax system, both for first time installations or upgrades of previous versions. You will also be introduced to system security and settings options. In This Chapter Installing MarketTrax Accessing the MarketTrax system MarketTrax System Security 10 Copyright All rights reserved. MARQUIS

11 Installing MarketTrax MarketTrax is built in a Visual FoxPro database, and is designed to run on nearly all Pentium based systems with at least 32 Megabytes of RAM. The type of PC needed to run MarketTrax is dependent on many factors. The major considerations are described below: Hardware Specifications The amount of RAM needed and the speed of processor required are determined by the number of accounts and User Defined Fields an institution has. MarketTrax should be installed on a Pentium III (or equivalent) processor with at least 512 Megabytes of RAM. Adding more RAM to your system will increase the processing speed for MarketTrax and allow it to perform more functions in memory. Hard Disk Requirements You will create a new set of MarketTrax files on a regular basis (monthly, quarterly, etc.) To plan on an appropriate amount of hard disk space, use the formula below: Hard Disk Required Megabytes = (N *A * 2) Where: N = Number of MarketTrax Files (months, quarters, etc.) that you ll want to keep on the hard drive at one time. A = Number of Accounts that you have in thousands. Example: An institution that has 30,000 accounts, and wants to keep 24 months of data would need at least 1.94 gigabytes of hard disk space: ((24 * 30 * 2) = 1940 Megabytes = 1.94 Gigabytes). Networking MarketTrax can be run on a Local Area Network (LAN) in either a single user or multi-user platform. To properly perform on a network, MarketTrax needs priority read/write file access, a Fast Ethernet (10/100) connection, and a Server PC that is typically faster than just a base Pentium PC. The type of Server PC that you need will ultimately be dependent on the number of users that will have rights to MarketTrax, the number of users accessing that server in other applications, and the number of accounts being processed, as well as other factors. Printer The reports, graphs and maps generated in MarketTrax can be printed on most printers. You may find it worthwhile, however, to make use of an inkjet color printer to more effectively take advantage of MarketTrax s built-in mapping and graphing. Having a full version of Adobe will allow you to archive reports and create PDF files. Understand the Components The MarketTrax software consists of the following components: Program Files - Executable files, run-time libraries, third-party controls and preference settings. *Size of files are up to 650 Megabytes. 11 Copyright All rights reserved. MARQUIS

12 Mapping Files - Mapping related executable files, geographic data, summary files created by MarketTrax and all files included within Maptitude. *Size of files are up to 200 Megabytes. Data Files - Account data imported and manipulated by MarketTrax, including institutions, file sets, and actual account and household records. *Size of files vary depending on number of accounts and User Defined Fields. *These are all estimates and may vary for your MarketTrax system. Note: Each data file is comprised of 12 database containers Account File: Accts_M = Maintenance fields Accts_Q = Query fields Accts_U = UDF fields Customer File: Custs_M = Maintenance fields Custs_Q = Query fields Custs_U = UDF fields Custs_C = Campaign fields Household File: Hhold_M = Maintenance fields Hhold_Q = Query fields Hhold_U = UDF fields Hhold_C = Campaign fields Matrix File: Matrix Mailings CASS - (Coding Accuracy Support System) Adjusts addresses householded in MarketTrax to the Postal Service standards in order to reduce bulk mail rates before mailings. *Size of files are up to 520 Megabytes. Choose a Configuration Before installing MarketTrax, determine the best configuration for your institution. If you are installing MarketTrax for multi-user access (and are licensed to do so) you must use the Networked PC configuration described below. For single-user access, choose one of the following configurations: 12 Copyright All rights reserved. MARQUIS

13 Standalone PC - MarketTrax program files, mapping files and data files are all stored on a single computer. No network is required. Networked PC - MarketTrax program, mapping files and MarketTrax data files are installed on the network drive. Individual PCs connected to a network through a mapped drive. This will allow more than one person to access MarketTrax at different times. Before deciding on a configuration, consider the advantages and disadvantages of both methods. Your decision may depend on the hardware specifications of the stand-alone or networked PC to which you are installing MarketTrax. Configuration Advantages Disadvantages Stand-alone PC Faster data access (depending on hardware) Requires more hard disk space on PC; only this PC has access to MarketTrax system and data Networked PC Data uses network drive space - additional file sets do not require extra hard disk space on workstation PC. Multi-user capability. Slower data access (depending on network) New Installations Installing MarketTrax: 1. Close all programs before beginning the installation process. 2. Insert the MarketTrax installation CD into the CD-ROM drive. A menu will automatically appear showing the available options. 3. Select Install MarketTrax. 4. The setup program will guide you through the installation process, asking questions along the way. Once MarketTrax is installed, the setup program will create a MarketTrax program group and icon. 5. If you selected to install Adobe Acrobat reader, the installation will begin and ask you to agree to the license. Select Yes. 6. You will then confirm the destination folder. This will default to C:\Acrobat\Reader. You may leave this or change the destination to your preference. Select Next. 13 Copyright All rights reserved. MARQUIS

14 7. Acrobat Reader will be installed. Select Finish when complete. 8. Close Acrobat Installation and exit the main MarketTrax installation menu screen. Installing Mapping: 1. You must install Mapping to your MarketTrax/Mapping folder. 2. Run the SETUP.EXE provided on the Maptitude CD entitled Programs/U.S. Geographic Data Disc. 3. Select Next to continue then read the licensing agreement and select Yes to continue. 4. At the next screen, DO NOT CHANGE the selected option Install Maptitude and Data for a Single User. Regardless of your setup, use the number one choice only. 5. On the next screen, make sure to click browse and point Maptitude to your X:\MarketTrax\Mapping\directory, where X: is the network drive MarketTrax is on. 6. At the next similar screen, make sure to click browse and point Maptitude to your X:\MarketTrax\Mapping\. 7. At the next screen, make sure the top TWO items are checked and nothing else. 8. MarketTrax will then compute the Disk Space required and move onto another Check List screen. 9. THERE SHOULD BE NOTHING CHECKED ON THIS PAGE. After selecting Next, the installation will complete automatically. Installing CASS Certification: 1. You will find a CASS Certification CD included in your MarketTrax software package. This is your Coding Accuracy Support System and will improve your Geocoding and Householding abilities inside the MarketTrax program. 2. This CD may be copied onto the local computer, which would increase the speed of the CASS certification; however, this data can take up over 520 MB of disk space. MarketTrax Support recommends copying the CD to a CASS folder within your MarketTrax folder on the network. If there is not enough room, then simply store the CD near your computer. You can then just insert the CASS CD into your CD ROM drive when you need to use CASS Certification. Be sure to browse MarketTrax CASS to the CD ROM drive so it can use it. Upgrade Installation 1. Close all programs before beginning the upgrade process. 2. Insert the MarketTrax Upgrade CD into the appropriate drive. The upgrade CD will automatically begin the upgrade routines. TIP! You will be getting detailed upgrade installation instructions with every major release. 14 Copyright All rights reserved. MARQUIS

15 Stand-alone Setup and Workstation Setup Stand-alone (SA) Setup: If you need to copy your MarketTrax program to a new PC, or one that MarketTrax has never been installed on, follow the steps below: 1. Make sure all programs are closed. 2. Access Windows Explorer, copy the entire MarketTrax folder and contents to the network drive. 3. After copying, open Windows Explorer, go to the MarketTrax directory and look for a file called sasetup.exe. 4. Double click on the sasetup.exe file and InstallShield will initiate. 5. The welcome screen will appear select next. 6. Leave the program folder set to MarketTrax. 7. InstallShield will prompt you when finished. Workstation (WS) Setup: To setup a Workstation installation, follow the steps below: 1. Make sure all programs are closed. 2. On the workstation PC, browse the network drive for the MarketTrax folder and locate the sasetup.exe. 3. Double click on the sasetup.exe and InstallShield will initiate. 4. The Welcome screen will appear, select Next. 5. Leave the program folder set to MarketTrax. 6. InstallShield will prompt when finished. 7. On the workstation PC, browse the network drive for the MarketTrax folder and locate the marquisdriverinstall.exe. 8. Double click on the install and the InstallShield will initiate. 9. The Welcome screen will appear, select next. 10. InstallShield will prompt when finished. 11. Setup will then be complete, select to restart your PC, select finish. Any additional PCs that should be connected as a workstation, repeat steps 1-11 above. 15 Copyright All rights reserved. MARQUIS

16 Accessing MarketTrax TIP! The first person to access MarketTrax after installation will automatically be granted supervisor status. Only the supervisor has the ability to delete users and assign rights. First Time Login 1. The first time you access MarketTrax, the following screen will appear: 2. Enter your full name in the space provided and press Continue to proceed, or Cancel to exit MarketTrax. 3. Enter a unique identification for yourself, no more than 5 characters in length and press Continue, or Cancel to exit MarketTrax. Write this down for future use. 16 Copyright All rights reserved. MARQUIS

17 4. Enter a password up to 10 characters in length in the space provided and click Continue or Cancel to exit MarketTrax. Make sure you record this for later use. 5. Re-enter the password in the space provided and click Continue or Cancel to exit MarketTrax. 6. Click Continue to enter MarketTrax. New User Login 1. After the first user has logged in, subsequent new users will encounter the following screen. 17 Copyright All rights reserved. MARQUIS

18 2. Enter a unique User ID up to 5 characters in length in the space provided. 3. First time users enter the word MarketTrax for the Password. 4. Click OK to proceed, or Cancel to exit MarketTrax. First time users will see the following screen: 5. Type your Full Name in the space provided. 6. Under Change Password, click in the space next to New and enter a password to replace the default MarketTrax password. This password will be used to access MarketTrax from now on. 7. Re-enter the password in the space next to Confirm. 8. Close out of MarketTrax completely. Your MarketTrax system supervisor will then sign into MarketTrax to give you rights to proceed further. TIP! Before a new user can analyze data in MarketTrax, they must choose an active institution and an active file set. This is described further in Chapters 3 and 4 respectively. Change Password 1. To change your Password, select System from the main MarketTrax menu. 2. Choose Personal Security. 18 Copyright All rights reserved. MARQUIS

19 3. Under Change Password, click in the space next to Current and enter your current password. 4. Enter a password, up to 10 characters in length, in the space next to New. 5. Re-enter your new password in the space next to Confirm. 6. Click Save to continue with the change of your password or Cancel to return to the main MarketTrax menu. MarketTrax System Security Add or Modify User Access Rights MarketTrax has a security module that allows for one system supervisor. The supervisor is the only user with the authority to delete users or assign access rights. 1. Users with supervisor level security can access the Systems Settings screen by selecting System from the main MarketTrax menu. 2. Choose System Security. 19 Copyright All rights reserved. MARQUIS

20 3. If you want to specify a different user as Supervisor, select the user with your mouse pointer and click the Set Supervisor button. 4. To Add a new user to the list, select the Add button and enter the ID and Name of the new User. The ID can only be 5 characters in length. 5. To remove a user from the list, highlight the name with your mouse pointer and click Delete. 6. To modify the access rights of a user, highlight the name with your mouse pointer and click the Edit button. TIP! If you would like to change supervisors on your MarketTrax system you must set the new supervisor first, before deleting the old one. 20 Copyright All rights reserved. MARQUIS

21 7. Access rights can be assigned to each user based on the specific needs of their job. For instance, you may want to limit users who have the ability to modify your institution settings or who can edit individual records. 8. Use the Active Directory ID to have MarketTrax automatically log you in when you launch your MarketTrax system. 9. Using your mouse pointer, click in the box next to each function the user will be enabled to perform. You can Undo Changes anytime before saving. 10. For occasional users who only need the ability to view data and run various applications without the ability to edit or modify the data, we recommend the following selection. 11. Save Changes when ready, then Close to return to the System User Setting screen. 21 Copyright All rights reserved. MARQUIS

22 CHAPTER 3 Institution Configuration In this chapter you will begin the process of customizing MarketTrax to fit the unique needs of your organization. In This Chapter Basic System Options Institution Setup Lookup Tables Profitability Concepts 22 Copyright All rights reserved. MARQUIS

23 Basic System Options Printer Options 1. To specify a default printer and style for MarketTrax reports, select System from the main MarketTrax menu. 2. Choose Printer Settings. 3. Click Select to choose from the available printers installed on your system. 4. Under Reports, you have the option of defining a style for MarketTrax reports. Designed to suit your personal preference, you can elect to have all MarketTrax reports print with Grey Bars, Boxes, Vertical or Horizontal Lines. Use your mouse pointer to select one or more options. If you are planning to fax a report, you may not want to choose the Grey Bars option as it makes a faxed copy more difficult to read. 5. Click Save when ready, or Cancel to return to the main MarketTrax menu. Screen Preferences Users have the ability to select from a variety of patterns and images to serve as the background for the main MarketTrax screen. 1. To define a background setting, select System from the main MarketTrax menu. 2. Choose Screen Settings. 3. Use your mouse pointer to click on the available background Pictures to preview a sample, or click None for no background. Click Select when ready, or Cancel to return to the main MarketTrax menu. 4. You have the option of using backgrounds from outside MarketTrax. Click Other to locate other background files available on your system. 23 Copyright All rights reserved. MARQUIS

24 Institution Setup In this section, you ll learn how to organize the data for your institution and how to create and customize an Institution Database. An Institution Database is simply a way of storing the data files for your organization and your specifications of how to interpret the data. Smaller, community-based financial institutions will likely require just a single Institution Database, while larger institutions (or those that are part of a holding company) may choose to define multiple databases that reflect the structure of the organization. The institution database is created for you during the setup process. Although you may edit the Institution Setup specifications, you will not need to do this frequently. Choose a Householding Basis Householding is the process of grouping individual account records that belong to the same individual, family or business. For example, if the members of a particular family have a total of four accounts with your institution (1 auto loan, 2 checking accounts and 1 CD) and they all share the same address, the four individual accounts will be assigned to the same household record. While maintaining the original account record database, MarketTrax will create a separate database for households. Both databases will be used by the system at different times, depending on the function you are performing. In addition to the Account database and the Household database, you may also choose to create an Individual database. This database typically has different settings based either on social security number and/or individual number. This database 24 Copyright All rights reserved. MARQUIS

25 allows for another level of analysis. For further information on the Individual Level, please refer to Chapter 5. The MarketTrax system employs three methods for grouping accounts into households. The first method involves matching accounts using the Address, ZIP Code and Household Name. Household Name is a field MarketTrax will create when you initially load your account records into the system. For retail accounts, the Household Name is derived from the last name of the primary account holder. For business accounts, the Household Name is gathered from the first 15 characters of the primary account holder name. Once the primary method has matched all possible records, the system will attempt to match records based on the Social Security/Tax ID Number and then on the Customer/Member Number of the account. As part of the creation of an Institution Setup File, you will have the opportunity to specify a different order for householding accounts, such as choosing to use the Social Security/Tax ID Number or Customer/Member Number as the primary method for matching account records. You may also choose to exclude the name when creating your households so that MarketTrax will not match by name. This decision will vary based on your clientele and you will need to think of the implications of such a choice. You also have the option to Super Household your accounts. This means, you may group business and retail accounts together to form one household. You will find more information on how to Super Household in Chapter 7 when learning about the Browse feature. Re-householding In addition to your Householding of new accounts, we have created a re-householding routine that analyzes existing accounts at the time of the import to see if any changes have occurred from one File Set to the next. Based on the checked options, MarketTrax will see if there are any Name changes, Address changes and/or Customer/Member Number changes from the last import. If MarketTrax detects any changes, it sets the Household Number back to 0 to re-evaluate the Householding during the Household Update process to find either a better Household or create a new Household relationship. This will ensure good relationships for profitability, analysis and mailings going forward. The default is to have all 3 options checked. You may customize these options based on your organizations preference. Name Change - The name change is triggered based on the Household Name field which is either the last name for most people or the first 15 characters of the business name. Address Change - The address change is triggered by the address line as it is being imported into the system. The system looks at the first 8 characters and if a change is detected, the address change will occur. If you have Super Householded any accounts, they will not change unless MarketTrax detects a change in the address. Customer/Member Number Change - MarketTrax will re-household if it detects that a customer number has changed on a particular account. 25 Copyright All rights reserved. MARQUIS

26 Rehouseholding will not change any Super Householding that you have done unless one or more factors have changed based on the above information. If you prefer for MarketTrax not to touch your current householding, simply unselect one or more of the check boxes. Determine Key Account Criteria Once account records have been assigned to a household, MarketTrax will determine the Key Account. The Key Account is the representative account within each household that supplies the region, branch, officer, product, manager, business or retail information for the household. There are three methods MarketTrax can use to determine the Key Account: Determine Key Account based on the Product with the Highest Balance. Determine Key Account based on First Product Opened. Determine Key Account based on Last Product Opened. For each of these methods, you can also indicate a product preference as additional criteria, such as specifying that you always want the primary account holder on a mortgage loan account to be the Key Account. If a household does not have a mortgage account, MarketTrax will determine the Key Account using the method and/or product given the next highest priority. TIP! MarketTrax will not select a Key Account that is less than 18 years of age, provided the Date of Birth field is being imported into MarketTrax, unless it is a single account household. ROI Campaign Calculations You can choose for your campaign worksheet ROI calculations to use a split margin or to be fully allocated; the default setting in your system is Split Margin. However, if your institution uses a customized margin method, you may consider the Full Margin option. Hierarchy Setup If you organize your MarketTrax system into different Banks and/or Regions, then you may choose to turn these identifiers on using their respective radio buttons. Also, you can change the labeling for Bank/Region/Branch/Officer if it is more appropriate for your institution to use other naming conventions. Bank/Region/Branch Assignment This feature is designed for use with CallTrax as well. This selection gives you the ability to assign Officers to specific Branches and Regions to create accountability for the Officer/Branch/Region. The default is As Imported. This means the Officer, Branch and Region receive credit for an account based on how they are imported. For CallTrax Users, you will want to change this to Based on Hierarchy. This allows you to designate a Branch and Region for each Officer to create accountability for the account and household relationships. 26 Copyright All rights reserved. MARQUIS

27 CRM Build Preference This feature refers to the level on which you want to build CallTrax/referralTrax. The Household selection is the default, because in order to look at your relationships the Household level is more valuable. If you choose to use the Customer/Member selection, the Update CRM button will be disabled on the Household level so CallTrax/referralTrax will not be built accidentally on the incorrect level. Establish the Income and Expense of Services You have the option in MarketTrax to load data relating to services your customers have with your institution, including ATM cards, safe deposit boxes, trust accounts, etc. Frequently, information about these services is maintained on varied systems and can be difficult to consolidate outside of MarketTrax. There are eighteen service fields that you have the ability to customize based on your own preferences. As part of the institution setup process discussed in this section, you have the opportunity to define net annual non-interest income or expense amounts relating to each of the services you plan to load in MarketTrax. As an example, suppose you charge a $50 fee for the annual rental of a safe deposit box. Throughout the year, however, the costs to administer the box might add up to $35. The non-interest income ($50) and non-interest expenses ($35) will result in net annual non-interest income of $15. This net amount will be entered into the Net Non-Interest Inc. /Exp. column beside the appropriate Service name. Profitability numbers you see in MarketTrax that are preceded by a + or nothing at all, mean Net Income; numbers preceded by a - indicate Net Expense. 27 Copyright All rights reserved. MARQUIS

28 Accessing Institution Setup 1. Select Setup from the main MarketTrax menu. 2. Choose Institutions. 3. The Institution Setup screen will appear showing any existing institutions. 4. To activate and use an institution, highlight the desired name and click the Select button. The name of the active file will appear at the bottom left of the MarketTrax screen. Adding an Institution 1. Access Institution Setup from the Setup option on the main MarketTrax menu. 2. Click the Add button. 3. Enter a New Name for the institution. This should be the full name of the institution as you want it to appear on reports. 4. Click Save when ready, or Cancel to return to Institution Setup. 5. At Institution ID, type a code or short name for the institution. The ID should be no more than 8 characters in length with no spaces, and will be used by MarketTrax as the directory name where the data files will be stored. 6. As you learned earlier in this chapter, you have the ability to change the order of the three Key Account Criteria MarketTrax will use to household your accounts. Use your mouse pointer to click in the boxes next to each method and enter a number between 1 and 3 to represent the order you want the system to use. This will ensure that going forward MarketTrax will household based on these criteria. This will not affect any previously created File Sets. To change those, please contact Support for the proper procedures. 28 Copyright All rights reserved. MARQUIS

29 7. Select a method for determining the Key Account as described earlier in this chapter, either by selecting Highest Dollar Balance, First Product or Last Product opened. This will ensure that going forward MarketTrax will determine the key account based on these criteria. This will not affect any previously created File Sets. To change these, please call Support for proper procedures. 8. You may choose to be more specific with your criteria for Head of Household. By clicking on the Set Priorities button, you may further specify priorities with which to identify the Head of Household. 9. For each Priority level, select the key account method and any Product Preference you have, by clicking with your mouse on the down arrow for product preference and selecting the desired product. To ensure previous File Sets are using the same criteria, simply switch to that File Set and run a household update. 10. Choose whether or not you want the File Set to default to the Current Month or Previous Month. This will automatically name a new File Set to either the Current Month or Previous Month. 11. Choose how you would like your dates displayed within MarketTrax by choosing either option under Date Preference. 12. Choose to use the term Customer or Member when describing your clients. 13. Choose to build your CRM tool (CallTrax/referralTrax) on the Household or Customer/Member Level. 14. Choose the Region/Branch Assignment to import as it is on your database file or you can change it to Based on Hierarchy. Based on Hierarchy is the option you want to select if you are running CallTrax/referralTrax, our CRM solutions. 15. On the Services tab, type the Descriptions of your services in the blank boxes. 29 Copyright All rights reserved. MARQUIS

30 16. Enter the Net Annual Income or Expense amounts for each of the Services you will be loading into MarketTrax. Use whole numbers to represent amounts (expense items should include a negative sign in front of the number). 17. Click Save Changes when ready, or Undo to clear your entries. 18. Press the Close button to return to Institution Setup. Modifying or Deleting an Institution 1. Access Institution Setup using the instructions provided earlier in this chapter. 2. Highlight the institution you wish to edit, delete or rename. 3. Click Edit to modify the institution settings. An edit window will appear enabling you to modify the Household Criteria, Head of Household, File Set Naming Preference, Date Preference, Individual Preference or Services. You cannot alter the Institution ID. 4. To remove an institution from the list, click Delete. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Institution Setup screen. Be cautious when selecting Delete as you will completely remove an institution s database forever. 5. To change the name of an institution, press Rename. An edit window will appear enabling you to enter a new institution name. 30 Copyright All rights reserved. MARQUIS

31 Lookup Tables There are seven tables which contain information about your institution, including bank, region, branch and officer codes, as well as product, account type codes and services. When you set up a lookup table, you re telling MarketTrax what the various codes on your account data file mean. For instance, the main office of your institution might have a branch code of 100. By adding this entry to the lookup table, MarketTrax will know that a code of 100 coming across on your account data file represents the Main Office. There are two methods of populating a lookup table in MarketTrax. The first is the manual entry of each individual code and description. The second method involves having the system gather the codes from your account data files in an automated fashion. Once the codes are gathered, you simply enter the appropriate description for each. TIP! Forms are provided in the Appendix to aid in organizing your institution s lookup table codes. Understanding Product and Account Types Most financial institutions will have some type of coding system (often referred to as account types, product codes, application, class or collateral codes) that represent specific types of accounts. For example, a class code of 19Q might represent a 30-year fixed rate mortgage, or a product code of CD001 could be a 6-month certificate of deposit. Whatever the case at your institution, these codes describe your product line and are usually part of each account record on most host data processing systems; inside of MarketTrax these codes are known as Account Types. Most institutions have a large number of specific account types they will be loading into MarketTrax; e.g., your institution might offer 10 different mortgage loan products. Regardless of the number of mortgage products you offer, each is part of a larger, broader category (such as mortgage loans ); these broader category definitions are known as Products in MarketTrax. The first step in building the lookup tables in MarketTrax is to define up to 30 product categories (use the blank product type form found in the Appendix to organize your entries). Keep in mind that product types should reflect broad categories of your institution s product line, such as certificates of deposit or consumer loans. For each product you define, you should create a short code to represent the product such as CDS or MTG, and indicate if the category is a loan, deposit or other. The other box will create a service. This code should be no more than a five character description. Below is a sample product type setup form: 31 Copyright All rights reserved. MARQUIS

32 Product Type Setup Form Product Code Deposit/Loan Mortgage Loans MTG L Consumer Loans CONS L Certificates of Deposit CDS D Checking Accounts CHK D Savings Accounts SAV D TIP! You may want to create products that group together similar account types and potential usage. (Ex. Home Equity Line of Credit as its own product versus being grouped with the Mortgages, or Interest Bearing Checking being grouped separately from a Non-Interest Bearing Checking.) Next, obtain a list of all the specific account codes included in the data files to be loaded into MarketTrax. Enter the code from your host data processing system and a corresponding description on a blank account type setup form (found in the Appendix). Assign each account type to the appropriate product type (Ex. All of the mortgage loan codes belong to the MTG product type). As you learned in the Choose a Householding Basis section earlier in this chapter, your individual records are stored in an account detail database, while the results of the householding process are stored in a household database. If your account detail database contains the original, current and average balance for an account, only one balance will be passed to the household database as the balance for each account type in that household. During the process of defining your account types in MarketTrax, you ll be asked which balance you want the system to use as the household balance. For your deposit accounts, you might consider using the average balance (your system may have a monthly, YTD or cycle balance field) as the household balance (since current account balances tend to fluctuate), while you might prefer to use current balance for your loan accounts. During the account type setup process you have the option of defining an override interest rate for the new type, selecting the table button to tier your interest rates, as well as indicating if the account type is a retail, business or either style of account. This detailed information may be part of each account record you will be importing into MarketTrax and will be used by the system at that time. A sample account type form follows: 32 Copyright All rights reserved. MARQUIS

33 Account Type Setup Form Code Description Product M19 30 Yr. Fixed Rate Mortgage MTG C HH $Bal Rate Style M48 15 Yr. Adjustable Mortgage MTG C 429 Personal Savings SAV A 546 Commercial Checking CHK A month Certificate of Deposit CDS C TIP! Special attention needs to be given to the possibility of duplicate account type codes on your institution s host data processing systems. For example, your organization might have a savings account with a type of 001, as well as a consumer loan type of 001. Since these different products are probably maintained on separate systems at your institutions, it will only become an issue when the files are imported into MarketTrax. Instructions to adjust for duplicate account type codes during import are provided in the Data Preparation chapter; however, you should be aware of them while defining the account type and product type categories. Access Lookup Manager 1. Select Setup from the main MarketTrax menu. 2. Choose Look-ups. 33 Copyright All rights reserved. MARQUIS

34 Add Product Type Definitions 1. Select the Products tab. 2. Click Add. 3. At Description, enter a name for the new product. 4. Enter a Code for the new product (the code should be 5 characters or less in length). 5. Indicate by clicking with your mouse below Type if the product is a Loan, Deposit or Other (the Other category could include products or services that are neither Loans nor Deposits, such as safe deposit boxes). If you choose Other, enter the type of Service under the drop down list next to Service. 6. The Sentry option is a balance warning system that will alert you when balances drop below the watch point you input for each product. 7. You can Undo Changes to clear your entries, or click Save Changes when ready. 34 Copyright All rights reserved. MARQUIS

35 8. Click Close to return to the Product Type Setup screen. 9. Repeat the above steps as necessary until all of your products are entered. Prepare Report of Product Types 1. To prepare a report reflecting your product type definitions, access the Look-up Manager screen by selecting Setup, Look-ups on the main MarketTrax menu and then select the Products tab. 2. Click Report. 3. You will have the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer. TIP! The Product # column reflects numbers assigned to each product by MarketTrax to represent the order the products were added. 35 Copyright All rights reserved. MARQUIS

36 Modify or Delete Product Types 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then select the Products tab. TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the product descriptions and drag them to the order in which you choose. 2. To modify a product type definition, highlight the selected product and click Edit or double-click on the product name. An edit window will appear enabling you to alter the product settings. TIP! Changes made to the product settings are only effective going forward and do not alter the currently active file. 3. To create a duplicate of a particular product, click Copy. You will be prompted to create a name for the newly copied product. 4. Click Delete to remove a product from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Product Type Setup screen. When deleting anything but the last product, MarketTrax will remember your products and bump them up. Make sure you run an account and household update to reflect the changes made. If you would like to have this change made in any previous month s File Set, you will need to select that File Set and run an account and household update as well. TIP! Please contact MarketTrax support to discuss the implications of deleting a product before doing so. 36 Copyright All rights reserved. MARQUIS

37 5. For easily making changes to multiple products select the Grid button. You may also Add, Remove or Modify product types from this screen. Add Account Type Definitions 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then select the Account Types tab. 37 Copyright All rights reserved. MARQUIS

38 2. Click Add. 3. At Description, enter a name for the new account. 4. Enter the Code for the new account as it appears on your account data file. 5. Use the drop down box next to Product to assign the new account type to the appropriate product category. 6. Choose the balance you want to appear as the household balance for the new account type by clicking Avg., Cur. or Orig. from the HH $Bal field. Remember, this balance will be the one used for margin calculation on profitability and will also be the balance you will see on most of your household level reports. 7. You have the option of entering information in the Style and Override Interest Rate fields, although account detail files may already contain this information for each record. You will add the Non-Interest Expense/Income under Amt/Acct for your new account type. Contact MarketTrax Support if you have questions regarding these figures. 8. Next, you can Undo Changes to clear your entries, or click Save Changes when ready. 9. Click Close to return to the Account Type Setup Screen. 10. Repeat the above steps as necessary until all of your account types are entered. 11. If your account files do not contain Interest Rates, and you have Account Types that have a tiered rate structure you can select the Table Button and enter your criteria. 38 Copyright All rights reserved. MARQUIS

39 12. Next to Range Type you have the ability to select either None, Balance or Term. 13. If Balance or Term is chosen, input either the dollar amount range or date range that dictates what the interest rate will be. 14. Click OK. TIP! The Transfer Rate, Margin and Profitability Field information is explored in detail later in the profitability section of this chapter; leave blank for now. Prepare Report of Account Types 1. To prepare a report reflecting your account type definitions, access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then select the Account Types tab. 2. Click Report. 39 Copyright All rights reserved. MARQUIS

40 3. You will have the option of viewing profitability fields on your report. Simply click Yes or No to create the report you desire. 4. MarketTrax will then give you the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer. TIP! Undefined Account Types show up with an (*) next to them as well as a sample account number for research. Account Type Detail Report Modify or Delete Account Types 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then select the Account Types tab. 40 Copyright All rights reserved. MARQUIS

41 TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the account type descriptions and drag them to the order in which you choose. 2. To modify an individual account type definition, select the definition with your mouse pointer and click Edit. An edit window will appear enabling you to alter the type settings. TIP! Changes made to the account settings are only effective going forward and do not alter the currently active file. 3. To create a duplicate of a particular type, click Copy. You will be prompted to create a name for the newly copied account type. 4. Click Delete to remove a type from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Account Type Setup screen. 5. An alternative to editing or modifying individual account type definitions is to click the Grid button. This function allows you to make many edits in a quicker manner. 41 Copyright All rights reserved. MARQUIS

42 6. A listing of each account type and its properties is displayed in a spreadsheet style listing. From this screen, you can Add or Remove account types, as well as edit any of the definition properties. 7. By clicking the Split box, the screen will enable you to view the definition properties, while preventing the account type descriptions from scrolling. You can also move the window splitter to suit your needs and sort your columns by clicking and dragging across each column description. 8. If editing any of the properties, you can Undo Changes anytime before saving. To save, click Save Changes. 9. Click Close to return to the Lookup Manager screen. 42 Copyright All rights reserved. MARQUIS

43 Add Bank Definitions 1. Access the Lookup Manager screen from the Setup, Look-ups option on the main MarketTrax menu and then click the Bank tab. NOTE: You must have the Bank level turned on in Institution Setup for this tab to be available. 2. Click Add. 3. At Description, enter a name for the new bank. 4. Enter the Code for the new bank as it appears on your account data file. 5. You can Undo Changes to clear your entries, or click Save Changes when ready. 6. Click Close to return to the Bank Setup screen. 7. Repeat the above steps as necessary until all of your banks are entered. TIP! AutoFill will put an (*) next to any undefined banks. 43 Copyright All rights reserved. MARQUIS

44 Prepare Report of Banks 1. To prepare a report reflecting your bank definitions, select Setup, Look-ups from the main MarketTrax menu and then click the Bank tab. 2. Click Report. 3. You will have the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer. 44 Copyright All rights reserved. MARQUIS

45 Modify or Delete Banks 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click the Bank tab. TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the region descriptions and drag them to the order in which you choose. 2. To modify a bank definition, click Edit. An edit window will appear enabling you to alter the bank settings. 3. To create a duplicate of a particular bank, click Copy. You will be prompted to create a name for the newly copied bank. 4. Click Delete to remove a bank from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Bank Setup screen. 5. You may also Add or Delete Banks by selecting the Grid button. 45 Copyright All rights reserved. MARQUIS

46 Add Region Definitions 6. Access the Lookup Manager screen from the Setup, Look-ups option on the main MarketTrax menu and then click the Region tab. 7. Click Add. 8. At Description, enter a name for the new region. 9. Enter the Code for the new region as it appears on your account data file. 5. (Optional) Select the Bank that this Region is a part of from the drop-down menu. 6. You can Undo Changes to clear your entries, or click Save Changes when ready. 7. Click Close to return to the Region Setup screen. 8. Repeat the above steps as necessary until all of your regions are entered. TIP! AutoFill will put an (*) next to any undefined regions. 46 Copyright All rights reserved. MARQUIS

47 Prepare Report of Regions 1. To prepare a report reflecting your region definitions, select Setup, Look-ups from the main MarketTrax menu and then click the Region tab. 2. Click Report. 3. You will have the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer. 47 Copyright All rights reserved. MARQUIS

48 Modify or Delete Regions 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click the Region tab. TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the region descriptions and drag them to the order in which you choose. 2. To modify a region definition, click Edit. An edit window will appear enabling you to alter the region settings. 3. To create a duplicate of a particular region, click Copy. You will be prompted to create a name for the newly copied region. 4. Click Delete to remove a region from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Region Setup screen. 5. You may also Add or Delete Regions by selecting the Grid button. 48 Copyright All rights reserved. MARQUIS

49 Add Branch Definitions 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click the Branch tab. 2. Click Add. 3. At Description, enter a name for the new branch. 4. Enter the Code for the new branch as it appears on your account data file. 5. If you want to link that branch to a specific region, select a Region that the branch resides in by using the drop down menu. Linking a branch to a Region is optional and it will not override the region that you are currently importing from your account data file. Linking branches to regions is reflected during Revelation only. 6. Enter the Address, City, State, and Zip Code for your branches. The address will be used to lookup the Longitude and Latitude. 49 Copyright All rights reserved. MARQUIS

50 7. The Longitude and Latitude may be entered manually or you can let MarketTrax attempt to gather them for you. They must be entered in Decimal Degrees and not in standard GPS Locations - Degrees, Minutes, and Seconds. For example: 1701 Legacy Drive, Frisco, TX GPS Locations = 33 5' 14" N Latitude / 96 50' 21" W Longitude Conversion = Degrees + minutes/60 + seconds/3600 Decimal Degrees = Latitude / Longitude 8. You can Undo Changes to clear your entries, or click Save Changes when ready. 9. Click Close to return to the Branch Setup screen. 10. Repeat the above steps as necessary until all of your branches are entered. 11. You may also edit branch information by selecting the Grid button. Gather Longitude and Latitude of Branches 1. To take advantage of both the Closest Branch and Mapping Branch Locations features you will need to ensure that all of your branches contain the proper Longitude and Latitude. 2. Click Get Longitude / Latitude on the Branch Setup screen once all of your branch addresses have been entered. 3. This will launch Maptitude 3 times to complete all necessary tasks. Step 1: Locate Longitude / Latitude for any branch that does not have them. Step 2: Combined manually entered and automatically located Longitude / Latitude's. Step 3: Create a new mapping layer of all branches with Longitude / Latitude. 4. You now have everything you need to run the Latitude / Longitude process to calculate Closest Branch and distance to current branch. TIP! You will most likely need to run the Get Longitude / Latitude function more than once. The first time you run the process will reveal any Branches that need to have their Longitude and Latitude entered manually. Once all branches have Longitude and Latitude re-run the Get Longitude / Latitude function to re-create a complete Mapping Branch Layer. 50 Copyright All rights reserved. MARQUIS

51 Prepare Report of Branches 1. To prepare a report reflecting your branch definitions, select Setup, Look-ups from the main MarketTrax menu and then click the Branch tab. 2. Click Report. 3. You will have the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer. 51 Copyright All rights reserved. MARQUIS

52 Modify or Delete Branches 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click the Branch tab. TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the branch descriptions and drag them to the order in which you choose. 2. To modify a branch definition, click Edit. An edit window will appear enabling you to alter the branch settings. 3. To create a duplicate of a particular branch, click Copy. You will be prompted to create a name for the newly copied branch. 4. Click Delete to remove a branch from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Branch Setup screen. 5. You may also modify branch information by selecting the Grid button. TIP! AutoFill will put an (*) next to any undefined branch codes. 52 Copyright All rights reserved. MARQUIS

53 Add Officer Definitions 1. Access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click the Officer tab. 2. Click Add. 3. At Description, enter the name of the new officer. 4. Enter the Code for the new officer as it appears on your account data file. The code can be either numeric or character or a combination of both. 5. If you want to link that officer to a specific branch, select a Branch that the Officer belongs to by using the drop-down menu. Linking an officer to a Branch is optional and it will not override the branch code that you are currently importing from your account data file. Linking officers to branches is for viewing data in Revelation only. 6. If you have an Officer s signature digitized, click the Signature button and navigate to that file so that it may be used when creating export files for mailings. 7. You can Undo Changes to clear your entries, or click Save Changes when ready. 8. Click Close to return to the Officer Setup screen. 9. Repeat the above steps as necessary until all of your officers are entered. 53 Copyright All rights reserved. MARQUIS

54 Prepare Report of Officers 1. To prepare a report reflecting your officer definitions, access the Lookup Manager screen by selecting Setup, Look-ups from the main MarketTrax menu and then click Officer. 2. Click Report. You will have the option of previewing the report on the screen, printing the report to a file or sending it directly to the printer.. 54 Copyright All rights reserved. MARQUIS

55 Modify or Delete Officers 1. Access the Officer Setup screen by selecting Setup, Look-ups from the main MarketTrax menu and then click on the Officer tab. TIP! You can change the order of the listed items by clicking the Sort by Description or Sort by Code buttons. You may also click on the boxes to the left of the officer descriptions and drag them to the order in which you choose. 2. To modify an officer definition, click Edit. An edit window will appear enabling you to alter the officer settings. 3. To create a duplicate of a particular officer, click Copy. You will be prompted to create a name for the newly copied officer. 4. Click Delete to remove an officer from the list. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Officer Setup screen. 55 Copyright All rights reserved. MARQUIS

56 MarketTrax Profitability There are many ways to gauge the profitability of your accounts, branches, households and products. In fact, any marketing/financial advisor with whom you consult may offer additional insights. With every addition, you can move closer to a true profitability picture; however, you may also make your profitability module more complex. MarketTrax gives you the option of different profitability levels through ProfitFlex. The levels vary from basic to more detailed or advanced depending on how your institution would like to view its profit numbers. This section will illustrate the different levels of profitability and how MarketTrax takes you through each step. ProfitFlex is designed to allow profitability adjustments to your households quickly and easily. With ProfitFlex, you are able to control your own profit module. Understanding the Profit Components There are two main components that make up profitability. We will distinguish between Interest Income and Non-Interest Income/Non-Interest Expenses. Each component can be changed in your current system depending on what you want these components to do. Margin (Spread or Net Interest Income) The difference between interest income and interest expense. Example: $100,000 Loan at 7.5% = $7,500 interest income $100,000 Deposit at 2.5% = $2,500 interest expense Difference 5.0% $5,000 net interest income The spread is 5.0%. Your Margin or Interest Income is $5,000. Asset Rate This is the weighted average rate of all your assets (i.e. loans and investments). It is calculated by taking your total interest income divided by the total dollars of your assets. This rate will be used to calculate the spread on a deposit account. The calculation also includes non-earning assets such as cash, building, etc. Cost of Funds Rate The weighted average rate of all your liabilities and equity (i.e. deposits). It is computed by taking your total interest expense divided by the total dollars of your liabilities and equity. The rate is then divided by the total dollars of your liabilities and equity. This rate is used to calculate your spread on your loan accounts. This rate includes non-earning liabilities and equity such as stock and other capital. 56 Copyright All rights reserved. MARQUIS

57 50/50 Margin Spread As a default in MarketTrax, only 50% of the margin is retained with any account. The other 50% is used to fund another account. The margin an account earns is the single largest indicator of whether an account or household will be profitable. Non-Interest Income/Non-Interest Expense Your non-interest income is typically driven by your fee income. For instance, 80% of your non-interest income may be NSF fee income. The rest of your non-interest income could be comprised of service charges, overdraft charges, check fees, ATM fees, etc. The biggest part of your non-interest expense (overhead) is salaries, benefits, and building cost. Furthermore, it may include postage, data processing expenses, phone, electricity, etc. For simplicity purposes, you may include your allowance for loan loss in this section as well. Your non-interest expense will exceed your non-interest income by a ratio of either 3:1 or 4:1. Since the non-interest expense always exceeds the non-interest income, the difference is always an expense (net non-interest expense). FCA- Functional Cost Analysis/MarketTrax Functional Numbers This was a yearly study conducted up until 1999 of which Banks and Credit Unions of various sizes participated in reporting their non-interest income and non-interest expense figures broken out by products. The results were used to gauge the average income and expenses of each product for institutions that did not participate in the study. Modified MarketTrax Functional Numbers The non-interest income and non-interest expense numbers have been tied directly to your income statement. Since the FCA numbers do not exist anymore, MarketTrax has completed its own study to identify the non-interest income and non-interest expense of different product categories. These numbers are used in the setup process since most organizations do not have institution specific numbers. After an auto-adjust process, all non-interest income and non-interest expense numbers are unique to your organization. Keep in mind, that any number in MarketTrax can be directly tied to your Balance Sheet and Income Statement. This will allow for validation of information as well as for credibility to the user and others at your organization. This is an outline of what comes standard in your MarketTrax system. When customizing the profit numbers for your organization you have the ability to adjust Margin/Spread by using Transfer Pricing and other spread allocation methods. In addition, most people like to change the way the non-interest income and non-interest expense numbers are computed. Activity Based Costing can change this for you. 57 Copyright All rights reserved. MARQUIS

58 Before you advance to more sophisticated profitability, you need to review the current numbers in MarketTrax. This will give you a better understanding of what MarketTrax is doing. Also, it will give you a gauge of where you are today and where you will be in the future. Verify What is in Your System Today When setting up your system, the set-up team goes through a process of balancing your loan, deposit, and interest rates. Since your margin is comprised of interest rates and account balances, it is important to check these numbers on an ongoing basis. The first step to validating your system is to balance your imported balances (loans and deposits). Most institutions use a General Ledger report and the Balancing Summary Report in MarketTrax to match up their type codes/class codes. If you do not match up to your reports, here are some reasons why you may be out of balance. As of dates don t match Closed Accounts Participation Loans Sold Loans Internal Accounts Status Codes Non-Accrual Charged off Loans The next step is to check the accuracy of the numbers you entered in your Account Update screen. These numbers may be provided to you by your financial department using the MarketTrax Profitability Worksheet. With a Balance Sheet and Income Statement, you can verify these numbers yourself. Since all Financial Statements are different, there is no easy-to-follow formula. However, anyone in the Support Department can help you calculate your profitability figures. The set-up team will also check these numbers before completing your system for your initial installation. These are the six numbers you will need: 1. Other Assets = Total Assets minus Gross Loans 2. Annual Income (Interest Income of Other Assets) = Interest Income from Investments These figures along with your loan figures help MarketTrax compute your Asset Rate. 3. Other Liabilities/Equity = Total Liabilities/Equity minus Deposits 4. Annual Expense (Interest Expense of Other Liabilities & Equity) = Interest Expense on Borrowed Funds These figures along with your deposit figures help MarketTrax determine your Cost of Funds Rate. 5. Annualized Non-Interest Income 6. Annualized Non-Interest Expense This will allow MarketTrax to modify your non-interest income and non-interest expense and tie it to your financial statement. 58 Copyright All rights reserved. MARQUIS

59 As you can see, all of these numbers are important. If any one of them is not correct, it is possible that your profit computation in MarketTrax is off. The good news, is that if one of the six numbers above is incorrect, all you need to do is run an Account Update and a partial Household Update (Update of Product and Profitability and Update of Percentile Scores) to bring the numbers back into alignment. All these numbers are displayed on your File Set Facts Sheet. You should be able to take your Balance Sheet and Income Statement and match it to your File Set Facts Sheet to validate all numbers. Be aware that you have the ability to change how your current profitability is calculated by making adjustments to your information. If you are interested in making further adjustments or would like to know what other things you can do with MarketTrax, read the next section called, How to Move to the Next Level of Profitability. How to Move to the Next Level of Profitability When talking about profitability, there are different levels you can attain. These different levels are directly related to the profit accuracy of your accounts. Each level will get you a little closer to the truth, at the same time there are pros and cons. You will need to determine what level makes the most sense for your organization. Any one of these levels can be attained within MarketTrax. Level 1 refers to Simple Margin Level 2 refers to Simple Margin with Non-Interest Income & Non-Interest Expense Costs Level 3 refers to Simple Margin with Non-Interest Income & Non-Interest Expense Costs and Institution Provided Fees Level 4 refers to Simple Margin with Comparative Peer (FCA) Cost and Institution Provided Fees, along with Transaction Based Costing Level 5 refers to Simple Margin with Limited Margin Allocation and Non-Interest Income & Non-Interest Expense Costs and Institution Provided Fees, along with Transaction Based Costing Level 6 refers to Comprehensive Margin Allocation, Institution Provided Costs and Fees, along with Transaction Based Costing As you can see, each level is based on the previous. Every institution is set-up with a simple margin and comparative peer cost. This equals Level 2. This is similar to product profitability. For example, customers that have the same product, same balance, and same interest rate will look like they have the same profitability on that account. This level does not take into consideration the way that your customers use their accounts. For instance, it does not take into consideration transactions such as NSF activity, numbers of checks written, ATM transactions, etc. The modified functional numbers incorporate an average income and expense that is spread equally amongst all account. Here is an outline of what Level 3 does in your MarketTrax system. This way you will know what it will take to make further modifications. 59 Copyright All rights reserved. MARQUIS

60 Level 3 - Simple Margin With Non-Interest Income & Non-Interest Expense Costs and Institution Provided Fees The Simple Margin makes up between percent of your institution s bottom-line interest income. It allows you to view the big picture especially when linking the simple margin with comparative peer (FCA) cost numbers. The peer non-interest income and non-interest expense numbers allow you to capture average fee incomes (such as NSF s, Service Charges, Overdraft Income) and average expenses (such as Salaries, Overhead Cost, Benefits) for every product in your system. In addition, we adjust the peer numbers to tie back to your Income Statement. Each institution s peer numbers look very different depending on its own Income Statement. When updating your MarketTrax system every month, you will be affecting your peer numbers to move with the activity on your Income Statement. Let me give you a simplified example of what occurs in your system every time you update your system. If you are an institution with only 100 checking accounts and according to the peer data, each checking account contributes $50 in non-interest income and $150 in non-interest expense. When MarketTrax goes through the Account Updating process, it multiplies each account by the non-interest income number and the non-interest expense number. 100 checking accounts X $50 = $5,000 in total Non-Interest Income 100 checking accounts X $150 = $15,000 in total Non-Interest Expense Based on your Income Statement, your Non-Interest Income is $6,000 and your total Non-Interest Expense id $12,000. Since you enter these numbers into your Account Update Screen, MarketTrax knows that $5,000 and $15,000 are not correct numbers for your organization. So, MarketTrax will divide the $6,000 by the $5,000 and come up with a 1.2 multiplier. This multiplier is used to recalculate your non-interest income from $50 to $60 (50 X 1.2 = 60). After it has adjusted your per account Non-Interest Income, MarketTrax will multiply all accounts by the new Non-Interest Income number to report $6,000 in Non-Interest Income for your organization. This method holds true for the Non-Interest Expense side. $12,000 divided by $15,000 equals 0.8. This 0.8 is multiplied by the $150 to come up with $120 per account. Now, all accounts are multiplied by $120 to reflect your $12,000 Non-Interest Expense on your Income statement. This method works great for many institutions during the familiarization state of MarketTrax. We do encourage you to investigate the following levels to see if you can capitalize on more information. Level 4 -Level 3 with Activity Based Costing MarketTrax is unique because you can import any information into your system for which you have data. Through User Defined Fields, you can customize your profitability to accommodate your organization s profit needs. 1. Try to define set service charge fees by type code. This may not need to be imported and therefore makes it easy to differentiate certain types of checking accounts. 2. Determine the type of transaction counters that are available on your core system. You may need to touch base with someone in data processing that can help you with this step. Also, any fee field that is captured on your core system can be imported into MarketTrax. 60 Copyright All rights reserved. MARQUIS

61 These are some typical fields to look for: Number of NSFs Total Amount of NSFs Number of Checks Number of ATM Transactions Number of Debit Transactions Amount of Origination Fees Many institutions have a Data Dictionary. It is separated by application and outlines all fields on your core system. This will allow you to see what other fields are available. Once you determine the fee field or the transaction counter, you can set up the proper UDF to hold this information. Furthermore, you can tie it to your non-interest income/non-interest expense numbers. Incorporating transaction information into MarketTrax will differentiate each account by its usage. No longer will an account with the same product, same balance and same interest rate look alike. You have just advanced to account profitability. What happens when transaction counters are not available on your core system? You can still move to another level of profitability. It is more of a hybrid between Level 3 and Level 4. At this point, check your Income Statement to see if you have some fee categories broken out. You can use these groupings and divide by the number of accounts that apply to come up with an average per account fee. For example, let s say that you cannot get an NSF transaction counter but you have the yearly NSF fee collection on your Income Statement. Take the NSF fee collected and divide by the number of accounts that could possibly have an NSF. This method will give you better profit numbers than one using the modified functional numbers; it is not as accurate as using a true transaction counter. (I.E: Total annual NSF fee income is $300,000 and you have 25,000 checking accounts. 300,000/25,000 = $12 per account. You can define the $12 as NSF fee income to all checking type codes in your system). Since you cannot define every non-interest income/non-interest expense figure from your Income Statement, we recommend you use the existing non-interest income and non-interest expense UDFs in your current system as the slush fund fields. MarketTrax will add up all of your non-interest income/non-interest expense fields first, then when using the auto-adjust feature, will populate the existing UDFs with any difference that cannot be allocated. Such As: Your total non-interest income from your Income Statement = $1,500,000. You type that into your auto-adjust. As MarketTrax goes through the Account Update process, it will find that all of your profit non-interest income fields total only $1,200,000. So, MarketTrax will allocate $300,000 among all loans and deposits and adjust your non-interest income UDF field. This way you can account for monthly fluctuations in fee income. 61 Copyright All rights reserved. MARQUIS

62 Level 5 - Level 4 with Simple Spread and Limited Margin Allocation In activity based costing, all that is modified is the non-interest income/non-interest expenses and how they are allocated per account. In this next method, we incorporate activity based costing and additionally change the way your margin is calculated on some type codes by utilizing transfer pricing. In transfer pricing, you are using a different interest rate to override your asset rate or cost of funds rate. In most cases, you are using a treasury rate or some other outside rate. This will typically gives you a better margin than what the default calculates. When using transfer pricing, you can affect two things: The interest rate or transfer pricing rate The margin allocation method The benefit of using transfer pricing is not only the interest rate but you may want to retain 100% of the margin instead of only 50%. Those numbers can be determined by your organization. For this method and the next, you will need to seek assistance from your CFO/Comptroller. They will need to provide you with guidance on what rates to use and what percentages to retain. Level 6 - Level 5 with Comprehensive Margin Allocation Using this method, you are incorporating your activity based costing and you are using transfer pricing for each type code in your system as well as deriving a different allocation percentage (other than 50%). Again, you will need assistance from your CEO/Comptroller to make all the proper adjustments. There is no right or wrong way to calculate profitability, just YOUR way. MarketTrax can be as sophisticated as you would like it to be. To some degree, you are limited by the amount of data you can get from your core vendor. But, whatever data is available can be incorporated into your profit module. We encourage you to move from your current level (for most it is level 3) to at least incorporate some type of activity based costing if not some transfer pricing. Adding these components increases the value of your information, therefore strengthening the credibility. However, the complexity of the information and how much involvement you want to have in changing the number to always reflect the most current business model is up to you. For more information on profitability, refer to the profitability booklet, Profitability: Real Life Answers. Profitability Ranking Profitability Ranking is designed to Rank each Household s Profitability by All Households for each Bank, Region, Branch and Officer. The Ranking fields will rank the Households by Profitability from your #1 most profitability and so forth, the lower the number the higher the profitability ranking. These fields can be found under the Household Profitability group and allow you to Filter, run Distribution Reports, create Graphs and Export. The calculations for Profitability Ranking are performed during Household Update Product & Profitability Routine. Households without a bank, region, branch or manager assigned will still be ranked. 62 Copyright All rights reserved. MARQUIS

63 CHAPTER 4 Data Preparation The Data Preparation chapter introduces you to MarketTrax File Sets and provides step by step guidance for importing a file. In This Chapter File Sets User Defined Fields (UDFs) CASS Certification Merge Auto Fill Profitability Setup Household Update Geocoding Next Product 63 Copyright All rights reserved. MARQUIS

64 File Sets MarketTrax stores your institution s individual data for a specific time period in File Sets. These files are created within an Institution Database, and can hold individual data from one or more sources. Most institutions will find it desirable to import account data records on a monthly basis. Each month when new records are added to MarketTrax, it s necessary to create a new File Set for the appropriate time period (MarketTrax will assign it a name that corresponds to the current month and year or the previous month and year depending on what you have chosen in the institution setup, such as JAN2005 ). As you work with the file over time, you will probably customize it by editing records or by creating a new campaign. When the next month s data is imported into a new File Set FEB2005 some editing, campaign results, notes, or other customizing you did in the JAN2005 file will be copied by MarketTrax to the new file. The result is that you will not lose any of your work from the previous file. More importantly, you will now have two different files on which you can perform comparisons. You may also use your two File Sets to track your performance from one time period to another. The setup process involves first creating a new, empty File Set within the desired institution. Once the file has been created, your institution s account records can be added to the file by means of an automated import and/or merge process. You can manage or maintain as many File Sets as you choose. This will depend on the capacity of the hard drive or disk space where the data is stored. You may want to archive some File Sets in order to save space. Since File Sets build upon each other, be careful when editing in an old File Set since this will not automatically carry forward. If you need the information to carry forward, please contact MarketTrax Support for the correct procedures. Getting Started For a quick and easy import, it is important to ensure you have the following items available. Text files for the next month s import Any merge files for the next month s import CASS files CD unless it is stored on your hard drive The organization s financials that represent the month you are importing (you may not receive that information until mid-month but you can still continue to process your import without this information). 64 Copyright All rights reserved. MARQUIS

65 Access File Manager 1. Select File from the main MarketTrax menu. 2. Choose Manager. The File Manager screen will appear showing any existing File Sets. The most current File Set will appear first. 3. To activate and use a File Set, highlight the desired name and click the Select button. The name of the active file will appear at the bottom middle of the MarketTrax screen. Create New File Set 1. To create a new File Set, access the File Manager by selecting File, Manager from the main MarketTrax menu. 2. Click Add. 3. Enter a New Name for the file you re creating such as February Prior to importing your new month s data, you have the ability to reset all of the Service Flags as well as Employee, No Mail and Opt Out Flags by selecting the Option button. This way, the system will not retain any flags from prior months that are not applicable anymore. Simply place a check mark in any or all boxes for the resetting to occur. 5. Click Save, or Cancel to return to the File Manager. 6. At Unique File ID, MarketTrax will enter the current month and year or previous month depending on what you have specified during the institution setup. You can accept the default name, or create a new name which should be no more than 8 characters in length. 65 Copyright All rights reserved. MARQUIS

66 7. If you have linked a User Defined Field Set, Tract Demographic Link File, Household Demographic Link File or a Customer Link File to your file set, you must select it here using the drop down arrow to have the ability to query on them. 8. The Global Values option can be used to tell MarketTrax what the date ranges should be on any saved queries that include dates. 9. The Rebuild function refers to rebuilding your memo file, such as User Notes retrieved from CallTrax/referralTrax. 10. You can Undo Changes, or Save Changes, then Close. If you Save Changes, the records will begin copying from the previous File Set until the new File Set creation is complete. You can then select the new File Set by highlighting it and pressing Select. Modify or Delete File Sets 1. To modify or delete a File Set, access the File Manager by selecting File, Manager from the main MarketTrax menu. 2. Highlight the File Set you wish to edit, delete or rename. 3. Click Edit to modify the File Settings. An edit window will appear enabling you to modify the User Defined Field Sets or Link Files and Validate the integrity of the file or view the Facts of your file which displays your profitability figures including deposit and loan balances, margin allocation, other assets, other liabilities of equity and non-interest income and expense figures. Refer to the section Profitability Facts later in this chapter for more information. TIP! Changes made to the Data File settings are only effective going forward and do not alter the currently active file. 4. To remove a File Set from the list, click Delete. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the File Manager screen. TIP! Deleting a File Set will result in the permanent loss of that data. 5. To change the name of a File Set, press Rename. An edit window will appear enabling you to enter a new file name. Archive or Un-Archive File Sets Archiving your File Sets will allow you to retain your data, yet store it at a much smaller capacity (about 20% smaller than its original size). If you have many File Sets, you may want to consider archiving your older time periods (File Sets) to have more hard drive disk space available. To use that File Set in the future, you will need to un-archive it before analysis can occur. 1. To Archive or Un-Archive a File Set, access the File Manager by selecting File, Manager from the main MarketTrax menu. 2. Highlight the File Set you wish to Archive or Un-Archive. 66 Copyright All rights reserved. MARQUIS

67 TIP! You cannot archive a currently active file set. 3. Click Archive to compress and store the selected File Set. A screen will appear verifying the File Set to be archived and displaying the path where the zipped file will be saved (this will be the same folder where your File Set is stored). 4. Select Continue to proceed with the Archive Utility or Cancel to return to the File Manager. 5. When complete, your File Set will be marked as Archived and you will be unable to select it until you Un-Archive it (this includes the ability to use that File Set in Comparison Reports). When archiving a File Set, MarketTrax will take these files and create a file titled archive.zip. Changing the name on this file will make this file unrecognizable to MarketTrax, therefore, you will not be able to un-archive the file until you rename it back to archive.zip. TIP! Archiving a File Set is not a substitute to your regular back up procedures. It simply zips up your File Set to save disk space. 6. Click Un-Archive to unzip the highlighted File Set. A screen will appear verifying the File Set to be Un-Archived and the Path in which it was stored. 7. Select Continue to proceed with the Un-Archive Utility or Cancel to return to the File Manager. TIP! You may want to move some of the archived files off your system to save space, however, DO NOT DELETE the file description in File Manager. 67 Copyright All rights reserved. MARQUIS

68 User Defined Fields (UDFs) There may be fields of information you want to include in your account or household records that are not part of the standard MarketTrax file set. In this instance, you have the ability to create your own User Defined Fields. It would be a good idea to print out a list of the fields that MarketTrax has already included before creating any additional UDFs in order to avoid duplication. For example, you might want to create a UDF to store additional information about your loans such as number of times past due, or define a UDF to monitor credit line usage. User Defined Fields in MarketTrax are stored in groups, much like file folders. You will generally want to create just a single group for your institution that will contain all your UDFs. User Defined Fields are classified as Account UDFs, Customer/Member UDFs or Household UDFs. Account UDFs are most commonly used and contain account specific information, such as times past due or alternate balance fields. Household UDFs are relevant at the household level, such as alternate address information. Access UDF Management 1. To access the UDF management area, select Setup from the main MarketTrax menu. 2. Choose File Shop. A screen will appear showing any existing UDF groups. TIP! The Sample Standard UDF group is provided in MarketTrax for sample purposes only. Be certain to select your institution s group of User Defined Fields when accessing UDF Management. 68 Copyright All rights reserved. MARQUIS

69 3. By clicking on the Report button, you will see a summary of all UDFs for your organization and a definition on how they were initially set up. 4. To open an existing group, double-click anywhere on the line of the group name. 69 Copyright All rights reserved. MARQUIS

70 Add New User Defined Field 1. To add a new User Defined Field, select Setup, File Shop from the main MarketTrax menu. 2. Click Add. 3. Select User Defined Fields. 70 Copyright All rights reserved. MARQUIS

71 4. Indicate whether the UDF should be placed into an Existing or New UDF group. TIP! Be sure to indicate a new group for your institution the first time you create a UDF. After the creation of the UDF group, all subsequent UDFs will go into the same group. Usually, we will have created a group for your institution during the set-up procedure of MarketTrax. 5. Enter the Description of the User-Defined Field; this is the wording you will see when using this field for filters and reporting. 6. Enter a short Name for the new UDF. This will become the actual field name in the MarketTrax system and should be no more than 10 characters in length, with no symbols or spaces and it may not begin with a number. 7. Next to File, indicate if the UDF is tied to the Account, Household or Customer/Member level. 8. Select Character, Numeric, Date or Logical as the Type of field. Character - Can contain numerical and alpha descriptives (i.e. service charge code) Numeric - Numerical only, allows for ranges (i.e. age - used in queries and reports) Logical - True/False Field (i.e. no mail code) Date - (i.e. open date) 9. Enter a Size and position of Decimals for the new field. 10. For any character field less than 10 in size, you may choose to Maintain the lookup values you are importing or merging. This allows for faster identification of the data stored in this field. Once you check this box you will need to identify the values in the UDF Lookups. Refer to UDF Lookup Manager later in this chapter for instructions. 11. If the Auto Reset option is checked, the User Defined Fields will be cleared out automatically every time a new File Set is created. 12. All your User Defined Fields will automatically be grouped into either Account User Defined fields, Household User Defined Fields or Customer/Member groupings. However, you may choose to create your own groupings so you can quickly identify the User Defined Field you created. Examples of groupings might include Profit User Defined Fields, Marketing User Defined Fields, Transaction User Defined Fields or Research User Defined Fields. To create your own grouping click on New under the Include in Field Group and type in the group name. 13. Use the Previous and Next buttons to scroll through the User Defined Fields. Use the Save button to save any information you have added or changed. Use the Undo button to undo any information you have added or changed. Select Close to close out of Modify Field. 71 Copyright All rights reserved. MARQUIS

72 TIP! Some of your fields from your host data processing system will use codes to represent a true/false value, such as an insurance indicator. These types of fields are known as logical fields and will need to be specified. Later, during the import process, you will need to define the true/false value associated with each logical field. 14. If you select a numeric field you will see additional options for profitability. 15. If the numeric field is to be used for profitability calculations, click in the window next to Profitability Field. Indicate if the profitability field is an income, expense or transaction counter field. 16. Click Save Changes when ready or Undo to clear your entries. 17. Press the Close button to return to the main UDF management screen. 18. Continue to add UDFs in this manner until all fields have been defined. 72 Copyright All rights reserved. MARQUIS

73 Modify or Delete User Defined Fields 1. To Modify or Delete a User Defined Field, select Setup, File Shop from the main MarketTrax menu. 2. You can change the name of a UDF group by highlighting the group name and clicking Rename. An edit window will appear enabling you to make the desired changes. 3. To Modify or Delete a specific User Defined Field, open the correct UDF group by double clicking anywhere on the line of the group name. 4. Highlight the UDF you wish to edit or delete and click Edit to modify the UDF settings. An edit window will appear enabling you to make the desired changes. 5. To delete a UDF from the list, click Remove. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the UDF management screen. TIP! Depending on what you select as your type field, you will have different processing options. Household UDF You can create a UDF on the Household level and update it from any Account level field. If you choose a Character field you will have the following options for updating your Household UDF: Head of Household - MarketTrax will update from the Head of Household account. Last found (if HOH is empty) - MarketTrax will look at the Head of Household account first and if that is empty will update from the first matching account. Last found - MarketTrax will update from the first matching account. 73 Copyright All rights reserved. MARQUIS

74 If you choose a Numeric Field you will see different options for populating the field: Sum - Updates the Household UDF with the sum of all Account UDFS for the household. Minimum - Updates the Household UDF with the minimum value it finds in the Account UDF for a household. Head of Household - Replaces the Household UDF with the value of the Account UDF for the Key Account. Count - Counts all occurrences in the Account UDF for all accounts in the Household and replaces the Household UDF with that number. Maximum - Finds the greatest number in the Account UDF for all of the accounts in that household and uses that number in the Household UDF. Change/Delete User Defined Field Group Name 1. To change or delete a UDF group name, select Setup then File Shop from the main MarketTrax menu. 2. Highlight the group you want to rename and click on Edit. 3. To delete the group, click on the Delete button. To change the group name, click on the Edit button. This will allow you to click your cursor in the Group descriptions field to change it. 4. When finished click Save Changes or Cancel to return to File Shop. TIP! You cannot change the Group Name on Account User Defined Fields or Household User Defined Fields. 74 Copyright All rights reserved. MARQUIS

75 Move Existing User Defined Fields to Another Group 1. To add an existing UDF to another Group, select Setup, then File Shop from the main MarketTrax menu. 2. Double-click on the Group where your existing UDF is located. 3. Highlight the UDF you want to move to another group and click on Edit. 4. Use the drop-down arrow in the Include in Field Group to select an existing group. When finished, click Save Changes. 5. You also have the option to Undo Changes after making your selections. When finished click on Close to exit. File Shop Lookup Manager For any Account Level UDF that is a Character field and less than 10 in size, you can give descriptions to the field s values in the UDF Lookup Manager. 1. Make sure Maintain lookup values is checked under the UDF section in File Shop. 2. If you know the values, go to Setup/File Shop Lookups, Click on Add, and enter the Description and Code. Once the UDF is added, you can change any of the values by clicking on Edit. 3. If you do not know the values, Auto Fill will add the values for you. Then you can go back to Setup, File Shop Lookups, and add your descriptions to each code. 4. Click on Report to view a listing of the ones you have added. TIP! After adding, modifying or deleting a UDF, you will need to go to File, Manager, select your current file set, edit and then validate. This ensures the UDF group is correctly aligned with the file set. 75 Copyright All rights reserved. MARQUIS

76 Importing The MarketTrax system is designed to accept account data from your institution s host processing system. The majority of your import files are handled during set-up, however, you have the ability to add or make changes to this. Generally, you will initiate a request with your data processing or MIS department to create a file containing all of the account records needed for a thorough marketing analysis. This file may be in ASCII fixed length, comma- or tab-delimited or as an Excel spreadsheet file (MarketTrax cannot accept EBCDIC Packed Fields). You may receive a separate file from each of your applications or tables, including consumer loans, savings, checking, etc. To help you begin the process, an Import Definition worksheet can be found in the Appendix, which lists the standard fields in the MarketTrax system. Use this form as a reference of the available fields in MarketTrax when having the file prepared (remember to include any User Defined Fields you will be adding). Using the Import Definition worksheet as a guide, define the layout of each file to be imported into MarketTrax by specifying the position and width for each field of data, including any User Defined Fields. Your data processing or MIS contact who prepared the file should have the information already available, and will certainly be of help when preparing the layout. Once the layout has been defined, you ll simply import the information into MarketTrax. The import definitions you create in MarketTrax can be named, saved and used again during future imports. It is also a good idea to print out the layouts of your import files so that you will have them available for future reference. Accounting for Headers or Extra Characters Some files may contain header information that needs to be accounted for when importing into MarketTrax. A header is similar to a report title, and is generally found at the top of the file, or at section breaks. Additionally, you may encounter a file that has extra characters such as a % sign preceding the last name, or has the last name and first name fields in reverse order and separated by a character such as a comma (i.e., Smith, Jane). As part of the import process, you will have an opportunity to define these characteristics for MarketTrax. Formatting Data Fields Certain fields you will be importing into MarketTrax have special formatting properties; date fields, for instance, can have a variety of formats on your system, including MM/DD/YYYY or YYYY/MM/DD. 76 Copyright All rights reserved. MARQUIS

77 Numeric fields are another example of a data field which requires formatting. Account balances might be formatted in dollars and cents, whole dollars, or thousands of dollars, therefore, it is necessary to review the format of these fields before importing them into MarketTrax, and be prepared to specify the format during the import process. Logical fields are another type of data field which requires formatting. These fields contain data that is represented by true/false values, such as whether or not a checking account includes an ATM card (these values on some systems, for instance, could be 1=True and 2=False). Name Conditioner As part of the process of importing and householding your institution s records, MarketTrax will work with the names provided on the import file to determine several pieces of information about each household. Known as conditioning, this includes cleaning the name fields, assigning an appropriate formal and informal salutation based on gender, and whether or not the household is a business. To accomplish these tasks, MarketTrax will make several judgment calls about what is, or is not, a valid name. Consider, for example, the following account that could appear on a typical file: William B. Jones Jr. or Marjorie M. Jones, ITF James P. Jones Revocable Trust There are several components in this account that can complicate the correct determination of the head of household and salutations, including Jr., or ITF and Revocable Trust. When an account like this is processed, MarketTrax will refer to several system tables for guidance on what would be a valid last name, business indicator, and gender. While MarketTrax will usually make the correct determination, no system table can account for every possible name combination that might appear on an account. In addition, MarketTrax is designed to hold your edited preferences for name(s), salutations and genders, enabling you to direct mail to Jon Smith instead of the more formal Jonathon P. Smith that may appear on your host data processing systems. MarketTrax enables you to customize the conditioning process to your institution s unique circumstances by modifying the tables MarketTrax uses when making these determinations by use of the Name Conditioner utility. 77 Copyright All rights reserved. MARQUIS

78 Name and Address Changes With the ability to edit your customer data, be assured that MarketTrax will maintain these preferences, without the system overriding your manual changes the next time you import records. In order to accomplish this, MarketTrax maintains legal names and addresses of each of your accounts. The legal names can be viewed using the Name Conditioner utility or on the Account Detail screen in the Full Browse feature. MarketTrax saves these legal names and addresses so that comparisons can be made month to month to identify changes. It looks at the first 8 characters in a field for changes. MarketTrax checks if any of the legal name lines have changed since the most recent import. If a change occurs, MarketTrax will re-determine the Name1, Name2, and Name3 fields in the account file, and identify the resulting new salutations and gender associated with the new Name1 field. Similarly, MarketTrax will note if the legal address line has changed during the month. If so, the new conditioned address will be stored accordingly. If you have selected MarketTrax to re-household on Name and Address change, any change in the legal name and address will trigger MarketTrax to re-household. Even if the name and address stays the same, but the width of those fields change, it will see a difference from the previous time period and cause MarketTrax to re-household. You may view a Household Number Change Summary Report under your comparison files to see why households were re-householded. Anytime either a name or address change is noted, MarketTrax will add the account number and each of the new and old name and address lines to a change file. After importing, you can view and print a listing of changes, enabling you to personally adjust these accounts and households to reflect changes in marital status, permanent residence or account ownership. Changes in the account file will only be recorded in the household file if the account record has been identified as the head of household. When MarketTrax brings in names, there are three fields that are designed for an accountholder s name: Name or Address Line 1-3, Account Name #1-3, and Account First Name/Account Last Name. There is an order in which one field takes priority over another. Account Name #1 overwrites whatever is in the other two fields. And First Name/Last Name overwrites whatever is in Name or Address Line 1. MarketTrax has to allow for different types of data formats in the import layout field selection. That is why you see several different formatting variations for the Name field. Based on the address field, MarketTrax will also assign an account a country code if the account has a foreign address. This will be shown in the field called Country Code. 78 Copyright All rights reserved. MARQUIS

79 Access Import Setup Manager TIP! Be sure that you have activated the correct Institution and File Set before beginning the import process. The active files are shown at the bottom of the main MarketTrax screen. 1. To access the Import Setup Manager, select File from the main MarketTrax menu. 2. Choose Import. The Import Setup Manager screen will appear showing any existing import definitions. 3. To activate and use an import definition, highlight the desired definition and click the Select button. TIP! Most institutions will have multiple import files (i.e., DDA, Loans, etc.). Add New Import Definition 1. To create a new import definition, access the Import Setup Manager by selecting File, Import from the main MarketTrax menu. 2. Click Add. 79 Copyright All rights reserved. MARQUIS

80 3. Enter a New Name for the definition you re creating. 4. Select the File Type. 5. Verify the name, drive and path of the file you will be importing into MarketTrax. To find the exact file name, click the Browse button to display available files. 6. Locate the import file from the available drives and directories. Once found, click Select, or Cancel to return to the Import Setup Manager. 7. Click Save to continue with setting up the new import definition, or Cancel to return to the Import Setup Manager. 8. If the file name is correct, click Save or Cancel to return to the Import Setup Manager. 9. Selecting Verify Paths will give you a report of the location of all your import files. Import a File 1. To import an ASCII fixed length text file into MarketTrax, access the Import Setup Manager by selecting File, Import from the main MarketTrax menu. 2. Select the desired import definition by highlighting the item and clicking the Select button.\ 3. The file designated for import is displayed. You can change the file name by clicking Browse and locating a different file. 4. Click Save when ready or Cancel to return to the Import Setup Manager. By clicking Save you access the Field Locations screen. 80 Copyright All rights reserved. MARQUIS

81 5. If your file contains Headers or special characters as described earlier in this section, click the File Spec button. 6. Here you may also enter the Year To Date Months for profitability field calculation, as well as select the Process Region Utility. 7. Enter the number of Header Lines, the Last Name Prefix or Reverse Name With separator if applicable. 8. Click Save to save your entries, or Cancel to return to the Field Location screen. 9. If you would like to Add or Remove Leading Zeros from the fields Account Number, Account Number (Part 2), Member Number, Social Security Number, Account Type Code, Account Type Code (Part B), Account Bank Code, Account Region Code, Account Branch Code or Account Officer Code you have the option to do this by clicking on the Format button and selecting this function. 81 Copyright All rights reserved. MARQUIS

82 10. The fields listed are the same fields represented on the Import Definition Worksheet found in the Appendix. If you are adding or modifying a file setup, use the layout provided by your MIS or data processing contact person or an Import Definition Worksheet. Then enter the Position and Width of each field you will be importing. TIP! Even if you are not changing or adding a file to your import, it is still a good idea to double-check the field positions and widths on your existing files before you import. This will help to ensure an accurate import. 11. The lower portion of the Field Location screen displays individual records from the file being imported. As you enter a field s position and width, you will see a preview from the displayed record. Be very careful to examine each preview so that you will catch any errors in the layout before importing the file. You can scroll forward and back through your import file to preview multiple records by clicking the Next and Previous buttons. 82 Copyright All rights reserved. MARQUIS

83 12. If you re unsure of the position and width of a particular field, select the field by clicking on it in the top portion of the screen. Then click on the Off/Toggle Edit button to edit your fields (it will go from yellow to white). Locate the field in question and click with your mouse just before the first character in the field. Hold the left mouse button down and drag the mouse over the width of the field, releasing only when you reach the end of the field. If done properly, the field contents will be highlighted and the correct position and width will be displayed in the upper portion of the screen next to the field, then click save. When finished, click the On button to deactivate access to that portion of your screen (the screen will go from white to yellow). 13. To verify that the fields contained in your file are in the correct format, as well as position and width, you can choose the Browse Text button to view the contents of the imported file. 14. Certain fields, such as dates or balance fields, will have special formatting properties on your host systems such as YYYY/MM/DD or MM/DD/YYYY (as do any UDFs you have defined as numeric, date or logical). MarketTrax will need to know the format of these fields, and has shaded them in purple on the Field Locations screen. 83 Copyright All rights reserved. MARQUIS

84 15. When you encounter a purple field, click on the field and then the Format button at the bottom of the screen. If the field being defined will contain balances, rates, or profitability fields, you will see the following screen: You will need to assign a term to each of your profitability UDF fields, depending on how it is being imported, whether the term is weekly, bi-weekly, monthly, semi-annually, annually, or months. Weekly - the number you are importing multiplied by 52 (52 weeks in a year) to annualize this figure. Bi-Weekly - the number you are importing multiplied by 26 to annualize this figure. Monthly - the number you are importing multiplied by 12 to annualize this figure. Semi-Annually - the number you are importing multiplied by 6 to annualize this figure. Annually - the number you are importing multiplied by 1. This number is already annualized. Year To Date - the number you can enter under File Spec so you don t have to find each field and change it every month. Use your mouse pointer to select the appropriate format for the field. If you select a numeric field you can choose either Decimals or Thousands (samples of each are shown to the right of each style). 16. If you have a Numeric Field attached to profitability, you will need to choose a term. This way MarketTrax will know how to annualize this number. (i.e., number of checks written per statement cycle would need to be multiplied by 12 so you would select Months and type in 12 or choose Monthly. 17. Click Done when ready, or Cancel to return to the Field Locations screen. 18. When you click Format on a date field, the following screen will appear: 84 Copyright All rights reserved. MARQUIS

85 19. Select the appropriate format for the date field as it appears on your account data file (examples of each style appear on the right side of the screen). 20. Click Done when ready, or Cancel to return to the Field Locations screen. 21. If there are logical fields that will appear on your data file, clicking Format will reveal the following screen: 22. Specify the True value for the logical field. For example, if you are defining a field to indicate if a checking account also has an ATM card and the codes on your institution s host system are 1=yes and 2=no, a value of 1 represents the true value. If the same information on your system was represented by Y=yes and N=no, then the letter Y is the true value. If you would like to flag all populated fields regardless of the value, you can type NONBLANK, and MarketTrax will flag all values in that field as true except for the empty fields. 23. Click Done when ready, or Cancel to return to the Field Locations screen. 24. If you have duplicate account type codes, as discussed in Chapter 3, you will need to highlight the Account Type Code field. Then click on the Format button to reveal the following screen: 25. You will then type in an Account Type Prefix to distinguish from two different account types that have the same code (see the Look-up Tables section in Chapter 3 for further explanation). 85 Copyright All rights reserved. MARQUIS

86 26. Click Done when ready, or Cancel to return to the Field Locations screen. 27. The Status Code field can be used to remove accounts that you do not want to import into MarketTrax, such as charge-off loans, internal accounts, closed accounts, etc. To activate this field, you will need to highlight the Account Status Code field, click on the purple Format button, and enter the codes that represent the accounts you do not want to import in the Status Codes that will not be imported section. This can potentially lead to some of your records not being imported. Changing your status codes will not take effect until your next import and moving forward. TIP! It is recommended that you either define the codes that you want to have MarketTrax convert to either active, inactive or closed OR you can define the codes that you do NOT want MarketTrax to import. Click Save when ready, or Cancel to return to the Field Locations screen. 28. When each field has been defined and tested to your satisfaction, press the Report button to produce a printed record of your new layout. It is suggested to always have a hard copy of all layouts on file. User-Defined Fields are located at the bottom of the Field Locations screen. If you want to add a field that does not come standard, you will need to set up a user-defined field prior to defining a position and width. 29. To proceed with the import, click the Import button. Once the import process is complete, a status window will appear. 86 Copyright All rights reserved. MARQUIS

87 30. The number of Accounts Added reflects the number of new records added to the File Set. If you have existing records in the File Set, the status screen will reveal the number of Accounts Updated. Also relating to updated accounts is the number of Address Changes that occurred within the file since the last update. Additional information is provided showing the total import time and average accounts imported per minute. 31. You may also click on the Report button to review an import duplications list. TIP! If you see 0 Accounts Added or Updated, check to make sure the position and width of your Social Security Number, Account Number, and Account Type Code are correct on your import file layout. 32. To verify that the file imported properly and that each field of data is in the correct format and position, click the Browse button to see the contents of the imported file. 33. Scroll through the records, checking the rates, dates and balances in particular for accuracy. 34. If a record needs to be deleted, such as a teller training account or another invalid account, highlight the record by clicking with your mouse and press the F5 button on your keyboard to mark the record for deletion. You can undelete a deleted record by pressing F5 again. Because this account will be imported each time, this deletion will also need to be done every import. TIP! Permanent deletion of records will not take place until you execute the Indexing function described in Chapter 17 or the Household Update described later in this chapter. Account deletion may cause problems during balancing. 87 Copyright All rights reserved. MARQUIS

88 35. If you find fields that did not import properly, you can repeat steps 9 through 26 above, making any necessary adjustments in the import file layout definition. 36. Click the X in the upper right corner of the browse window when ready to close. 37. You have the option of adjusting the name conditioning routines as described earlier in this chapter. After making changes, click Condition or Close to return to the Import Setup Manager. 38. On the Name Conditioner screen, the left side contains individual records including the Household Name, Style, Gender and Salutations as determined by MarketTrax. Use the Next or Prev buttons to scroll through the database to check for any Name errors. 39. You have the opportunity to instruct MarketTrax how it should handle specific names on the right hand side of the screen. For example, if you want the word Inc. to be in all capital letters you can select Should be In all Capitals from the menu on the right, click add and enter Inc. in the space provided. Click Save when done or Cancel to return to the Name Conditioner screen. 40. If you want to modify or delete entries from any category, select the category, highlight the word and click the Edit or Remove button and you are free to make the desired changes. 41. Any time you make changes to the tables, you can update the displayed record by clicking Recondition, or you can update every record in the file by selecting Recondition All. 88 Copyright All rights reserved. MARQUIS

89 42. Click Close to return to the Import Results screen. 43. To review and print a listing of name or address changes detected during import, click the Report Changes button. This report will inform you of all the name and address changes that have occurred since the last file set. 44. Click Close to return to the Import Setup Manager. TIP! You will need to perform the import process (steps 1-26) for each import set (CD Import File, Loan Import File, etc.) to update MarketTrax. Also, if you are receiving one of your Import Files (i.e. Credit Card Import file) on a less frequent basis, (quarterly as opposed to monthly), you will need to re-import the same Credit Card file every time until you receive a new file. Otherwise, MarketTrax considers those accounts closed and they will no longer be part of your queries and reports. 89 Copyright All rights reserved. MARQUIS

90 Modify or Delete Import Definitions 1. To modify or delete an Import Definition, access the Import Setup Manager by selecting File, Import from the main MarketTrax menu. 2. Highlight the Import Definition you wish to edit, delete or rename. 3. Click Edit to modify the import settings. An edit window will appear enabling you to make the desired changes. 4. To remove an Import Definition from the list, click Delete. A message window will appear verifying the deletion. If correct, click Yes, or select No to return to the Import Setup Manager screen. TIP! Deleting an Import Definition will permanently remove your layout definition. 5. To change the name of an Import Definition, press Rename. An edit window will appear enabling you to enter a new name. 90 Copyright All rights reserved. MARQUIS

91 CASS Certification Some institutions can benefit from the ability to standardize addresses on their accounts. This process also aides in household and geocode accuracy. Called CASS (Coding Accuracy Support System), the Postal Service provides this capability to software vendors meeting certain requirements. MarketTrax offers CASS processing in a single step that can be performed anytime. During the CASS routines, MarketTrax will make minor corrections or adjustments to address data. For example, if you have an address on your file that includes 123 Main Str, MarketTrax will adjust the address to standardize the abbreviation to 123 Main St. CASS processing also appends the correct ZIP+4 extension to the standard 5 digit ZIP Codes. Also added to the account record is the carrier route number. These components ensure effective mail delivery. In fact, the carrier route can be used to create bar codes in your word processing system or by your mail house. When you execute the CASS processing in MarketTrax, you have the option of performing the standardization routines on individual components of the address, including the main address line, city, state, ZIP Code, or all of the components. The CASS data is provided to you on CD. You have the option of running the CASS routines directly from the CD-ROM drive, or copying the files to a local hard disk drive. If you intend to copy the files to a hard disk drive, you should have at least 520 MB of space available. Depending on the speed of your CD-ROM drive, you may experience significant time savings by copying the files to a hard disk. CASS Certify File Set 1. To perform the CASS certification routines on the active File Set, select File from the main MarketTrax menu. 2. Choose CASS. 91 Copyright All rights reserved. MARQUIS

92 3. Click the Browse button to locate the CASS File Folder containing the address data. Remember that you have the option of running the CASS routines directly from the CD-ROM drive, or copying the files to a local hard drive. 4. Indicate by clicking with your mouse which address components to Include in the processing. 5. If you check Reset ZIP Change list, MarketTrax will clear any existing ZIP code changes for the File Set to prepare for new information. 6. Select Continue, or Close to return to a blank MarketTrax screen. CASS Certify Results 1. Once the CASS Certification is complete, you will see the screen below. 2. You can click the Report button to display a Zip Code Change List so these accounts can be cleaned on your host processing system. 3. If you do not have any zips that changed you will be unable to click on the Report button. 4. Click Close to return to the CASS Certification Process Screen. 5. Click Close to return to the main MarketTrax menu. TIP! If you get 0 Total Records, 0 Records Changed, and 0 Zip Changed, you will need to validate the CASS drivers (DLLS) to the most updated files. 92 Copyright All rights reserved. MARQUIS

93 Merge Just as importing establishes the account records, merging enhances the existing data. There may be information in your institution, such as files of safe deposit box customers, that were not part of your import. The merge function allows you to update existing data within MarketTrax from a separate text or database file. When you use the Merge function, the outside data will be linked to and made part of the existing MarketTrax records. Merge files tend to be much smaller in size than import files. Listed below are the indicators you may use to merge: Account Number - Use this indicator if the information you are merging into MarketTrax needs to match a specific account (i.e. ATM Flag or Debit Card Flag) or product (i.e. Checking, Share). Customer Number - Use Customer Number if the data is not account sensitive, but the purpose of the indicator is to flag the customer with a particular field (i.e. Safe Deposit Box). Social Security Number - Use this indicator if the information you are merging does not need to match to any particular account, rather to the account holder. (i.e., Beacon Score would belong to the person with the matching social security number). Name and Address - This method is not highly recommended due to the potential of mismatches. If this is your only option, we recommend CASS Certifying your merge file to increase the match rate (i.e. Department of Motor Vehicle information). When using customer number, social security number or name and address, you also have the ability to find a specific product to attach the merged data to. For instance, if you are merging an ATM flag but only have social security number, you can let MarketTrax know that it should find the social security number that matches the checking account to attach the ATM flag only to the checking account. If you do not select a product, MarketTrax will either find the first social security number (it could be a loan account) or you have to update multiple matches which will flag any account with this social security number. 93 Copyright All rights reserved. MARQUIS

94 Before getting started on creating your merge file, here is some information you may find useful when deciding on what fields to have defined in your file. When using a merge file, there is a certain priority order that MarketTrax follows that determines which field will be used to merge the data. The priority order is as follows: 1st - Address, ZIP 2nd - Name 3rd - Social Security Number 4th - Customer/Member Number 5th - Account Number, Account Type 6th - Account Number For example, if you are merging data into MarketTrax using the field Account Number, but you also have defined in your merge layout a Social Security Number, MarketTrax will then merge based on Social Security Number, rather than the Account Number because of the priority order built within MarketTrax. With all merge fields, MarketTrax will try to find an identical match in the information included in the file you are merging. When an exact match is found, MarketTrax will add the data to the field that was defined in your layout. After merging, if matches are low, it is possible that the data in the file does not truly match what is in MarketTrax. For these unmatched records, you can select to have MarketTrax create an orphan file to provide you with the ability to research why these records did not match. You can merge information into MarketTrax using a text file or database file. The file must include an identifying piece of data, such as account number, customer number or social security number to enable MarketTrax to match the file with existing records. When matching the file, using the account number to match would be your first preference. If you are using a text file, it s necessary to define the layout of the file to be merged, using the same techniques described in the Importing section earlier in this chapter. The layout definition you create can be saved and used again at a later date. You do not need a layout to merge a database file. TIP! If you receive no records updated when merging by account number, check the account number in your import file for any added account type codes, leading or preceding zeros used to define your account number. If you find any discrepancies, you will need to adjust your merge file accordingly for a successful merge. 94 Copyright All rights reserved. MARQUIS

95 Merge External File 1. To use the Merge function, select File from the main MarketTrax menu. 2. Choose Merge. 3. Choose Add to setup a new Merge File or highlight an existing Merge File and click Select. 4. Verify the name, drive and path of the file you will be merging into MarketTrax. To find the exact file name, click the Browse button to display available files. 5. Locate the merge file from the available drives and directories. Once found, click Select, or Cancel to return to the Merge File Setup screen. 95 Copyright All rights reserved. MARQUIS

96 6. Click Save to continue, or Cancel to return to the main MarketTrax menu. 7. Enter the position and width of the fields displayed under Field Location. Refer to the Importing section earlier in this chapter to better understand file layout concepts. The order of the fields on the Merge Field Location screen will vary slightly from the Import Field Location screen. TIP! When formatting Service fields, you can click on Ignore Falses and MarketTrax will only bring in the true value. 96 Copyright All rights reserved. MARQUIS

97 8. If you re unsure of the position and width of a particular field, select the field by clicking on it in the top portion of the screen. Then click on the Off/Toggle Edit button to edit your fields (it will go from yellow to white). Locate the field in question and click with your mouse just before the first character in the field. Hold the left mouse button down and drag the mouse over the width of the field, releasing only when you reach the end of the field. If done properly, the field contents will be highlighted and the correct position and width will be displayed in the upper portion of the screen next to the field, then click save. When finished, click the On button to deactivate access to that portion of your screen (the screen will go from white to yellow). 9. To verify that the fields contained in your file are in the correct format as well as position and width, you can choose the Browse Text button to view the contents of the imported file. 10. When ready, click Save Changes and then Merge to complete the process. 11. If any records did not merge, and if you have selected the orphan file option, you will receive an orphan file notification. You also have the option to Liberalize Search Requirements, Update Multiple Matches and CASS Certify your merge file. 12. If you want to merge to a specific product, click on File Spec at the bottom of your Field Locations screen. Enter the number of Header Lines and select a Product(s) to link to a specific product. You will need to run an Account Update prior to merging by product. 13. Selecting Verify Paths will give you a report of the location of all your import files. Merging a Database File (DBF) To merge a file in a database format (DBF), you must be sure that it is either in a DBF 3 or DBF 4 format. The merge procedures and priorities do not change when using a DBF file. The difference is in the way that you are defining the fields in your merge layout. Instead of defining a position and width for the field you are merging, you will now match the fields together by using the drop down box next to each field. TIP! Make sure the database file you are merging into MarketTrax has a header row! 97 Copyright All rights reserved. MARQUIS

98 Once you have matched your fields you want to merge, Save your changes. When ready to merge, click on the Merge button. Merge Options Liberalize Search Requirements - allows for more liberal match requirements. When using this method, MarketTrax will only look at the first six characters of the field you are merging. We recommend this option only when you are using Name and Address as your match fields. Update Multiple Matches - allows for more than 1 match per record to be updated with the information on the file. For example, if you match by Social Security number and are updating a beacon score, the multiple match feature will update all accounts with that Social Security number. CASS Certify - will standardize the addresses on the text or database file in order to provide more accurate results. If you choose to CASS Certify, make sure the CASS folder is selected in the text box. If not, you may browse to select it. Orphan File - creates a file to store the records that MarketTrax could not merge. It is located in your MarketTrax/Custom folder. This will allow you to do further research on why records could not be matched up. 1. Click on the Merge selections you wish to use and then press Continue. 2. A progress bar will appear measuring the merge process. 3. Once complete, the merge results will display the number of records updated. 4. Click OK on the merge results screen to return to the Merge Setup Manager. 5. Click Close to return to the main MarketTrax menu screen. 98 Copyright All rights reserved. MARQUIS

99 AutoFill The AutoFill feature offers an alternative to manually entering codes into the Bank, Region, Branch, Officer or Account Type lookup tables. When AutoFill is executed, MarketTrax will automatically search the active File Set for any of these codes that did not previously exist, and will populate the lookup tables with the new codes it finds. When the process is complete, simply open each lookup table and enter the appropriate description for each code. Execute AutoFill 1. To use the AutoFill function, select File from the main MarketTrax menu. 2. Choose AutoFill. 3. MarketTrax will confirm that you are ready to create setups. If you are ready to proceed press Yes. If you wish to cancel, press No to return to the main MarketTrax menu. 4. The results will indicate the codes found and direct you to enter the descriptions in the appropriate lookup table. 5. If it has found new codes, especially new Account Type Codes, you will have to define them before proceeding. See Chapter 3 for more information on defining UDFs, Bank, Region, Branch, Officer, Product, and Account Type codes. TIP! If your results show that AutoFill has added a high number of new codes, you may want to verify the position and width of account types, officers, branches, regions and banks in your Import definitions. Also, if the AutoFill numbers, especially for the account type, seem extreme, there is a possibility that you will need to delete your File Set and recreate it. Please contact the MarketTrax support team with any questions. 99 Copyright All rights reserved. MARQUIS

100 Account Update MarketTrax requires certain information about the assets and liabilities not included in the importing process in order to perform the basic profitability calculations. Now that you have imported your institution s account records, you should initiate the following process to update your file with this additional information. This update procedure should be performed each time a new file is imported or if the information has changed and needs to be reflected in an existing MarketTrax file. Account Update (Update Profitability) 1. To add or modify the asset and liability information used in profit calculations, select File from the main MarketTrax menu. 2. Choose Account Update. TIP! Account Update provides two methods to help calculate profitability. Method 1 allows you to enter values needed from what has been provided or calculated. Method 2 provides more flexibility in determining your annualized numbers and gives calculations based on the numbers entered in off your financials. Method 1 1. Enter your institution s total Other Assets and Other Liabilities and the associated Annual Income from Other Assets and Annual Expense from Other Liabilities. To annualize your income and expenses, obtain the information from the current month s Income Statement and multiply by 12 (if using year-do-date figures). See Chapter 3 for details on how to calculate your profitability figures. 100 Copyright All rights reserved. MARQUIS

101 2. If you like, MarketTrax will Auto-Adjust your Non-Interest Income and Non- Interest Expense fields. Just click in the box next to Auto-Adjust and type in what the total annualized Non-Interest Income and annualized Non-Interest Expense should be. Then, you will need to use the list box to pick which field should be adjusted for both Non-Interest Income and Non-Interest Expense. MarketTrax will then auto-adjust accordingly and spread the adjustment across all Account Types. 3. Click Update to apply the information to the active File Set, or Close to return to the main MarketTrax menu. Method 2 4. Enter your institution s Total Assets, the Other Assets and Other Liabilities will be calculated based off the Loans & Deposits from your imported data. 5. Enter your institution s Total Interest Income and Total Interest Expense. These values need to be annualized. If using year-do-date figures use the Months of Income/Expense option below to perform annualized calculation. 6. If you like, MarketTrax will Auto-Adjust your Non-Interest Income and Non- Interest Expense fields. Just click in the box next to Auto-Adjust and type in what the total annualized Non-Interest Income and annualized Non-Interest Expense should be. If using year-do-date figures use the Months of Income/Expense option below to perform annualized calculation. Then, you will need to use the list box to pick which field should be adjusted for both Non-Interest Income and Non-Interest Expense. MarketTrax will then auto-adjust accordingly and spread the adjustment across all Account Types. 7. If your Income & Expense values entered above are annualized numbers then make sure Months of Income/Expense is set to zero. But if they are year-to-date figures, enter the month value that matches your financials. Example if your financials are from August then enter 8 and the annualized values will appear in the read-only field to the right. 8. Click Update to apply the information to the active File Set, or Close to return to the main MarketTrax menu. 101 Copyright All rights reserved. MARQUIS

102 View Profitability Facts Once the Account Update has been run, you can view or print a summary of the key profitability information for your institution. 1. To view the profitability facts, access the File Manager by selecting File, Manager from the main MarketTrax menu. 2. Highlight the active file set, and click Edit. 3. Click Facts. 4. Click Print to print a page containing the information on the screen, or Close to return to the File Manager. TIP! This is your consolidated Income Statement and Balance Sheet. You will know if MarketTrax s profitability is correct by comparing the File Set Facts Report to your Income Statement. If your numbers don t appear to match, please contact the MarketTrax Support team to help you troubleshoot any discrepancies. 102 Copyright All rights reserved. MARQUIS

103 Household Update As you know, MarketTrax is performing many calculations based on the data you import into the system, as well as the information provided during the institution setup process. This includes determining profitability, identifying the head of household, calculating household percentile scores, etc. You will need to update your households using the Household Update utility as part of your data preparation procedures. 1. To access the Household Update utility, select File, then Household Update from the main MarketTrax menu. 2. When the Assign New Accounts box is checked, MarketTrax will household all new accounts into existing and new relationships. 3. When the Reassign Key Account box is checked, MarketTrax will recalculate the Key Account of each household relationship. If left unchecked, it will leave the Key Account based on what was calculated previously, and will not reassign it. If a Household Relationship is new, MarketTrax will try to assign a Key Account even if the box is unchecked. If you are superhouseholding and have manually assigned the Key Account, leave this box unchecked. 4. After the Key Account is assigned on the account level, MarketTrax will populate the Household Level with Name, Address, Branch, Region, Manager, Deposit Officer and Loan Officer. By checking the boxes in the Update Key Account section, MarketTrax will refresh this information every time you run a Household Update. If you have done any manual work on the household level to any of these fields, leave those boxes unchecked so they will not be updated. 5. When the Update User Defined Fields box is checked, MarketTrax will map the account information to the Household Level for any Household Level User Defined Fields that are tied to an Account Level User Defined Field. 6. When the Update Products and Profitability box is checked, MarketTrax will add all account level profit numbers of the products and services of each household and populate the Household Profitability fields including the Profitability Ranking fields. 103 Copyright All rights reserved. MARQUIS

104 7. When the Update Marketing Campaigns box is checked, MarketTrax will update the results of any current Marketing Campaigns on current customer/members and any campaigns on prospect files. 8. When the Update Percentile Scores box is checked, MarketTrax calculates the profit percentile scores on the entire database. 9. When the Update Links box is checked, MarketTrax calculates deposit, loan and profit information for linked households. 10. When your selections are made, click the Update button, or Close to return to the main MarketTrax menu. WARNING: Checking the Final Household Update Check box can severely affect your householding and should only be used under the advice of MARQUIS Customer Support. 104 Copyright All rights reserved. MARQUIS

105 Geocoding One of the key features of MarketTrax is its ability to add geographic and demographic references to your institution s household records. That is, for each record in your File Set, MarketTrax can reference the Census Tract or Block Numbering Area (a BNA is the rural equivalent of a Census Tract) in which the household resides, as well as the basic income/demographic information about the area. Geocoding refers to the process of matching household addresses to a Census Tract/BNA and attaching the corresponding geographic information when a match is found. The geographic information then provides the necessary link to demographic information for that correlating Census Tract/BNA. The primary method of geocoding in MarketTrax, uses the physical street address and ZIP Code of the household. In order for a record to be geocoded, the correct combination of street name and number must be valid within the ZIP Code. CASS Certifying before geocoding will ensure a higher level of accuracy in geocoding. Most institutions will find that they geocode at least 90% of their addresses. For the records where a geocode match could not be made, there is an alternate method (not as exact as the primary method described above) that can be attempted to increase the match rate. It makes use of the ZIP+4 extension determined by MarketTrax during CASS processing (see the CASS section earlier in this chapter for an explanation). TIP! The alternate geocoding methods described above should only be used on unmatched records not coded using the primary geo-coding technique. All Addresses Versus Unmatched When you geocode with MarketTrax, you will want to select the All Addresses option on the first geocode pass, which will attempt to geocode every household in the file. Once a record has been geocoded, MarketTrax will maintain the information going forward, making it unnecessary to re-geocode the same households each time you import new records. When a new import is performed, you can elect to geocode just the Unmatched records (unmatched records will include new households and any records from previous geocoding attempts that did not result in a match). 105 Copyright All rights reserved. MARQUIS

106 Geocode Exception Definitions If a record cannot be geocoded, meaning a match cannot be found between the address information in the household record and the MarketTrax address directory, an exception code indicating the reason the record could not be geocoded is placed in the Census Tract field. The following table lists the codes and their meaning. Excepti on Code Description ZIP Code out of area. No match could be found between the ZIP Code in the record and the ZIP Codes in the address directory Incorrect or Missing Address or ZIP Code Either the address field in the record is blank or the ZIP Code field is blank or set to all zeros Non-matches in an MSA The record contains a valid ZIP Code inside an MSA, however the specific address cannot be matched for that ZIP Code. The 9 Digit ZIP Match routine can be used to correct some of these errors Non-matches not in an MSA The record contains a valid ZIP Code outside an MSA, however the specific address cannot be matched for that ZIP Code. The 9 Digit ZIP Match routine can be used to correct some of these errors. TIP! You may choose to add an additional state of geo-demographics to MarketTrax if you have a large number of exception codes that are out of area. Please contact MarketTrax Support for assistance in adding an additional state directory. Geocode All Addresses 1. To geocode your institution s household records, select File from the main MarketTrax menu. 2. Choose Geocode. 3. Select the All Addresses and Address + Zip Code Match options by clicking with your mouse. 4. Select the Reset all Geocode box to clear the previously populated Geocoding information. This allows you to re-evaluate the Geocoding for each household relationship based on the newly imported data. 5. When ready, click Activate to begin the geocoding process, or Close to return to the main MarketTrax menu. 106 Copyright All rights reserved. MARQUIS

107 6. Two progress bars in the upper right corner of the screen represent the overall Percent Complete and the Percent of Valid Addresses Geocoded, while the total number of records processed and geocoded are provided as well. 7. When the process is complete, you can click Close to return to the main MarketTrax menu or continue with the steps described in the next section. Geocode Unmatched Addresses 1. Once the first run of geocoding has been processed using the steps described above, you should perform an additional procedure on your unmatched records that widens the geocode search to use the ZIP+4 extension. 2. Select the Unmatched Addresses and 9 Digit ZIP Match options by clicking with your mouse. MarketTrax will attempt to find a match using the ZIP+4 extension. 3. Browse to locate the drive and directory where the CASS Files are stored. See the CASS section earlier in this chapter for an explanation. 4. Click Activate when ready, or Close to return to the main MarketTrax menu. 5. The progress bars and Results section of the screen will reflect the success of the expanded ZIP Code search. The results will vary depending on your geographic area. 107 Copyright All rights reserved. MARQUIS

108 Latitude / Longitude Closest Branch MarketTrax provides you a feature that will add the current latitude and longitude for each of your institution s household records. That means you will have the ability to filter and report on not only the latitude and longitude fields, it also provides the fields Distance to Current Branch, Closest Branch, and Distance to Closest Branch for those household records. TIP! Current Branch and Closest Branch fields require the Branch addresses to be populated under Lookups. Please refer to Chapter 3 for more details. This feature does require Maptitude to be installed on the server under our MarketTrax/Mapping folder. If you have any questions on Maptitude please contact our MarketTrax Support team. Latitude / Longitude 1. To add the Lat/Long to your records, select File from the main MarketTrax menu. 2. Choose Latitude / Longitude 3. Indicate whether you want to Include Active, Prospects and/or Closed 4. Select Unmatched Addresses and click Activate. 5. During this process, Maptitude will launch twice to complete all necessary tasks TIP! We only recommend you run All Addresses for the first time or when you are resetting all values. Running All Addresses each time will take a considerable amount of time depending on how many Household records you have in your file set. 6. Once done, click OK and Close to return to the main MarketTrax screen. 108 Copyright All rights reserved. MARQUIS

109 Next Product The Next Product function in MarketTrax uses complex algorithms to determine the next product a customer is likely to purchase. The process involves identifying demographic characteristics, past purchasing patterns and other variables to predict the next buying action a customer is likely to take. The information derived during the Next Product routines can be extremely valuable to your institution since it enables more accurate targeting of your marketing efforts. When the next product to be purchased is calculated by MarketTrax, the resulting field value can be used in queries, reports, maps and graphs, as well as in the CRM platforms (CallTrax/referralTrax). The process for determining the likely next product for purchase is as simple as clicking a button in the Next Product function, however, there is a fairly complex matching process taking place. MarketTrax will begin by analyzing each individual household, attempting to find one or more other households that share key demographic and product characteristics. For example, if the Smith household has a savings and a checking account (opened in that order), MarketTrax will try to locate other households that share the same demographic profile and also opened a savings account followed by a checking. If the search finds 45 households that match the Smith household, MarketTrax will segregate those that purchased other products after their original savings and checking (of the 45 households that fit the basic Smith profile, perhaps 20 have additional products). MarketTrax will then determine which product the majority purchased after their savings and checking accounts. If it is determined that most opened a money market account, for example, it is presumed that the Smith household would have the propensity to purchase the same product in the future. The demographic profile used in matching households consists of several key fields, and while it s ideal to match on all of these fields, there will be occasions when exact matches cannot be found. When this occurs, MarketTrax will begin dropping the number of required fields until a match is found (it is possible that no match can be found at all). When the Next Product processing is complete, a summary will reveal the number of hits (matches) and misses (no match). Customizing Next Product As described earlier, the Next Product routines in MarketTrax begin with a matching process that seeks households having a similar demographic profile. With the User Preferences option in the Next Product function, you have the option of adding additional matching criteria, such as outside demographic information you may have appended into MarketTrax (see Chapter 17 for an explanation of appended demographics). 109 Copyright All rights reserved. MARQUIS

110 You can select up to 3 additional fields of data, called Segment Fields, on which to perform additional matching. As with the other matching routines, if no household match is found MarketTrax will reduce the required fields until a match can be made. For those households that had no product identified using the user defined preferences, the standard MarketTrax Next Product will attempt to identify their next product. Running the Next Product Function 1. To execute the Next Product routines, select File/Next Product from the main MarketTrax menu. 2. To clear any previous Next Product calculations, click the Reset file box. It is good to have this checked every time you run Next Product. 3. (Optional) Use the Product Exclusion check box and Setup button to specify a list of products you do not want chosen as Next Product; you may make different selections for Business versus Retail households. 110 Copyright All rights reserved. MARQUIS

111 4. (Optional) To add additional criteria to the default matching process, such as appended demographic criteria, check the User Preferences box and click the Setup button. 5. Select up to 3 Segmentation Fields as described in the Customizing Next Product section earlier in this section. 6. For any fields that are numeric, you will be able to set Break Points or limits on the ranges you are looking for. For any date fields, you will be able to enter a date range as well. 7. In the window next to Minimum Counts, enter the minimum number of households that must match in order to create a group for analysis. See the beginning of this section for an understanding of the match routines. 8. You can Clear your entries anytime before saving. Click Save when ready, or Cancel to return to the main Next Product setup screen. 111 Copyright All rights reserved. MARQUIS

112 9. Check the Non-Match Priority box and click the Setup button to create a prioritized list of products that will be selected in the event that MarketTrax is not able to make a prediction for Business and Retail households. NOTE: Choosing more than one Product allows MarketTrax to move through a hierarchy of choices for single-product households, so that the one existing product already in place is not chosen again as the Next Product prediction. 10. Click Activate to begin, or Cancel to return to the main MarketTrax menu. 112 Copyright All rights reserved. MARQUIS

113 11. When the processing is complete, a summary will appear showing the number of matches and non-matches in the file (see the introduction to Next Product earlier in this section for an explanation). 12. The derived Next Product data is now available for use in queries, reports, maps and graphs. To query on the User Specified Settings Level 1, you would simply use the code P1. Similarly, you can query for Level 2 and Level 3 by using the codes P2 and P3 respectively. You may also query for households under the MarketTrax Default Settings by using the codes M1, M2, and M3 for Levels 1, 2, and 3 respectively (see Chapter 6 for more information on how to create a query). Level 3 for both types of settings indicates the highest match rate whereas Level 1 indicates the lowest match rate when determining the next product. Level 1 refers to matching only one piece of information. Level 3 indicates that a household matched on all three pieces of criteria. TIP! You may choose to run a Household Distribution Report by Next Product to view all the different possibilities and opportunities for all your products as well as the households that had no match. 113 Copyright All rights reserved. MARQUIS

114 CHAPTER 5 Individual Level Database This chapter will show you how to create your individual level database and guide you through the updating process. In This Chapter Institution Setup Customer/Member Update 114 Copyright All rights reserved. MARQUIS

115 Individual Level Database For another level of analyzing data, MarketTrax allows you to create an Individual Level Database. This database has different householding criteria from your Account and Household Level Database. Most institutions choose to household primarily on social security number or customer/member number to find the true penetration of a unique individual. Besides analyzing the true mix of products and services an individual has, you will also have the ability to determine how much an individual contributes to profitability based on the mix of accounts they have with your institution. The Individual Level Database has the same MCIF/CRM features as your Account and Household Level Database. Since you have already imported your data files into MarketTrax, you will be able to access and build the Individual Level Database very easily based on that information. The individual data is housed in 3 databases named cust_m.dbf, cust_q.dbf and cust_u.dbf. The link between the account file and the individual file is the Ikey, Individual key, which denotes the unique individual number per customer. Creating your Individual Level Database 1. Access Institution Setup from the Setup option of the main MarketTrax menu. 2. Highlight your institution and click on Edit. 115 Copyright All rights reserved. MARQUIS

116 3. The Individual Level Criteria should already be set to: 0 - Zip + Address + HH Name 1 - Social Security Number/Tax ID 2 - Customer Number You may edit this selection by clicking your mouse pointer into the box and changing the numbers in the appropriate boxes. Keep in mind that the Individual Level Database allows you to identify unique customers/members. If there is some question as to whether or not your customer numbers or member numbers are reliable, you may want to set this priority to 0 and only use social security number as your criteria. 4. Click Save and Close out of the Institution screen. 5. In your main MarketTrax menu, go to File, Manager. 6. Select the File Set you would like to build your Individual Level Database on by clicking in the Customer/Member Level box. 7. Close out of File Manager. At the bottom of your screen you will now see that your Institution Name, the active File Set and the Level have changed to Customer or Member. 8. From the main MarketTrax menu, go to File, Customer/Member Update. 116 Copyright All rights reserved. MARQUIS

117 9. Choose the Update button to group this database based on the initial individual criteria you chose earlier in this chapter. 10. After the processing is complete, you have the option to run Geocoding and Predictive Modeling on your Individual Level Database before moving to the Query Editor. WARNING: Checking the Final Customer Update Check box can severely affect the building of your Customer Level and should only be used under the advice of MARQUIS Customer Support. Your Individual Level Database is now built. If you need to change back to your Household Database, go back to File, Manager and Deselect the Customer/Member Level Box. The individual database is built from the primary account holder information. When analyzing data or doing a campaign consider whether you want to evaluate the relationship of just one person, or the relationship of their entire family (i.e., household). Other chapters will cover the usage and additional features of MarketTrax. All of the features of the Household Database also apply to the Individual Level Database. The only difference is that while you are working in the Individual Level Database, anything that is labeled as Household in your Household Database is replaced with the term Customer or Member, depending on the selections you chose in your Institution Setup. TIP! Revelation can only be built on the Account and Household level. 117 Copyright All rights reserved. MARQUIS

118 CHAPTER 6 Filtering Data In this chapter you will learn the concept of researching your account data through the use of filters and Tract Groups to analyze specific records. In This Chapter Filters Fast Filter Random Selection Filter Processor Tract Groups 20 Filters to do Each Month 118 Copyright All rights reserved. MARQUIS

119 Filters As part of the analysis of your institution s performance and planning for future marketing efforts, you will be asking many questions about your customer base. For instance, you might want to know the percentage of overall deposits generated by a certain branch, or the production of a particular loan officer. You might also want to locate households that have specific characteristics, such as single service households or your most profitable households for potential target marketing. To analyze selected records, MarketTrax provides you with an easy to use filtering system. A filter is simply a set of criteria used to segment records meeting certain conditions. Once the filter is set, you can run reports, create maps or other analysis using just the selected records. The filters you set will apply only to the currently active File Set and can be saved and used again. Individual filters are stored in groups, which you might want to define based on the purpose or focus of the filters, such as profitability, or branch or officer production. There are three levels of filters in the MarketTrax system: Account Level - Filters which make use of specific account fields, such as current balance, open date, product or account type codes. Household Level - Household level filters evaluate the overall or combined relationships of your customer base, such as household profitability, product combinations, household branch and geocode data. Individual Level - Any filter on the Account or Household Level can also be run in your Individual Level database. See Individual Level, Chapter 5 for instructions on how to select your individual database. Every field in MarketTrax, including User Defined Fields (UDFs) and campaigns can be incorporated into a filter. The result is that there are literally thousands of filter possibilities from your institution s data. Elements of a Filter An example of a filter is: Open Date = 01/01/ Copyright All rights reserved. MARQUIS

120 With this filter in place, only accounts that opened on 01/01/2013 will be selected. Every filter contains the same three elements as the example above: Elements of a Filter Element Field Operator Value A specific field to be tested, such as Open Date, Balance, Branch, etc. A condition placed on the field, including greater than, equal to, between two dates or contains text. The operator will vary depending on the type of field selected (date, numeric or text). The value to test against the field. In the example above, the value is 01/01/2013. The example above contains a single filter condition (accounts with an Open Date of 01/01/2013). Many of the filters you will be creating may require multiple conditions. For example, if we want to further restrict the records selected to checking accounts opened on 01/01/2013, we can do so by adding a second condition to the filter: Open Date = 01/01/2013 and Account Product Code = Personal Checking Multiple filter conditions are made possible through the use of connectors. When joining filter conditions, the connector establishes the relationship between the conditions by requiring that either both conditions be true, or that one or the other condition is true as shown on the following screen: TIP! Use Join to add the contents of a previously saved filter. 120 Copyright All rights reserved. MARQUIS

121 Filter Output Options At the time a filter is activated, you will choose an output option, such as Summary, Browse, Reports, Graphs, Maps, etc. (each of the output options is discussed in detail in later chapters). The output you generate from these options will only include records meeting the filter conditions. One of the best methods for quickly reviewing the results of your filter before spending time processing reports, graphs or maps with unknown results is to prepare a filter summary. The summary is a quick method to find out how many records met your filter condition. The Summary output screen reveals general information about the records selected in the filter: The data displayed includes the number of households selected and their entire relationship including number and balance of loan and deposit accounts, as well as average balance figures per account and per household. In addition, you will see the households service information. If your filter selected a specific group of accounts based on account level criteria, the number and balance of qualified account information is displayed. This is in addition to the information about the households overall loan, deposit and service information. If you only have household level criteria in your filter, the specified account portion of the summary screen is not applicable. A report of the summary information is also available by clicking Print. At this point you have the option to Preview, Print, Print to File, Printer Setup, Archive, Close or create a Filter Name. 121 Copyright All rights reserved. MARQUIS

122 Create a Filter 1. Access the Research window by selecting Discovery, Research from the main MarketTrax menu. 2. Click the Add button. The first tab in the 4-step filter building process is displayed. From here you will be selecting the field, operator and value for your filter. See the Filters section earlier in this chapter for an overview of filter concepts. 3. For this example, we will be building the following filter: Open Date = 01/01/ Each field in the MarketTrax system is stored in one of the field groups displayed on this first tab. 5. Click the Account Specifics field group. 6. Click on the Step 2 tab, or click the Next Step button. TIP! You can also double-click the field group to move to Step Scroll down the list of fields and select the Open Date field. 8. Click on the Step 3 tab, or click the Next Step button. Click the Prior Step button if you want to return to Step 2. TIP! Double-clicking on the field name moves you to Step Select the operator for the filter, which in this case is Equal To date. 10. Click on the Step 4 tab, or click the Next Step button. Click the Prior Step button if you want to return to Step Copyright All rights reserved. MARQUIS

123 TIP! Double-click the wording Equal To date to move to Step Enter the date value of 01/01/2013 in the space provided. TIP! Use the Tab key on your keyboard to move into the blank space. 12. If you want to modify any of the previous steps, you can click on the desired tab, or return to Step 3 by clicking Prior Step. 13. Click Done when ready, or Cancel to clear your entries. 14. The Research screen displays the complete filter. Check the filter at this point to ensure that the conditions are correct. 123 Copyright All rights reserved. MARQUIS

124 TIP! If you have a long filter condition, you can right-click on the filter condition to view the entire filter. 15. To make changes to filter conditions, click on the condition to be changed, click Edit and you will return to the 4-Step filter builder where you can make the desired changes. 16. If you need to remove a single condition, highlight the condition and click Remove, or you can clear all of the conditions with the Clear button. 17. When the filter is complete, click Save and skip to Step 20 for the next step. If you want to add additional criteria to your filter, such as...and Account Product Code = Personal Checking, click the Add button. 18. Choose the type of connector ( and, or ) to join the first part of the filter with the additional criteria. You will be presented with the same 4-Step filter screens described above. Follow steps 4-14 above for guidance and refer to Appendix C for Field Group Definitions. 19. When the filter is complete, click Save. 20. Filters are stored in groups, similar in concept to a file folder. You can create as many groups as you like and will probably want to define them based on their purpose, such as profitability or market research related, or those for a particular branch. If you are creating a new group, click the New button and enter a name for the group in the space provided, or select Existing to add the new filter to an existing group. 21. At Save As, enter a name for the filter you re creating. 124 Copyright All rights reserved. MARQUIS

125 22. Click OK when ready, or Cancel to return to the Research window. Your new filter is saved and ready to be used. Activate, Modify or Delete Filters 1. Access the Research window by selecting Discovery, Research from the main MarketTrax menu. 2. Click Open. The Filter List Manager screen will appear showing any existing filter groups. Filter groups are designated by the plus sign (+) on the left. 3. Filters are stored within these groups. The desired filter can be accessed by double clicking anywhere on the line of the appropriate group name. 4. Select the filter to be activated, modified or deleted by clicking with your mouse to highlight the filter. Once a filter is highlighted, the Filter List Manager will display the records meeting the filter and the last date it was activated. 5. To activate the filter or modify the filter settings, click the Select button. The Research screen will appear showing the filter conditions. You can also Rename or Delete a filter, Copy a filter from one group to another or print a Report to show the details for a specified filter group or all filter groups. When selecting Delete you have the option to delete only an individual filter or an entire filter group. TIP! You can print a report from the Filter List Manager by clicking on report and specifying the currently selected filter group or all filter groups. This report will assist you in managing your filters, the conditions used and the last person to modify each filter. 6. If you have multiple conditions, you can change the connector between and and or by clicking the Swap button. 7. With multiple conditions using a combination of ands and ors, you can Add Brackets or Remove Brackets to separate filter conditions. To do this, simply highlight the conditions 125 Copyright All rights reserved. MARQUIS

126 (lines) you would like the brackets around by pressing the CTRL or SHIFT key and clicking on the conditions with your mouse. You will then see the Add Brackets or Remove Brackets buttons available for use. 8. To make changes to filter conditions, click Edit and you will be taken to the 4-Step filter builder where you can make the desired changes. TIP! Double-clicking works, too! 9. If you need to remove a single condition, highlight the condition and click Remove, or you can clear all of the conditions with the Clear button. 10. You have the option of including a Tract Group in the selection criteria. That is, in addition to the conditions you defined as part of the filter, records must be located in areas included in the selected Tract Group to be included. See the Tract Group section later in this chapter for an explanation. 11. Another filtering option is to select a specific number of records to randomly select. You can do this by placing a check in the Random box and entering the number of desired records. 12. Select the desired output, such as Summary, Browse, Report, etc. by clicking the appropriate button for the desired option. 13. The filter now processes and the results are in the desired output selected. Any further processing, including viewing records, running reports or creating maps or graphs will only make use of the records meeting the filter conditions. The filter will remain active until you clear or delete it as described in Step 9, above. Create Filter Summary 1. Select a filter for activation using the instructions provided earlier in this chapter. 2. Click the Summary output option to activate the filter. 126 Copyright All rights reserved. MARQUIS

127 3. The summary screen is displayed reflecting the filter results. You can produce a report of the results by pressing the Print button, or click Close to return to the Research screen. Mark Qualified Households Occasionally, you may want to filter for households with two or more accounts meeting different conditions - for example, households that have both a 12 month certificate and a 12 month IRA. Because account level filters apply to only one account in the household, you must find those that meet the first condition and then, separately, find those meeting the second condition. The Mark Qualified Households feature allows you to "tag" each of these filter groups and then filter for all households with both tags. You have the option to use up to three Qualified Household Flags. Using the Mark Qualified Households feature, you can mark the households that contain the account level information and then filter on the qualified household flag with other filter conditions. These Qualified Household Flags are temporary and may be used over and over again. Each time you use this function, it will reset itself to the new criteria from the account level filter. Qualified Household Flags are only valid in the current Fileset. 127 Copyright All rights reserved. MARQUIS

128 1. First, you will need to create your account level filter condition (i.e. account type code is equal to 12 month certificate). Go to Discovery, then Research from the main MarketTrax menu. 2. Select Tools from the Research screen. Select Mark Qualified Households. 3. Select one of the three Mark Fields and click OK. 4. Next you will receive a confirmation message for the field you want to mark. Click OK. 5. Next you will get a status message indicating the process is complete and showing the number of records updated. 6. At this point you can clear your filter. NOTE! For purposes of this example, we will assume we used a separate filter for the 12 month IRA account type and set Qualified Household Mark 2 as described above. 7. To get to the Qualified Household Flag, go to Add and choose Household Maintenance. 8. In Step 2, you have the option for all three Qualified Household Flags. 9. Next, select Is true to add these conditions to your filter. You can also select Is false if you want to exclude these households from your filter condition. 10. Now you can add the second filter condition for Mark Qualified Household Flag 2, as well as further filter conditions. 128 Copyright All rights reserved. MARQUIS

129 Fast Filter The Fast Filter tool is an easy way to create fast and simple filter conditions using one screen, as opposed to the 4-step filter designer. 1. Select the Fast Filter button from the main Research screen. TIP! When using the Fast Filter Feature, all conditions are connected with the AND statement. If you want to change the AND statement to OR you will be able to do this after your filter has been built by using the Swap button on the main Research screen. 2. Make your selections to filter for the information needed. A good example of a filter to create using the Fast Filter feature would be for all deposits with a maturity date in May. To do this, select the features circled below. 3. After the features are selected, click on the Add To Filter button. This will bring you back to the main Research screen where you view your results by selecting Summary, Browse, Report, etc. Also, you can change the connector with the Swap button. If you would like to add to this condition, either use the Add button to go through the 4-step Filter Designer or click Fast Filter again to add more conditions. 129 Copyright All rights reserved. MARQUIS

130 TIP! The Fast Filter window is cleared each time it is displayed, regardless of whether or not filter conditions are present. 130 Copyright All rights reserved. MARQUIS

131 Filter Processor Many active users of the MarketTrax system will generate certain reports on a regular basis, such as each month when new records are imported. This processing will often include activating groups of existing filters and producing summary reports of the results. The Filter Processor feature in MarketTrax is a method of activating some or all of your filters with a single step and producing a Filter Summary Results report for each. Filter Summary Results Activate Filter Processor 1. To access the Filter Processor, select Processors from the main MarketTrax menu. 2. Choose FilterPro. 3. In the Filter Processor screen, you will see each of your filter groups listed. You cannot create or edit filters from this screen. 4. To activate and produce summary results for each filter in a single group, select the desired group by clicking with your mouse and press the Run Selected button. This will run each of the filters within that group and print the summary results report for each. You can run all filters in every filter group by choosing Run All. 5. The Close button will exit the Filter Processor. TIP! You must have your existing filter conditions saved prior to using FilterPro. 131 Copyright All rights reserved. MARQUIS

132 Tract Groups While the 4-step filter builder enables the user to select records based on specific criteria, such as dates, balances or account types, there could be circumstances when you want to further segment households or accounts in a specific geographic area. By creating geographic filters known as Tract Groups, you can easily define, save and re-use specific geographic criteria that can be used in a variety of ways, including: Create a market area definition for your institution Use when performing a site analysis for potential expansion opportunities Geographic selection criteria for campaigns The geography available for Tract Groups can be an entire state or individual Metropolitan Statistical Areas (MSAs generally consist of a city center and the surrounding counties). You can also include specific counties or census tracts/block Numbering Areas (BNAs are the rural equivalent of census tracts and are found outside of urban areas). Tract Groups are built using the current Census demographics. If the Fileset is using an earlier Census demographic, the Tract Group will indicate that in the upper right hand corner Using 2000 Census Data. Once defined, Tract Groups are activated from the Research screen, either independently or attached to filters. As with filters, once a Tract Group is activated, all processing, including reports, maps and campaigns will only include records meeting the conditions. Access Tract Group Manager 1. To access the Tract Group Manager, select Setup, then Tract Groups from the main MarketTrax menu. The Tract Group Manager will appear showing any existing groups. 132 Copyright All rights reserved. MARQUIS

133 2. Click Add. 3. Enter a New Name for the Tract Group in the space provided. 4. Click Save to proceed, or Cancel to return to the Tract Group Manager. 5. This screen allows you to pull the Census Tracts/BNAs intended for the Tract Group from the list of Available Tracts into the Selected Tracts window. 6. To see the Available Tracts, select a State and/or MSA and/or County combination using the drop-down menu next to each field. All of the census tracts/bnas in the specified geography will be displayed in the Available Tracts window on the left. 133 Copyright All rights reserved. MARQUIS

134 7. From the Available Tracts window, you can move all of the tracts on the list into the Selected Tracts window by clicking the >> key, or you can move individual tracts by highlighting the desired tract with your mouse and clicking the > key (you can select more than one tract at a time by holding down the CTRL key). If you need to de-select a tract, you can do so by highlighting the tract in the Selected Tract window and clicking the < key, or you can de-select all of the tracts by clicking the <<. TIP! Double-clicking a tract will also move it between windows. 8. When the Selected Tracts window contains the desired tracts for the new Tract Group, click Save Changes, or Undo Changes to clear your entries. 9. Click Close to return to the Tract Group manager screen. 134 Copyright All rights reserved. MARQUIS

135 Modifying or Deleting Tract Groups 1. Access the Tract Group Manager using the instructions provided earlier in this chapter. 2. Select the desired Tract Group by highlighting the item with your mouse. 3. To change the tract selection of the Tract Group, click Edit and make the desired changes. If you want to change the name of the group, click Rename. 4. To remove a Tract Group from the list, click Delete. 5. Click Close to return to the main MarketTrax menu. Activating or Clearing Tract Groups 1. Access the Research window by selecting Discovery, Research from the MarketTrax menu. 2. You have the option of opening a filter to activate with the Tract Group (see the instructions for activating filters earlier in this chapter), or using the Tract Group independently. 3. Click the drop-down menu next to Tract Group: and select from the list of available groups. 4. Select the desired output, such as Summary, Browse, Report, etc. by clicking with your mouse. 5. The Tract Group is now set in the active File Set and the desired output displayed. Any further processing, including viewing records, running reports, or creating maps or graphs will include only be the records meeting the Tract Group criteria. 6. To clear a Tract Group, click in the Tract Group window and select None. 135 Copyright All rights reserved. MARQUIS

136 20 Filters To Do Each Month 1. Product Penetration Filter: All Records Report: Household Product Summary 2. Breakeven Report by Account Type Filter: All Records Report: Breakeven Summary by Account Type 3. Distribution by Number of Unique Products - To determine Single Relationship Households Filter: All Records Reports: Household Distribution by # Unique Products-Where the Starting Value = 1 and the Ending Value (enter total # of products you have setup in your system) and Increment = 1. Or you can select your own ranges. 4. Breakdown of Least to Most Profitable Households Filter: All Records Reports: Household Distribution Report by Profit Amount Percentile where the Starting Value is 0 and Ending Value is 99 and Increment is 10. (Or you can create your own ranges). 5. Maturing CDs Filter: General Product Code = (click Pick List and highlight Certificates) Report: Account Distribution report by Maturity Date and specify the date ranges. display the schedule of maturing certificates. 6. Loans Maturing This will Filter: Loan or Deposit Flag = L Reports: Account Distribution report by maturity Date and specify the date ranges. This will depict the schedule of maturing loans. 136 Copyright All rights reserved. MARQUIS

137 7. Accounts with no activity for one year Filter: Report: Last Activity Date greater than (date of one year ago) Balancing Summary, select Current Balance 8. New Accounts opened by Product Category Filter: Open Date later than or equal to (specific date) Report: Select the Account Tracking report by Region, Branch and/or by Officer. This will give the number and balance of all products opened since that time. 9. New Household Relationships Filter: Household First Open Date is between two dates (enter specified dates) Report: Household Product Combination and Household Product Summary 10. Product Penetration by Branch Filter: Household branch = (select Pick List and choose one branch) Report: Household Product Summary 11. Determine Single Relationship Households By Branch Filter: Household # Unique products = 1 Reports: Household Distribution by Branch 12. Profitability Less Than $0 Filter: Account Profit Amount is less than 0 Report: Breakeven Summary by Account Type 13. Households with Total Deposit Balance greater than $100,000 Filter: Households $ Deposits is greater than $100,000 Report: Household Detail Listing - sort by Branch and distribute to managers 137 Copyright All rights reserved. MARQUIS

138 14. Changes in Products over time Filter: All Records; Select a Fileset for comparison Report: Product Change Summary 15. Cross Sales Trends by Officer, Branch, or Region Filter: Report: All Records, Select Fileset of your choice to compare. Household Change Summary and select sort by Officer, Branch, or Region 16. Changes in Household Balances Filter: All Records - Select a Fileset which you choose to compare Report: Balance Change Summary 17. Household Attrition by Branch Filter: Report: All Records; Select a Fileset for comparison Closed Household Summary; sort by Branch 18. Closed Accounts from Most Profitable Customers Filter: Profit Amount Percentile is greater than or equal to 90 (for top 10%) and select a Fileset to compare Report: Closed Product Summary 19. Product Change Report Filter: All Records, Select the time period you would like to compare with the current time period, select the Both Files option at the bottom of the summary results screen beside Set Filter On Report: Product Change Report 20. Households that decreased their balances by over $10,000 Filter: All Records - Select a Fileset to compare Report: Balance Change Detail - Click Deposit Balances with a Change amount >-10,000 and <-99,999, Copyright All rights reserved. MARQUIS

139 CHAPTER 7 Browse The Browse function enables you to view and edit your records in MarketTrax. This chapter explores the different browsing options. In This Chapter Viewing and Editing Account Data Viewing and Editing Household Data 139 Copyright All rights reserved. MARQUIS

140 View and Edit Records The MarketTrax system provides account and household level detail screens designed for viewing and editing records. You have the option of viewing all of the records in your file, or by activating a filter, you can select records meeting specific conditions. There are several viewing options to choose from when accessing your institution s records: Full Browse - The default viewing method, this option provides numerous screens of detail about each household and their related accounts, including name and address, balances, dates, profitability, campaign data and any User Defined Fields (UDFs). Editing of records is allowed. Household Browse - A method for viewing a database-style listing of each household record and its corresponding field values. Although the default setting for this viewing method is read-only, you can enable editing by selecting the edit option at the time you choose this viewing method. This will allow you to edit your database and view deleted records. Account Browse - Similar to the household browsing method described above, except the data is only on the account level. This browse feature always shows all accounts in your file set. Qualified Accounts - Also a database-style display, this option will only be available if you have activated an account level filter (an account level filter is one that places conditions on specific account fields, such as account balance or open date). This browse feature only displays the accounts that are the result of your account level criteria. Selecting the edit button will allow you to edit the database and view deleted records. Basic Demographic - Displays the demographic data associated with your institution s household records. This includes Census Tract information, income level, households and minority percentages. Household Demographic Link, Tract Demographic Link and Customer Link - These viewing options are available if you have incorporated a Link File into your File Set. See Chapter 17 for an explanation of Link Files. 140 Copyright All rights reserved. MARQUIS

141 Access Viewing Options 1. To access the available browse options, select Discovery, then Research from the main MarketTrax menu. 2. You can view all of the records in the active File Set by leaving the filter conditions display window blank, or you can control the record selection by opening an existing filter or creating a new filter. Instructions for creating or opening filters can be found in Chapter Click Browse. The viewing option screen will appear showing the available browse options. Full Browse 1. Access viewing options using the instructions provided earlier in this chapter. 2. Click Full Browse. 3. Click on Browse to continue or Close to return to the Research screen. 4. The Household List can be displayed in number or name order. Use your mouse pointer to click at the top of the list on either HH# or HH Name to change the sort order. To select a specific record, click with your mouse to highlight the desired record. You can scroll through the list of households by clicking the Next or Previous buttons in the lower left-hand corner, or you can search for a specific household number or name by entering your search criteria in the Find HH# or Find HH Name box. To search for a specific account record, click the Find button and search by Name, Social Security Number, Account Number or Customer Number. 5. Navigate through the screens using your mouse to click the desired tab at the top of the screen, or click Close to return to the Research screen. Once a household has been selected on the household list tab, all other tabs will display information about that specific household until another household is selected. 6. The HH Detail tab reveals information about the household calculated during the householding process. This includes number of loan and deposit accounts, their corresponding balances and rates, and the interest income from the loans as well as the interest expense on the household deposits. 141 Copyright All rights reserved. MARQUIS

142 7. By clicking on the Report button, you are able to generate a report of all the information included on this tab. 8. A breakdown of products held by the household is displayed on the HH Products tab. 142 Copyright All rights reserved. MARQUIS

143 9. The HH Profit tab displays the calculated profitability and percentile scores for the household. The interest margin, non-interest expense, non-interest income and profit is totaled for all the accounts within the household. The margin percent is the spread for the household and the profit percent is a return for the household determined by the total profit divided by the total balance. The percentile scores are calculated during the updating process automatically by MarketTrax. The scores in each household are calculated by comparing the total balance and profit amount to all other households in the file set. Scores are on a scale of 0 to 99, the higher the better. 10. By clicking on the Report button, you are able to generate a report of all the information included in this section. 143 Copyright All rights reserved. MARQUIS

144 11. Any household level User Defined Fields (UDFs) defined for the active File Set will be shown on the HH UDFs tab. 12. The Campaigns tab reveals whether the household was a member of the control group or marketing group for a campaign and if the household responded to the campaign (see Chapter 9 for an explanation of campaigns). 144 Copyright All rights reserved. MARQUIS

145 13. A listing of each account held by the household is shown on the Acct List tab. You can select a specific account to view on the Acct Detail tab by clicking with your mouse on the desired account record. 14. With an account level filter in place, you have the option of viewing just the accounts that meet the filter conditions by clicking All QUALIFYING in Household. 15. The Acct Detail tab shows specific information about the selected account, including calculated fields such as profitability. You can scroll through the accounts belonging to the household by clicking the Previous or Next buttons in the Account section at the bottom. 16. Any account level User Defined Fields (UDFs) defined for the active File Set will be shown on the Acct UDFs tab. 17. You have the ability in MarketTrax to add and edit free-form notes for any household record using the Notes tab. The notes are retained by MarketTrax and will remain part of the household record even when you perform a new import or otherwise update the household information. You will also be able to view several fields from the CRM platform; i.e., CallTrax/referralTrax (Value Code, Next Product, Marketing Note 1, 2, 3 and 4). 18. You have the ability to link together certain relationships without super householding them on the HH Link tab. This allows each household number to remain the same but the households will show a connection to one another. Modifying Records 1. Access the Full Browse viewing option using the instructions provided earlier in this chapter. 2. Locate the household record to be modified. To aid in your search you can change the order of the households by clicking HH# or HH Name at the top of the list. You can locate a household record using the Previous or Next buttons at the bottom left-hand corner of each screen or you can click the Find button to perform a search of accounts using Account Number, Customer Number, Name or Social Security Number. TIP! Each screen contains editable information except HH List, HH Products, HH Profit (can edit any adjusted field) and Acct List. Remember, editing in MarketTrax is a useful utility, however, the best method of editing is conducted on your host data processing system. 3. When the desired record has been located, click the Edit button at the bottom right-hand corner of the screen. You are free to modify information in the un-shaded areas (fields shaded in yellow cannot be altered). 4. Click Save when ready, or Undo to clear your entries. Super Householding As you review your householding relationships, there may be situations where you want to move one or more accounts from one household to a new one or you may want to combine separate households into one. 145 Copyright All rights reserved. MARQUIS

146 For example, you may want to move an account into a new household if the existing household has a father, mother, and child. The child has now turned 18 and is moving away to college. In order to target market to the child, you would want him to have his own household relationship. Another example where you may want to super household might be if during the householding process, MarketTrax determined a separate business household and a separate retail household for the same person. In this case, you could combine the households into one so you are only marketing to the household once. Use the Following Instructions to Move Households: 1. Access the Full Browse viewing option using the instructions provided earlier in this chapter. You will want to notate the household you will move the accounts from and the household you will move them into. 2. Access the Acct Detail tab. 3. Find the desired account that you wish to move into a different household by using the Find button as described above. 4. Click on Move to access the Household Move Utility. 5. Place your cursor on the household you wish to move the account to by using the identified household number and then click Select or you may create a new household by clicking on New. If you would like to move all accounts into a new household or into an existing household, simply click on the box next to Move all accounts. You may click on Cancel at any time to return to the Acct Detail tab. TIP! Once you have finished superhouseholding, you will need to run a household update to reflect the changes you have made. 146 Copyright All rights reserved. MARQUIS

147 Household Browse 1. Access viewing options using the instructions provided earlier in this chapter. 2. Click Household. This viewing mode is read-only unless you check the Edit tab. 3. Click on Browse to continue or Close to return to the Research window. TIP! Using the Edit function in this database style listing is not recommended unless you are very certain of your edit. Any editing done to the file in this mode is automatically saved and cannot be undone! 4. Use the horizontal scroll bar at the bottom of the viewing window to see all of the fields in the database. Remember, this viewing option is read-only unless you checked the Edit box in Step You can close this viewing window and return to Research by clicking the X in the upper right-hand corner of the screen. 147 Copyright All rights reserved. MARQUIS

148 Account Browse 1. Access viewing options using the instructions provided earlier in this chapter. 2. Click Accounts. This viewing mode is read-only unless you check the Edit box. 3. Click on Browse to continue or Close to return to Research. TIP! If you have more than 100 account UDFs or 100 household UDFs, you will be prompted to look at your regular fields or UDF fields. TIP! Using the Edit function in this database style listing is not recommended unless you are certain of your changes. It is recommended that permanent changes be made to your host processing system. 4. Use the horizontal scroll bar at the bottom of the viewing window to see all of the fields in the database. Remember, this viewing option is read-only unless you checked the Edit box in Step You can close this viewing window and return to Research by clicking the X in the upper right-hand corner of the screen. 148 Copyright All rights reserved. MARQUIS

149 Qualified Accounts Browse You may also elect to browse those accounts that actually qualify for your filter. For example, if you are looking for accounts with a balance less than $500, you can either look at all of the accounts within that household or you may browse only those accounts that qualify for the filter (accounts with a balance less than $500). 1. Access viewing options using the instructions provided earlier in this chapter. 2. Click Qualified Accounts. This option will only be available to you if you are using an account level filter. It will also be read-only unless you check the Edit window. TIP! Using the Edit function in this database style listing is not recommended unless you are certain of your changes. It is recommended that permanent changes be made to you host processing system. 3. Use the horizontal scroll bar at the bottom of the viewing window to see all of the fields in the database. Remember, this viewing option is read-only unless you checked the Edit box in Step You can close this viewing window and return to Research by clicking the X in the upper right-hand corner of the screen. 149 Copyright All rights reserved. MARQUIS

150 Basic Demographic Browse 1. Access viewing options using the instructions provided earlier in this chapter. 2. Click on Basic Demographic. This viewing mode is read-only unless you check the Edit box. 3. Click on Browse to continue or Close to return to Research. 4. Use the horizontal scroll bar at the bottom of the viewing window to see all of the fields in the database. Remember, this viewing option is read-only unless you checked the Edit box in Step You can close this viewing window and return to Research by clicking the X in the upper right-hand corner of the screen. Household Link Files You may want to attach or link an outside data file such as a Demographic Append or Customer Link File to MarketTrax. This would be one that is not regularly included in your account records. MarketTrax can easily accept several different link files. The procedures for linking files will vary depending on the information being linked. For additional information on link files, please see Chapter Copyright All rights reserved. MARQUIS

151 CHAPTER 8 Reports The Reports chapter introduces you to many standard MarketTrax reports. This includes the options available in preparing comparative reports and processing groups of reports on a consistent basis. In This Chapter Summary Reports Campaign Reports Cross Sales Reports Product Combination Reports Listing Reports Distribution Reports Comparative Analysis Report Processor 151 Copyright All rights reserved. MARQUIS

152 Accessing the Research Screen 1. To access MarketTrax reports, select Discovery from the main MarketTrax menu. 2. Click on Research. 3. Once you have selected Research, you can now select the Report feature to view the variety of reports available to run. You can run reports on all records of your database or segment your database through the use of filters. Standard Printer Options Once you have created one of the many reports in MarketTrax, there will be five printer options available. 152 Copyright All rights reserved. MARQUIS

153 Each of the options is described in more detail below: Preview - shows you a Preview of the selected report on your screen. Print - prints the report to the designated printer within MarketTrax. Print to File - saves the file in a database format to the specified location. Printer Setup - allows you to change your printer settings such as the designated printer for MarketTrax and style options for reports. Archives - creates a PDF of this report that is stored under the Discovery/Report Archives section. Close - returns to the Query Editor screen. Report Pro Options Description: Report Description Group: Existing - Add Report to an existing Report Group Archive Group/New Group - Add to an existing or create a new Archive Group File - export report to a database (.dbf) file Printer - send report to printer Include Filter - generates the report using the filter in place at this time; filter must first be saved Add to Report Pro - will automatically take your settings and add them to Report Pro 153 Copyright All rights reserved. MARQUIS

154 Summary Reports Breakeven Summary The Breakeven Summary Report enables you to group by either account type or product categories to determine the number and total balance of accounts, the average and median balances, and breakeven balance for each. The breakeven balance is the balance at which the account type or product typically stops being unprofitable and begins being profitable. In other words, the accounts with a balance below the breakeven are unprofitable. The accounts with a balance above breakeven are profitable. It further tabulates the number of accounts that have a balance above and below the breakeven point. The Breakeven Summary Report is essential in helping you understand and analyze your account and product profitability. The report will identify the affects of balance and its role in overall profitability. This information is critical in pricing your product line. Also, if you need to know the typical balance of an account type or product, the median balance on this report is a good determiner. This report can be a very useful tool for repricing strategies. It may be used as a guide to determine break point (or tiers) for service charges or interest rate incentives. Setting account tier levels above and below the breakeven balance point will encourage higher balances and generate fees, which will equate to increased profits. Another important use of this report is to determine the balance required for marketing promotions. Requiring the promotional balances to meet the breakeven balance will help insure the profitability of new accounts generated as a result of the promotion, therefore having an overall profitable promotion. It is critical to ensure that marketing promotions generate profits in order to positively impact the institution s bottom line. 154 Copyright All rights reserved. MARQUIS

155 155 Copyright All rights reserved. MARQUIS

156 Report Description Number of Accounts: The total number of accounts by account type or product category within this segment. This selection is made prior to creating the report. Balance of Accounts: The total account balance for all accounts within the segment. The type of balance displayed (i.e., current, original, average) is selected when creating the report. Average Balance: The total balance of the accounts divided by the number of accounts. Median Balance: A better indicator than average balance of a typical account balance. This is determined by selecting the balance that is the exact middle after all of the accounts are lined up smallest to largest. Breakeven Balance: The balance of an account that is the point of profitability being zero. All accounts below this point are negative in profitability and all accounts above this balance are profitable. Breakeven is when the total profit (account balance multiplied by the spread plus non-interest income minus non-interest expense) is equal to 0. Accounts Above Breakeven: The number of accounts that have a balance higher than the breakeven. Accounts Below Breakeven: The number of accounts that have a balance lower than the breakeven balance. TIP! If you have negative Breakeven Balances, your NII is exceeding your NIE or you have a negative margin. Household Profile Report The Household Profile Report has been designed specifically for MarketTrax and provides a wealth of information about your customers. Each of the seven pages (reports) represents the different types of relationships your customer households can have with your institution. Therefore, many questions regarding these relationships can be answered. The seven reports in the package are actually three sets of segmenting reports and a summary report that combines all of the other report pages. The columns divide the retail and business households, with a total column which combines the two. The rows on each page contain: general information regarding the entire household, all account information for that household, and the deposit and loan information for the households. You may also run this report when segmenting your data by: Profit Segment Branch Account Open Date 156 Copyright All rights reserved. MARQUIS

157 1. Summary Profile- This report provides a summary of all the accounts and households in the entire database or query. Households and accounts included on the other reports are combined in the Summary Profile Report. Therefore, it provides a good snapshot of the database or query group. This report will indicate: the number and percent of households that are business or retail, and their relationship. Many choose to use this page only to provide a snapshot of the organization or query segment to give to other managers. 2. Deposit Households Profile- The report includes any household with a deposit product. If these households have loans, that information is provided as well. This report will tell you the percent of your database or query group that has a deposit account, the percent that has retail and business deposit accounts, and of the query group or total database, the number and dollar amount of deposits. 3. Loan Households Profile-This report includes all households with a loan product. It also provides information on the deposit products these households have. This report will tell you the percent of your database or query group that has a loan account, the percent that has retail and business loan accounts, and of the query group or total database, the number and dollar amount of loans. 4. Deposit Only Households Profile- This report demonstrates customer households that have ONLY a deposit type account with your institution. As you will notice in the loan section, there are zeros. From this report, you can determine your cross sales opportunities to deposit retail and business households in your database. 5. Loan Only Households Profile - This report demonstrates customer households that have ONLY a loan type account with your institution. As you will notice in the deposit section, there are zeros. From this report, you can determine the your cross sales opportunities to retail and business loan households in your database. 6. Single Account Households Profile - This report provides information on all households with one account type only, whether it is a deposit or loan account. In the All Accounts section, the account per household ratio is exactly one. The information distributed in the deposit, loan and general sections relate to that one account which each household contains. Again, this is a good report to look for cross sales opportunities. 7. Multiple Account Households Profile - Any household having more than one account type is represented on this report. This report will tell you the number and percent of households having more than one account, the number and balances of loans and deposits, the account per household ratio of these numbers, and the average balance of all the household accounts. This report should be one of the first reports run when analyzing a customer segment. After getting the big picture information from the Summary Report, you will have many other questions to answer regarding the relationship of your segment. We suggest running this report on several different percentile groups (i.e. Top 1%, Top 5%, Top 10%, and the entire customer base). Several areas that you should pay special attention to, include the accounts per household on the Summary Report, especially how they differ across the percentile categories. Also notice the percentage of retail versus business households in each category. Determine the profile of single account households in each category; what is it about that one account that makes the entire household profitable or unprofitable. 157 Copyright All rights reserved. MARQUIS

158 Analyze these reports to determine the percent of the entire customer base that are single account households. 158 Copyright All rights reserved. MARQUIS

159 Report Description Total Households: The total number of households for the column. Deposit Households: The total number of households for the column that have at least one deposit account. Deposit Only Households: The total number of households for the column that only have deposit accounts. Loan Households: The total number of households for the column that have at least one loan account. Loan Only Households: The total number of households for the column that only have loan accounts. Number of Services: The total number of services held by households in that column. Services per Household: The total number of services held by the households in that column divided by the number of households. All Accounts Number of Accounts: The total number of accounts, both deposits and loans, held by the household within the column. Accounts per Household: The total number of accounts held by the households within the column divided by the total number of households for the column. Balance of Accounts: The total balance of the accounts for the column s households. Balance per Account: The total balance of the accounts for the column s households divided by the total number of accounts. Balance per Household: The total balance of all accounts divided by the total balance of the households for the column. Deposit Accounts Number of Accounts: The total number of deposit accounts held by the household within the column. Accounts per Household: The total number of deposit accounts held by the households within the column divided by the total number of households for the column. Balance of Accounts: The total balance of the households deposit accounts. 159 Copyright All rights reserved. MARQUIS

160 Average Account Balance: The total balance of deposit accounts held by the households within the column divided by the total number of deposit households. Average Household Balance: The total balance of the household s deposit accounts divided by the total number of deposit households. Loans Number of Accounts: The total number of loans held by the household within the column. Accounts per Household: The total number of loan accounts held by the households within the column divided by the total number of households for the column. Balance of Accounts: The total balance of the households loan accounts. Average Household Balance: The total balance of loan accounts held by the households within the column divided by the total number of loan households. Retail Households Amount: The total values for retail households for each field. % of All Accounts: The specific information for deposits and loans divided by the total account information. % Comb. Results: The amount for each field of the retail housheolds divided by the total amount for each field that is shown in the combined results column. % Sum. Profile: The amount for each field for the retail households divided by that same field on the summary report. Business Households Amount: The total values for business households for each field. % of All Accounts: The specific information for deposits and loans divided by the total account information. % Comb. Results: The amount for each field for the business household divided by the total amount for each field which is shown in the combined results column. % Sum. Profile: The amount for each field for the business households divided by that same field on the summary report. Combined Results Amount: The total values for both retail and business households for each field. 160 Copyright All rights reserved. MARQUIS

161 % of All Accounts: The specific information for deposits and loans divided by the total account information. % Sum. Profile: The amount for each field for the business households divided by that same field on the summary report. Household Product Summary The Household Product Summary Report is an essential report in evaluating your product portfolio and the penetration of your households with the products. For each of your product categories you can determine the number, total balance and average balance. You can also find the number and percent of households that have that product. The profit section of the report shows the total profit from the households with that product and what percentages of all profit comes from that product. You can also find the average profit for households that have a particular product. This report also shows the cross sales ratios for households with each product type. The average number of unique products displays how well cross-sold your product line is. A household can have multiple accounts but if these accounts are all defined as the same product, this household would only have one unique product. The number of unique products and services also includes services (i.e. ATM, Debit Card, Safe Deposit, etc.). If you have accounts listed for that product, the ratio should always be greater than one. Here are some other segmenting ideas to use with this report: Profit Segments Branch New Households This report should be placed in a group of reports and run on a consistent basis. Evaluating the current status of all products is very important information for all levels of management. 161 Copyright All rights reserved. MARQUIS

162 162 Copyright All rights reserved. MARQUIS

163 Report Description Number of Specified Product: The total number of accounts within that product category. Balance of Specified Product: The total account balance for all accounts within that product category. Avg. Bal of Specified Product: The total balance for that product divided by the total number of that product. Number of Households: The total number of households that have that product. % of All: The percentage of all households with that product. Profit Total $: The annual margin plus non-interest income less non-interest expense totaled for the households with the product. This profit also includes the profit $ from other accounts within these household relationships. Profit % All: The total profit earned from the product divided by the total profit from all accounts within the product category. Avg HH: The total profit for the product divided by the number of households with that product. Avg # of Unique Products: The total number of different products held by households with this product. For example, a household with only 2 checking accounts has only one unique product. Avg # of Unique Products & Services: The total number of different products and services for households with this product. Household Percentile Analysis The Household Percentile report is a great management tool. It is best used without a query condition. The report segregates households into profit groups of Top 1%, Top 5%, Top 10%, Top 20%, and bottom 10%. This report also provides a summary of Profit, Product Usage and Product Relationships within the profit segments listed above. It allows you to look at Households with only Deposits, only Loans, or Households with Loans and Deposits in the Profit Segment. You can quickly determine your best and worst segments and how they react over time to your cross sell efforts. 163 Copyright All rights reserved. MARQUIS

164 Report Description Total Households: Number of all Households for the segment. $ Profit: Total $ Profit for this segment. $ Profit per Household: Number of Households divided by the total $ Profit. % of Total Profit: $ Profit of segment times total $ Profit. Deposits and Loans: Number of all Deposit and Loan accounts in the Households for this segment Accounts Per Household: Number of all Deposit and Loan accounts divided by the Number of Households for the segment Unique Products per Household: of Households for the segment. Sum of the Number of Unique Products divided by the Number Single Account Household: Number of Households that only have one account. Percent of Segment: Single Account Households divided by Total Number of Households for this segment. Product & Services: All Accounts and Services for the Household. 164 Copyright All rights reserved. MARQUIS

165 Products & Services per Household: Number of Products and Services divided by the Total Number of Households for this segment. Unique Relationships per Household: Sum of the number of unique products and services divided by the number of households for this segment. Unique Relationships per Household: Sum of the number of unique products and services divided by the number of households for this segment. Single Product or Service Household: Total Number of Accounts + Total number of Services = 1. Percent of Segment: Single Relationship Households divided by the Product and Services (Relationship). Households with Deposits & Loans: Number of Households that have a Deposit and a Loan account. Profits: Total $ Profit of the Households with Deposit and Loan Accounts. $ Profit per Household: Profit divided by the Households with Deposits and Loans. Percent of Segment $Profit: Profit divided by $Profit for Total Household segment. Percent of Group $Profit: Loans. Profits for segment divided by profit for Households with Deposits and Percent of Total $ Profit: Profits divided by the Total $ Profit for Total Households. Number of Deposits: Number of Deposit Accounts in this segment. Deposits per Household: Number of Deposits divided by the Number of Households for this segment. Balance of Deposits: Sum of the Deposit Balances for this segment. $Deposits per Household: Balance of Deposits divided by the Number of Households in this segment. Number of Loans: Number of Loan Accounts in this segment. Loans per Household: Balance of Loans divided by the Number of Households for this segment. Balance of Loans: Sum of the Loan Balances for this segment. $Loans per Household: Balance of Loans divided by the Number of Households in this segment. Households with Only Deposits: Number of Households that only have Deposit accounts. 165 Copyright All rights reserved. MARQUIS

166 Profits: $ Profit of all Deposit Accounts in the Households $Profit per Household: Profits divided by the Households with only Deposits. Percent of Segment $Profit: Profits divided by the $Profit for Total Households segment. Percent of Group $Profit: $ Profit for segment divided by total profits for Households with only Deposit Accounts. Percent of Total $Profit: Profits divided by the Total $Profit for Total Households. Number of Deposits: Total Number of Deposit Accounts Deposits per Household: Number of Deposits divided by Households with Only Deposits. Balance of Deposits: Sum of the Deposit Balances for this segment. $Deposits per Household: Balance of Deposits divided by the Households with Only Deposits. Households with only Loans: Number of Households that only have Loan Accounts. Profits: $Profit of all Loan Accounts in the Household. $Profit per Household: Profits divided by the Households with Only Loans. Percent of Segment $Profit: Profits divided by $Profit for Total Households segment. Percent of Group $Profit: $ Profit for segment divided by total profits for Households with only Loan Accounts. Percent of Total $Profit: Profits divided by the Total $Profit for Total Households. Number of Loans: Number of Loan Accounts for this segment. Loans per Household: Number of Loans divided by the Households with only Loans. Balance of Loans: Sum of all Loan Balances for the Households in this segment. $Loans per Household: Balance of Loans divided by the Households with only Loan Accounts. Products and Services Summary This summary report combines different cross-sell numbers on one report for a quick overview. The information comes from your Household database. 166 Copyright All rights reserved. MARQUIS

167 You can choose to sort this report by Household Region, Household Branch or Household Manager. 167 Copyright All rights reserved. MARQUIS

168 Report Description Branch: Household Branch. # of Households: # of Households within each Branch. % of All: # of Households divided by the total # of Households. # of Accounts: # of Accounts for the Households. % of All: # of Accounts divided by the total # of Accounts. $ of Accounts: Sum of the Accounts within the Households. % of All: $ of Accounts divided by the Total $ of all Accounts. # of Services: # of services for the Households. % of All: # of services divided by the total # of services. # of Accounts per Household: # of Accounts divided by the # of Households. # of Accounts & Services per Household: # of Accounts plus the # of Services divided by the # of Households. # of Unique Products per Household: Sum of the Unique Products of each Household divided by the # of Households. # of Unique Products and Services per Household: Sum of the Unique Products plus the # of Services divided by the # of Households. 168 Copyright All rights reserved. MARQUIS

169 Household Demographic Segmentation Analysis Note: This report is only available if you have purchased appended demographics from MARQUIS and linked that file into your currently active File Set. The nature of this report is to give you a breakdown of several demographic elements; primarily household income, age, presence of children and retirement status. The report is much like a cross-tab report, providing income across the column headings and then a combination of age and presence of children or retirement status down the row headings. At the intersection of each column and row is a designated Demographic Score, which can be used in filtering for the households contained in that particular combination of column and row data. This will aid your investigation into particular income, age, presence of children and retirement status variables. Report Description Column Headings: Four breaks of household income, at less than $20,000, $20,000-$40,000, $40,000-$75,000 and $75,000 and up. Row Headings: Age breaks of <36, and 55 and up, combined with presence of children (for age ranges up to 55) or retirement status (for age ranges over 55). Cells in report: Each intersection of a column and row contains information about the number of households, number and balance of accounts and profit contribution of those households meeting the income and age/presence of children/retirement status criteria. Demographic Score: Each intersection of data in the report is designated by a red numeric score in the upper right-hand corner of the cell, from 1 to 24 (four columns by six rows). This Demographic Score is a field by which you can filter, to make research and identification of those households an easy process. TIP! Demographic Score is in the field type for your Demographic Link File. 169 Copyright All rights reserved. MARQUIS

170 Balancing Summary The Balancing Summary Report displays the account types showing the number and total balance of accounts as well as the weighted average rate and total non- interest income and non-interest expense, as well as average non-interest income and expense for each. The account type is categorized into products and totals are provided for the product categories as well as the overall deposits, loans, and services, if applicable. The Balancing Summary Report is primarily used to assist in verifying the information imported into MarketTrax when compared to a general ledger or trial balance. It is important to insure the accuracy of MarketTrax data and this report can help simplify that process. By comparing the number of accounts, balance, and rates to information from other reports from your host system, you can feel confident the information within MarketTrax is correct. The non-interest income and non-interest expense totals will also help you in assuring accuracy within MarketTrax. By analyzing these figures you can determine whether or not the appropriate amount of each is applied to the accounts. These values can be tweaked within MarketTrax; however, you will want to ensure that the overall numbers are valid. Furthermore, you can quickly determine if some numbers did not get entered since the balance may be 0. The averages will give you a good understanding of what each type code contributes to income and how much each account costs. 170 Copyright All rights reserved. MARQUIS

171 Report Description Account Type Code & Description: The account type code and corresponding description setup for your organization determined during the import. These can be modified under the look-up table. Number of Accounts: The total number of accounts for each account type and totaled for each product category. Balance of Accounts: The total balance for all accounts within that account type and totaled for each product category. The type of balance displayed (i.e. current, original, or average) is selected when creating the report. Weighted Average Rate: Total interest paid or earned for the accounts divided by the total balance of the accounts, (where interest is rate * balance). Average Non-Interest Income: The Total Non-Interest Income balance of all accounts divided by the total sum of accounts for the account type. Total Non-Interest Income: The total dollars earned other than margin for the distribution segment s accounts. This amount could be an imported field (i.e. service charges paid YTD), a value from the Modified Peer Data, or based on your own proprietary data. Average Non-Interest Expense: The Total Non-Interest Expense balance for all accounts divided by the total sum for all accounts for the account type. Total Non-Interest Expense: The total cost of those accounts other than interest expense, including all costs to open and maintain accounts for 1 year. This value is calculated during the Setup of MarketTrax from the Modified Peer Data, or your own proprietary values. User Defined Field Summary The User Defined Field (UDF) Summary Report provides you with a full overview of every UDF in MarketTrax. It will show the type of field (logical, character, numeric, or date), whether or not the field is populated, and what values it encounters. The UDF Summary Report aids you in understanding your data. This report can be utilized as a tool to help you clean up your data. UDFs that have no values may be deleted from your system or defined to start importing the data into MarketTrax which previously was not. This report will be useful in providing a greater awareness of your data. 171 Copyright All rights reserved. MARQUIS

172 172 Copyright All rights reserved. MARQUIS

173 Report Description All character UDFs will display the first ten unique values the system encounters. All date UDFs will show the number of valid dates as well as the number of empty dates for this UDF. In addition, this report will give you the earliest and latest date it encounters to validate the information. All numeric fields show the >0, <0, and = 0 occurrences as well as a minimum and maximum. You will also see a total for one account. All logical UDFs will display the number of the true and false flags. Profit User Defined Field Summary The Profit User Defined Field (UDF) Summary Report provides every profit user defined field and displays how it ties back to each account or product code. This report displays an overview of all dollar amounts, transaction counters and totals. In addition, this report provides a summary of all non-interest income and non-interest expense numbers associated with fields sorted by account type code. The Profit UDF Summary Report shows how each account type contributes to the bottom line. As you move into Activity Based Costing, this report can be used to balance back to your income statement for profit validation. In addition, you can verify what you have defined for each type code as well as validate that the setup was done properly. 173 Copyright All rights reserved. MARQUIS

174 174 Copyright All rights reserved. MARQUIS

175 Report Description UDF Name: All profit UDFs set up in your system. Type: I = Non-Interest Income; E = Non-Interest Expense; T = Transaction Counter. $Amt/Acct: The dollar amount associated to each type code for this UDF. This is a flat charge per account. %/Acct.: The percentage multiplied by the current balance of the account with this type code. This is a great field to capture loan origination fees by loan balances. $ Amt/Trans: The amount charged per transaction. Trans Field: The transaction field tied to the $Amt/Trans Field. Equal $0: The number of accounts that are equal to 0 after the settings have been calculated for each profit UDF. Over $ 0: The number of accounts that are greater than 0 after the settings have been calculated for each profit UDF. Max: The largest dollar amount on one account. Sum: The sum of all accounts that are over $0. Avg.: The number of accounts over $0 divided by the sum field. Account Service Summary This is a great report to understand service penetration by households. In addition, you can verify how much these services contribute to the bottom line. Furthermore, you can run this report based on a query and quickly get an understanding of the services this segment has. This report displays both Account and Household Level information. For any manual service flags added on the Household Level, you will want to run this report on the Household Level to properly reflect your changes. 175 Copyright All rights reserved. MARQUIS

176 Report Description Number of Accounts: The total number of accounts attached to the specific service. % of Accounts: The number of accounts who have the particular service divided by the total number of accounts in the system. Number of Households: The total number of households who have the service. % of Households: The number of services divided by the total number of households in the system. Net Non-Interest Income/Expense Per Account: The cost per service. Net Non-Interest Income/Expense $ Total: The total per service cost of the specified service multiplied by the number of accounts with the service. 176 Copyright All rights reserved. MARQUIS

177 Data Integrity Analysis Report This report summarizes critical fields that evaluate the data you are importing. If you have any data issues, this report is a helpful tool to use to narrow down inconsistencies. You have the ability to query for any of the elements listed to further check your data through the Account Maintenance or Account Specific selections in the Filter Editor. Report Description Field Name Looks Good Empty Odd Data Short Length HH Name 4 or more characters in the HH empty field characters such as,:;@$/!.\*() 3 or less characters in the HH Name Name field field Customer # 4 or more characters in the Customer # field empty field characters such as,:;@$/!.\*() 3 or less characters in the Customer # field SSN/TIN 9 or more numbers empty field characters such as,:;@$/!.\*() less than 9 numbers Phone 7 or more numbers empty field characters such as,:;@$/!.\* less than 7 numbers Address starts with empty field 1,2,3,4,5,6,7,8,9,R,P,B and is 5 or more characters long does not start with 1,2,3,4,5,6,7,8,9,R,P,B and is not empty starts with 1,2,3,4,5,6,7,8,9,R,P,B and is 4 or less characters long City 4 or more characters in the City field empty field characters such as,:;@$/!.\*() 3 or less characters in the City field State 2 or more characters empty field characters such as,:;@$/!.\*() or contains a number 1 character long Zip 5 characters in the Zip field empty field characters such as,:;@$/!.\*() 4 or less characters in the Zip field 177 Copyright All rights reserved. MARQUIS

178 Zip4 4 characters in the Zip4 field empty field characters such as,:;@$/!.\*() 3 or less characters in the Zip4 field Birthdate today s date or date is in the past empty field if the date is in the future Open Date today s date or date is in the past empty field if the date is in the future Maturity Date date is in the future empty field if maturity date is in the past Last Transaction Date today s date or date is in the past empty field if the date is in the future Region Branch Officer Region codes match defined entries Branch codes match defined entries Officer codes match defined entries Gender if field contains M = Male or F = Female Status if field contains A = Active, I = Inactive or C = Closed empty field empty field empty field empty field empty field Region codes do not match defined entries Branch codes do not match defined entries Officer codes do not match defined entries any other character besides M or F any other character besides A, I or C True False Employee Employee flag = T Employee flag = F No Mail No Mail flag = T No Mail flag = F Opt Out Opt Out flag = T Opt Out flag = F Current Balance Original Balance Average Balance Minimum Balance # of accounts that equal 0 as current balance # of accounts that equal 0 as original balance # of accounts that equal 0 as average balance # of accounts that equal 0 as minimum balance Account Term - in months # of accounts with term = 0, or no term =0 <0 >0 >=1 Million # of accounts with # of accounts with a current balance a negative current above 0 and less than 1,000,000 balance # of accounts with # of accounts with a original balance a negative original above 0 and less than 1,000,000 balance # of accounts with a negative average balance # of accounts with a negative minimum balance # of accounts with a average balance above 0 and less than 1,000,000 # of accounts with a minimum balance above 0 and less than 1,000,000 # of accounts with a current balance greater than or equal to 1,000,000 # of accounts with a original balance greater than or equal to 1,000,000 # of accounts with a average balance greater than or equal to 1,000,000 # of accounts with a minimum balance greater than or equal to 1,000,000 =0 <0 >0 >=360 # of accounts with a negative term # of accounts with a term greater than 0 and less than 360 # of accounts with a term greater than 360 months or 30 years Interest Rate # of accounts with interest rate = 0 =0 <1 >=1 >=20 # of accounts with interest rate greater than 0 but less than 1 Account Holder Age # of accounts with the age field = # of accounts with 0 or is not populated from the an age of 0 but Birthday field have a Birthday field and the account holder is not yet 1 year of age Accounts per Household Single Account households # of accounts with interest rate greater than or equal to 1 percent and less than 20 percent # of accounts with interest rate greater than or equal to 20 percent =0 <0 <18 >100 # of accounts under 18 years of age # of accounts with an age greater than 100 years =1 >=5 >=10 >=20 Household has between 5 and 9 accounts Household has between 10 and 19 accounts Household has 20 or more accounts 178 Copyright All rights reserved. MARQUIS

179 Next Product Potential This household distribution report is a quick and easy way of looking at the Next Product potentials of your households. It is a summary of the number of households for each next product. 179 Copyright All rights reserved. MARQUIS

180 Report Description Next Product - Product calculated as the next potential product for the household. This is driven by the way the Next Product is setup (using User Preferences or standard MarketTrax calculation). Number of Households - Number of Households with the same Next Product. Average Balance - The Total Balance for this product divided by the number of accounts this product currently has. Total Potential - Number of Households from this report multiplied by the Average Balance on this report for each Next Product potential. Weighted Avg Rate - Weighted Average Rate for the Product based on the current import. Net Profit Amount - Sum of the products current profitability. $ Profit Per Household - Net Profit Amount divided by the number of households. 180 Copyright All rights reserved. MARQUIS

181 Trending Analysis The Trending Report was designed to provide a rolling twelve-month look at the most common metrics used to measure success at a financial institution. It combines household, customer/member, branch, product, service, and profit summary and distribution reports into one easy-to-navigate report designed to help you identify trends within your institution and keep track of product performance over time. This report provides you with the option of reporting values at the household or customer/member levels, and will likely become a mainstay in your monthly reporting arsenal. Report Description Time periods will be reported in columns. You determine the starting point and ending point, keeping in mind that a rolling 12-month reporting time period will be, for example, January to December, February to January and so on. The final column in the report reports the Change/Total from the first FileSet to the last FileSet in your timeframe. Change is calculated by subtracting the current number from the oldest number. In terms of households in the example below, July had 19,078 households and May reported 19, is a loss of 15 households. Totals Section Households: Number of households at your institution. Customers/Members: Number of customers/members at your institution. Accounts: Total number of accounts held by all customers/members at the institution. This is calculated by adding the number of deposits plus the number of loans. Deposits: Number of deposits held by all customers/members at the institution. Deposit Balances: Total balance of all deposits. 181 Copyright All rights reserved. MARQUIS

182 Loans: Number of loans held by all customers/members at the institution. Loan Balances: Total balance of all loans Profit per Household: Average profit generated by each household. This will be stated as Profit per Customer/Member when the report is generated at the customer/member level. Unique Products Per Household: Average number of unique products carried by the HH. For example, Auto Loans are a unique product. A household could have more than one auto loan, but that would be considered one unique product. This will be stated as Unique Products per Customer/Member when the report is generated at the customer/member level. Unique Products & Services per Household: Similar to Unique products per household, but includes services such as debit cards, online banking, bill pay, etc. Services must be imported into MCIF to be included in this calculation. This will be stated as Unique Products & Services per Customer/Member when the report is generated at the customer/member level. Average Age: This is a calculation of the average age of your customer/member/household. If running the report at the household level, the number returned will be the average age of your heads of household. When the report is generated at the member/customer level, the number will reflect the average age of your members/customers. Single Product Household %: This indicates the percentage of households carrying only one unique product with the institution. When the report is generated at the customer/member level, the field will be expressed as Single Service Customers/Members. New Household/Customer/Member Section New Households New Household Deposits New Household Deposit Balances $1,269,199 $585,743 $1,163,959 -$105,240 New Household Loans New Household Loan Balances $3,431,743 $5,879,617 $3,482,639 $50,896 Profit Per New Household $172 $437 $210 $38 Unique Products Per New Household Unique Products & Serv ices Per New House Single Product New Household % 79.4% 77.9% 83.9% 0 New Households: This reports the number of households new to the institution in each respective month being reported. This is calculated by looking for households having a first opened date later than the cutoff date from the previous FileSet. This cutoff date is also known as the Omega date of the previous FileSet. When the report is generated at the customer/member level, this number will reflect the number of new customers/members rather than households. New Household Deposits: Number of deposits held by new households. This will be expressed as New Customer/Member Deposits when the report is generated at the customer/member level. 182 Copyright All rights reserved. MARQUIS

183 New Household Deposit Balances: Total balance of all deposits. This will be expressed as New Customer/Member Deposit Balances when the report is generated at the customer/member level. New Household Loans: Number of loans held by new households. When the report is generated at the customer/member level, this will be expressed as New Customer/Member Loans. New Household Loan Balances: Total balance of all loans held by new Households. When the report is generated at the customer/member level, this will be expressed as New Customer/Member Loan Balances. Profit per New Household: Average profit generated by each new household. This will be stated as Profit per New Customer/Member if the report is generated at the customer/member level. Unique Products Per New Household: Average number of unique products carried by new households. This will be stated as Unique Products per New Customer/Member if the report is generated at the customer/member level. Unique Products & Services per New Household: Similar to Unique products per household, but includes services such as debit cards, online banking, bill pay, etc. Services must be imported into MCIF to be included in this calculation. This will be stated as Unique Products & Services per New Customer/Member when the report is generated at the customer/member level. Household Change Lost Households Net Change in Households Lost Households: This number reflects the number of lost (closed) household from the previous FileSet to the current FileSet. This number will reflect lost customers/members when the report is generated at the customer/member level. Net Change: This number subtracts lost households from new households to produce the Net Change. This can be expressed in customers/members when the report is generated at the customer/member level. 183 Copyright All rights reserved. MARQUIS

184 Number of Products This section lists all of the Product Types that are importing into the MCIF and the number of accounts by Product Type. Products Personal Checking 10,101 10,133 10, Business Checking 2,326 2,335 2,332 6 Interest Checking 2,537 2,540 2, Personal Money Market 1,441 1,437 1,440-1 Business Money Market Repurchase Agreements Savings 8,823 8,821 8, Time Deposits 6,601 6,546 6, Jumbo Time Deposits Internal Accounts SD Box 3,415 3,414 3,418 3 Business Loans 1,069 1,077 1,069 0 Credit Cards 1,941 1,953 1, Credit Line Personal Loans Real Estate Loans 2,926 2,916 2,927 1 Auto Loans 1,195 1,183 1, Product Balances This section of the Trend Report again lists all of the Product Types that are importing into the MCIF and the total balances of all accounts by Product Type. Product Balances Personal Checking $34,375,092 $33,724,596 $33,437,147 -$937,945 Business Checking $54,480,090 $52,531,337 $54,728,566 $248,476 Interest Checking $46,212,303 $44,755,016 $44,244,134 -$1,968,169 Personal Money Market $97,219,506 $95,783,604 $95,869,081 -$1,350,425 Business Money Market $39,332,203 $39,329,600 $36,205,172 -$3,127,031 Repurchase Agreements $52,588,307 $54,396,992 $55,960,777 $3,372,470 Savings $64,658,885 $64,790,912 $64,673,434 $14,549 Time Deposits $192,576,733 $190,830,710 $185,480,847 -$7,095,886 Jumbo Time Deposits $834,000 $1,141,236 $7,807,756 $6,973,756 Internal Accounts $4,056,214 $2,692,980 $2,895,833 -$1,160,381 Business Loans $176,084,486 $180,322,733 $177,887,630 $1,803,144 Credit Cards $1,564,582 $1,533,278 $1,561,135 -$3,447 Credit Line $12,263,427 $12,145,497 $12,137,663 -$125,764 Personal Loans $7,106,017 $7,092,239 $7,084,666 -$21,351 Real Estate Loans $265,845,937 $265,679,269 $266,455,683 $609,746 Auto Loans $11,381,075 $11,192,616 $11,205,312 -$175, Copyright All rights reserved. MARQUIS

185 Product Penetration This portion of the Trend Report details the percentage of all Households (or customers/members) carrying that type of product with the institution. Product Penetration Personal Checking 43.71% 43.78% 43.85% 0.14% Business Checking 9.25% 9.30% 9.30% 0.05% Interest Checking 12.14% 12.14% 12.19% 0.05% Personal Money Market 6.99% 6.97% 6.99% 0.00% Business Money Market 0.76% 0.78% 0.78% 0.02% Repurchase Agreements 0.28% 0.28% 0.28% 0.00% Savings 35.11% 35.20% 35.09% -0.02% Time Deposits 15.76% 15.64% 15.48% -0.28% Jumbo Time Deposits 0.03% 0.03% 0.05% 0.02% Internal Accounts 0.01% 0.01% 0.01% 0.00% SD Box 16.67% 16.64% 16.69% 0.02% Business Loans 3.51% 3.55% 3.55% 0.04% Credit Cards 9.16% 9.19% 9.26% 0.10% Credit Line 3.05% 3.03% 2.99% -0.06% Personal Loans 2.22% 2.26% 2.23% 0.01% Real Estate Loans 14.01% 14.01% 14.08% 0.07% Auto Loans 5.25% 5.16% 5.12% -0.13% Services The Services section outlines the number of accounts for each service. these households carry 822 ATM cards in the most current FileSet. In the example below, Services ATM CheckCard 6,344 6,397 6, SD Box 3,404 3,403 3,407 3 Bill Pay Bk By Ph 2,067 2,066 2,074 7 PC Bank 5,237 5,177 5, Estatmnt 2,205 2,213 2, Service Penetration Services Penetration reports the percentage of Households carrying that service. This will reflect the percentage of customers/members carrying the service when the report is generated at the customer/member level. Service Penetration ATM 3.98% 4.08% 4.17% 0.19% CheckCard 29.71% 29.90% 30.04% 0.33% SD Box 16.67% 16.64% 16.69% 0.02% Bill Pay 4.55% 4.19% 4.30% -0.25% Bk By Ph 10.43% 10.41% 10.45% 0.02% PC Bank 25.66% 25.34% 25.28% -0.38% Estatmnt 10.97% 11.00% 11.11% 0.14% 185 Copyright All rights reserved. MARQUIS

186 Branch Penetration The Branch Penetration section illustrates the percentage of Households assigned to each branch. This section will report the percentage of customers/members assigned to each branch if the report is generated at the customer/member level. Branch Penetration Preston & Park 2.30% 2.36% 2.38% 0.08% Main Office 12.84% 12.81% 13.06% 0.22% Legacy Dr 9.46% 9.42% 9.43% -0.03% Tennyson Parkway 7.18% 7.20% 7.24% 0.06% Plano 7.33% 7.37% 7.34% 0.01% Frisco 7.35% 7.41% 7.43% 0.08% Prosper 8.31% 8.28% 8.27% -0.04% Hogwarts 4.11% 4.09% 4.06% -0.05% Downt own 3.80% 3.83% 3.43% -0.37% Ft. Wort h 0.57% 0.57% 0.55% -0.02% Hospital 8.80% 8.75% 8.77% -0.03% Mobile Bank 0.24% 0.24% 0.24% 0.00% Preston Rd 10.90% 10.88% 10.84% -0.06% Ohio Dr 5.32% 5.37% 5.40% 0.08% Loan Dept % 11.41% 11.52% 0.04% 186 Copyright All rights reserved. MARQUIS

187 Campaign Reports Campaign Summary The Marketing Campaign Summary Report will assist you in evaluating the progress and success of your marketing campaigns. You can choose to look at all campaigns you have created in MarketTrax or select a beginning and end date that the campaigns fall into as well as the group or style of campaign. The report then segments the records in the campaign into the market and control group. For each of these segments, it shows the number in the group, the percentage of total households in the original records meeting the query conditions, the number of responses and the percent of each segment (market or control group) that responded. The primary use of the Marketing Campaign Summary Report is to monitor the progress of your campaigns over time. It can be very beneficial in supporting your marketing plans for the next year and determining if some campaigns should be modified to achieve a higher success rate. If the campaign was very successful, it could become a repeated campaign. You can also use this report to supply information to senior management and the Board to inform them of the progress of their marketing efforts. You can determine if a certain time of year is more effective for a particular product offer if you select similar criteria and market the same product. Furthermore, you can view the indirect responses of your market and control group. 187 Copyright All rights reserved. MARQUIS

188 188 Copyright All rights reserved. MARQUIS

189 Report Description Start Date: The start date specifies when the campaign was created. This is the actual date MarketTrax begins to watch for the specified accounts to be opened. End Date: The end date specifies when MarketTrax stops tracking the products. Any accounts opened after this date will not be credited to the campaign results. Selected HH s #: The total number of households that met the original query conditions from which the campaign was created. Selected HH s % of All: The percentage of all households that met the original query from all households in MarketTrax. Participants in Marketing Group: The total number of households that were specified to be in the market group that are currently flagged in your most recent File Set. This may not match what you originally picked due to closed household relationships. % of Marketing Group Participants: The number of households in the market group out of the total number meeting the query condition. Marketing Group Responders: The number of households in the market group that opened the specified account within the time period. Marketing Group Other Responders: The percentage of households in your Marketing Group that responded to another product. % of Marketing Responders: The percentage of marketing group responders out of the total number of accounts or households in the market group. Participants in Control Group: The total number of households that were specified to be in the control group. This may not match your original selection due to closed households. % of Control Group Responders: The number of households in the control group out of the total number meeting the query condition. Control Group Responders: The number of households in the control group that opened the specified account within the time period. % of Control Group Responders: The percentage of control group responders out of the total number of households in the control group. Control Group Other Responders: The number of households in the control group that responded to another product. % of Control Group Other Responders: The percentage of households in the control group that responded to another product. 189 Copyright All rights reserved. MARQUIS

190 Campaign Results The Campaign Results Report allows you to see the results of your marketing campaigns along with the profitability of them. You can choose to look at all campaigns you have created in MarketTrax or select a beginning and end date that the campaigns fall into as well as the group or style of the campaign. You also can select previously archived campaigns. The Campaign Results Report lists each campaign you selected, how many were in the marketing group and the cost you entered into the campaign. You are provided with the responders both Direct, matches to the products you selected in your campaign and the Other, all other opened accounts that are not a part of the selected products. The primary use of the Campaign Results Report is to monitor the profitability and return on your investment of your campaigns over time. It can be very beneficial in supporting your marketing plans for the next year to three years and determining if some campaigns should be modified to achieve a higher success rate. If a campaign was very profitable, it could become a repeated campaign. 190 Copyright All rights reserved. MARQUIS

191 Report Description Start Date: The start date specifies when the campaign was created. This is the actual date the campaign begins to watch for the specified accounts to be opened. End Date: The end date specifies when the campaign stops tracking the products. Any accounts opened after this date will not be credited to the campaign results. # of Mktg Group: The total number of households that were specified to be in the market group that are currently flagged in your most recent fileset. This may not match what you originally picked due to closed household relationships. Cost $: The cost of the campaign that was entered when the campaign was created. # of Direct Responders: The number of households in your campaign that opened the specified account within the time period. # of Other Responders: The number of households in your campaign that responded to another product. $ New Balance: The original balance of the specified accounts that were opened. $ New Bal Cost: The original balance of the specified accounts that were opened subtracted by the campaign costs. One Year Acct Profit: The annualized profit results of the campaign. Annualized ROI%: The ROI% results of the campaign. Three Year Acct Profit: The profit results of the campaign over a three year period. Three Year ROI%: The ROI% results of the campaign over a three year period. 191 Copyright All rights reserved. MARQUIS

192 Marketing Campaign Tracking Summary The Marketing Campaign Tracking Summary (MCTS) provides detailed results for a campaign in an easy, streamlined way. This will help you gauge your success with any given campaign in terms of products opened, balances gained, profit generated and the impact your campaign has had on relationships. Moreover, it provides a demographic profile of those who responded to assist in future segmentation strategies. The active File Set should be the last File Set needed for tracking the results. For instance, if a campaign ends on 3/15/2013 then use month end 3/31/2013. Select the Compare File Set right before the campaign began. This enables you to compare the target group before and after the campaign in terms of relationship changes (i.e. cross-sell, balances, attrition). Example - If a campaign starts on 1/1/2013 use December 2012 as the compare file. This Result Balance Field defaults to current balance, and in most cases (except under special circumstances) should remain on this. Select the Tracking Date Range of the start and end dates of the campaign. The Select Matrix button displays the Campaigns from CampaignPro, TriggerPro and your normal one time Campaigns. Campaigns are organized by Campaign Group. Select the campaign(s) you would like to track from this list. Campaigns may be combined for aggregated results if desired. 192 Copyright All rights reserved. MARQUIS

193 Select Direct Results to indicate which Products and Services you would like to track as direct. The program will detail all products opened by the target group during the tracking period, however, it will be divided by direct and indirect. Direct products are usually considered to be those products that were directly promoted as part of the campaign. The Products and Services selected here will not utilize the three product options selected during the campaign set up routine. Give a Report Description that describes the campaign for instance, March 2013 New Households without Checking Once all the options are defined select the Ok. spreadsheet for the selected campaign(s). MarketTrax will generate results in a The following represents the information that is included in the results spreadsheet. 193 Copyright All rights reserved. MARQUIS

194 # Households/# Pieces/Costs: Summarizes target group and costs associated with the campaign. Note: costs must be entered when the campaign is set up in MarketTrax. If cost is not entered, the Margin ROI (%) will not be calculated. Results Summary - Direct/Indirect/Total: Summarizes the response rate, number of accounts opened, balances, profit and margin. Direct products represent those products selected in MCTS, while indirect products represent all other products. Note: these results only detail the direct and indirect deposit and loans, and do not include services (non-balance). Product Results: Both direct and indirect products opened are detailed in this section by specific product category. 194 Copyright All rights reserved. MARQUIS

195 Service Results: Details the change in (non-balance) services during the tracking period. Because there is no open date associated with services, this section provides a total of services opened at the onset of the campaign compared to the end date and the change that occurred. Branch Results: Summarizes the respondent households and the accounts they opened direct and total at the branch level. Demographic Results: The demographic results provide a basic profile of those that responded to the campaign. This information provides insight to help hone target markets for future campaigns. Age: Provides a breakdown of respondents direct and total by their age. Tenure: Details respondents based on their tenure with your financial institution both for direct and total respondents. P$YCLE: Provides totals for the top 6 P$YCLE segments of respondents (if available). Relationship Trends: This section illustrates the impact that the campaign had on the overall target market (total households mailed) in terms of their relationship with you. It measures some key statistics cross-sell, balances, attrition at the onset of the campaign and then at completion, calculating the change over that time period. To understand the true impact, it is helpful to compare these numbers against the same numbers for a control group during the same period of time. 195 Copyright All rights reserved. MARQUIS

196 Cross Sales Reports Cross Sales Summary The Cross Sales Summary Report is useful in determining cross sell possibilities for households with a specific product. For example, if you want to find the products checking households tend to have and the balances, it can be found using this report. By cross-referencing the two product types you can find information about those two products. All product categories have a row and a column. If you want to know about CD households, reference the CD row. Each product category column allows you to cross-reference. If you want to know about CD households with an auto loan, look on the CD row and the auto loan column. If you want totals for the CD household, reference the CD row and CD column. This is a good report to use when you are segmenting your data by: Top 10% Bottom 10% Branch/Officer High or Low Balance Deposit or Loan Households This is a very powerful report because it enables you to determine a lot of information for each product category. For example, by looking at households that have a CD and a checking (DDA), you can determine how many households have this product combination, the number and combined balances of CDs and checking accounts, and the percent of households with a CD that have a checking account. 196 Copyright All rights reserved. MARQUIS

197 197 Copyright All rights reserved. MARQUIS

198 Report Description NOTE: The following descriptions will display the cross reference of two product categories. We will use a personal checking product for the row and CD for the column as an example. # Total Households: The total number of households which have at least personal checking and CDs. % of Households: The percentage of CD households with a checking account. # Specific Products: The number of both types of products. (i.e., the total number of personal checking and CD accounts). $ Specific Products (000 s): The balance of both types of products (i.e. the total combined balance of checking and CD accounts, in thousands). Cross Sales Detail The Cross Sales Detail Report provides more in-depth information concerning households and these products. This is a good report to use when analyzing the propensity of a household with one product to purchase another. You can also look at the balances to determine the average overall relationship concerning number of deposits, loans, services and profitability. From this report, you can create queries to find likely candidates for a marketing campaign to cross sell to your customer households. This is a good report to use when you are segmenting your data by: Profit Segment Last Transaction Date Account Open Date High or Low Balance Deposit or Loan Households Branch Product Type Using this report will enable you to determine the number and percent of households with (i.e. auto loans and savings), the number and combined balances of the products, the number and balances of deposit and loan accounts, the deposit or loan per household ratio, the average balance in all deposit and loan accounts, the number of services per household services, the total 198 Copyright All rights reserved. MARQUIS

199 number of accounts and products per household and the total/average profit earned from these households. By cross-referencing the product row with the column of the same product type, you can see information regarding all households with one particular product. 199 Copyright All rights reserved. MARQUIS

200 Report Description NOTE: Each product category entered in the Setup has a dedicated Row and Column. These are used together to cross reference households which have both products. The following descriptions display the cross-reference of two products, using a Personal Checking (PCHK) product for the row and CD for the column as an example. # Total Households: The total number of households which have the two products, PCHK and CDs. Note: These households are not limited to owning these two products. % of Households: The percentage of all households from the product row that have the product represented by the column. By cross-referencing PCHK (DDA) to CDs, you will see 4.65% which means 4.65% of all your households have a personal checking and a CD. # Specific Products: The number of both types of products, (i.e. the total number of PCHK and CD accounts). $ Specific Products (000 s): The balance of both types of products (i.e. the total combined balance of PCHK and CDs accounts, in thousands). # Deposits: The total number of deposit accounts held by households with PCHK and CDs. # Deposits per HH: The total number of deposit accounts held by households with PCHK and CDs divided by the total number of households with the two products. $ Deposits (000 s): The total balance, in thousands, of the deposit accounts held by households with PCHK and CDs. $ Deposits per HH (000 s):the total balance of deposit accounts, in thousands, held by households with PCHK and CDs divided by the total number of households with the two products. # Loans: The total number of loan accounts held by households with PCHK and CDs. # Loans per HH: The total number of loan accounts, held by households with PCHK and CDs divided by the total number of households with the two products. $ Loans (000 s): The total balance, in thousands, of the loan accounts held by households with PCHK and CDs. 200 Copyright All rights reserved. MARQUIS

201 $ Loans per HH (000 s): The total balance of loan accounts, in thousands, held by households with PCHK and CDs divided by divided by the total number of households with the two products. # Services: The total number of services held by households with PCHK and CDs. Note: Services can be any of the following, varying by institution: ATM, debit card, safe deposit box, annuity, trust, direct deposit, mutual fund, and credit card. # of Services per HH: The total number of services by households with PCHK and CDs divided by the total number of households with the two products. $ Services (000 s): The total balance, in thousands, of the services held by households with PCHK and CDs. $ Services per HH (000 s): The total balance of services, in thousands, held by households with PCHK and CDs divided by the total number of households with the two products. $ Services (000 s): The total balance, in thousands, of the services held by households with PCHK and CDs. # Deps & Lns per HH: The total number of deposit and loan accounts divided by the total number of households with PCHK and CDs. # Deps, Lns and Svcs per HH: The total number of combined deposits and loans plus services divided by the total number of households with PCHK and CDs. $ Total Profit: The sum of margin plus non-interest income minus non-interest expense equals account net profit totaled for all accounts within each household. $ Avg. Profit per HH: The total profit amount divided by the total number of households. 201 Copyright All rights reserved. MARQUIS

202 Product Combination Reports Household Product Combinations This report is a key factor in determining the likelihood to purchase certain products. By analyzing the product combinations you can find the most common combinations and determine the next most likely product a customer may purchase. Marketing by this type of analysis is called look-alike. It is an efficient method of determining your target market because customers who have similar attributes have that product. The report is beneficial for your entire customer database to grasp an understanding of total relationships. However, you may also create segments of your customer base and evaluate the report for that segment only. This is a good report to use when you are segmenting your data by: Top 10% Households Product Type High or Low Dollar Balance Households Household Branch New Households 202 Copyright All rights reserved. MARQUIS

203 203 Copyright All rights reserved. MARQUIS

204 Report Description Each line represents the household with the outlined product combination. The product descriptions can be found in your Lookups Table under your Products Tab. Total Households: The total number of households which have the indicated product combination. % of Col: The percentage of all households displayed on the report which have that combination. Retail Households: The number of retail households that have this product combination. % of Col.: The percentage of all retail households which have the combination. (Total retail households divided by the # retail households for this row). % of Row: The percentage of total households which are retail. (# retail households divided by the total # households). Business Households: The number of households that are designated as business households that have this product combination. % of Col.: The percentage of all business households which have the combination. (Total business households divided by the # of business households for this row). % of Row: The percentage of total households which are business. (# business households divided by the # of total households). Household Product and Service Combinations This report is a key factor in determining the likelihood of customers to purchase certain products and or services. By analyzing the product and service combinations, you can find the most common combinations and determine the next most likely product or service a customer may purchase. Marketing by this type of analysis is called look-alikes. It is an efficient method of determining your target market. It is likely that prospects will purchase the product due to current customers with similar attributes who also have the product. The report is beneficial to run on your entire database so that you can grasp an understanding of your total relationships. However, you may also create segments of your customer base and evaluate the report based on this segment only. 204 Copyright All rights reserved. MARQUIS

205 This is a good report to use when you are segmenting your data by: Top 10% or Bottom 10% Households Census Tract or Household Demographics Household Branch New Households Balance of a Specified Product Many times the key to understanding what a customer needs is to analyze what other customers similar to that customer have. The only difference between these look-alike groups is that one group has the product or service and the other does not. This may be a product or service your institution wants to promote and increase usage, or, that one product or service may be the variable that is keeping this customer and others like him from being profitable. Whatever the case may be, a look-alike analysis is a good way to find prospective customers for a particular product. The steps in conducting a look-alike analysis within MarketTrax are: 1. Create a query selecting those customers with the particular product type you want to promote. 2. Run a Product and Service Combination Report to determine what the next most likely purchased product or service would be. 3. Next run Distribution Reports on demographic fields such as median income amount, account holder age, average age of home, etc. 4. After finding the typical characteristics of customers with that product, you can find customers with the same characteristics who do not have the product. This report will help you determine the most popular product and service combinations. It shows which customers with a particular product are more likely to have other products, the number/percent of households having each combination, and the number/percent of business and retail accounts. 205 Copyright All rights reserved. MARQUIS

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207 Report Description Each line represents the households with the outlined product and service combination. For a product description, you will need to go to your Lookup Table under the Product Tab. Total Household: The total number of households which have the indicated product and service combination. % of Col: The percentage of all households displayed on the report which have that combination. Retail Households: The number of retail households with this product and service combination. % of Col.: The percentage of all retail households which have this combination. (Total retail households divided by the # retail households for this row). % of Row: The percentage of total households which have this combination which are retail (# retail households divided by the total # households). Business Households: The number of business households which have this product and service combination. % of Col.: The percentage of all business households which have this combination. (Total business households divided by the # business households for this row). % of Row: The percentage of total households which have this combination which are business (# business households divided by the total # households). 207 Copyright All rights reserved. MARQUIS

208 Household Profitability of Product Combinations This report will assist in analyzing what product combinations are the most profitable for your institution. Like all MarketTrax reports, it can be run for the entire institution or segmented out by using a query. The report will demonstrate the total number and percent of households with that particular product combination group. It also shows the total number and percentage of balances for those combinations broken down into loans and deposits and the percentage of total. The profit achieved from these households is displayed as well as the percentage of total profit received from this segment. The percent of profit received from the balance is displayed by the Profit/$Bal% and the Avg. Annual $Profit/HH is the average profit dollars received from the households in that row. In addition to running this report on your entire database, we recommend segmenting your data by the following fields: Top 10% and Bottom 10% Households Product Type Household Branch/Manager Balance of a Specified Product Type Census Tract or Household Demographics Household First Open Date You can run this report from any query such as customers with a certain product type. This will show what kind of product combinations customers with product X have. You can determine which products would be the most likely and most profitable. These questions can be answered for specific customer segments as well. Your Top 10% most profitable households is one good example. You can determine the combination of products and services that make these households so profitable as well as how much they contribute to the bottom line. 208 Copyright All rights reserved. MARQUIS

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210 Report Description This report is sorted by profit. It displays the most profitable combination to the least profitable. Total Household: The total number of households which have the indicated combination. % of Total: The percentage of all households displayed on the report which have that combination. Deposit Balances: The sum of all deposit balances for this combination. % of Total: The percentage of deposit balances on the row compared to the total deposit balances on the report. Loan Balances: The sum of all loan balances for this combination. % of Total: The percentage of loan balances on the row compared to the total loan balances on the report. Annual $ Profit: The sum of all profit for the accounts that comprise this combination. This is computed by taking the margin plus non-interest income minus non- interest expense equals account net profit. % of Total: The percentage of profit on the row compared to the total profit on the report. Profit / $ Bal.%: The profit percent divided by the total balance for the households within that combination category. Avg. Annual $ Profit/HH: The net annual profit dollars divided by the total number of households with that combination. 210 Copyright All rights reserved. MARQUIS

211 Household Profitability of Products and Service Combination This report will assist in analyzing what product & service combinations are the most profitable for your institution. The report will demonstrate the total number and percent of households with that particular product and service combination. By listing each product & service combination as well as the profitability of each combination, this report can help you determine the most common product combinations. This report displays the number and percent of households having a certain product combination, deposit and loan balances for specific combinations, the percent of all product combination balances, the weighted average rate for the combination, total profit dollars per household and average dollar balance per household. In addition to running this report on your entire database, we recommend segmenting your data by the following fields: Top 10 and Bottom 10% Households Product Type Household Branch Balance of a Specified Product Type Census Tract or Household Demographics 211 Copyright All rights reserved. MARQUIS

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213 Report Description This report is sorted by profit. It displays the most profitable combination to the least profitable. Total Household: The total number of households which have the indicated combination. % of Total: The percentage of all households displayed on the report which have that combination. Deposit Balances: The total deposit balances for the households with the indicated combination. % of Total: The percentage of deposit balances on the row compared to the total deposit balances on the report. Loan Balances: The total loan balances for the household with the indicated combination. % of Total: The percentage of loan balances on the row compared to the total loan balances on the report. Annual $ Profit: The total profit of all accounts with this combination. It is comprised of margin plus non-interest income minus non interest expense = account net profit. Profit / $ Bal.%: The profit amount divided by the total balance for the households within that combination category. Avg. Annual $ Profit/HH: The net annual profit dollars divided by the total number of households with that combination. 213 Copyright All rights reserved. MARQUIS

214 Listing Reports Household Summary Listing The Household Summary Listing report provides a list of customers with the Household ID, Household Name 1& 2, address and telephone. It contains 13 customers per page and can be sorted by just name, region and name, branch and name, deposit officer and name, loan officer and name, or household manager and name. This is a good report to use to provide a basic contact list and have segmented your data by: Top 10% and Bottom 10% Households Product Type High or Low Dollar Balance Households Single Product Households Using this report is a great reference tool when a list of households within a query group is required. Some examples of ways to use this report includes: a list for your loan or deposit officers to contact your top ten most profitable households, a list of your single product households for future cross sell opportunities or to follow up with your customers who were part of a marketing campaign. Since this report can be lengthy, we recommend setting a query before creating this report. 214 Copyright All rights reserved. MARQUIS

215 215 Copyright All rights reserved. MARQUIS

216 Report Description Household ID Name: The name MarketTrax assigns to each household. For all retail households, it is the last name; for business households, it is the first 15 characters. Household Name and Name # 2: The first and second names taken from the head of household account. Address, City, State, and ZIP: The address, city, state, and ZIP code for the household taken from the head of household account. Phone: The phone number for the household, taken from the head of household account. Household Detail Listing Report The Household Detail Listing report provides more details about a household than what is provided in the Household Summary Listing report. This is a good report to use for calling programs because it contains all the information about the household, including household number, name, address, phone numbers, officer, branch, state MSA, county and census tract. It displays basic information regarding the relationship of a household, including first and last products opened and the dates of each, deposit and loan balances, number of accounts, weighted average deposit and loan rates, profitability data such as the margin dollars, non-interest income and non-interest expense amounts, total profit, profit percent, and the profit amount score. This report also shows the number and balance of each product and the number of services for each household. This is a good report to use when segmenting data by: Top and Bottom 10% Households Single Product Households High or Low Balance Loan or Deposit Households Household Branch/Officer 216 Copyright All rights reserved. MARQUIS

217 Report Description HH ID: The name MarketTrax assigns to each household. For retail households it is the last name, for business households it is the first 15 characters. #: The household number MarketTrax assigns to each household. Employee: A flag which is Y if you have imported or manually modified. Otherwise it will be F. Phone: The phone number for the household taken from the head of household account. Biz/Retail: The household business or retail indicator, B or R. This is created either by an imported business/retail flag, by specifying specific account types are business, or by MarketTrax identifying business words during the import process. No Mail: A flag which is Y if you have imported or manually modified. Otherwise it will be F. Name#1, Name#2, Name#3, Address, City, St., ZIP, Formal, Informal, Region, Branch, Deposit Officer, & Loan Officer: All the fields listed here are taken from the head of household account. State, MSA, County, Tract: Codes applied to those households that are geocoded which indicate the state, metropolitan statistical area, county and census tract in which the household lives. 217 Copyright All rights reserved. MARQUIS

218 First Open Date: The earliest open date the household has for any of its accounts. First Open Product: The actual product that was the first opened by the household. Last Open Date: The last date an account was opened for any of the accounts Last Open Product: The product that was opened last from the household s set of accounts. Service Listing: Each of the available services in MarketTrax is listed here. Just because they are listed does not mean they are being imported. If you know what service information is being brought into MarketTrax, this report will show how many of each service the household has. # Deposits: The total number of deposit account the household has. $ Deposits: The total balance of deposit accounts the household has. Depo. Rate: The weighted average rate for all deposit account held by the household. # Loans: The total number of loan accounts the household has. $ Loans: The total balance of deposit accounts the household has. Loan Rate: The weighted average rate for all loan accounts held by the household $ Margin: The dollars earned from the balances and rates the accounts in the household has. $ NI Inc.: The total amount of dollars earned other than the margin account. This amount can come from imported data (service charges), modified peer data, or a combination of both. $ NI Exp.: The total cost of the account within the household, other than the deposit interest expenses. This amount can come from imported data, modified peer data, or a combination of both. Profit $: The sum of margin plus the non-interest income minus the non-interest expense equals account net profit totaled for all the accounts within the household Profit %: The Profit$ divided by the total institution profit. Profit Amt. Percentile: The percentile (from 0-99 with 99 being the highest) that is assigned to the household based on how the households profit compares to the Total Profit $ of all other households. Product #: The number of each product category listed for the household. Product $ Balance: The balance of each product category listed for the household. 218 Copyright All rights reserved. MARQUIS

219 Household Profit Listing The Household Profit Listing provides a list of households including the total amount of profit achieved from the household, the city they live in, their phone number, the date which they first established their relationship, as well as their total number and balance of deposits and loans. The report can be a listing of any segment of customers you choose. You will typically want to create this report from a small segment of your customer base so you don t have a lengthy report. The report will automatically create page breaks by branch and will total the number of households and the profit they contribute at the bottom of each page. We recommend that you segment the data first by the following fields and then create a report from the results: Top 10% Bottom 10% Single Product Households Households with a last open date > 2 years New Households This report is very helpful when a list of customers is needed including the amount of profit they contribute to your organization s bottom line. It can be used by a branch for micro-marketing or for follow-up of any type. This report can also be used to create awareness of your most profitable customers for distribution to your employees. Other uses may include a telemarketing list for follow-up purposes. 219 Copyright All rights reserved. MARQUIS

220 Report Description $ Profit: The total amount of profit contributed by that household. Determined by the sum of margin plus non-interest income minus non-interest expense equals net profit totaled for all accounts within each household. Name, City, Phone: These fields are taken from the head of household account. 1st Acct Date: The date of the account that was opened first within the household. Deposits #: The total number of deposit accounts held by the household. Deposits $: The total balance of deposit accounts held by the household. Loans #: The total number of loan accounts held by the household. Loan $: The total balance of loan accounts held by the household. 220 Copyright All rights reserved. MARQUIS

221 Household Profit Detail For advanced profit analysis, the Household Profit Detail report is the key component in analyzing each accounts detail profit information and how it sums up to the overall Household. This report is best run for an individual household or a few households at a time. It displays a summary of the Household s Profit and further lists how much and what profit factors are contributing to each account. 221 Copyright All rights reserved. MARQUIS

222 Report Description HH Name: The Household Name, last name for Retail accounts, and the first 15 characters for business accounts. Name#1: Name of the account that is marked as Key Account Region: Household Region. Based on Region assigned to the Key Account HH#: Household Number. MarketTrax assigns this number when householding Manager: Household Manager. Based on the Officer of the Key Account. This can be manually changed. Branch: Household Branch. Based on the Branch of the Key Account. Profit: Household Total Profit. Annualized dollar value. Sum of each accounts profit number Margin: Household Margin Amount. Annualized dollar value. amount. Sum of each accounts margin Profit Amt %: Household Total Profit Percentage Non-Int Income: Total Non-Interest income of the Household. Annualized dollar value. Sum of each accounts non-interest income. Non-Int Expense: Total Non-Interest expense of the Household. Annualized dollar value. Sum of each accounts non-interest expense. Quad Score: Can be A, B, C, or D. Based on the overall household profit amount and the profitability of each account. A = Household is profitable and all accounts in the Household are profitable. B= Household is profitable and at least one of the accounts in the Household is unprofitable. C= Household is unprofitable and at least one of the accounts in the Household is profitable. D= Household is unprofitable and all accounts in the household are unprofitable. Account#: The account number as it is being imported into MarketTrax. Product: Product the account is assigned to. Acct Type: Description of the Account Type Code that is being imported. Balance: Current Balance Name1: Primary account holder. Rate: Interest rate on the account. 222 Copyright All rights reserved. MARQUIS

223 Margin: Annualized Margin amount. Dollar value. For Deposit Accounts this is calculated by taking the Asset Rate minus the Interest Rate of the account, divided by 200 (100 for percentage rate, 2 for 50% margin retention). Percentage number equals Margin Percent. It is the Margin amount divided by the balance of the account multiplied by 100. Profit: Margin Amount + Non-Interest Income - Non-Interest Expense = Profit Percentage number equals Profit Amount divided by the balance of the account multiplied by 100. Service/UDF/Profitability Fields: listing of all fields that contribute to profitability including service fees, non-interest income fields, non-interest expense fields, transaction count fields, and the amount assigned to each transaction. Household Link Detail So you do not have to manually keep up with all the Links that have occurred for all households, you can pull a Household Link Detail report. It is a listing report of all the Households that make up a Link and the specifics on Deposits, Loans and Profit information for the Link. Report Description The section in gray is a summary of all household in the Link HH#: Household number that is part of this link. Name1, Address, City, State, Zip - Household Name1, Household Address, Household City, Household State, Household zip. Deposits#: Total number of Deposit accounts for the Link. 223 Copyright All rights reserved. MARQUIS

224 Deposit $: Sum of the Deposit accounts for the Link. Loans#: Total number of Loan accounts for the Link. Loan$: Sum of the Loan dollars for the Link. Services#: Total number of Services for the Link. Services$: Sum of all service dollars for the Link. Profit: Profit Amount for the Link. Sum of the profit amount for each household added up for the Link. Margin: Margin Amount for the Link. Sum of the margin amount for each household in the Link. Profit Amount Percentile: Profit Amount Percentile of each household. Numbers range from This is not applicable for the Link only for each household within the Link. Non-Int Income: Total Non-Interest Income of the Link. Sum of each Households Non-Interest Income. Non-Int Exp: Total Non-Interest Expense of the Link. Sum of each Households Non-Interest Expense. Quad Score: Quadrant Score for each household that makes up the link. Not available for the link. Number of Households: How many Households form the Link Account Detail Listing The Account Detail Listing report will provide a listing of accounts that includes the account number, customer number, type of account, product type, balance, interest rate, last transaction date (if applicable), date the account was opened and when it matures (if applicable). The account officer and branch are listed as well as name, address, telephone, age, and social security number. This report can be sorted by name only, branch or officer. We recommend you segment the data by the following fields: Account or Product Type Maturity Dates on Loans or CD Accounts Account Open Date Any User Defined Field 224 Copyright All rights reserved. MARQUIS

225 This report is very helpful when a list of customers is needed. It can be used by a branch for micro-marketing or as a follow-up of any type (i.e., a list of people having a high number of NSFs per month which require further evaluation). The ability to sort this report by just name, branch and name, or officer and name provides the flexibility to run the report in the appropriate format. This report is a good reference when you need a list of customers or accounts within a query group. Accounts within a household are separated by a bold horizontal line which allows easy determination of all the accounts which meet your criteria and which are located in the same household. This report can be used to create a cleanup list for those accounts with questionable data issues requiring additional research on the mainframe. Other uses may include a telemarketing list for follow up to customers who were part of a direct mail campaign, for deposit loan officers to follow up on soon-to-mature certificates and loans or a listing by branch of most/least profitable customers. Report Description Account Number: The account number imported for the account. Account Type: The description of the account. Product: The product that the account type belongs to. Name: The primary name on the account. 225 Copyright All rights reserved. MARQUIS

226 Address: The address on the primary account. City, State, ZIP: The city, state, and ZIP code for the account. Phone: The phone number for the specific account. SSN#: The social security number for the account holder. Customer Number: The assigned customer number determined by your host system. Branch: The branch assigned to the account which is determined by your host system. Officer: The officer assigned to the account which is determined by your host system. Age: The age of the primary accountholder. Opened: The date the account was opened. Maturity: The date the account matures, if applicable. Last Transaction Date: The date the account last had activity. Balance: The balance of the account(original, current, or average) selected when creating the report. Int. Rate: The interest rate for the specified account. Biz/Rtl: This field will tell you if it is a business or retail account. 226 Copyright All rights reserved. MARQUIS

227 Distribution Reports Account Distribution The Account Distribution Report enables you to sort account level data by any field in MarketTrax. It further tabulates the number and balance of accounts and profitability information for each segment. We recommend segmenting your data by the following fields: Maturity Dates for Certificates of Deposits and Loans Account or Product Type Interest Rates by Loans/Deposits Branch or Officer Balance of a Specified Account Type Last Transaction Date Account Open Date Any User Defined Field The Account Distribution Report is a very important tool in helping to understand and analyze your product profitability. An example would be to create a distribution report by product category or account type. The report will identify the major aspects of profitability including net annual margin and non-interest income and annual non-interest expense figures. 227 Copyright All rights reserved. MARQUIS

228 This report is also great for investigative work. If you are unsure what values are contained within a particular field such as a user defined field, simply create a distribution report by that field. It will show all of the values it contains. Based on the displayed data, you can conduct further research if needed. This style of report can also be useful when validating query conditions to make certain you are getting the data you searched for. 228 Copyright All rights reserved. MARQUIS

229 Report Description Number of Accounts: The total number of accounts classified by the distribution segment. % of All: The percentage of accounts displayed on the report which fall into that segment. Balance of Accounts: The total balance for all accounts within the segment. The type of balance displayed (i.e. current, original, or average) is selected when creating the report. % of All: The percentage of all account balances displayed on the report, by segment. Wtd Avg. Rate: Total interest paid or earned for each account summed up for that category divided by the total balance of those accounts. Annual Net Margin $Amount: The total dollars earned from the balances and rates of the accounts within the distribution segment. The calculations for margin amount are: Loan: Balance * (Loan Rate - Cost of Funds) = X/50% Deposit: Balance * (Asset Rate - Deposit Rate) = X/50% NOTE: If you use your own transfer pricing and have changed your margin allocation, these calculations would not apply. Annual Net Margin %: The account margin amount divided by the account balance. This provides a spread for the accounts. Annual Non-Interest Income: The total dollars earned other than margin for the distribution segment s accounts. This amount could be an imported field (i.e. service charges paid YTD), a value from the modified peer data or a value based on your own proprietary data. Annual Non-Interest Expense: The total cost of those accounts other than interest expense, including all costs to open and maintain the accounts for one year. This amount could be an imported field or a value from the modified peer data or a value based on your own proprietary data. Annual Net Profit $ Amount: The account margin amount + non-interest income - non-interest expense = account net profit amount. The total profit dollars earned annually from the accounts in each distribution segment. 229 Copyright All rights reserved. MARQUIS

230 Annual Net Profit %: The annual net profit earned divided by the total balances of the accounts which yields the amount of profit earned from the balances. It can be considered an ROA. Annual Net Profit $ Avg.: The annual net profit earned divided by the total number of accounts. This provides an average amount of profit earned from each account. Account Distribution Summary The Account Distribution Summary report enables you to sort account level data by any field in MarketTrax. It further tabulates the number and balance broken down by deposits and loans for each distribution segment. This is a good report to use when you are segmenting data by: Maturity Dates for CDs and Loans Branch or Officer Balance of Specified Account Type Any User Defined Field Last Transaction Date Account Open Date The Account Distribution Summary Report is also a great tool for investigative work. If you are unsure what values are contained within a particular field, such as a user defined field, simply create a distribution report by that field, and it will show all of the values it contains. Based on the data displayed, you can conduct further research. 230 Copyright All rights reserved. MARQUIS

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232 Report Description Number of Deposits: The total number of deposit accounts classified by the distribution segment. % of All: The percentage of deposit accounts displayed on the report which fall into that segment. Balance of Deposits: The total account balance for all deposits accounts within the segment. Current balance is used for this calculation. % of All: The percentage of deposit balances displayed on the report, by segment. Average Deposit Balance: The total deposit balance for that segment divided by the number of deposit accounts. Number of Loans: The total number of loan accounts classified by the distribution segment. % of All: The percentage of loans displayed on the report which fall into that segment. Balance of Loans: The total account balance for all loans within the segment. Current balance is used for this calculation. % of All: The percentage of all loan balances displayed on the report, by segment. Average Loan Balance: The total loan balance for that segment divided by the number of loan accounts. Cumulative Distribution The Cumulative Distribution Report assigns account and household level data by any account level specified field. Therefore, with this one report you can determine the number of accounts, account balances, and number of households for each distribution segment. It displays the number of accounts and balance of accounts similar to the Account Distribution Report. The net profit of the accounts for the distribution segments is also displayed as well as the profit of the households that have an account in that segment. Additionally, the Cumulative Distribution Report gives the percentages for columns and the accumulation of the percentages for the number of accounts and account balances. The cumulative percent is an addition to the individual percentages of the column segments. It will 232 Copyright All rights reserved. MARQUIS

233 continue to add each segment s percentage until it arrives at the last distribution field which will be a cumulative percent of 100. When setting the parameters for a distribution report you can specify the lower and upper limits for the segments and select what increment you would like to use. Additionally, you can create your own ranges to save and use whenever you need them. This report will also display the data for the accounts or households under the starting value and over the ending value. This is a good report to use when you are segmenting data by: Account Profit Amounts Account or Product Type Business or Retail Flag Age Branch or Officer Balance of a Specified Account Type Open or Last Transaction Date The Cumulative Distribution Report will often answer customer information questions without having to run a query or series of other reports. For example, if you wanted to compare your Free Checking Account with your Club Checking, you could start this report by segmenting by account type. It will show the number and balance of each type of account as well as how many households belong to each segment. The net profit for the account and for households having that account is also shown. 233 Copyright All rights reserved. MARQUIS

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235 Report Description Number of Accounts: The total number of accounts which fall into the distribution segment. % of All: The percentage of all accounts displayed on the report which fall into the distribution segment. Cum.% of All: The addition (or accumulation) of the percentages for each distribution segment from the first to the last. Balance of Accounts: The total account balance for all accounts within the segment. The type of balance displayed (i.e. average, current, or original) is selected when creating the report. % of All: The percentage of all account balances displayed on the report which fall into that segment. Cum.% of All: The addition of all percentages for each distribution segment from the first to the last. Number of Households: The total households which own the accounts within the segment. A household can have an account within more than one segment; therefore, the total is not an addition of all households within each segment. % of All: The percentage of the number of households displayed on the report which fall into that segment. Account Net Profit: The total profit margin plus non-interest income minus non-interest expense for all accounts within each segment. HH Net Profit: The total profit amount for the households that have an account within the segment. The total is not an addition of all household net profit displayed, due to possible double counting. Household Distribution The Household Distribution Report assigns households to the appropriate range of values from the field you specify. It then gives by deposits and loans, the number of households, number of accounts, the balances of those accounts and the profit information for each distribution range. You also have the ability to distribute by quadrant scores. There are actually two types of distribution reports - the Household Distribution Report and the Account Distribution Report. The difference between the two is the Household Distribution Report is created form the household file and the Account Distribution Report is created from the account file. Any field that is assigned to the account level can be run using the Account Distribution Report. Any field that relates specifically to the household should be run using the Household Distribution Report. We recommend segmenting your data by the following fields: Profit Amount Percentiles Number of Unique Products First Open Date Household Branch Deposit or Loan Balance Households 235 Copyright All rights reserved. MARQUIS

236 The demographic data available in MarketTrax can also be distributed by household. This information can provide assistance in analyzing the demographic attributes of your customer base. It is important to remember when analyzing census tract data that the information is the median number for that entire census tract. It is also important to remember that since it is a median number, you will never have extreme highs or lows in your distribution ranges. This additional demographic data is a great tool to help you segment your households. 236 Copyright All rights reserved. MARQUIS

237 237 Copyright All rights reserved. MARQUIS

238 Report Description # of Households: The total number of households which fall into the distribution segment. % of All: The percentage of all households displayed on the report which fall into that segment. # Deposits: The total number of deposit accounts held by the households within the distribution segment. # Loans: The total number of loans accounts held by the households within the distribution segment. # of Services: The total number of services held by the households within the distribution segment. % of All: The percentage of all deposits and loan accounts for the household within that segment out of all households that are displayed on the report. $ Deposits: The total account balance of all deposits held by the households within the distribution segment. $ Loans: The total account balance of all loans held by the households within the distribution segment. % of All: The percentage of all deposit and loan account balances for the households within the distribution segment out of all households that are displayed on the report. Net Funds: The dollar amount is the dollar difference between the deposits and the loans. If the loan balance is higher, the households within the segment are net users of funds. If the deposit balance is higher, they are net suppliers of funds. Wtd Rates: Sum of the total rates divided by the sum of the total # of accounts for both loans and deposits held by the households within the segment. Net Profit Amount: The sum of the margin plus non-interest income minus non-interest expense equals account net profit totaled for all accounts within each household. The annual net profit percent is the annual net profit earned divided by the total balances of the households. This displays the amount of profit earned divided by the total balances of the households. Net Profit Percent: The net profit amount divided by the sum of the deposit and loan accounts times 100. $ Profit per Household: The net profit amount divided by the number of households. 238 Copyright All rights reserved. MARQUIS

239 Account Tracking The Account Tracking Report enables you to sort region, branch, or officer by the product categories in MarketTrax. It further tabulates the number and balances of each. This one report provides a snapshot of how well your regions, branches, or officers are selling each of the product lines within the overall portfolio. It also demonstrates how the total amount of each product category contributes by comparing the totals to the institution totals. This is a good report to use when you are segmenting data by: New Accounts Last Transaction Date Maturing Accounts The Account Tracking Report is very important in aiding your understanding of how each region, branch, or officer is performing across all product lines. Incentive goals may be set based upon existing or new products for incentives. This report was created to assist in the tracking of individual productivity and is essential in the management of any type of incentive plan. You can also exclude no activity for all the officers, branches and regions to cut down on the size of the report. 239 Copyright All rights reserved. MARQUIS

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241 Report Description # Accts: The total number of accounts within that product category for that region, branch, or officer. The totals for the report s entire data set are displayed to the far right of the report. %: The percentage of total products displayed for that region, branch, or officer. $ Accts: The total balance of accounts within that product category for that region, branch, or officer. The totals for the report s entire data set are displayed to the far right of the report. % of All: The percentage of total product balances displayed for that region, branch, or officer. Total: The sum of all columns. Household Tracking The Household Tracking Report provides in-depth information concerning number/ balance of accounts and cross-sell changes by region, branch, or manager. The percentage of totals is also displayed for each branch (region or manager). This allows you to compare each of these segments to one another and identify strengths and areas for opportunities. You can also exclude no activity for all the officers, branches and regions to cut down on the size of the report. Overall the report displays changes in the number of households, their deposit and loan relationships, and the services they have. The report also focuses heavily on the cross sales of these households. This is displayed by the total number of accounts per household, the number of services per household and the unique products. Refer to the data segment chart below for a thorough explanation of each of these fields. You can analyze this report on your entire database or for any specific segment you choose. Some good examples of segments used with this report are: Single Product Households Top Loan or Deposit Households Households with a Specific Product New Households Geographic Region 241 Copyright All rights reserved. MARQUIS

242 Information gathered from this report can guide you to see the challenges facing your customer base and help understand the strengths and weaknesses of your regions, branches, or manager. The overall net changes that occur by region, branch, and manager should be part of the performance evaluation for each. The changes are reflected on this report and can be used as a guide for better management of the customer relationship. This is an excellent report to use on an ongoing basis to evaluate incentive goals. 242 Copyright All rights reserved. MARQUIS

243 Report Description # of Households: The total number of households assigned to that specific region, branch, or manager for that specified time period. $ Household Profit: The sum of margin plus non-interest income minus non-interest expense equals account net profit totaled for all accounts within each household. Avg. $Household Profit: The total $profit divided by the total number of households. # of Total Accounts: The total number of deposit and loan accounts held by these households. Avg # of Accounts per HH: The total number of deposit and loan accounts divided by the total number of households. $ of Total Accounts: The total balance of deposit and loan accounts held by these households. Avg $ Accounts per HH: The total number of deposit and loan balances divided by the total number of households. # of Deposits: The total number of deposit accounts held by households. Avg # Deposits per HH: The total number of deposit accounts held by households divided by the total number of households. $ of Deposits: The total balance of deposit accounts held by these households. Avg $ Deposits per HH: The total balance of deposit accounts divided by the total number of households. # of Loans: The total number of loan accounts held by these households. Avg # of Loans per HH: The total number of loan accounts held by households divided by the total number of households. $ of Loans: The total balance of loan accounts held by these households. 243 Copyright All rights reserved. MARQUIS

244 Avg $ Loans per HH: The total balance of loan accounts divided by the total number of households. # Services: The total number of services held by households. Note: Services are defined by your institution s configuration (i.e. ATM, Debit Card, etc). Avg # Services per HH: The total number of services held by households divided by the total number of households. Note: Services are defined by your institution s configuration (i.e. ATM, Debit Card, etc). $ Services: The total balance of services held by households. Note: Services are defined by your institution s configuration. Those which can hold a balance are credit cards, investments, and trust accounts. Avg $ Services per HH: The total balance of services held by households divided by the total number of households. Note: Services defined by your institution s configuration. Those which can hold a balance are credit cards, investments, and trust accounts. Total # of Accounts & Services: The total number of deposit and loan accounts plus the total number of services. Avg # of Accounts & Services per HH: The total number of deposit and loan accounts plus the total number of services divided by the number of households. Total $ of Accounts & Services: The total balance of deposit and loan accounts plus the total balances of services. Avg $ of Accounts & Services per HH: The total balance of deposit and loan accounts plus the total balance of services divided by the number of households. Avg # of Unique Products per HH: The total number of different products held by the households divided by the number of households. For example, a household with only 2 checking accounts has only 1 unique product. Avg # of Unique Prod s & Serv s per HH: The total number of different products and services held by the households with this product divided by the number of households. 244 Copyright All rights reserved. MARQUIS

245 Open Date Distribution The Date Distribution allows you to view all products that have opened in the past three months. You will be able to select your own three month range and review the number and dollars of new accounts for that time segment. You can query for Branch Officer, Region, Product, Account Type Code, and/or Interest Rates. The Date Distribution is a quick report to use to analyze performance by different segments. This report is very useful for any manager interested in analyzing productivity such as Branch Manager, Loan Officer, etc. 245 Copyright All rights reserved. MARQUIS

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247 Report Description NOTE: The distribution segment can sorted by product or type code. The three time segments available are created by the user. #: The number of accounts opened in the specified time periods and met the query condition (if you are using one). %: The number of accounts opened in this time segment divided by the total number of accounts opened in this time period. $: The balance associated with the accounts. Totals Column: #: The sum of all accounts over the selected time period. %: The number of accounts divided by the total number of accounts for this segment. $: The sum of all dollars of all accounts over the selected time periods. Maturity Date Distribution The Maturity Date Distribution Report can be run by account type code and product code. It allows you to view all maturing accounts and balances coming up for maturity. When selecting all records, MarketTrax will pull any account with a maturity date. You may have to select a query to review loan maturities only or add a query for branch, officer, loan or deposit indicator, interest rates, product code, or account type code. The Maturity Date Distribution report provides a quick glance at potential opportunities and risks. This is a great report to distribute to branch managers and loan officers. 247 Copyright All rights reserved. MARQUIS

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249 Report Description NOTE: The segment will be either product or account type. The three time segments are created by the user. #: The number of accounts that are maturing over a specified time period. %: The number of accounts for this segment divided by the total accounts for this time period. $: The sum of all dollars of accounts maturing in this time period. Totals Column: #: The sum of all accounts over the selected time period. %: The number of accounts divided by the total number of accounts for this segment. $: The sum of all dollars of all accounts over the selected time periods. 249 Copyright All rights reserved. MARQUIS

250 Cross Tab Reports Cross Tab reports give you the flexibility of customizing any report you wish. It is an expansion of a distribution report where you are only allowed to distribute by one field. In a cross tab report you can distribute by two fields. You determine the Column Field as well as the Row Field. You can select the Account Cross Tab Report in which you choose Account Level information or you can select the Household Cross Tab Report in which you choose Household Level/Member Level information. Depending on what you distribute, these reports can become very lengthy since they span over multiple pages across as well as multiple pages down. Based on the type and field option you select, you have the same capabilities with the fields as in a distribution report. You can choose Starting, Ending and Increment values plus create Range Sets to help narrow down the size of the report. Preferences = minimum count for the report. 250 Copyright All rights reserved. MARQUIS

251 Account Level Cross Tab 251 Copyright All rights reserved. MARQUIS

252 Report Description Regardless of the distribution segments you choose, you will always see the following: # of Accounts: # of accounts for the segment. $ of Accounts: Sum of the balances of the accounts. $ Profit Amount: Sum of the profit on each account in this segment. % of Row: # of accounts for the segment divided by the # of total accounts for the row. % of Column: # of accounts for the segment divided by the # of total accounts for the column. 252 Copyright All rights reserved. MARQUIS

253 Household Level Cross Tab 253 Copyright All rights reserved. MARQUIS

254 Report Description Regardless of the distribution segments you choose, you will always see the following: # of Households: Number of Households for this segment. Per Household: # of Loan + Deposit Accounts divided by # of Households. # of Deposits: # of deposit accounts in the households for this segment. $ of Deposits: Sum of deposit balances in the households for this segment. # of Loans: # of loan accounts in the households for this segment. $ of Loans: Sum of loan accounts in the households for this segment. # of Services: # of services in the household for this segment. $ of Services: Sum of balances for the services in the households for this segment. $ Profit: Sum of the household s profit in this segment. 254 Copyright All rights reserved. MARQUIS

255 Comparative Analysis Part of making decisions on your strategy, products, marketing efforts, and future growth of your organization depends on information reviewed over time. The Comparison Report section allows for an easy way to analyze opportunities, attrition, and overall performance trends. Each report is built by analyzing data based on two time periods. This is especially valuable at the end of each quarter and year end but it is also a great tool to use for month to month reporting. To run a Comparative Report, you will need to go to Discovery, Query Editor, then select Compare File and select the months in the drop down menu you would like to compare to your current File Set. When printing these reports, you have the same options to Preview, Print, Print to File, Printer Setup, and Archive as with any other report in MarketTrax. For more details on printer options, please see the Standard Printer Options section in the beginning of this chapter. Review the following style of comparison reports in MarketTrax as well as what purpose it serves, and the description of each report. 255 Copyright All rights reserved. MARQUIS

256 Comparative Analysis Similar to the Summary option for any File Set, the Summary option under the Comparative Analysis section gives you totals for the two File Sets you have specified. You can run comparative analysis with or without a filter condition. file, click on Summary. After selecting a compare Your totals will change depending on which option you selected for Set Filter On. Older File - Where are they now? Which households existed in your Older File Set that are still in your newer File Set? The comparison is made on the Household number. Therefore, if a household number existed in the Older File Set but is not in the Newer File Set, this household would not be counted. Newer File - Where were they then? Which households exist today and existed in your Older File Set? This is based on Household number. Therefore, if the household number exists in your Newer File and not in your Older file, this household would not be counted. Both Files - A total count of information for each File Set. two databases at this point. There is no relationship between the Number of Qualified Accounts and Balance of Qualified Accounts will only show if you have an account level filter condition set. When changing the Set Filter On option, you will need to click on the Refresh button next to it for this screen to sum numbers based on your selection. 256 Copyright All rights reserved. MARQUIS

257 Mark Records: This allows for further analysis of qualifying households to identify those who: 1. Left Filter Group - No longer part of the filter group. 2. Left Filter Group and Institution - No longer part of the organization. 3. New to Filter Group - Are new to the filter group. 4. New to Filter Group and Institution - Are new to the organization and the filter group. The marking process will utilize the above numbers to code the appropriate File Set. To filter for this information, go to Household Basics/Comparison Change Type. can use the pick list feature to select your option. You You can also run Household Distribution Reports in either File Set on the Comparison Change Type for a listing of the different options found in that File Set. Account Change Summary By Type Code Before creating any comparison report, you must select the two File Sets or time periods of data you want to compare. The Account Change Summary By Type Code presents data for changes between those time periods. The report compares the changes for your accounts for all 257 Copyright All rights reserved. MARQUIS

258 households and displays the changes. It looks to match up the account number and type code from the older File Set to see if they still exist or not. This does not necessarily mean the account was closed, the account type code could have been changed. 258 Copyright All rights reserved. MARQUIS

259 Report Description Account Type - Description: The account type code as it is defined in MarketTrax and the description. Number of Accounts: Displays the two File Sets chosen for comparison along with the number and percentage of accounts that changed. These are segmented by account type and matched based on account number and type code. Balance of Accounts: Displays the two File Sets chosen for comparison along with the $ Change and % Change. Closed Account Type Summary Before creating any comparison report, you must select the two File Sets or time periods of data you want to compare. The Closed Account Type Summary Comparison Report presents data for the changes between just those two time periods. The report compares closed accounts for all households and displays the changes. This report can be run on Account Number only or on Account Number and Type combination. Using the Account Change Summary and the Closed Account Type Summary will allow you to determine how many accounts were truly closed over a specified time period. 259 Copyright All rights reserved. MARQUIS

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261 Report Description Account Type - Description: description. The account type code as it is defined in MarketTrax and the Number Closed: Displays the number of account types that do not exist between the two files sets chosen for comparison. If you run this report by account number and type, the combination does not exist anymore. Otherwise the account number does not exist anymore. % of Closed Acct Types: Number of closed accounts divided by the total number of closed accounts. Total Number: Displays the total number of this account type in MarketTrax for the oldest File Set. % of this Acct Type: Number of closed accounts divided by the total number of accounts for the type code for the oldest File Set. Balance Closed: Displays the dollar amount of account types closed between the File Sets chosen for comparison. % of Closed Acct Types: Balance of closed accounts by type divided by the total balances of closed accounts. Total Balance: Displays the total dollar balance of this account type in MarketTrax. % of this Acct Type: The balance of closed accounts divided by the total balance of accounts in this type code for the oldest File Set. 261 Copyright All rights reserved. MARQUIS

262 Balance Change Summary Before creating any comparison report, you must select the two File Sets or time periods of data you want to compare. The Balance Change Summary Comparison Report presents data for the changes between just those two time periods. The report compares the balances for all households and displays the changes. The top half of the report shows increases in balance ranges and then displays totals for households that had a balance increase. The bottom half shows decreases for the same balance ranges and the totals for those households that had a decrease. The deposit and loan information is broken down by columns. This report also shows the increase and decrease in number and percent of households that did/ did not have a change. When running this report, we recommend segmenting your data by: Top 10% Households Household Branch First Open Date Last Opened Product Product Types 262 Copyright All rights reserved. MARQUIS

263 263 Copyright All rights reserved. MARQUIS

264 Report Description Deposit Balance Changes: Households: The total number of households which had a deposit change in an increment reflected by the designated row. % Inc/Dec: The percentage of a row s deposit increase or decrease based on the total deposit increase or decrease. % All: The percentage of a row s deposit increase or decrease based on the total deposit increase or decrease of both loans and deposits. Loan Balance Changes: Households: The total households which had a loan change in an increment reflected by the designated row. % Inc/Dec: The percentage of a row s loan increase or decrease based on the total loan increase or decrease. % All: The percentage of a row s loan increase or decrease based on the total loan increase or decrease of both loans and deposits. 264 Copyright All rights reserved. MARQUIS

265 Balance Change Detail After analyzing the Balance Change Summary Comparison Report, you may want to look at the specific households that had a change in either deposit or loan balances within a certain range. The Balance Change Detail Comparison Report will provide that information. When selecting this report, MarketTrax will prompt you to select which balance you would like to compare. The choices are Total Balances, Deposit Balances, or Loan Balances. MarketTrax will ask you to enter the ranges for the balance change, either an increase or decrease. The report provides a detailed listing of households that had the type of balance change based on the amount you specified. When running this report, we recommend segmenting your data by the following fields: Profit Segments Household Branch or Officer Product Type Household Open Date This report has many uses because it shows households having increases and decreases in balances. Most accounts will have some variance in balances, but any that are extreme, such as over $50,000, should trigger more detailed information. Telemarketing or a personal letter can be used to thank those households having an increase. Additionally, a phone call can generate a conversation regarding the best allocation of these funds. For those households having a decrease, you can discuss the reason for such a drastic change. This report lists the households that met the change criteria in the report setup. It provides the household s name, address and phone number as well as the first and the last dates the accounts were opened and the new and old balances for the type of balance specified. 265 Copyright All rights reserved. MARQUIS

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267 Report Description Household Name, Address & Phone: The name, address and phone information for the household designated by the head of household account. First Open Date: The earliest open date the household has based on their existing set of accounts. Last Open Date: The product that was opened last based on the household s existing set of accounts. New Balances: The total balance of all accounts for the household from the comparative File Sets selected. The type of balance (average, current, or original) is selected during the account type setup. Old Balances: The total balance of all accounts for the household from the comparative file sets selected. The type of balance (average, current, or original) is selected during the account setup. Product Listing: A listing of each type of product showing the old and new balance for that product. The new balance is for the current selected File Set and the old balance is from the comparative File Set. 267 Copyright All rights reserved. MARQUIS

268 Product Change Summary This report shows the net change for all product categories. You will have some accounts that close which can be found on the Closed Product Summary Report. You will also have some new accounts that are opened. You can determine this by running a distribution by product from a query of new accounts opened in the specific time period. The Product Change Summary Report will show you the net change (i.e., accounts opened less accounts closed). The report has a row for each product. The columns display the net number change and the net balance change for each of the product categories. Data for both time periods, which were selected when creating the report, are listed and include the number and percentage change. The balance of both time periods is listed as wells as the number and percentage change. We recommend segmenting your data by the following fields: Profit Segments Household Branch or Officer This report is essential in analyzing trends between time periods. Using this report, you can compare month to month, quarter to quarter, and year to year changes in your product categories. You can also use this report to determine if there was any cannibalization between products. Sometimes if there is a significant rate change or if a new product is being promoted, accounts will move into the new or promoted product. This mobility can be determined between the specified time periods by comparing the two products and the net change in numbers and balances of accounts. For each of the product categories and totals within MarketTrax, you can derive the following information: total number of accounts per product category for each time period, the net change of accounts for a particular product or for all products, the percent change between time periods for a particular product, total product balance for each time period and the amount and percent of the balance changes. 268 Copyright All rights reserved. MARQUIS

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270 Report Description Number of Accounts: Earliest File Set: The total number of accounts within the product category designated by the row within the specified File Set. Most Recent File Set: The total number of accounts within the product category designated by the row within the specified File Set. # Change: The difference between the number of accounts for the current File Set and the comparative File Set. % Chg: The number change of accounts divided by the number of accounts from the comparative File Set. New Households: The number of households in the most recent File Set minus the number of households in the earliest File Set. Balance of Accounts: Most Recent File Set: The total balance of accounts within the product category designated by the row within the specified set. Earliest File Set: The total balance of accounts within the product category designated by the row within the specified File Set. $ Change: The difference between the balance of accounts for the current and comparative File Set. % Chg: The change of account balance divided by the balance of accounts from the most recent File Set. Lost Households: The number of household numbers in the most recent File Set not detected in the earliest File Set. 270 Copyright All rights reserved. MARQUIS

271 Closed Product Summary This report displays the product categories as the rows, and the number and balance of the closed products from the designated time periods as the columns. The total number of current products and the balance of those products are also displayed. You can run this report on your entire database or choose to segment by the following fields: Profit Segments Branch Household Open Date ZIP Codes This report is essential when analyzing attrition of your products between time periods. In fact, this report should be generated on a consistent basis in a group of standard reports that are distributed to all management personnel within your institution. Understanding the impact of closed products can begin with this program. For long term planning and analysis you can take portions of this report and plug it into a graph. This same report, generated for the differences between each month for a year s time, can yield the typical loss per product category for any given month. You can also determine the peak months for closing a particular product. Comparing this data to a distribution report by product type from the query of those accounts opened within a month will give you a retention analysis. This report is looking for a match between the account number and account type code. If MarketTrax does not find a match, the account is considered a closed account and will be listed on this report. 271 Copyright All rights reserved. MARQUIS

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273 Report Description Number Closed: The total number of accounts that closed within the product category, designated by the rows, between the File Sets specified. % of Closed Products: The total number of accounts closed within the product categories divided by the total number of all closed products. Total Number: The total number of products within the current File Set. % of This Product: The total number of closed products divided by the total number of existing products. Balance Closed: The total balance of accounts within the product category that closed, designated by the rows, between File Sets specified. % of Closed Products: The total balance of accounts that closed within the product categories divided by the total balance of all closed products. Total Balance: The total balance of products within the current File Set. % of This Product: The total number of closed products divided by the total number of existing products. Closed Product Detail This report provides detailed information regarding those households that closed a product between the specified time periods. It includes both households that still have a product remaining with your institution and those households that have closed their entire relationship and have no other products or services. You can run this report on your entire database or choose to segment: Profit Segment Product Type Branch Household Open Date 273 Copyright All rights reserved. MARQUIS

274 Many institutions implement a type of calling program for customers who have closed their accounts. This report is ideal for that purpose. You can distribute this report to branch managers or officers to implement a call back program or prepare a short questionnaire for mailing to determine the causes for the account s closure. You can sort this report by Just Name, Branch and Name, or Officer and Name. By implementing such a program, customers may be willing to rethink their decision to close an account(s) or, at least, be more likely to leave the remaining relationship(s) with your institution. Report Description Closed Product Detail Information Name 1, Name 2: The primary and secondary names of the closed account. Address, City, State, ZIP, ZIP4: The address, city, state, ZIP and ZIP4 on the closed account. Branch, Officer, Phone, Closed Account Number: The branch, officer, phone number, and account number on the closed account. Household: First Opened Date: The earliest account open date the household has on any of their existing accounts. First Opened Product Date: The earliest account opened of all household s existing accounts. Last Opened: The last account open date from the household s existing accounts. Last Opened Product: The last product opened from the household s existing accounts. Closed Account: 274 Copyright All rights reserved. MARQUIS

275 Product Type: The type of product that closed. Balance: The balance of the closed product. Open, Date, Maturity Date: The open date and maturity date of the closed product. Accounts Left: # of Deposits: The number of deposit accounts remaining in the household. $ of Deposits: The balance of deposit accounts remaining in the household. # of Loans: The number of loan accounts remaining in the household. $ of Loans: The balance of loan accounts remaining in the household. 275 Copyright All rights reserved. MARQUIS

276 Closed Household Summary The Closed Household Summary Report allows a breakdown by Region, Branch or Household Manager and determines the number of lost relationships for each. It then provides the number of households, the number and balance of deposits and loans and services as well as the total profit lost for each distribution range. This is a simple report which provides a snapshot of the impact of lost relationships between the comparison time periods. The compared file sets used for the report comparison are displayed at the bottom of the report. You can run this report on your entire database or choose to segment by the following fields: New Relationships Top 1 and 10% Balance of a Specified Account Type Geographical Region Last Transaction Date It is a good idea to examine this report on a regular basis to determine which Region, Branch or Household Manager is experiencing high attrition in their portfolio. Incentive plans and company-wide goals may be placed on the number and value of relationships lost from each respective area. This report will provide the tools you need to track the results of implementing such a plan. 276 Copyright All rights reserved. MARQUIS

277 Report Description # of Households: The total number of lost households which fall into the segment. # of Deposits: The total number of lost deposit accounts held by the lost households w within the segment. $ of Deposits: The total lost account balances of all deposits held by the lost households within the segment. # of Loans: The total number of lost loan accounts held by the lost households within the segment. $ of Loans: The total lost account balances of all loans held by the lost households within the segment. # of Services: The total number of lost services held by the lost households within the segment. Services are defined by your institution s configuration (i.e. ATM, Debit Card, Safe Deposit Box, etc). $ of Services: The total account balance of all services held by the lost households. Services are defined by your institution s configuration (i.e. Trust, Insurance, etc). $ of Profit: The sum of margin plus non-interest income minus non-interest expense equals net profit totaled for all the lost households. This is the total impact on profit from the loss of the household relationship. If it is a positive number, that is a profit loss. If it is a negative number, it is a profit gain. 277 Copyright All rights reserved. MARQUIS

278 Closed Household Detail The Closed Household Detail report provides information about households who have severed their relationship between the time periods specified when creating the report. The report provides critical information about these lost relationships such as the tenure of the relationship, the last time they opened an account, their region, branch and manager as well as the number and balance of deposits, loans and services which were closed. During the creation of this report you are given the option of sorting by Region, Branch or Officer so that a listing may be distributed by each. You can use the report to display all lost households from that specific segment. You can run this report on your entire database or choose to segment by the following fields: Profit Top Depositors Single Product Households Geographic Region Households with a Specific Product Census Tract or Household Demographics Sorting by Region, Branch, Manager, or All can give you the flexibility to distribute to each for the purpose of a calling program or conducting a closed account survey. This type of information can assist in the institution s strategies of analyzing strengths and weaknesses as well as grasp a better understanding of the customer s perception of the organization. 278 Copyright All rights reserved. MARQUIS

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280 Report Description HH #: The unique number MarketTrax assigns to each household. HH ID: The name MarketTrax assigns to each household. For retail households, it is the last name; for business households, it is the first 15 characters. Phone #, Primary Name, Address, City, St., ZIP: The phone number, primary name, address, city, state, and ZIP for the household are each taken from the head of household account. Profit Amt $: The sum of margin plus non-interest income minus non-interest expense equals account net profit totaled for all the accounts within each household. This is the total profit dollars gained or lost from the loss of the household relationship. Profit Amt %: The annual net profit earned divided by the total balances of the accounts. Yielding the amount of profit earned from the balances. Can be considered an ROA. First Open Date: The earliest open date the household has for any of the accounts. First Open Product: The actual product that was first opened by the household. Last Open Date: The last date the household opened an account. Last Open Product: The product that was opened last of the household s accounts. Region, Branch, Manager: The Region, Branch, and Manager description for the head of household account. # of Deposits: The total number of deposit accounts the household has. # of Loans: The total number of loan accounts the household has. # of Services: The total number of services the household has. This could be anything from ATM Card to Safe Deposit Box, depending on your institution s configuration. $ of Deposits: The total deposit balance for the household. $ of Loans: The total loan balance for the household. $ of Services: The total service balance for the household. This value would be for investments, etc., depending on your institution s configuration. 280 Copyright All rights reserved. MARQUIS

281 Household Change Summary The Household Change Summary Report provides in-depth information concerning number, balance, and cross sell changes that have occurred on up to four time periods. Monitoring these changes can be based upon the Region, Branch, Manager or All within your customer database. The selected time periods used for comparison are noted at the top of the report and are specified upon creation of the report. Overall the report displays changes in the number of households, their deposit and loan relationships, and the services they have. The report also focuses heavily on the cross sales of these households. This is displayed by the total number of accounts per household, the number of products per household, and the unique products and services. You can run this report on your entire database or choose to segment by the following fields: Profit Segments Top Depositors Households with a Specific Product New Households Geographic Region Managing and tracking changes which occur over time is crucial to effective organizational strategy. This data can help you better understand the strengths and weaknesses of your regions branches, or managers. The overall net changes that occur by Region, Branch or Manager should be part of the performance evaluation for each. The changes are reflected on this report and can be used as a guide to a better management of the customer database and how well the relationship is being managed and up-sold into new products and services. Change amounts and percents represent declines in sales which should be evaluated in closer detail and focused on for retention efforts. Consider running this report on up to four time periods. 281 Copyright All rights reserved. MARQUIS

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283 Report Description # of Households: The total number of households assigned to that specific Region, Branch or Manager for the specified time period. $ Household Profit: The sum of margin plus non-interest income minus non-interest expense equals account net profit totaled for all accounts within each household. Avg $ Household Profit: The total $Profit divided by total number of households. # of Total Accounts: The total number of deposit and loan accounts held by these households. Avg # of Accounts per HH: The total number of deposit and loan accounts divided by the total number of households. $ of Total Accounts: Sum of all accounts for the File Set. Avg $ Accounts per HH: $ of Total Accounts divided by the number of households for the File Set. # of Deposits: The total number of deposit accounts held by households. Avg # Deposits per HH: The total number of deposit accounts held by households divided by the total number of households. $ of Deposits: The total balance of the deposit accounts held by these households. Avg $ Deposit per HH: The total balance of deposit accounts divided by the total number of households. # of Loans: The total number of loan accounts held by these households. Avg # of Loans per HH: The total number of loans held by households divided by the total number of HHs. $ of Loans: The total balance of loan accounts held by these households. Avg $ Loans per HH: The total balance of loan accounts divided by the total number of households. 283 Copyright All rights reserved. MARQUIS

284 # of Services: The total number of services held by households. Note: Services are defined by your institution s configuration (i.e. ATM, Debit Card, etc.). Avg # of Services per HH: The total number of services held by households divided by the total number of households. Note: Services are defined by your institution s configuration (i.e. ATM, Debit Card, etc.). $ of Services: The total balance of services held by households. Services are defined by your institution s configuration. Those which can hold a balance are investments, and trust accounts. Avg $ Services per HH: The total balance of services held by households divided by the total number of households. Note: Services are defined by your institution s configuration. Those which can hold a balance are credit cards, investments, and trust accounts. Total # of Accounts & Services: The total number of deposit and loan accounts plus the total number of services. Avg # Accounts & Services per HH: The total number of deposits and loan accounts plus the total number of services divided by the number of households. Total $ Accounts & Services: The total balance of deposit and loan accounts plus the total balance of services. Avg $ Accounts & Services per HH: The total balance of deposit and loan accounts plus the total balance of services divided by the number of households. Avg # Unique Products per HH: The total number of different products held by the households divided by the number of households. For example, a household with only 2 checking accounts has only 1 unique product. Avg # Unique Prod s & Serv s per HH: The total number of different products and services held by the households with this product. Sentry Sentry is an alert system in MarketTrax that identifies a product and the balance differences between different time periods. Before closing an account, most customers pull out larger balances prior to the account actually closing. The Sentry report can be used to identify who these customers are in order to implement a calling program. You can possibly resolve any issues with 284 Copyright All rights reserved. MARQUIS

285 this customer and retain the relationship prior to the relationship leaving. The Sentry system is setup under the lookups tables for the products where you define a % drop and a minimum balance to trigger the alert on this account. You have the ability to query for a specific group of people and further sort your report by Region, Branch, Manager, Show All, Total % Drop and Total $ Drop. It is important to evaluate not only the product that triggered the alert, but the overall household relationship before making any decisions. 285 Copyright All rights reserved. MARQUIS

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287 Report Description In the first five columns, you have the Household information including Household #, HH Name, Phone, Name, Address, City, State, ZIP, Region, Branch, and Manager. Alert Product: The product that triggered the alert. % Drop: The percentage of how much the balance dropped between the two time periods specified. It is the current balance of the most recent time period divided by the current balance of the older time period multiplied by 100. $ Drop: The difference in the two time periods balances. Total HH % Drop: This refers to the entire household relationship. The percentage of the total household $ drop. A negative represents an increase in Household $ s to the compared time period. Total HH $ Drop: You can have one product drop by 90% but the overall Household did not drop at all. This could mean that the household just transferred balances to another account. If you see a negative drop percent, that means that this household actually increased balances over the two specified time periods. Household Number Change Summary Before creating any comparison report, you must select the two File Sets or time periods of data you want to compare. The Household Number Change Summary Report displays the Household Numbers that have changed from one File Set to the next. Reasons for the households to be rehouseholded are: A difference in the account number and account type combination A difference in household name A different address from the last import A change in customer number 287 Copyright All rights reserved. MARQUIS

288 You can review the information on this report for any superhouseholding possibilities. This report is mainly used to view the changes that go on in your system. It will allow you to validate the information to your core system to ensure proper data. If you have run CASS certification prior to running this report, you may not detect any change differences. 288 Copyright All rights reserved. MARQUIS

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290 Report Description File Set: This field displays the two time segments selected. Account Number: This is the account number as it is displayed in MarketTrax for those time segments. HH #: The household number of those accounts for those time segments. HH Name: The name MarketTrax assigns to each household. For retail households, it is the last name; for business households, it is the first 15 characters. Customer #: The customer number of the head of household account. SSN #: The social security number of the head of household account. Name: The first and last name of the head of household account. Type: The account type code of the account as it is displayed in MarketTrax. Current: The current balance of the account. Address: The address of the head of household account. City/St/ZIP/ZIP4: The city, state, and ZIP code of the head of household account. Profit Percentile Change Summary The Profit Percentile Change Summary Comparative Report displays the change in various profit areas from one File Set to another. You will be able to compare File Sets to determine the change in profit percentile scores for your households. This report also shows each household s profit amount, number/balance of loans and deposits for each time period. The user adjusts the percent change to monitor. This report is useful in analyzing your customers/members profitability. It will allow you to review the number/dollars of all deposits and loans. In addition, you can use this report to further study profit movement on specific profit segments. Keep in mind, you will always have a top 10% or bottom 10% but are these segments relatively more profitable over time? 290 Copyright All rights reserved. MARQUIS

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292 Report Description File Set: This field displays the two chosen File Sets as well as the difference between the two File Sets. Profit Percentile: The Household Profit Percentile for the two time segments and the net difference between the two segments. Profit Amt: The household $Profit Amt for the two time segments and the net $difference between the two segments. Profit %: The household total profit amount divided by the household total balances of accounts. Deposit #: The total number of deposit accounts in the different time segments and the net difference. Deposit Bal: The total dollar balance of deposit accounts for time segments and net dollar difference. Loan #: The total number of deposit accounts in the different time segments and the net difference. Loan Bal: The total dollar balance of loan accounts for time segments and the net dollar difference. Household Total Account Summary The Household Total Account Summary Report displays the total number of accounts in the household sorted from 1 to 10. There are separate groupings for households with 11 to 20 accounts, households greater than 20 accounts, and service only households. The File Set is compared to another time period to show the amount changed. With this report, you can sort your output by number of accounts or by number of unique products which will make sorting through the data a much easier process. This report will aid in household segments to penetrate cross sales opportunities. Using this report, you can also quickly analyze the 11-20, >20, as well as service only households for any householding issues. 292 Copyright All rights reserved. MARQUIS

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294 Report Description Total # of Accounts: This displays the segment by number of accounts or number of unique products. Time Segment: The number of households in this segment. %: The number of this segment divided by the total for this time period. Amount Changed: The net change between two time segments. Percent Changed: The amount changed divided by the number of accounts in the most current File Set for each segment. 294 Copyright All rights reserved. MARQUIS

295 Report Processor The MarketTrax Report Processor offers a convenient method for grouping and processing multiple reports. If you have a number of reports that you run on a regular basis, using the Report Processor will save a great deal of time compared to running each report individually. The setup process involves creating groups of reports that share a common theme or purpose, such as profitability reports or reports for a particular branch or officer. Once the initial setup is done, you simply run the desired report group. TIP! Any report that utilizes a filter condition to display results will need to have already been saved in Discovery/Research prior to setting the report up in the report processor. Access Report Processor To access the Report Processor, select Processors, then ReportPro from the main MarketTrax menu. The Report Processor screen will appear showing any existing report groups. 295 Copyright All rights reserved. MARQUIS

296 Add Report Groups 1. Access the Report Processor by selecting Processors and then ReportPro from the main MarketTrax menu. 2. Click Add. 3. Reports that are to be run in the Report Processor are stored in groups. You can create as many groups as you like and will probably want to define them based on their purpose, such as profitability or market research related, or those for a particular branch. If you are creating a new group, click the New button and enter a name for the group in the space provided, or select Existing to add a new report to a pre-existing group. 4. At New Item, enter the name or description of the report to add to the group. 5. Click Save Changes when finished, or Close to return to the Report Processor screen. 6. Once you have added the new report you can Edit it by returning to Processors, ReportPro, selecting the report, and clicking with your mouse pointer on the Edit button. 296 Copyright All rights reserved. MARQUIS

297 7. Once you have selected Edit, you will see the screen below. 8. Use your mouse pointer to click in the window next to Type. A list of the standard MarketTrax reports, including comparative reports will be displayed. Select the desired report from the list. If the report has additional options, such as the Distribution reports, click the Select button to activate the report setup screen. 9. You have the option of running the report in conjunction with a filter, or to use all records in the File Set. To filter the records with a filter, click the Filter button and select the desired Filter Group and Filter Name to use. Filters will need to be created in the Research window as explained in Chapter 6. To include every record in your report, click the All button. 10. If you would like to print the conditions of your filter, click on the box next to Filter conditions cover page. 11. You may also elect to have your report printed to a file. If you choose this option, click on the box next to Print to File then Browse for the proper location and to name your file. 12. If you would like to have your reports print in a PDF format, you can select the Archive option (See Chapter 16 for more details on Report Archives). 13. Click Save Changes when ready, or Undo Changes anytime before saving. 14. Press the Close button to return to the Report Processor. 15. Continue to add reports in this manner as desired. 297 Copyright All rights reserved. MARQUIS

298 Run Report Groups 1. Access the Report Processor by selecting Processors then ReportPro from the main MarketTrax menu. 2. You have the option to run individual report groups, or to execute every group at once. To run a single group, select the group by clicking with your mouse pointer and click the Run One button. To execute every group at the same time, click Run All. 3. A message window will appear verifying your selection. If correct, click Yes to produce the reports, or No to return to the Report Processor. 4. Reports will automatically print (every report in the selected group) after you click the Run One or Run All buttons. 298 Copyright All rights reserved. MARQUIS

299 Modify or Delete Report Groups 1. Access the Report Processor using the instructions provided earlier in this chapter. 2. Select the desired Report Group by highlighting the item with your mouse (groups can be opened or closed by double clicking the + or - next to the group name). 3. To change the report selection or setup of the group, click Edit and make the desired changes. If you want to change the name of the group, click Rename. 4. To remove an individual report or Report Group from the list, click Delete. 5. Click Close to return to the main MarketTrax menu. 299 Copyright All rights reserved. MARQUIS

300 CHAPTER 9 Campaigns The Campaigns chapter includes an overview of MarketTrax campaign concepts and step-by-step instructions for creating and managing a marketing campaign. In This Chapter Creating a Marketing Campaign Managing Campaigns Monitoring Campaign Results 300 Copyright All rights reserved. MARQUIS

301 Creating a Marketing Campaign Creating campaigns is an interactive process based on the parameters you establish. For any proposed campaign, MarketTrax will perform all of the calculations necessary to determine the costs and profitability of the campaign. Based on these calculations, you may want to modify some of the campaign parameters to achieve maximum results. MarketTrax will update the cost and profit numbers each time, until you arrive at a combination you are satisfied with. Campaigns can either be created on the Household level or on the Individual level. You may even create some on both levels. You must create the campaign prior to its start date and before your next import. As mentioned above, you want to create the campaign in MarketTrax prior to the next import and prior to actually mailing the information. This way you are assured that MarketTrax has the proper flags to track the campaign. Also, you will need to make sure that you do not reset your households or delete File Sets prior to the campaign date since this will erase all the flags and may make the campaign untrackable. If a household, which is part of a campaign, does re-household, MarketTrax will check first if the new household is flagged for a campaign. If it is not flagged, MarketTrax will copy the campaign flag to the new household. This will provide the ability to receive proper results even if a household is re-householded. Campaign Processor The Campaign Processor gives you many flexible campaign options. With room for unlimited campaigns, you have the option for simple one-time campaigns or complex matrix campaigns. The following is a list of options for Campaign Groups and Campaigns: Campaign Group: Add - Creates both a new Campaign Group as well as a new Campaign Edit - Will prompt to rename Campaign Group Copy - Selected Campaign Group and all Campaigns will be copied 301 Copyright All rights reserved. MARQUIS

302 Move - N/A Delete - Will prompt message to delete selected Campaign Group and all Campaigns in Group Print - Prints all Campaign(s) in Group Campaigns: Add - Creates a new Campaign in the currently selected Campaign Group Edit - Allows editing and viewing of costs, dates, products/accounts tracked, goals and results Copy - Selected Campaign will be copied to existing or new Group Move - Selected Campaign will be moved to existing or new Group Delete - Will prompt message to delete selected Campaign Print - Prints selected Campaign Here is some information you may want to have available before creating a Campaign: 1. Campaign start and end dates. 2. Products/Accounts being promoted (up to three may be tracked). 3. The average balance of each (median balance from the Breakeven Summary report is most accurate to use). 4. The average interest rate of each item being tracked. 5. Net Non-Interest Income/Expenses of each item being tracked. 6. Your goals for each item being tracked. Campaign Components Marketing/Control Group Size - One method of analyzing the effectiveness of a campaign is to assign some of the target households to a control group. The households in the control group will not receive the mailing, while the remaining households, called the marketing group, will receive the mailing. You may also use the control group to test different offers, mail a different mail piece to test the creative or test results of telemarketing. When a campaign is completed, you can compare the behavior of both groups. Were new accounts opened by those in the marketing group? Did anyone in the control group open a new account during the same time period? Was the new account in the marketing group opened because of the direct mailing? Does the opening of a new account in the control group lead you to question whether the target households were predisposed to open a new account anyway, without the need for targeted marketing? You can see that the use of control groups provides another means of testing and analyzing direct mail results. 302 Copyright All rights reserved. MARQUIS

303 Campaign Costs (Each/Total) - One of the variables that MarketTrax will use in calculating the profitability of a campaign is the cost to reach each household with the mailing. These are fixed costs, such as postage and supplies, as well as variable costs that might require a little more effort to determine (i.e., the wages of the staff assigned to the campaign). You will be providing the total cost figure to MarketTrax, so it s up to you how detailed you want to be in calculating this number. At the very least, you probably want to include the known fixed costs, such as postage and supplies. This may be an estimate at the time of creating a campaign, since you may not have complete cost information until after the campaign has started. Campaign Dates (Start/End) - Enter the beginning date of your campaign and the end date of your campaign. Campaigns need to be set up prior to the beginning date of your campaign and prior to your next import. This will ensure that the campaign flags are copied to the following Fileset. The response flags are activated at the time of import; therefore, it is important that they exist at importing time. For most campaigns, we recommend you track activity for at least days. This may vary depending on what type of campaign you are creating. Product/Account #1-3 - You have the ability to track up to three products/accounts in the same campaign. From your drop down menu, you may be as broad as any account or as specific as one particular account type. Average Balance per New Account - Determine the balance you want to use as a typical dollar amount for each new account. You may use the median balance from the Breakeven Summary report to guide you on what would be realistic in this section. If you have multiple products/accounts you are tracking, you will need to enter balances for each. Average Rate per New Account - You may choose to use a weighted average rate on other similar products/accounts. More importantly, verify these rates to see if they are still the rates you can offer and are realistic to the current time period. You will need to select an interest rate for each product/account you are tracking. Net Non-Interest Income/Expense per New Account - This number represents your fixed net income/expense per new account. This number may include staff wages and time, statement generation and mailing costs, etc., as well as any offers made in the mailing. Weigh these expenses against any income you may be generating from these accounts that will offset some or all of the costs. MarketTrax will populate this field based on the values you have in the Lookups table and what product and account type you choose to measure. Or, you may modify this number to what you think may best represent your organization s fixed expenses. Since this is typically a net expense figure, it is represented as a negative number. If you do not enter a number in this section, you will always have a profitable campaign. 303 Copyright All rights reserved. MARQUIS

304 Number and Balance Goals - Based on the marketing group size, set a reasonable goal for the number or balance of new accounts you expect to gain from this campaign. By entering a number of new accounts, MarketTrax will multiply this number by the average balance and calculate the $ Accts section for you. Use realistic (and conservative) numbers for your goal. Most direct mailing responses are around 2-3% of your marketing group. Of course, depending on your campaign, the goal may change. For instance, if you are tracking CD renewals, you may want to enter 75% for the retention number on existing CD accounts. Note: When using Any Account as one of your Product/Account selections, you will not be able to enter any average balances, rates, etc. Keep in mind that you can modify the numbers and have MarketTrax perform the calculations on the parameters as often as necessary before creating the campaign. After creating the campaign, MarketTrax will keep track of direct responses, households that responded specifically to the product/account you specified. In addition, MarketTrax will keep track of indirect responses of each household. These are responses to other products/accounts you did not specify to track in this campaign. So, MarketTrax is keeping up with three flags for every campaign - the Marketing Group, Control Group and Responses. Creating a Campaign 1. To access the Campaign Worksheet, select Discovery from the main MarketTrax menu. The Research screen will appear. 304 Copyright All rights reserved. MARQUIS

305 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. When the selection criteria is established, select Campaigns from the Output Menu buttons on the right-hand side. 4. This screen is separated into two sections for Campaign Groups and Campaigns (the selection will be surrounded by a blue outline of the box). 5. Click on the Add button to create a new Campaign Group and Campaign in that Group. 6. Enter the Group and Campaign names. In the Settings section of the worksheet next to Marketing Group Size and Control Group Size, enter the number of households you want assigned to each group, or enter a percentage in the space provided and MarketTrax will calculate the corresponding number of households that will be selected randomly. 305 Copyright All rights reserved. MARQUIS

306 7. Beside Campaign Costs, you will need to enter the per piece mailing cost or your total expected costs of the Campaign. This should include postage, supplies and labor. 8. Enter the Campaign Start and End Dates in the appropriate boxes. 9. In the Products section, you can track up to three Products/Accounts/Services simultaneously. Select the product or account or service you would like to track using the drop down menus. 10. Also in the Products section, you will need to enter the Average Balance per New Account (or the median balance for those accounts) and the Average Rate per New Account for each Product/Account/Service. This will allow you to evaluate the impact of your campaign for each product/account/service separately as well as to see what impact the campaign had as a whole. The cost entered in the Settings section will be evenly divided by the number of Products/Accounts/Services you are tracking. 11. Net NI - Inc/Exp per New Acct will be calculated for you in most instances. These numbers are directly from your Lookups tables. If this field is not populated, you may use an Account Distribution report by the Product/Account you are tracking. Once you are viewing the report, you will take the Annual Non-Interest Income minus the Annual Non-Interest Expense and divide by the number of accounts for that product category. If the number you get is negative, it needs to be typed using a - sign. 12. In the Goals section, you will want to enter realistic numbers. Most direct mailing campaigns will yield about a 2-3% response rate. This number can be higher depending on how well you have segmented your households prior to running the campaign. 13. The Calculations section displays the results for each product/account/service independently as well as the combined campaign results. You may change any estimates and click on the Calculate button to have MarketTrax recalculate your profit expectations. 306 Copyright All rights reserved. MARQUIS

307 14. In addition to calculating the combined results of the campaign, you will have the expected ROI (return of investment) of this campaign if your estimates hold true. The ROI calculation is the (Average Interest Rate - Cost of Funds/Asset Rate from when File Set campaign was created/2 * Goals: $ of New Accounts = Net Margin Earned - Total Marketing Costs of Campaign - Net Non-Interest Income / Campaign Costs = Return on Investment). As you are importing results, you will see that this section will change to represent the actual results. The actual ROI is calculated using the current cost of funds/asset Rate and the original balance. 15. When the worksheet is complete, click on Activate for MarketTrax to create the campaign for you. TIP! Do not forget to set your start and end dates! Your campaign will not track accurately without dates entered. 16. To produce a paper copy of the Campaign worksheet estimates, click the Print button. 307 Copyright All rights reserved. MARQUIS

308 Output Your Mailing List When the campaign parameters have been defined and you ve selected the households to receive the direct mailing, the last step in MarketTrax is to produce a mailing list (to export to your own mail merge software or send to a mailing house). You have many types of file formats to choose from, including FoxPro 2.X data table, ASCII text and WordPerfect files. Make sure to determine the type of file needed by that software or vendor. To create your mailing list file, remember to filter for those households flagged as part of the Marketing Group. So when the time comes to output the mailing list file, you ll want to have a condition in your filter to ensure that only those households in the Marketing Group (those flagged with M ) are selected. 308 Copyright All rights reserved. MARQUIS

309 Use the Export instructions in Chapter 13 to create a mailing list. Campaign Advance Utility Occasionally, you may process the next import in MarketTrax before creating your Campaign. When this occurs, you must go back to the previous Fileset to create the Campaign and then process a special utility to move the Campaign forward to the new time period. 1. Select the correct Fileset for creating the Campaign by using File, Manager from the main MarketTrax menu. 2. Select Discovery, Research, create or retrieve the appropriate filter conditions, and then create the Campaign using the steps described earlier in this chapter. 3. Select Utilities, Campaign Advance from the main MarketTrax menu. 4. Select All Campaigns, Complete Group or Single Campaign 5. From the drop-down menus, identify your campaign to be advanced and click Activate. 6. The results of your action will be displayed as below. 7. Click Report to obtain the detailed results. Matrix Mailing Campaigns Creating a single campaign in MarketTrax is a simple process, based on the parameters you establish at the time. Even repeating a campaign is not difficult with the copy features available. However, when you want to create a campaign with multiple customer contacts and products and services promoted based upon how a household responded to a prior campaign, then the process is not so simple. Some examples will help you understand why. 309 Copyright All rights reserved. MARQUIS

310 Let s say you want to create a campaign to cross sell your new households. This group naturally divides into segments based on which one type of account they have; i.e., Checking, Savings, Consumer Loan, etc. For new Checking households, you want them to receive an offer for convenience services like Direct Deposit, Debit Card and Online Banking/Bill Pay in the first month, an offer to open a Savings account in the second month, a Consumer Loan offer the third month and perhaps a Credit Card in the fourth and final month. In the first month you simply create the filters and corresponding campaigns. In each successive month, however, the processes become much more complicated, as you may want to re-qualify households to weed out those who have purchased an additional account, or you may want them to go ahead and receive the remaining offers in the program. The Campaign Processor automates everything. Matrix Mailing Defined Establishing Priorities - You should define your target group you want to market too and the optimal product the segment is likely to purchase. Whatever the goal, make sure it is attainable. Creating a Flowchart - Think of the matrix as a hierarchy. You will have one main campaign, with multiple smaller ones underneath it, based on results of the first campaign. Those smaller campaigns will also have possible multiple results, which means more campaigns under each of those. It is important to have this flowchart accurately drawn out, it will help keep you organized as you create the matrix templates. Background Research - Make sure you have done all your research before you begin. You will want to research all your products to determine the impact on profitability. Establishing Filters - The first task in creating your matrix is to create the group of filters to be used with the campaigns. These filters identify who becomes a participant in the matrix mailings. This is done in Discovery, Research. 1. Create the first filter and save it in a new filter group 2. Create the rest of the filters and save them to the new group. Campaign Template The Campaign Template is where the structure of the matrix is created. This is where the flowchart will come in handy. The matrix mailing feature of MarketTrax is on the automated processors menu, titled CampaignPro. 1. Access the CampaignPro menu from the Processors menu at the top of the MarketTrax window. 2. Create new templates by clicking Add, then selecting Add Template. 3. Give the template a description and select the filter group to be used. 310 Copyright All rights reserved. MARQUIS

311 Campaign Templates: Add - Creates both a new Campaign Template as well as a new Campaign Edit - Will prompt to rename Campaign Template or choose a new filter group Delete - Will prompt message to delete selected Campaign Template and all Campaigns in it Report - Will create a report of the layout of the Campaign Template, the process months, evaluation days and cost. Tip: Templates can be reused from month to month! Here is some information you should have available before creating a Campaign: 1. Campaign start date and number of evaluation days. 2. Products/Accounts being promoted (up to three can be tracked per campaign). 3. The cost per mailing item. Process Month - The matrix mailing will consist of multiple months. This number will represent which month the campaign will begin to process. Your first campaign process month will always be 1, the second 2, and so on. Evaluation Days - For most campaigns, we recommend you track activity for at least days. This may vary depending on what products you are tracking. 1. After adding the template to the Campaign Pro menu, click Add and select Add Campaign. 2. Give the Campaign a Description and select the filter from the drop down. Select all the products to track, (you do not need to use all three). Then select the process month and evaluation days. You may also enter the per item cost here; however, it is not necessary. 3. Add all other campaigns until the diagram is complete. Be sure to highlight the campaign you want to add another campaign to. Since this is built as a hierarchy, you may need to select the second or third campaign to make sure you are adding it in the correct location. Once all campaigns are in, your diagram will look similar to this: In the example above, households first divide into (1) those without checking, and (2) those with checking and without Visa. For the first group (without checking), households then fall into one of three subgroups: without visa, without checking and without services. Campaign Matrix Files Matrix Files is where the actual creation of the campaign happens, based on the template created earlier. This is where you will process the files from month to month. 311 Copyright All rights reserved. MARQUIS

312 Matrix Files: Add - Creates a new Campaign in the currently selected Campaign Template Edit - Allows editing of the Matrix File Name Delete - Will prompt message to delete selected Campaign Process - Activates the Campaign for a selected time period List - Creates the mailing list Report - Will create a report tracking the results of the campaigns in selected time periods 1. The next step is to begin processing the campaigns. From the Matrix Campaign Processor, select the tab Matrix Files. Select Add to begin. 2. From the drop down, select the Campaign Template and Start Date. This start date will usually be the beginning of the next file set you will be creating. So if you are currently in the July file set, your Start Date would be 08/01/ Then click Add. 4. Process the campaign by clicking Process and entering the date you want processed. You should process your campaign with the same day you chose to start it. 5. When the campaign has been processed, the last step in MarketTrax is to produce a mailing list (to export to your own mail merge software or send to a mailing house). You have three types of file formats to choose from, including FoxPro 2.X data table, ASCII fixed length text or Comma Delimited. Make sure to determine the type of file needed by that software or vendor. 6. To create your mailing list file, select the List button from the menu. 7. Type in the list date you wish to produce and select Make List. The list date is normally your start date. 8. Browse the path location to save the file to and give it a file name. 9. Select any optional fields you wish to have included on the file. Some fields are already selected to be included, such as Name 1 and all Address fields. 10. Select your File Type and Save. You have the option to preview the file first, by selecting the Preview box. 11. Separate File by Campaign ID will create separate files for each of the Campaigns. You have now completed the first month of your Campaign Matrix. After you have imported the next month s File Set, you will repeat this process for the next month, and continue to do so until all file Set s associated with the matrix have been imported and processed. Based on the number of evaluation days for each segment, this may continue for any number of months. View Campaign Results 1. Go to Processors, CampaignPro. 2. Select Matrix Files, and the Campaign you would like to see results on. 3. Click the Report button. Select All or a specific Campaign you want to view. 312 Copyright All rights reserved. MARQUIS

313 4. You can see that MarketTrax has monitored the households participating in this campaign. The report is broken down by each campaign in the template showing how many participants were in each campaign. 5. To produce a printed report of the campaign, click the Print button. 313 Copyright All rights reserved. MARQUIS

314 Monitoring and Managing Campaigns One of the most valuable campaign features found in MarketTrax is your ability to monitor the results of your marketing efforts. When you create and execute a campaign, the households in both the marketing and control group are flagged by MarketTrax. The next time you import your institution s records, MarketTrax will monitor those households that were part of campaigns and will note changes (such as any new accounts) that have taken place as a result of the campaign. Campaign results are calculated for a household and may be used in a filter. That is, you could create a filter to identify households responding to a particular campaign you ran three months earlier or filter to find the marketing group or control group. You can also identify those households who responded or did not respond to a campaign. As with any filter results, you can output the data to reports, maps, graphs or browse the households in detail. View Campaign Results 1. Go to Discovery, Research, Campaign. 2. Select the Campaign Group, and the Campaign you would like to see results on. 3. Click the Edit button. 4. You can see that MarketTrax has monitored the households participating in this campaign and calculated the resulting number and dollars of new accounts, as well as the profit (annualized) realized. The results section also reveals the percentage of your goals that were actually met. This information can help you determine goals when creating future campaigns. 5. Any of the white fields can be edited after the campaign start date. 6. To produce a printed report of the campaign, click the Print button. 314 Copyright All rights reserved. MARQUIS

315 Editing A Campaign After the campaign has been created, you can make modifications as necessary. To edit your campaign, go to Discovery, Research, Campaign and select the Campaign Group and Campaign you want to modify. 315 Copyright All rights reserved. MARQUIS

316 The fields that you can modify are as follows: Campaign Cost: You can enter the actual cost versus the estimated cost once you have actual figures. Campaign End Date: You can extend the campaign date. Product/Account/Service: You can add products or accounts or services to the campaign if necessary. Avg Balance per New Acct Avg Rate per New Acct Net NI-Inc/Exp per New Acct Goals # Accts/$ Accts Rename or Delete Campaigns 1. Go to Discovery, Research, Campaign. 2. To rename a group, click on the group and select the Edit button. You have the ability to rename at this time. Save your changes when complete or Cancel. 3. To rename a campaign, click on the group, highlight your campaign and click the Edit button. You will have the campaign worksheet open. In the top right hand side, you can rename the campaign. 4. To Delete a group, highlight the group and click on the delete button. For a campaign, highlight the group, highlight the campaign and select the Delete button. Copy Campaign Groups or Campaigns When utilizing matrix mailings, you have the same series of mailings occur every month on a new set of households. To save time when setting up campaigns, simply copy your matrix group to a new group. 1. Go to Discovery, Research, Campaigns. 2. Select the Campaign Group by single clicking with your mouse pointer. 316 Copyright All rights reserved. MARQUIS

317 3. Click the Copy button. 4. Enter the new Name for the group and click on Save. 5. Now you can go into your campaign worksheets to Edit the Start and End Date parameters and any other components for this campaign. 317 Copyright All rights reserved. MARQUIS

318 Copy Campaigns to Different Groups 1. Go to Discovery, Research, Campaigns. 2. Select the Group you want the campaign copied from. 3. Click on the box for the Campaigns. 4. Highlight the Campaign you want to copy. 5. Click on Copy. 6. Select an existing group you want to copy the campaign to or create a new group. Click on OK to Save or Cancel to close. Move Campaigns The Move function is only available for campaigns, not campaign groups. 1. Go to Discovery, Research, Campaigns. 2. Select the Campaign Group by highlighting the group. 3. Highlight the Campaign you want to move. 4. Click on the Move button. 318 Copyright All rights reserved. MARQUIS

319 5. Select an existing Campaign Group or create a new Group. Click on OK to save or Cancel to close. Campaign Summary Report In addition to the campaign management tools described above, an informative report summary of all campaigns can be produced as needed. The Campaign Summary report was designed to provide a quick recap of every campaign stored in MarketTrax. The information presented includes the name of each campaign, as well as the beginning and ending dates, number and percent of total households that were included in the marketing and control groups, as well as response totals. 1. To produce the Marketing Campaign Summary report, select Discovery, then Research from the main MarketTrax menu. 319 Copyright All rights reserved. MARQUIS

320 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. When the selection criterion is established, click Report. 4. Select the Campaign Summary report by clicking with your mouse. 320 Copyright All rights reserved. MARQUIS

321 5. Click Continue to produce the report or Cancel to return to the Research screen. Campaign Start/End Dates: All - All Campaigns Between Two Dates - Campaigns with start/end dates in the range specified. Campaigns To Include: Group - All Groups or pick a Group from the drop-down menu Style - All Campaigns or pick a Campaign from the drop-down menu Include Archives: Allows you to select any campaigns that are archived under CampaignPro. 321 Copyright All rights reserved. MARQUIS

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323 Filter for your Campaign Results After setting up your campaigns, you may want to check households that were flagged for a particular campaign to see who they are, what they have responded to or to check on other products they may have opened because of the campaign. To query for a campaign, go to Discovery, Research. 1. Click on the Add button and highlight Household Marketing Campaign. 2. Click on Next Step. 3. You have the option to filter for Campaign Group, Campaign Style and Campaign ID. Highlight your option and click Next Step. 4. Choose the style of campaign and click on Next Step. 5. In the first section, select whether you want the Marketing Group, Control Group or households that are not part of this campaign. 6. In the second section, Responded to specified product identifies households that responded to the product(s) you specified in your campaign. Response contains: allows you to choose a numeric code to track the products/accounts as follows: 0= The household has not responded to any of your product/accounts/services. 1= The household has responded to Product/Account/Service 1 only. 3= The household has responded to Product/Account/Service 2 only. 4= The household has responded to Product/Account/Service 1 and Product/Account/Service 2 (1+3=4). 5= The household has responded to Product/Account/Service 3 only. 6= The household has responded to Product/Account/Service 1 and Product/Account/Service 3(1+5=6). 8= The household has responded to Product/Account/Service 2 and Product/Account/Service 3 (3+5=8). 9= The household has responded to all three products/accounts/services (1+3+5=9). For Product/Account/Service 1, the possible combinations are 1,4,6,9. For Product/Account/Service 2, the possible combinations are 3,4,8,9. For Product/Account/Service 3, the possible combinations are 5,6,8,9. Indifferent will provide you with only the group you selected in the previous section (Marketing Group or Control Group) who may or may not have responded to anything. 7. The third section pertains to the group you selected in the first section who responded to a product/account/service other than the one(s) you identified when you created the campaign. 8. Now that you have your filter condition, you may access any function listed on the right-hand side under Output Menu. For a listing of the products, run an Account Distribution by Product, Account Type or Service for the number and balance of new accounts. 323 Copyright All rights reserved. MARQUIS

324 324 Copyright All rights reserved. MARQUIS

325 CHAPTER 10 Graphing In this chapter you will be guided through the process of creating and customizing graphs in the MarketTrax system. In This Chapter Creating a Graph Graph Processor 325 Copyright All rights reserved. MARQUIS

326 Creating a Graph As you know, a graph is a pictorial representation of numeric data. In MarketTrax, this type of numeric data could be in the form of balances, dates or profitability fields, just to name a few. Any field of information that would be meaningful in a visual form can be graphed in MarketTrax. A sample graph could be one that reflects the average household deposit balance for each branch. Every graph is made up of the following basic components: Value - The numeric data to be graphed, such as a range of balances or interest rates. This is conventionally known as the Y-axis. Comparative Field - The field that will be measured against the data, such as branch or a date range. This is usually known as the X-axis. With this in mind, our sample chart of average household deposit balance per branch would have the following structure: You have complete flexibility in the style and design of the graphs you produce in MarketTrax. Choose among different types of line, bar or pie charts or change color and text schemes. Of course, your graphs can be saved and used later or copied to another program such as a word processor or presentation software. As with other output from MarketTrax, such as reports or campaigns, you have the ability to include in your graph only those records meeting certain filter conditions or to use all records. 326 Copyright All rights reserved. MARQUIS

327 Access Graph Manager 1. To access the Graphing feature, select Discovery, then Research from the main MarketTrax menu. 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. Select Graph from the Output Menu. Create a Graph 1. Click Add. 327 Copyright All rights reserved. MARQUIS

328 2. Under the Value section and next to Field, click the drop-down menu and select the field for graphing on the Y-axis. In the case of the sample graph described earlier, the field is Household $ Deposits. 3. Click on the Sum, Average or # of Households to select how you want the value displayed. 4. Click in the drop-down menu next to Type and select field group where the field is located. 5. Select the specific Field to be used in the comparison; this will be the X-axis. In our example, this would be Household Branch. 6. We ve now defined the basic structure of our graph. Click Continue to generate the graph or Cancel to clear your entries. 7. Once the basic graph has been defined, you have complete control over the appearance (refer to the Working With Your Graph section later in this chapter for instructions). When the graph is acceptable, click the Save button or Cancel to return to the Graph Manager. 328 Copyright All rights reserved. MARQUIS

329 8. If you selected Save, enter a New Name for the graph and click Save, or Cancel to return to the graph. TIP! Make sure you save your graphs after creating them as this gives you the ability to use them with other File Sets and/or filter groups. Working With Your Graph Changing the appearance or even the style of a graph is easy with the use of a graphing tool bar found at the top of the graph window. Each of the graphing tools are described below. Graphing Tool Bar Copy Graph To Clipboard as a Bitmap - By clicking this button, a copy of the graph is placed on the Windows clipboard. Once on the clipboard, you can place the graph into other software programs, including spreadsheets and presentation graphics programs simply by opening that program and selecting paste. Copy Graph To Clipboard as Text - Same function as the Bitmap button, above, except the actual graph data is copied in the form of text. Print The Graph - Sends a copy of the graph to the printer specified as your Windows default printer. Change Graph Style - Use to modify the type of graph, such as from a bar graph to a pie chart. Change Color Palette - If you want to change the color of any element of the graph, including the data area and background colors, you can select a color from the available palette. Select the desired color by clicking with your mouse pointer; then click, hold and drag it with your mouse, dropping it directly on the element to change. 3D or 2D View - Click here to change the graph from a three dimensional image to a flat image. 329 Copyright All rights reserved. MARQUIS

330 Rotate 3D Graph - If you re working with a three dimensional graph, you can rotate the image or modify the 3D properties. Zoom - Use the Zoom tool to focus on an area of the graph. Show/Hide Legend - Turns the graph legend on or off. Move Legend - Changes the location on the page of the graph legend. Vertical Grid - Adds vertical grid lines to a bar graph. Horizontal Grid - Adds horizontal grid lines to a bar graph. Edit Title - Use to modify graph titles. Font Palette - Change the font of any text in the graph, including titles and legends. Graph Tools - Additional tools, including Data Editor, which enables you to edit the actual graph data. You will also find the pattern bar option here. Chart Properties - Allows you to perform numerous changes to your graph in one location. Here you will find the option to show values on your chart, change the shape of the bars, modify the graph scale and more. 330 Copyright All rights reserved. MARQUIS

331 Modify, Delete or Rename Graphs 1. Access Graph manager by selecting Discovery, Research from the main MarketTrax menu. You will then select Graph from the Output Menu. 2. Select the desired graph by highlighting the item with your mouse. 3. To change view or modify the graph, click View. If you want to change the name of the graph, click Rename. 4. To remove a graph from the list, click Delete. 5. Click Close to return to the Research screen. 331 Copyright All rights reserved. MARQUIS

332 Graph Processor You may have created a number of graphs that are regularly updated and printed. The Graph Processor is a feature which enables you to process multiple graphs at the same time. The setup of the Graph Processor involves creating groups of graphs that share a common theme or purpose, such as profitability or graphs for a particular branch or officer. Once the initial setup is done, you can simply run the desired graph group. Access Graph Processor 1. To access the Graph Processor, select Processors, then GraphPro from the main MarketTrax menu. The Graph Processor screen will appear showing any existing graph groups. Add Graph Groups 1. Click Add. 332 Copyright All rights reserved. MARQUIS

333 2. Graphs that are to be run in the Graph Processor are stored in groups. You can create as many groups as you like and will probably want to define them based on their purpose, such as profitability, market research related or branch analysis. If you are creating a new group, click the New button and enter a name for the group in the space provided, or select Existing to add the new graph setting to an existing group. 3. At New Item, enter the name or description of the graph to add to the group. 4. Click OK when ready, or Cancel to return to the Graph Processor screen. 5. Select the new graph by clicking with your mouse pointer, then click Edit. 6. Use your mouse pointer to click in the window next to Type. A list of existing graphs will be displayed. Select the desired graph from the list. 7. You have the option of producing the graph in conjunction with a filter or to use every record in the Fileset. To filter the records, click the Filter option and select the desired Filter Group and Filter Name. To include every record in your graph, click the All option. 8. Click Save Changes when ready or Undo Changes any time before saving. 9. Press the Close button to return to the Graph Processor. 10. Continue to add new graphs in this manner as desired. Execute Graph Groups 1. Access the Graph Processor as instructed earlier in this chapter. 333 Copyright All rights reserved. MARQUIS

334 2. You have the option to run individual graph groups or to execute every group at once. To run a single group, select the group by clicking with your mouse pointer (groups can be opened or closed by double clicking the + or - next to the group name) and click the Run One button. To execute every group at the same time, click Run All. 3. A message window will appear verifying your selection. If correct, click Yes to produce the reports or No to return to the Graph Processor. Modify or Delete Graph Groups 1. Access the Graph Processor by selecting Processors, GraphPro from the main MarketTrax menu. 2. Select the desired Graph Group by highlighting the item with your mouse (groups can be opened or closed by double clicking on the group name). 3. To change the setup of the group, click Edit and make the desired changes. If you want to change the name of the group, click Rename. 4. To remove an individual graph from the list, click Delete. 5. Click Close to return to the main MarketTrax menu. 334 Copyright All rights reserved. MARQUIS

335 CHAPTER 11 Mapping This chapter is an introduction to the integrated mapping feature in the MarketTrax system. Designed to provide you with the tools you need to analyze expansion as well as perform market research, the mapping feature is a very powerful tool. In This Chapter MarketTrax Mapping 335 Copyright All rights reserved. MARQUIS

336 Mapping Basics Using the data contained within MarketTrax and displaying it geographically can be a very powerful tool. As with all other output options, such as reports and graphs, maps can also be generated from your entire database or segments of the database through use of filters and tract groups. For more information on creating filters and tract groups, refer to Chapter 6. There are several key factors which are important to understand when creating a map within MarketTrax. First, data is displayed on the census tract level. Also, there are several important terms you should know when using MarketTrax Mapping: Summary File - The Summary File is a file created which contains household relationship data and geocode information. Theme - The Theme is one or two selected fields from the Summary File which are displayed on the map. A Theme can be represented by the color shade of a census tract or by a symbol displayed on the census tract. View - The View is the area displayed on the map. city, a whole county, etc. This could be a section of a city, an entire Layer - The Layer is the geographical attributes displayed on the map to help identify the area. Layers in MarketTrax Mapping include States, Counties, ZIP Codes, Census Tract/BNAs, Highways, Interstates and Branch Site Locations. 336 Copyright All rights reserved. MARQUIS

337 Creating a Map in MarketTrax There are four steps to creating a map in MarketTrax: Select an existing Summary File or create a new file - A Summary File captures the selected records from your currently active Fileset. There are about 70 fields of data in a Map Summary File, including loan, deposit and demographic information (a complete list of available fields can be found at the end of this chapter). When you create a Summary File in MarketTrax, a database will be created using the currently active Fileset, as well as any filters or Tract Groups in use. If you create a new file, you have the option of using the file immediately or saving it for later use. Choose a Map Theme - There are several default themes you can choose from the first time you create a map. Once in the mapping program you can define and name any new themes you desire from the available list of fields. Your customized themes will be available for use thereafter. Define your Map View - The first time you create a map, select the default view called Dallas, which will provide a view of the Dallas area. Once in the mapping program you can zoom in to your own area and create your own views and save them. As with map themes, your customized views will be available to be used again. Select a Summary area - Summary Files are created at the State level. Unless you specify otherwise, every state within MarketTrax will be searched for records. To save processing time, you can limit your Summary File creation by selecting specific states. 1. To access the mapping feature, select Discovery, then Research from the main MarketTrax menu. 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. When the record selection criteria is established, select Map from the Output Menu. 337 Copyright All rights reserved. MARQUIS

338 4. Select the desired Mapping Option. You have the option of creating a new Summary File for immediate or later use, or using an existing file. 5. The File Name will default to a random combination of letters and numbers; so you only need to type the Description for your Summary File if you are creating a new one. 6. Choose a Map Theme and Map View from the Map Settings section. Remember, the first time you create a map you ll have to select one of the default themes and the Dallas view. Once you ve customized your own maps, your themes and views will be available. 7. You may select up to three specific States from the Summary Area to use for creating the Summary File. 8. Click Activate to begin processing, or Cancel to clear your entries. Working With Your Map 1. If you activated the default Dallas view, you will see a map of the Dallas area. If Texas is not one of your licensed states, you will receive a message unable to create one or more themes because the selected view does not contain any summary data. This is not an error message, just a note. Click on OK and you should see a Dallas map. 2. Begin by using the Tool Box and Menu Bar (described below) to navigate within the map to locate your own geographic area. Start by selecting the Find button to change the map view to your own geography by searching for a particular State, ZIP Code, City, etc. 3. You can change the layer settings as you choose, such as turning off the ZIP Code layer or City layer. 4. Once you have a map view that focuses on the area you want, modify the map theme as well. Remember, the map theme is the data to be mapped, such as number of loans or income level and is based upon the view that is selected. 5. Saving both your new map view and theme settings will make them available for later use from within MarketTrax. Tool Box The buttons on the Tool Box may be used to zoom into and out of your map, pan across the screen and place objects on the map. When you choose one of the tool box features, click on the selected option using your mouse and then take your pointer to the map area. Click your mouse once and then it changes to an active crosshair and is ready to perform the desired function. 338 Copyright All rights reserved. MARQUIS

339 Menu Bar Map Themes - Use the Map Themes button to modify, save or retrieve previous thematic settings. When you access Map Themes, you ll see the following screen: Map Views - To save or recall a particular map view (the geography being displayed), use the Map View button. The following screen will appear: 339 Copyright All rights reserved. MARQUIS

340 Previous View - Use the Previous View button to undo your changes and revert to the prior map view. Service Area - Once you ve selected the desired Census Tracts/BNAs by using the shaded hand on the map tool box, click the Service Area button to save your tract selection. The following screen will appear: Summarize Selected tract - After selecting Census Tracts/BNAs by using the shaded hand on the map tool box, click to see a report for the selected tracts. This report can be printed or previewed to the screen: Print Map - You can print your map at any time. Save Map as JPEG/Bitmap - You can save your map in either format. 340 Copyright All rights reserved. MARQUIS

341 Find Area - To locate a specific geography, such as ZIP Code, use the Find Area button. The following screen will appear: Remember, after you have found a view you like, save it by going to Map View and clicking on the Save View button. Select Summary File - Click to open a different Summary File. Re-Draw the map - Use to refresh the map. Toggle Legend - Click to turn the legend on or off. Toggle Scale - Click to turn the scale indicator on or off. Exit - Quit mapping and return to MarketTrax. Creating a Street Level Map Mapping has many more capabilities when you access it outside of MarketTrax. One very popular feature is mapping each of your households at the street level, also known as a dot density map. 1. In MarketTrax, create your filter or use all records, depending on what you are interested in mapping. 2. Create an Export file in dbase (FoxPro 2.x) format and include Household Address, Household City, Household State, Household ZIP and Household ZIP Copyright All rights reserved. MARQUIS

342 3. Using Windows Explorer or My Computer, copy the contents of the US Streets CD to the MarketTrax\Mapping folder. Browse out to the folder X:\MarketTrax\Mapping, where X is your local drive, press Ctrl-A to highlight all files, right mouse click and select properties to remove the read-only attribute. 4. Launch Maptitude (the mapt.exe file in the \MarketTrax\Mapping folder). 5. Open the file marquis2.map (in the \MarketTrax\Mapping folder). 6. Save as another map name to keep the integrity of the original marquis2.map. 7. Open the export file created in step #2. 8. Select Tools, Locate, Locate by Address. Click OK. 9. Save the new geocoded file, giving it a unique name. 10. Processing occurs and a nationwide map is drawn; click OK in the results window. 11. Select Map, Previous Scale to return to the previous view. 12. Maximize the map display window. 13. Select Map, Layers, then click the Add Layer button. 14. Browse to the X:\MarketTrax\Mapping folder and select the ccstreet.cdf file, then click Open. 15. Using the Tools toolbar, click on the Zoom In magnifying glass icon to get close enough to see street names. 16. Return to Map, Layers to modify map elements (i.e., the dot for each household). 342 Copyright All rights reserved. MARQUIS

343 Other features you can do using the Maptitude software outside of MarketTrax are: Track sales and leads. Evaluate locations using demographic data. Use aerial photos and satellite images to create and edit maps. Link to images, video, web sites and more. Locate customers and prospects. Create new maps and track your location using GPS. Create contours and 3D maps. Build districts from other geographic layers. Mapping Summary File Fields The following list contains all of the fields that can be included in a map. Summary Mapping Fields SUMMARY RESULTS # of Total Households # of Total Accounts Balance of Total Accounts # of Deposit Households # of Deposit Accounts Balance of Deposit Accounts # of Loan Households Number of Loan Accounts Balance of Loan Accounts Wtd-Avg Net-Rate for Tract Households Net Rate Income for Tract Households Household Profit Amount PRODUCT RESULTS Product 1 Households Product 1 Number Product 1 Balance 343 Copyright All rights reserved. MARQUIS

344 Product 2 Households Product 2 Number Product 2 Balance Product 3 Households Product 3 Number Product 3 Balance Product 4 Households Product 4 Number Product 4 Balance Product 5 Households Product 5 Number Product 5 Balance Product 6 Households Product 6 Number Product 6 Balance Product 7 Households Product 7 Number Product 7 Balance Product 8 Households Product 8 Number Product 8 Balance Product 9 Households Product 9 Number Product 9 Balance Product 10 Households Product 10 Number Product 10 Balance Product 11 Households Product 11 Number Product 11 Balance 344 Copyright All rights reserved. MARQUIS

345 Product 12 Households Product 12 Number Product 12 Balance Product 13 Households Product 13 Number Product 13 Balance Product 14 Households Product 14 Number Product 14 Balance Product 15 Households Product 15 Number Product 15 Balance Product 16 Households Product 16 Number Product 16 Balance Product 17 Households Product 17 Number Product 17 Balance Product 18 Households Product 18 Number Product 18 Balance Product 19 Households Product 19 Number Product 19 Balance Product 20 Households Product 20 Number Product 20 Balance Product 21 Households Product 21 Number Product 21 Balance 345 Copyright All rights reserved. MARQUIS

346 Product 22 Households Product 22 Number Product 22 Balance Product 23 Households Product 23 Number Product 23 Balance Product 24 Households Product 24 Number Product 24 Balance Product 25 Households Product 25 Number Product 25 Balance Product 26 Households Product 26 Number Product 26 Balance Product 27 Households Product 27 Number Product 27 Balance Product 28 Households Product 28 Number Product 28 Balance Product 29 Households Product 29 Number Product 29 Balance Product 30 Households Product 30 Number Product 30 Balance PENETRATION RESULTS Total Penetration Deposit Penetration 346 Copyright All rights reserved. MARQUIS

347 Loan Penetration Product 1 Penetration Product 2 Penetration Product 3 Penetration Product 4 Penetration Product 5 Penetration Product 6 Penetration Product 7 Penetration Product 8 Penetration Product 9 Penetration Product 10 Penetration Product 11 Penetration Product 12 Penetration Product 13 Penetration Product 14 Penetration Product 15 Penetration Product 16 Penetration Product 17 Penetration Product 18 Penetration Product 19 Penetration Product 20 Penetration Product 21 Penetration Product 22 Penetration Product 23 Penetration Product 24 Penetration Product 25 Penetration Product 26 Penetration Product 27 Penetration Product 28 Penetration Product 29 Penetration Product 30 Penetration 347 Copyright All rights reserved. MARQUIS

348 GENERAL DEMOGRAPHICS Population Number of Families Number of Households INCOME DEMOGRAPHICS Median Family Income ($ Amount) Median Family Income (Level 1-4) 1 = Low 2 = Moderate 3 = Middle 4 = Upper Median Family Income (Percent) (As compared to the MSA or County) Median Household Income ($ Amount) Median Household Income (Level 1-4) 1 = Low 2 = Moderate 3 = Middle 4 = Upper Median Household Income (Percent) (As compared to the MSA or County) RACE DEMOGRAPHICS Number of Native Americans Number of Asians Number of Blacks Number of Hispanics Number of Whites Number of Other Race Number of Minority Race including Hispanic Whites Percent of minority Race including Hispanic Whites among total population. Minority Level HOUSING DEMOGRAPHICS Number of Housing Units Number of Occupied Housing Units Number of Vacant Housing Units 348 Copyright All rights reserved. MARQUIS

349 Percent of Occupied Housing Units. Percent of Vacant Housing Units Number of Owner-Occupied Housing Units Number of Renter-Occupied Housing Units Percent of Owner-Occupied Housing Units Percent of Renter-Occupied Housing Units Number of Native American Owner-Occupied Housing Units Number of Asian Owner-Occupied Housing Units Number of Black Owner-Occupied Housing Units Number of Hispanic Owner-Occupied Housing Units Number of White Owner-Occupied Housing Units Number of Other Race Owner-Occupied Housing Units Number of Minority Race Owner-Occupied Housing Units Median Unit Value Median Rent Median Year Built Housing Age Level GENERAL DEMOGRAPHICS Number of People Over 65 Median Age of Population 349 Copyright All rights reserved. MARQUIS

350 CHAPTER 12 What-If Modeling This chapter introduces the What-If Modeling tools available in MarketTrax. In This Chapter What-If Modeling 350 Copyright All rights reserved. MARQUIS

351 What-If Modeling The MarketTrax system provides a very flexible analysis tool for evaluating potential benefits or consequences of changes in product pricing. Known as What-If Modeling, you have the ability to create different repricing scenarios for specific products and calculate the effect on profitability. Additionally, you can include projections of accounts and overall household reaction to the changes by estimating the number of accounts that will close or move into a different balance category. Consider a scenario in which an institution is considering an increase in balance requirements on retail checking accounts and a corresponding adjustment in fees. To test the scenario using the What-If modeling in MarketTrax, first create a filter in the Research window that will select retail checking accounts (see Chapter 6 for filter instructions). Next, using the Basic Setup & Analysis screen pictured below, enter the current fees and pricing in the upper portion of the screen and the proposed changes in the lower (you have the option of entering the interest rate, annual fees, annual costs or all three). Be sure to indicate if the changes are based on the original, current, average or minimum balance. Once the data has been entered, click the Calculate button and MarketTrax will reveal the breakdown of accounts into each category and how the proposed changes impact profitability. At any time you can change the scenario and click the Calculate button to see the results. 351 Copyright All rights reserved. MARQUIS

352 While the Basic Setup screen provides valuable information, you may want to proceed to the Advanced Setup screen to add your estimates of the number of accounts and households that will open or close accounts as a result of the proposed changes, or will adjust balances and move into a different balance category. Once the setup is complete, click the Calculate button and proceed to the Advanced Analysis tab to view the effect on profitability. 352 Copyright All rights reserved. MARQUIS

353 This screen provides detailed information on the effects of the repricing change to profitability. You can analyze the results by each tier and each criteria tested. Also, you may choose to utilize the notes and recommendations capabilities to store information about estimates and results. There are two reports that can be produced from each of the What-If screens. Summary Report The Summary Report displays the testing scenario and calculations based upon your proposed settings. At the bottom of the report you will find the net impact of the proposal. 353 Copyright All rights reserved. MARQUIS

354 354 Copyright All rights reserved. MARQUIS

355 Advanced Analysis Report The Advanced Analysis report displays the settings tested for gained/lost accounts, accounts moved and households gained/lost as well as the impact on profitability from each of these settings. 355 Copyright All rights reserved. MARQUIS

356 Access What-If Setup Manager 1. To access the What-If feature, select Discovery, then Research from the main MarketTrax menu. The Research screen will appear. 2. Before accessing the What-If module, you should filter for the specific accounts selected for testing. Refer to Chapter 6 for more information on filters. 3. When the record selection criteria is established, select What-If from the list of processing options. 4. Click Add. 356 Copyright All rights reserved. MARQUIS

357 5. Enter a New Name for the What-If Setup. Click Save to proceed or Cancel to return to What-If Setup Manager. 6. Select the Balance Field to Test from the options of Original, Current, Average, or Minimum. Keep in mind that it is required that the selected field be an imported field. 7. Use your mouse pointer to click in the appropriate fields to enter current and proposed balance ranges, interest rates, annual fees or costs. (Your annual costs can be found under the account type tab within the Lookup Manager). TIP! Using the Tab key and Shift-Tab key combination on your keyboard may make moving from field to field easier. Balance Ranges: Balance ranges based on the field to test (i.e. original, current, average, minimum). These ranges are specified by you. # Accts in Range: Number of accounts that meet the balance ranges. $ Accts in Range: test. Sum of the balances of the accounts in the range based on the field to # HH in Range: Number of Households with those accounts. The # HH in Range may not add up because you can have multiple accounts in the household that fall into different ranges. 357 Copyright All rights reserved. MARQUIS

358 Interest Rate: If you are looking to create an interest tier based on balances, enter the balance ranges with the existing and proposed interest rate change. If the interest rate is not changing, leave it empty. Annual Fee: If you have a current fee and are looking to change the fee structure, enter the current and proposed fees. If the fees will not change, leave it empty. Annual Cost: If you are proposing a cost change due to more expenses, enter the current cost and the proposed cost. If the cost is not changing, leave it empty. $Annual Inc/Exp: (Balance of Accounts * the Interest Rate) + (Number of Accounts * the Annual Fee) + (Number of Accounts * the Annual Cost) = $Annual Inc/Exp for each balance range. A negative - number denotes interest expense (deposit accounts). A positive number denotes interest income (loan accounts). The total $Annual Inc/Exp does not match the Profit on the Account Distribution Reports since it does not take into account any margin calculations for now. Totals: Totals for # Accts in Range, $Accts in Range and #Hholds in Range should match up to a distribution report based on your query and range segments. An increase in positive numbers under the Totals section for $Annual Inc/Exp or a decrease in a negative number in this column is a sign to make further adjustments under the Advanced Setup section. 8. Click Calculate when ready, or Close to return to the What-If Setup Manager screen. 358 Copyright All rights reserved. MARQUIS

359 9. To produce a printed version of the calculations, click the Report button and select Summary Report. 10. To enter advanced options, click the Advanced Setup tab or the Next Tab button at the bottom of the screen. 11. Use your mouse pointer to enter your estimates of the number of accounts or households you expect to lose, or that will move up or down into a different balance category as a result of the proposed changes. You can also enter free form notes at the bottom of the screen. Avg Acct $ Profit: The sum of the profit for the accounts in the balance range divided by the number of accounts in that balance range. # Accts Gained or Lost: The number of accounts you expect to gain or lose by making this change. You enter this number as either a positive number (gain) or a negative number (lost). # Accts Moving Up/Down: The number of accounts that will increase or decrease their account balances to take advantage of the change you are proposing. A positive number is a gain. A negative number is a loss. Avg Hhold $ Profit: The sum of the profit of the Households with accounts in the balance range, divided by the number of Households in that range. # Accts Gained or Lost: The number of accounts you expect to gain or lose by making this change. You enter this number in as either a positive number (gain) or a negative number (lost) # Accts Moving Up/Down: The number of accounts that will increase or decrease their account balances to take advantage of the change you are proposing. A positive number is a gain. A negative number is a loss. Avg Hhold $ Profit: The sum of the profit of the Households with accounts in the balance range, divided by the number of Households in that balance range. 359 Copyright All rights reserved. MARQUIS

360 # Hholds Gained or Lost: An estimate of how many Households you anticipate losing because of the change you are proposing. You enter this value as a positive number for a gain or a negative number for a loss. After adding your migration and attrition, you will get a clearer picture on how the change will affect your database as well as your bottom line. Note: Remember when you re estimating a loss of accounts or Households to place a negative sign (-) before the number. You will also need to remember that the column titled Number of Accounts Moving Up/Down should net to zero. 12. Click Calculate when ready, or Close to return to the What-If Setup Manager screen. 13. Click the Advanced Analysis tab or the Next Tab button to view the results of the calculations. You can also use the Prev Tab button or the Basic Setup & Analysis tab return to the prior screen and make any desired changes. Remember that the entire section under Impact on Profits displays the actual dollar impact on profit dollars based upon the specified variable(s) tested. Margin, Fees and Expenses have been calculated based on the new proposed accounts. The gained or lost profit is reflected in the New/Lost column for each balance range. The total profit impact per segment is shown in the last column. This is the total impact of your change not the net profit of the change. Total impact indicates the $ impact above and beyond what you are currently making for these accounts. Proposed Accts: # Accts in Range + # Accts Gained or Lost + # Accts Moving Up/Down + (# Hholds Gained or Lost * Accts in Range / # Hholds in Range). Margin: The difference between what the accounts are earning versus what they will be earning going forward. 360 Copyright All rights reserved. MARQUIS

361 Fees: Multiplies the number of accounts in the range times the new fee. Expenses: The number of accounts in the range times the new expenses. New/Lost Accts: Current Accts * Avg Acct $ Profit + (Margin + Fees - Expenses) / # Accts in Range * Accts moving up or down. Total Impact: Not to be confused with total profitability. This impact is what you will earn above and beyond what you are currently making on these accounts. 14. The results of the advanced setup are displayed on this screen. You can print the Summary or Advanced Analysis reports by clicking the Report button. 15. You can return to any of the prior screens to view or change data by clicking the appropriate tab at the top of the screen or the Prev Tab button at the bottom of the screen. 16. Click Close to return to the What-If Setup Manager screen. A message window will appear asking if you want to save the settings. Modify or Delete What-If Setups 1. Access the What-If Setup manager by selecting Discovery, Research from the main MarketTrax menu. Then select What-If from the processing options seen on the Research screen. 2. Select the desired setup by highlighting the item with your mouse. 3. To change view or modify the setup, click View. If you want to change the name of the setup, click Rename. 4. To remove a setup from the list, click Delete. 5. Click Close to return to the Research screen. 361 Copyright All rights reserved. MARQUIS

362 CHAPTER 13 Export In this chapter you will be guided through the process of exporting MarketTrax data to external files or software packages. In This Chapter Export 362 Copyright All rights reserved. MARQUIS

363 Export MarketTrax is an open-ended database that allows great flexibility when importing or exporting data. When customizing your data output, you can use the Export feature to export only the data you choose and in the format of your choice. The Export feature is used when sending information to mail houses for mass mailings; that is, you can specify which fields and records (using filters) to send, such as name, address, etc. In addition, you can export records to database or text files for use in mail merge software. Create an Export File 1. To access the Custom Output feature, select Discovery, then Research from the main MarketTrax menu. The Research window will appear. 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. When the record selection criteria is established, select Export from the Output Menu. 4. Click Add. 5. Enter a New Name for the export file you are creating. You may want to use a generic name as you can re-use your settings in the future. 363 Copyright All rights reserved. MARQUIS

364 6. Click Save when ready or Cancel to return to the Export Manager 7. Click the Export Type button to see a list of file formats available for export. 8. Select the desired file type from the list by clicking with your mouse. If you are creating a file for use in a mail merge program or one to be sent to an outside vendor, be sure to review those file requirements. TIP! If you would like to view your records prior to exporting them, you can select the Browse records only option. 9. Click Save when ready or Cancel to return to the Export window. 364 Copyright All rights reserved. MARQUIS

365 10. Selecting the Report button will provide you with an Export File Layout. 11. Click the Fields button to select the specific fields to include in the export file. 12. The fields available for export are stored in the groups shown in the lower left of the screen under the All tab. When a field group is selected, the fields within the group are displayed in the window in the upper left portion of the screen. 13. From the list of available fields, you can move all fields in the list into the selected fields windows by clicking the >> button, or you can move individual fields by clicking the > button. If you need to de-select a field, you can do so by highlighting the field in the selected field window and clicking the < button, or de-select all fields by clicking the << button. TIP! Double-clicking on the field name works, too. 365 Copyright All rights reserved. MARQUIS

366 14. The Mail Merge tab contains fields commonly used in a mail merge file. The Household button is the default, and provides a list of household level fields necessary for the mail merge. When you click on Account Holder, the list will change to account level fields. Move fields to the selection window by clicking >, >> or by double-clicking. You may add additional fields by going to the All tab and selecting the other fields. 15. The Link Out tab is designed for demographic appends. This option has all the fields selected necessary for an appended demographic package. Use the >> button to select all fields. 366 Copyright All rights reserved. MARQUIS

367 16. The Profile option contains fields that are useful in profiling household relationships or for third party vendors. Select the fields necessary in the manner previously described. For additional fields, go to the All tab. 17. To specify a group function or to perform calculations on the selected fields, click the Function button. By using Group records first by this field, MarketTrax will group multiple unique fields such as social security number or account type codes, and assign them to one group to make analyzing the data much easier. For example, if you have three social security numbers within your data segment that are the same, using this feature will group those three social security numbers together as one record. The same will hold true when you group records second or third. If you select the Count number of records in each group, MarketTrax will create an output file providing a count of the records for that particular field. 18. Click Save when ready, or Cancel to return to the Export screen. 367 Copyright All rights reserved. MARQUIS

368 19. If you have selected fields from your Lookup Manager that we discussed in Chapter 3 (Bank, Region, Branch, Officer, Product Type, Account Type), then you will want to take advantage of the Lookup option. 20. Simply highlight the field (i.e., Household Deposit Officer) and click on the Lookup button. This will tell MarketTrax to export the description (name) of the officer instead of just their code. After selecting the button, you will notice a L next to the field designating that the Lookup option has been activated. 21. You have the option of modifying the field order by clicking and dragging the grey box to the left of each field name up or down. 22. When the selected fields window contains the desired fields for the new export file, click Save or Cancel to clear your entries. 23. Use the Sort button on the right-hand side to return to an identical field selection screen, where you can choose field(s) by which to sort the export file. Use the Order button to toggle between ascending and descending. 24. You can also specify if you want to Group by Household among the selected records, which will create one record per household, and Exclude No-Mail, Employee or Opt Out records. 25. Enter a File Name for the export file using the Browse button. If you do not enter a name, MarketTrax will create the file using the default name displayed on the screen and will place the file in the MarketTrax\Export folder. 368 Copyright All rights reserved. MARQUIS

369 26. Click Activate to create the file, or Close to return to the Export Manager. Modifying or Deleting Export Files 1. Access the Export Manager by selecting Discovery, Research from the main MarketTrax menu. Then select Export from the Output Options seen on the Research screen. 2. Select the desired export file by highlighting the item with your mouse. 3. To use or edit the export file, click Select and make the desired changes. If you want to change the name, click Rename. 4. To remove an export file from the list, click Delete. 5. Click Close to return to the Research screen. 369 Copyright All rights reserved. MARQUIS

370 CHAPTER 14 List Prospecting This chapter introduces you to the list prospecting tools available in the MarketTrax system. In This Chapter List Prospecting Research Prospect File on Prospect Side 370 Copyright All rights reserved. MARQUIS

371 List Prospecting In addition to the obvious benefits of marketing to your own customers, many institutions find it beneficial to expand their marketing to non-customers in certain geographical areas. Known as prospect lists, these files can be purchased through MARQUIS or from third party vendors and linked into MarketTrax. These files contain name and address information and any other optional data you specify for a particular geographic area. When linking a prospect list to MarketTrax, you have the option of deleting existing customers from the list using the Purge feature. Or, you can leave your existing customers in the list and flag these individuals as customers by using the feature Mark Customers/Members with C/M. The link process involves matching a prospect file to the Household Name in your existing MarketTrax Fileset. Required fields include name, address, city, state and ZIP code. You can also match optional fields such as social security or phone number. In this chapter you will learn how to: Link your prospect file Geocode your prospect file Utilize tract groups to isolate records in a specific geographic area Build filters using the fields of data available in the file Browse results in the prospect file Create a marketing campaign in the prospect file Use the random select feature with prospect file Create an export file using your prospect file TIP! MarketTrax requires prospect lists in database (.dbf) format. 371 Copyright All rights reserved. MARQUIS

372 Linking a Prospect File 1. Select Setup, File Shop from the main MarketTrax menu. 2. Click Add. 3. Select Prospect File. 4. Enter a New Name for the prospect file in the space provided. 5. Click Save to continue. 372 Copyright All rights reserved. MARQUIS

373 6. Select Browse to locate your prospect file. 7. Double-click to select your prospect file. Once selected, be sure to verify the name, drive and path of the file you are linking. 8. Click on OK to continue. 373 Copyright All rights reserved. MARQUIS

374 9. Enter a New File Name, 8 characters in length, for the prospect file. If you do not enter a name, MarketTrax will assign a random combination of numbers and letters as the file name. 10. Enter a Short Name, 10 characters in length. If you do not enter a name, MarketTrax will assign a random combination of numbers and letters as the file name. 11. Click Next Step to continue, or click the Select Fields tab at the top of the screen. 12. Use your mouse pointer to click in the drop-down menus under Required Fields and locate the corresponding fields on the prospect file, as well as any Optional Fields you wish to include. During the linking process, MarketTrax will match records using the specified fields of Household Name, Address, City, State and ZIP and link using the data contained in your Account database. The other fields contained in the prospect file will be available to you under Additional Prospect Fields in the filter process. 13. Click Next Step to continue, or click the Preferences tab at the top of the screen. You can also click the Previous button or the Specify File tab at the top of the screen to return to the file selection screen. 14. Click in the box next to CASS Certify to assist you in more accurate matching to your customer base. You will also need to specify the location of the CASS file folder. To locate the exact folder name, click the Browse button. 15. Delete Customers will mark the customer records for deletion but does not permanently delete the record unless you select Purge Records. 374 Copyright All rights reserved. MARQUIS

375 16. Mark Customers/members with a C/M will give you the option of keeping your customer records in your list by marking them with a C/M, giving you the ability to filter for those records later. 17. Press Save to import the file or Cancel to return to the external file management area. You can also click the Previous button, the Specify File or Select Fields tabs at the top of the screen to go back to a previous step. 18. After the file is linked, MarketTrax performs the merge/purge function. Once the link is complete, you will be notified how many existing customers MarketTrax found in your prospect file. Using a Prospect File 1. To use a prospect file, select File, Manager from the main MarketTrax menu. The File Manager screen will appear showing existing File Sets. 2. Click the Prospect Files option at the bottom of the File Manager screen. The display will change to reveal any available prospect files. 375 Copyright All rights reserved. MARQUIS

376 3. Highlight the desired file by clicking with your mouse. Click Select to activate the file, then Close to return to the main MarketTrax menu. Geocoding your Prospect File Geocoding your prospect file will allow you to add geographic and demographic references to your institution s prospect records. The method of geocoding your prospect file is the same as when you geocode your MarketTrax files. 1. To geocode your prospect file, select File, Geocode from the main MarketTrax menu. 2. You will then want to select the All Addresses and Address + Zip Code Match options. Once this is complete, you will want to widen your geocode search on all unmatched addresses by completing another run of geocoding. This time select Unmatched Addresses and 9-Digit ZIP Match. Utilizing Tract Groups with your Prospect File Once you have geocoded your prospect file and have created the tract groups for your file, you can use the tract groups in your prospect file research. For additional information on how to create a Tract Group, see Chapter Copyright All rights reserved. MARQUIS

377 Filtering on your Prospect List 1. After you have linked your prospect file to MarketTrax, go to File, Manager and select the prospect file you wish to use. 2. Now you are able to use the Research window to view and filter the prospect information in MarketTrax. 3. At the Research screen, select Add, Standard Prospect Fields. You will notice that you do not have the same field selection available in your prospect file as you do in your MarketTrax Fileset. The fields available are the fields contained in the prospect file, as well as the census tract demographics added during the geocoding process. 4. On the second tab, to filter on the prospects, select Customer/Member or Prospect. 5. Select Equals. 6. Select P for Prospect. Next, select Done and Summary. 7. MarketTrax will display the filter Results, those marked as prospect. 377 Copyright All rights reserved. MARQUIS

378 8. You can also click on the Browse feature to view the names and other fields of your Customers/Prospects. Notice in these results you will see all Ps in the column Cm_or_P. This is because you filtered for prospects only. 9. By using the F5 key, you have the ability to manually delete customers out of your file. Tip! You have to create a campaign on your prospect file in order to track the activity in MarketTrax. Create a Marketing Campaign using Prospect Files Most likely, you have purchased a list of non-customers/non-members for the purpose of targeted direct marketing. Most lists are purchased on a single usage license but others are purchased on an unlimited license. The single usage license allows you to perform a single campaign to the prospects on the list. The unlimited license allows you to perform multiple campaigns to the same prospects in order to gain name recognition and hopefully their business. As with your customers, you have the ability to create marketing campaigns with your prospects. MarketTrax will keep up with your results over the campaign tracking time period. You have the ability to create up to 20 marketing campaigns per prospect list. To track a particular promotion, we encourage you to create a campaign. MarketTrax will keep up with the prospects regardless of whether a campaign is created or not, but with a campaign you are able to track your success based on a particular group of prospects. 1. The first step in creating a marketing campaign on your prospect file is to determine your campaign target audience. Make sure you are querying for Customers/Prospects=P so you only target non-customers. See Chapter 9 for more details on how to create a campaign. 378 Copyright All rights reserved. MARQUIS

379 2. After the campaign is created, you will have to do your monthly import before you will get any results; the prospect list is checked and updated during the Household Update process. If the prospect has turned into a customer, MarketTrax will change the Prospect/Customer(Member) Flag from a P to a C (or an M ) in your prospect database. Also, we record the Fileset Unique ID in the prospect file to let you know in what Fileset it detected that the prospect became a customer. MarketTrax will also maintain the campaign flags to track the success of the campaign. 3. When filtering on your new customers you can research either on the prospect side or on the MarketTrax side. Using the Random Feature with a Prospect File You may need to reduce the size of your mailing or only want to market to a randomly selected group of individuals within your prospect file. By using the random feature in MarketTrax, you will have the ability to control the data contained within your campaign and/or export file. To use the Random feature, select Discovery, Research. Create the filter you would like to use to correspond with your campaign or export file. 1. Place a check in the Random box. 2. Once you have entered how many random households you would like to reach, you will then create your campaign and/or export file. 379 Copyright All rights reserved. MARQUIS

380 When targeting smaller groups over time, you can use the Random feature to control your campaign size. Make sure you create the campaign to flag your prospects. For the next campaign you can set a filter condition to exclude your prior campaign flags and select a Random sample. This will exclude any prospect that has previously been sent literature and allows you to control the group size for the next campaign. TIP! Each time you select Random, even using the same filter, you will get another random selection of households. Creating an Export File using your Prospect File After creating a campaign on your prospects you will probably want to send them a mailing or possibly do some analysis on your prospect file outside of MarketTrax. Either way, you have the ability to create an outside file in MarketTrax using the Export feature. 1. To create an export file using your prospect file, select Discovery, Research from the MarketTrax menu. The Research screen will appear. 2. Once you have the specific records from your prospect file identified with a filter, select the Export button from the Output Menu. 3. Select Add. 4. Enter the Name of the new export file you are creating. 5. Select the Export Type button to view the list of file formats available. 6. Select the desired format for your file. The FoxPro 2.X data table creates a database file that can be opened in Excel or Access. ASCII text file options tend to be used when outputting data for third parties. If you choose this option you may want to click on the Report button in the export window to provide a file layout of your data to the third party. 7. When finished, click Save. 8. Select the Fields button to specify the fields you want to include in your file. 380 Copyright All rights reserved. MARQUIS

381 9. If you want to sort the file by a certain field, select the Sort button. Browse to change the file name and path, if necessary. When finished making your selections, click Activate. For more details on creating an export file, refer to Chapter Copyright All rights reserved. MARQUIS

382 Research Prospect File on Prospect Side There are different ways to research your campaign results. You can accomplish this through checking the campaign worksheet, setting filter conditions and running reports. Researching Campaign Results After you have created a campaign and done your monthly import you have the ability to track your campaign results to see if any of the prospects have opened an account with your institution. 1. To do this, go to Utilities at the main MarketTrax menu and select Campaigns. 2. Select your campaign by highlighting it and clicking on View. The campaign worksheet simply provides summary results. If you need to find out who responded, use your filtering and reporting capabilities. You can filter for people who responded to your prospect campaign and distribute by the Fileset in which they first appeared; furthermore, you can filter for prospects who responded to your campaign and print a prospect listing report to see their name and address information. 382 Copyright All rights reserved. MARQUIS

383 Filtering Options 1. From the main MarketTrax menu, select Discovery, Research and Add. Choose Prospect Marketing Campaigns and proceed to the Step 2 tab. 2. Select the campaign you wish to research and move to the Step 3 tab. For this example we will choose Loan Campaign. 3. Select Member of Marketing Group and Responded to Specified Product. 4. Select Done and then Summary to view your results. 5. At this point you can select Browse to view the names and addresses of your new customers or you can run reports. Reporting Options There are three reports you can use on the prospect database. They are the Campaign Summary, the Prospect Detail Listing and the Prospect Distribution. You can run these reports with or without a filter condition set. 1. To continue this example, we will use the same filter condition as before and then select Report. 2. You will see the report choices below. 3. Highlight the Campaign Summary Report and click Continue. 383 Copyright All rights reserved. MARQUIS

384 384 Copyright All rights reserved. MARQUIS

385 Report Description Marketing Campaign: Name of the marketing campaign you are sorting by. Start Dt/End Dt: Start Dt= the date elected to begin your campaign. End Dt = the date you selected to end your campaign. Selected Prospects: How many prospects were selected for the campaign. Group: Marketing/Control = Marketing = Amount of prospects you have marketed to. Control = Amount of prospects that you have elected to hold out of your marketing campaign. Participants %: # of participants divided by # of selected prospects. Responders %: # of responders divided by # of participants. Other Responders %: # of other responders divided by # of selected prospects. 4. You also have the option to pull a Prospect Detail Listing Report. 385 Copyright All rights reserved. MARQUIS

386 Report Description Name 1&2: the name fields of your prospects Address, City, State ZIP: the address of your prospect Phone: the phone number of your prospect SSN: the social security number of your prospect and most likely this will be empty since you cannot purchase this component. Customer/Prospect: whether they are still a Prospect or have become a Customer Last Campaign Date: the last campaign date they were included in 5. You can also pull a Prospect Distribution Report. With this report you also have the ability to select a type and field to sort by. 6. Select Continue to view the report. 386 Copyright All rights reserved. MARQUIS

387 Report Description Distribution Segment: A chosen distribution segment from either Additional Prospect Fields, Basic Census Tract Demographics, Prospect Marketing Campaign or Standard Prospect Fields. Number of Prospects: Total number of Prospects in each distribution segment % of All : Number of Prospects for the segment divided by the total # of Prospects Number of Customers: Total number of Customers for each distribution segment % of All: Number of Customers for the segment divided by the total number of customers. Number of Records: Number of Prospects + Number of Customers for each distribution segment. % of All: Number of Records for the segment divided by the total number of records. Tools There are three options under the Tools button in your Research screen for prospect lists. They are Replace, Update CRM and Delete (only available if you have a filter in place). Replace For detailed instructions on the Replace function refer to Chapter Copyright All rights reserved. MARQUIS

388 Update CRM If you are using CallTrax/referralTrax, you have the ability to add your prospect information, however you must do this one prospect list at a time. 1. After selecting the Update CRM button from your Tools menu, the following screen will appear. 2. Verify that you are browsing to the correct file and path, and then select Update CRM. 3. Now you are able to select the fields you want to build in CallTrax/referralTrax. Once you are finished making your selections, click Pass Data to CallTrax(referralTrax). The routine will only pass prospects to CallTrax/referralTrax. It is possible that you have a prospect in two different prospect lists. In order to avoid duplication of the same person in CallTrax/referralTrax, the pass also checks to see that a prospect only exists once in CallTrax/referralTrax. 388 Copyright All rights reserved. MARQUIS

389 Research Prospect File on MarketTrax Side You also can do research on your prospect files from your customer File Sets. 1. To filter for your new customers, make sure you are in your most current Fileset, then go to Discovery, Research. Select Account Maintenance and go to the step 2 tab. 2. Select Prospect File Name. 3. Choose Operator Equals. 4. Enter the Short Name you created when linking the prospect file in File Shop, or choose from the Pick List. 5. Click Done or Cancel. 6. You will also want to include the account open date ranges in your filter. To view the results of the filter, you can go to the Report button and run a distribution report by Product/Account Type. 389 Copyright All rights reserved. MARQUIS

390 CHAPTER 15 Executive Information System This chapter introduces you to Revelation, the powerful Executive Information System found only in MarketTrax. In This Chapter RevelationPro Using Revelation Installing Revelation 390 Copyright All rights reserved. MARQUIS

391 RevelationPro The creation of Revelation files is handled through an automated processor. This allows for multiple segments to be created for use with Revelation, which greatly enhances its value for management review and analysis. In other words, you may create Revelation files for the Top 10% most profitable households, trust service households, business relationships and other special segments. RevelationPro is the tool for creating these snapshots. See Chapter 15 for details regarding the use of Revelation. 1. Select Processors, RevelationPro from the main MarketTrax menu. 2. Click the Add button to create a new snapshot. 3. Enter the Description and select the appropriate Filter Group and Filter Name from the drop-down menus. 4. Choose either Account Level or Household Level under Build Level. Typically, you will use Snapshots created at the Household Level; however, there are times when you will use the Account Level for certain analysis. 391 Copyright All rights reserved. MARQUIS

392 TIP! To create Revelation files from your database, leave the Filter drop-down menus set to None. 5. You are returned to the Revelation File Utility window. 6. Click the Build Files button to create the Revelation Snapshot. Once the files have been built, the Fileset for which this Snapshot is available is listed and an information window is shown. 7. Click OK to add additional Snapshots, Rename to change the name of a Snapshot or Delete to remove a Snapshot. You may also delete particular File Sets for which Revelation data has been built for one or more selected Snapshots. 8. Once you have built all the Snapshot files you need, you have the ability to Copy these files to a network drive and folder (by using Browse) where Revelation is deployed as a stand-alone product. 9. Use File, Manager to go back into previous File Sets to build the files for the Snapshots you want to use in those time periods. 392 Copyright All rights reserved. MARQUIS

393 Using Revelation Revelation is intended to provide summary data about branches, officers, regions and banks, as well as the institution as a whole. Presented in colorful, presentation quality graphs, or as a report, there is a wide variety of facts that can be accessed with a few simple steps. 1. To access Revelation from a stand-alone PC, select the program name from the list of available programs on the Windows Start menu. If you are executing Revelation from within MarketTrax, click Discovery, then Revelation. 2. At any time, you can click Close to exit Revelation. 3. The first step is to select the scope of the data to be analyzed. From the Snapshot drop-down menu, select the segment to be used. 4. Under Analysis Level, choose from Institution, Bank, Region, Branch or Officer by clicking with your mouse. 5. Next, select the Time Period(s). You can check individual dates, or check the All box to include every date. To select multiple time periods, hold the Ctrl key on your keyboard and click the designated selections. TIP! The Snapshots and associated Time Periods are made available through RevelationPro, which is described in detail earlier in this chapter. 6. If you selected Bank, Region, Branch or Officer for Analysis Level, you will see a list of each of these items you can Include for your analysis. 393 Copyright All rights reserved. MARQUIS

394 7. In the Style section, select a perspective from which you want to view the data: Total, New/Lost households, Cross Sold/New/Lost accounts. 8. The Display section allows you to select the particular type of data to be graphed or reported on: numbers, balances or profit. 9. Under Value, select the content of the graph or report you wish to create. 10. Select the Graph Analysis Level or Graph Time Periods button on the right hand side. An example of each of these is shown below. 11. Use the Theme, Palette and Angle drop-down menus to control the look, colors and data labels of the graph. 12. The Pts/Page option allows you to create a less-cluttered chart, creating multiple pages with fewer data points per page. You can then use the Page arrows right and left to navigate. 13. The Save Options button allows you to preserve the Theme, Palette and Angle settings for the next graph you create in Revelation. 14. Click Save Image to create an electronic image file of your graph. You can select the type and resolution (i.e., size) of your saved image as indicated below. 15. The Print button allows you to create a printed copy of your graph, as well as control printing preferences such as margins, page orientation, printer selection, etc. 394 Copyright All rights reserved. MARQUIS

395 Revelation Reports In addition to its graphing capabilities, Revelation provides a variety of reports for analysis. Because of the multitude of possible reporting combinations, we will discuss these reports in general terms. You should explore these reports using your institution s data to discover the wealth of information available. The five Summary buttons on the right-hand side of the Revelation window use the corresponding Style, Display and Value selections just to their left; however, each ignores its own settings. In other words, the Style Summary report ignores the Style setting but uses the Display and Value settings to control the report. These reporting selections are explained below: Style - the perspective or viewpoint of the report to be created. Are you analyzing all households, new/lost households, new/lost/cross sold accounts? Display - the column headings to be used on the report; for example, the report will organize data related to numbers of accounts, balances or profit dollars Value - the report s content. Do you need to see households, accounts or services? You can also further select just deposits, loans, a particular product/service or profit variables. 395 Copyright All rights reserved. MARQUIS

396 Style Summary NOTE: To make the Style Summary button available, you must choose Accounts under the Value section. Also, you must have an Account Level Snapshot selected for the report to contain and display the data properly. 396 Copyright All rights reserved. MARQUIS

397 Display Summary 397 Copyright All rights reserved. MARQUIS

398 Value Summary 398 Copyright All rights reserved. MARQUIS

399 Loan Summary 399 Copyright All rights reserved. MARQUIS

400 Deposit Summary 400 Copyright All rights reserved. MARQUIS

401 Installing Revelation Before beginning the installation process, please take note of the system requirements for stand-alone desktop or laptop PCs. System Requirements Revelation is a powerful software program that is built in either a Visual FoxPro database and is designed to run on nearly all Windows operating systems. Install Revelation on a Stand-alone PC To install Revelation on a stand-alone PC, copy the keyfile.lic, Revfiles.exe and Revsetup.exe files from the MarqEXEs subfolder to a folder on the stand-alone PC or, optionally, on a network drive. Double-click the Revsetup.exe file, and follow these steps: 1. Welcome Screen, hit Next. 2. Browse for the destination folder, hit Next. 3. Select the Program Folder, hit Next. 4. Select Finish. 5. This folder to which you installed stand-alone Revelation is the folder to which you will also copy the Revelation files after they re built in RevelationPro. 401 Copyright All rights reserved. MARQUIS

402 CHAPTER 16 Report Archives This chapter will introduce you to archiving reports in MarketTrax. In This Chapter Viewing your archived reports Managing Report Archives Create a PDF file of your MarketTrax reports 402 Copyright All rights reserved. MARQUIS

403 Report Archive The report archive allows you to generate reports and send them to an Adobe Acrobat PDF Writer; this feature creates an electronic image of your report instead of a paper report. This utility is beneficial when you generate many reports for regions, branches, officers or for yourself. They may be ed, placed on your local intranet for others to view or stored for later analysis. Viewing Your Archived Reports The following is an example of the stored PDF files that have been generated. You may View the report by simply highlighting it and clicking on View, or you may decide to change the description of this report by clicking on Edit Description. Copy To If you would like to save reports to another location on the network for other users to view, click on the Copy To button. 403 Copyright All rights reserved. MARQUIS

404 1. Click on the Browse button to select your new report location. This can be any drive and folder to which you have access (local or network). 2. Keep the filename as it was generated by MarketTrax by selecting the radio button No Change in the Filename Format section. Using Description - Date will automatically use the yellow Description field and the current date as the name of the report (Household Percentile Listing ). The Date - Description option will take the current date and the description of the report as the new name ( Household Percentile Listing). 3. Click on Copy to complete the copying process or Cancel to close. These files are located under your MarketTrax directory in a subfolder titled Reports; each Report Group name is yet another subfolder in this location. Archive a Report You can archive any report in MarketTrax. 1. Choose the Archive button from the report dialog window. Note: When selecting Archive, you do not have the option to include filter conditions or report description cover pages. 2. You can change the Description of your report and select from an existing or new Group. This group is a subdirectory of the MarketTrax\Reports file folder and each Group name can be up to 10 characters. 404 Copyright All rights reserved. MARQUIS

405 CHAPTER 17 Utilities This chapter explores some of the processing and system features in MarketTrax that are designed to meet the needs of advanced users. In This Chapter Utilities External Files Replace Function Deleting Records and Indexing Support Utilities Custom Report Writer 405 Copyright All rights reserved. MARQUIS

406 Utilities File Converter The File Converter utility offers a simple method for changing the format of a spreadsheet, data table or delimited file into ASCII fixed-length. There are five steps to converting a file, including specifying the location and type of file being converted, as well as the location and name of the resulting ASCII fixed-length file. The file specifications you set forth in the conversion process can be named and reused at a later time. TIP! Make sure the file is not too far from your MarketTrax root file. 1. To change the format of a spreadsheet or delimited file, choose Utilities from the main MarketTrax menu. 2. Select File Converter. 3. The steps you define for the conversion process are named and stored for future use; enter a name in the space provided next to New. If you have previously defined formats, you can select them from the Existing drop-down menu. 4. Click the Step 2 tab or the Next Step button at the bottom of the screen to proceed. You can Close at any time to return to the main MarketTrax menu. 5. Select the file format by clicking with your mouse. If converting a delimited file other than tab or comma, enter the delimiter in the space provided. 406 Copyright All rights reserved. MARQUIS

407 6. Click the Step 3 tab or the Next Step button at the bottom of the screen to proceed. You may also click Previous Step to return to Step 2 or Close to return to the main MarketTrax menu. 7. Verify the name, drive and path of the file you will be converting. To locate the exact file name, click the Browse button to display available files. 8. Locate the file from the available drives and directories. Once found, click Select, or Cancel to return to the File Converter setup screen. 9. Click the Step 4 tab or the Next Step button to proceed. You may also click Previous Step to return to Step 3 or Close. 10. MarketTrax will display the contents of each field. Reading left to right across the file, the system will number each field starting with Field001, 002, etc. and calculate the width of each. Scroll through the 407 Copyright All rights reserved. MARQUIS

408 list of fields, checking the integrity of the data. (You should thoroughly check this before converting a file). In order to print the layout of the converted file, make sure to check the Print Structure Option. 11. Click the Step 5 tab or the Next Step button at the bottom of the screen to proceed. You may also click Previous Step to return to Step 4 or Close to return to the main MarketTrax menu. 12. Verify the name, drive and path of the file you will be creating from the conversion process using the Browse button to display available drives and directories. 13. Once the drive and directory are located, enter the new file name next to Select File then click OK or Cancel to return to the File Converter setup screens. 14. You have the option of reviewing or adjusting any of the steps by clicking the appropriate tab on the top of the screen, or by using the Previous Step button. 15. Click Convert when ready or Close to return to the main MarketTrax menu. 408 Copyright All rights reserved. MARQUIS

409 16. If you selected to Print Structure, you will now have the option to Preview, Print, Print To File, Archive or Close the report. TIP! When relying upon the file converter as part of your normal updating process, compare the field width to your import layout to locate discrepancies. File Combiner The File Combiner can be used to match and combine records from two different files (i.e., a customer file containing names and an account file containing balances). It combines two separate pieces of data together by matching them to a common field, either the account number or customer number to create a new combined ASCII fixed length text file. This file can either be used for importing or merging into MarketTrax. 1. Choose Utilities from the main MarketTrax menu. 2. Select File Combiner. 3. The Primary Account File contains data pertinent to the account, mainly the account number, type code, balance, rate, term, etc. The Primary Customer File contains data that relates to your customer such as name, address, date of birth, etc. You may browse to find the correct file by clicking Get Primary 409 Copyright All rights reserved. MARQUIS

410 Account File or Get Primary Customer File buttons. Enter the position and width of the Account Number or Customer Number in this file that will tie the file together with your second and third files. 4. Type in the name of the new resulting file beside NewFile. 5. The resulting combined file will be stored under the Import folder in your MarketTrax directory. You will now need to import or merge this file into MarketTrax using the instructions provided in Chapter 4. End Line If your data does not have carriage or hard returns, then you will need to use the End Line utility. A carriage return marks the end of one record and the beginning of the next. The End Line utility inserts this end-of-record mark. 1. Choose Utilities from the main MarketTrax menu. 2. Select End Line. 3. Click on Get Incoming File to locate the file that needs carriage returns. 4. Type in a name for your New File in the space provided. 5. Type in the Record Length in the space provided. This will tell MarketTrax how long one record is so that it will know where to place the carriage returns. 6. Click the Process button when ready, or Cancel to return to the main MarketTrax menu. 7. The resulting file will be stored under the Import folder in your MarketTrax directory. You will now need to import or merge this file into MarketTrax using the instructions provided in Chapter 4. If this is part of your regular updating process, the MarketTrax setup department would have notified you and provided you with the settings for this procedure. Data Blend Given the variety of sources of account data most institutions import into MarketTrax, there may be certain fields of data that are not present on some files. For example, you might receive a credit card file from your processor that does not contain the account holder birthday or phone number. If this information is present on your MarketTrax Fileset, you can use the Data Blend function to pull the missing information from one account into another. 410 Copyright All rights reserved. MARQUIS

411 To perform the Data Blend, simply direct MarketTrax to match the Social Security or Customer number on the files, and indicate the specific fields to update. The Data Blend setup you create can be named, saved and used again. 1. Access the Data Blend feature by selecting Utilities, then Data Blend from the main MarketTrax menu. 2. Click Add. 3. Enter a New Name for the Data Blend setup. 4. Click Save when ready or Cancel to return to the Blend Setup screen. 5. Use your mouse to click either Social Security Number or Customer/Member Number as the field to use to match files (you can select both). 6. Scroll down the list of available fields and select the specific field(s) to update. 7. Click Save Changes when ready or Undo Changes before closing. 8. When ready, click Activate to process the file or Close to return to the Blend Setups screen. 9. Once the setup has been defined, you can Edit, Rename or Delete the setup from the Blend Setup screen. 411 Copyright All rights reserved. MARQUIS

412 Zip Utility If you need to send files to Support, Training, Consulting or another department at MARQUIS, the Zip utility is a convenient tool. The files will be compressed to save space and copied directly into a subfolder titled ZIP. When opening this file folder, you will see an Accts.zip for the Account File. 1. To execute the Zip Utility, select Utilities from the main MarketTrax menu. 2. Choose Zip Utility. 3. Use your mouse pointer to indicate the type of files you want to be zipped up. Select Account Files, Household and/or Customer Files, System Files and Import Files to include the files of your active Fileset. (If you want a different Fileset you will need to change File Sets first.) For Import Files, move items from the Available window to the Selected window by double-clicking each import file description. 4. It is a good idea to password protect your zipped files by checking the Password Protect box. Then verbally communicate the password to the recipient of your files. 5. After the files are selected, click on Zip to begin processing or Close to return to the main menu. 6. Once the chosen files are zipped (i.e., Accts.zip, Hholds.zip, Sysfiles.zip and ImpFiles.zip) they are saved to the MarketTrax\ZIP folder. UnZip Utility There may be times where you receive a file that is a Zip file and needs to be unzipped. can use any unzipping utility that is available or simply go to Utilities/UnZip. You 1. Click on the Browse button to find the location of the Zip file. 2. Click on the Browse button to tell MarketTrax where you wish to place the unzipped file. 3. If the Zip file is password protected, place a check mark in the Use Password section and type the password in the empty box. 4. Click on UnZip. Calculator A convenient tool is the Windows calculator, which may be opened and used during many MarketTrax tasks. 1. To access the calculator, select Utilities from the main MarketTrax menu or F10 on your keyboard. 2. Choose Calculator. 412 Copyright All rights reserved. MARQUIS

413 3. The calculator can be operated using the numeric keypad on your keyboard or by clicking with your mouse. 4. Click the X in the upper right corner to exit the calculator. Campaign Advance In case you forget to create a campaign in a particular Fileset before processing the next import, you can use the Campaign Advance utility to help MarketTrax catch up the campaign to your current Fileset. This allows for accurate tracking of your responses. For detailed instructions on how to use this feature, see Chapter 9. Run Command The Run Command feature allows you to further manipulate your database similar to the Replace routine in the Research/Tools section of MarketTrax. With specific programming language, you can replace fields with values, sum fields and perform other programming functions on the Account, Household and Customer level. This section is password protected. In order to operate this section the run command will be customized to your data fields. Please contact support for the programming language of your custom run command as well as to get the password to gain access to this section. Regions The Regions utility is designed to assign Region codes to your accounts, households or both. This is a useful tool if you are unable to import these fields into MarketTrax and would like to evaluate your data on this level. The Region utility will assign Region codes based on the Branch, ZIP Code or Officer and will be performed monthly to ensure the inclusion of your new accounts and households. 1. Choose Utilities from the main MarketTrax menu. 2. Select Regions. 413 Copyright All rights reserved. MARQUIS

414 3. Designate whether you want Region Codes to be updated from the Branch, ZIP or Officer codes by clicking the appropriate option. 4. Click Add to enter in a Branch, ZIP or Officer Code and the appropriate Region Code you would like assigned to it. Repeat this step for each Branch, ZIP or Officer Code until your list is complete. 5. You may click Delete at any time to remove a specific assignment. 6. After your list is complete, click Update Acct File, Update HH File or Update Both to process, and you will be asked to verify your action. At any time before the update, you may click Exit to return to the main MarketTrax menu. 7. When the process is complete, MarketTrax will provide you with the results of how many accounts and/or households were modified. 8. You will now need to run the Auto Fill Function and then define any new Region Codes under your Lookup tables. Once these are complete, you will run Household Update to complete the process. All of these steps are described in further detail in Chapter 4. TIP! You will need to Update Both if you run this every month to ensure new accounts and new households are properly marked. You can make this process part of your monthly importing. Set up your Region Utility as described above and then go to File, Import, select your import file and click Save. Select the File Spec button. Place a check-mark next to Process Region Utility, and Select the Update Region from option based on how you set up the utility. Click Save. Household Verification Listing This report is run from the Utilities section of MarketTrax under Verification Utility. The report is designed to display inconsistent account data within the same household. The data being checked for inconsistencies are Social Security Number, Customer Number and first characters in the Address line, as well as the ZIP Code. If you Superhousehold, you may see some of those accounts listed on this report. Reviewing this report on a consistent basis will give you a better feel for the accuracy of your households. Furthermore, it will give you the confidence in your data that you need for proper reporting. 414 Copyright All rights reserved. MARQUIS

415 Report Description Household Key: The designated household number assigned by MarketTrax. Social Security Number: The social security that belongs to the key account. Customer Number: The assigned customer number, if any. Name 1: The primary account name. Name 2: The second name on the account, if any. Name 3: The third name on the account, if any. Address: The account address. City, State, ZIP: The account city, state and ZIP information. Account Number: The account number of the relationship. Region: The region that the account is assigned to. Branch: The branch the account is assigned to. Account Type: The account type of the account. 415 Copyright All rights reserved. MARQUIS

416 Using External Link Files Outside Household Link Files While MarketTrax includes many useful fields of demographic information, you might have the need for additional data about your customers. MarketTrax can easily accept and make use of any external demographic data file by matching the data fields on the external file with those in the standard MarketTrax file. The only requirement is the outside file needs to be in a database format and it needs to have the Household number in the link file to for matching. There are many service vendors who can perform detailed analysis on the households in your MarketTrax system and provide specific data such as demographics or psychographics. MarketTrax enables you to create a file to send to the vendor called a link file. The vendor will process and return the file, attaching the new demographic data to the same file. When you receive the file, you simply link the file and new information into MarketTrax. Create a Link File - To provide your vendor with a link file from MarketTrax, you will create the file using the Export feature (see Chapter 13 for an explanation of Export options). You will choose the Link Out tab, select the Demographics option and then include all fields. Incorporate a Link File - After your file has been processed by your vendor, you can incorporate the new data back into MarketTrax by matching the household numbers in your current data file with those in your link file. You can also Browse the contents of your link file (see Chapter 7 for Browse options). After linking the file to MarketTrax you are able to filter and report on this information. Customer Link Another type of link file that can be used in MarketTrax is one that contains detailed information about your customers not included in your regular account records. For example, you may have a file that shows the ATM and Branch usage data for each customer, or one that shows debit card activity. The benefit of using a link file is that there is no need to create UDFs and import or merge the data. It can be accessed when needed and not take up additional space in your account files. 416 Copyright All rights reserved. MARQUIS

417 Add an External File 1. To link an external file into MarketTrax, select Setup, then File Shop from the main MarketTrax menu. 2. Click Add. 3. Choose the type of external file by selecting Household Demographics Link File or Customer Link. 4. Enter a New Name for the external file in the space provided. 5. Click Save to continue or Cancel to return to the external file management menu. 417 Copyright All rights reserved. MARQUIS

418 6. Verify the name, drive and path of the file you will be using in MarketTrax. To locate the exact file name, click the Browse button. 7. Click Next Step to continue or click the Select Fields tab at the top of the screen. You can also Cancel to return to the link file management area. 8. Use your mouse pointer to click in the drop-down menu under Fields. If you are creating a Tract Demographics file, you will see State, County and Tract; if you are adding a Household Link file, you will see Household #. In either case, locate the corresponding fields on the external file. Press Save to 418 Copyright All rights reserved. MARQUIS

419 continue or Cancel to return to the external file management area. You can also click the Previous button or the Specify File tab at the top of the screen to return to the file selection screen. 9. To use of an external link file, select File, Manager from the main MarketTrax menu. The File Manager screen will appear showing any existing File Sets. 10. Select the desired Fileset by highlighting it with your mouse and clicking Edit. 11. Click the drop-down menu beside Household Demographic Link File or Customer Link File and select the desired file. 12. Click Save Changes, Validate then Close. The file is now attached to the Fileset and may be used in MarketTrax for filters, reports, etc. Maintain Lookup Values 1. Once your file is linked to MarketTrax you have the ability to add descriptions to the codes contained in the fields of data. To do this, select Set Up, File Shop Lookups from the main MarketTrax menu. Scroll down to the field containing codes for which you want to use descriptions. 419 Copyright All rights reserved. MARQUIS

420 2. Double-click on the selected field to see the Edit Field Description window. Place a check in the Maintain Lookups box. The household demographic fields tend to be codes which need translating for proper understanding. After giving a field a lookup capability, you define the codes to your liking. This way you can filter for your description as well as run household distribution reports by your description instead of the code. If you purchase your household demographics from MARQUIS, here are some fields you would want to add the Maintain Lookup feature to: Income Home Value Lifestage Networth Net Assets 3. Next, go to File, AutoFill to populate the demographic codes in your File Shop Lookup manager. 4. Go to Setup, File Shop Lookups. Be sure the drop-down menu beside Type indicates HH Demographic Link. The codes for the Income field are shown below. 420 Copyright All rights reserved. MARQUIS

421 5. Select Edit to enter the Description of the field s code. Save Changes and Close. 6. Now filter conditions and the Household Distribution report will show the field s Description, instead of its code. NOTE: You can only maintain File Shop Lookups for character fields; i.e., fields of data that may contain numbers but will not be used to perform mathematical calculations. Modifying or Deleting External File Settings 1. To modify or delete an external file, access the external file management area using the instructions presented earlier in this chapter. 421 Copyright All rights reserved. MARQUIS

422 2. You can change the name of an external file by clicking Rename. An edit window will appear enabling you to make the desired changes. 3. To delete a file from the list, click Remove. A message window will appear asking you to verify the deletion. If correct, click Yes or select No to return to the external file management screen. 4. To modify or delete a specific field in the external file, open the correct file group by double-clicking the group name to display its fields. 5. Highlight the field you wish to modify and click Edit. An edit window will appear enabling you to enter a new description for the field. 422 Copyright All rights reserved. MARQUIS

423 Replace Function If the need arises to edit a specific field s values for a large number of records in your file (for instance, if you need to change the officer code on several hundred records), you can accomplish this by using the Replace function in the Research section of MarketTrax. This function will typically be used with a filter; for instance, you may want to change the officer code for only loans opened at branch 2 during a specific time frame. You would first filter for those loans and then use the replace function to replace the data in the officer code field with the appropriate value. Refer to Chapter 6 for instructions on creating filters. There are two components to a Replace command: What to Replace - MarketTrax needs to know what field is being updated. Replace With - What are you replacing the field s value with? You can enter a specific value, or indicate another field or perform a calculation by selecting the Function tab. The Replace function should only be attempted by experienced users, since you will be permanently altering your records. We recommend you contact the MarketTrax Support Team to help you with this process. Access Replace Setup 1. To access the Replace feature, select Discovery, Research from the main MarketTrax menu. 423 Copyright All rights reserved. MARQUIS

424 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. Choose Tools, then Replace from the list of options on the pop-up menu. Add and Activate a Replace Command for Value Once you have accessed the Replace Setup, click Add. 424 Copyright All rights reserved. MARQUIS

425 1. Enter a Replace Name for the setup. 2. Select the Type and corresponding Field you want to replace. 3. If you have an account level filter in place, make sure Filtered accounts only is selected. 4. At Replace With enter the specific replacement Value in the space provided. 5. You can Undo Changes any time before saving or Close to return to the Replace Setup window. 6. Click Save Changes when ready, then Activate to perform the replacement. Add and Activate a Replace Command for Field Once you have accessed the Replace Setup, click Add. 1. Enter a Replace Name for the setup. 425 Copyright All rights reserved. MARQUIS

426 2. Select the Type and corresponding Field you want to replace. 3. If you have an account level filter selected, make sure Filtered accounts only is selected. 4. At Replace With click on the Field tab. 5. Select the specific replacement Type and Field. 6. You can Undo Changes any time before saving or Close to return to the Replace Setup window. 7. Click Save Changes when ready, then Activate to perform the replacement. Add and Activate a Replace Command for Function Once you have accessed the Replace Setup, click Add. 1. Enter a Replace Name for the setup. 2. Select the Type and corresponding Field you want to replace. 3. If you have an account level filter selected, make sure Filtered accounts only is selected. 4. At Replace With click on the Function tab. 5. Enter the specific replacement Function in the space provided. A good example of when you would use this feature is for participation loans. 6. You can Undo Changes any time before saving or Close to return to the Replace Setup window. 7. Click Save Changes when ready, then Activate to perform the replacement. Modify or Delete Replace Setups 1. Access the Replace Setup window using the instructions provided earlier. 426 Copyright All rights reserved. MARQUIS

427 2. Select the desired replace setup by highlighting the item with your mouse. 3. To change, view or modify the setup, click View. If you want to change the name of the setup, click Rename. 4. To remove a setup from the list, click Delete. 5. Click Close to return to the Research screen. TIP! If you are replacing fields using an account level filter, remember to select the Queried Accounts Only option so only the accounts meeting your filter conditions will be replaced with the new value. 427 Copyright All rights reserved. MARQUIS

428 Custom Report Writer The Custom Report Writer is an advanced report writing system that allows you to create and customize reports using the data from your MarketTrax files. Reports may be created with or without filters and may contain any field in your database. You may also group information and sort the report by selecting up to two sort fields. Creating a Custom Report 1. To create a custom report select Discovery, Research. 2. Click Custom from the Output Menu. 3. Click Add. 4. Add a Description for the new report, select your Primary Sort and Secondary Sort fields from the drop-down menus and click OK. 5. A blank report form is displayed. Click and drag the lower right-hand corner of the window so all three sections of the report form (Page Header, Detail and Page Footer) are displayed. 6. With the blank report displayed, it is important to first set the page properties. Click the Page Setup button on the toolbar at the top of the window (third from the left). The Report Page Setup window opens. 7. Click the Page Setup button. 8. The Page Setup window is displayed. 9. Make any changes to this window regarding Paper Size and Orientation. Click the Printer button to select a different printer and/or the additional Properties of that printer (see below). 10. Click OK three times to return to the blank report form window. TIP! Move the floating Report Controls Toolbar to beside the standard toolbar by clicking and dragging it into place (see above). Adding Text, Fields and Graphics 1. To add items to the report form you will utilize the Report Controls Toolbar. Each of the items on this toolbar is defined below. Select Objects - selects text, fields and graphics once they ve been added to the report form. Label - adds text to the report form. Field - adds fields of data from your MarketTrax system to the report form. 428 Copyright All rights reserved. MARQUIS

429 Line - adds horizontal and/or vertical lines to your report form. Rectangle - adds rectangular shapes to your report form, such as boxes for outlining a particular field of data. Rounded Rectangle - adds rectangular shapes but with rounded corners. Picture/OLE Bound Control - adds graphic objects, such as your institution s logo, to your report form. Button Lock - use this item before clicking one of the other tools to repeat the other tool. For example, if you have several fields of data to add, first click on Button Lock, then the Field button so you can easily add fields continuously without having to return to the toolbar. 2. To add items from the Report Controls Toolbar, click the desired button and then click (or click and drag) in the desired section of the report form. The example below shows the addition of a title to the header using the label button. 3. To add MarketTrax fields to your report, click the Data Environment button in the main toolbar at the top of the window (the second one from the left). This opens a separate window, showing all the data tables and their associated fields. 4. Click and drag the field(s) you want to the Detail section of report form. Two items are added: the field label and the field itself, both of which can be repositioned with the Select Objects item from the Report Controls Toolbar. 5. To edit the Properties of the label or the field, simply double-click with your Select Objects tool and make the necessary changes. In the above example, you would probably want to make the label more definitive, as well as capitalized properly. 6. After adding a field, it is a good idea to preview your report before proceeding, in order to make sure the report is coming together as you desire. 7. In the Print Preview window, use the same buttons as when previewing standard reports, including Close Preview. 8. To remove any item from the report form, use the Select Objects pointer and then click the item to be removed. Click the Delete key on your keyboard. 9. Continue adding fields, text and graphics to the report as desired. When the changes are complete, you may save the report by clicking the X in the upper right-hand corner. You will be prompted to save the report; click Yes. Report Designer Toolbar The Custom Report Writer offers the same custom formatting features found in other report writer software. The standard formatting toolbar in the upper left-hand corner has the typical tools needed to manage your custom reports. 429 Copyright All rights reserved. MARQUIS

430 Data Grouping - similar to subtotaling, used whenever you need to break on some condition or field occurrence. Data Environment - displays your MarketTrax tables of data available for dragging into your report form. Page Setup - opens the Report Properties window, where the Page Setup button is located, as well as tabs for other aspects of your custom report. Report Controls Toolbar - by default, this button is selected. If you accidentally close the Report Controls Toolbar (discussed earlier), simply click this button to get it back. Color Palette Toolbar - click this button to change the color of text, lines and fields displayed on your report. Layout Toolbar - allows you to align items, as well as bring to front and send to back. This functionality makes rows and columns on reports easier to read. Font Properties - allows you to choose the font typeface; i.e., font name, font size and style such as bold, italic, etc. TIP! The features of the Report Designer Toolbar and the Report Controls Toolbar are available on the Format and Report menus, respectively, from the main MarketTrax menu when you are in the custom report writer. Managing Custom Reports 1. Select Discovery, Research, Custom from the main MarketTrax menu. 2. Most of the buttons displayed (Add, Edit, Delete, Copy, Rename) are identical to those used in other areas of MarketTrax. 3. To process a custom report, highlight it with your mouse and click the Run button. You will automatically be in Preview mode. 4. The Exchange button allows you to share custom reports with other MarketTrax users by uploading/downloading reports from our report gallery at MARQUIS (an Internet connection and proper upload/download rights are required). 5. Follow the directions on your screen to submit or retrieve reports. 430 Copyright All rights reserved. MARQUIS

431 Deleting Records and Indexing TIP! The following two features should be run only with the assistance and direction of a MarketTrax Support Technician. Deleting Records The first step in deleting a record from your database is to mark the record for deletion. This is done in the Research section of MarketTrax, and can only be used on filtered records (for obvious reasons, MarketTrax will not allow you to delete all of the records in your file). For instance, if you want to delete internal administrative accounts, you would first create a filter for those records, then use the Delete option to mark the records for deletion. Marking Records for Deletion 1. To access the Delete feature, select Discovery, then Research from the main MarketTrax menu. 2. To mark records for deletion, you must open an existing filter or create a new filter to select the desired records. You have the option of including a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and Tract Groups. 3. Select Tools, then Delete from the list of processing options. A warning message window will appear asking you to verify the deletion. If correct, click Yes or select No to return to the Research window. 4. Process both the Account Update and Household/Customer Update from the File menu, in order to properly account for the deleted records. 431 Copyright All rights reserved. MARQUIS

432 Support Utilities Support Utilities MarketTrax has several features that will enable a MarketTrax Support team member to better serve your needs, and arrive at solutions in a timely manner. You can access this from the main MarketTrax screen under the System menu. Browse System Files - Browse internal system files to detect possible problems. To use this feature you will need a password. Contact MarketTrax Support for this information. Error Log - View log of errors generated by system. Click on Details/F7 to print. Setup Notes - We created a utility that outlines your monthly importing procedures as well as maintains user notes. If the Setup Notes are not populated, contact a Support representative to help you add this to your system. Setup Notes are located under Help/Notes. You will see that these are in yellow and can only be edited by calling Support (a special password is required). You can click the User Notes section, designed for you to maintain notes on tasks you are performing. With either section, you have the ability to print your notes. 432 Copyright All rights reserved. MARQUIS

433 Sentry Alert System The Sentry Alert feature is a balance decrease warning system. In MarketTrax, you have the ability to enter watch points for each product category and create a report that will list those households that have dropped by your specifications. You can sort this information in a variety of ways for flexible reporting. You will need to enter a drop percentage as well as a minimum current balance for the account prior to the drop so you do not get every account that changed just by a certain percentage. It also has to satisfy a certain minimum dollar balance in the compared to Fileset. 433 Copyright All rights reserved. MARQUIS

434 1. Go to Discovery, Research. 2. Select a Compare File from the drop-down menu. 3. Click the Report button and select the Comparison: Sentry report. 434 Copyright All rights reserved. MARQUIS

435 4. Click Continue to view your sort options, then click OK to create your report. Global Values All standard Date and Comparative reports can be updated in MarketTrax just by changing the global variables while setting up a new Fileset. 1. To access Global Values, select File, Manager from the main MarketTrax menu. Double-click on the Fileset you wish to access. 435 Copyright All rights reserved. MARQUIS

436 The Alpha value is the starting day for this Fileset. The Omega value is the ending day for this Fileset. Chi is the default Fileset for Comparison reports and is typically set to the month prior to the current Fileset. When selecting the Global Values every month you have the ability to process ReportPro without having to change date-related filter conditions. FilterPro and Data Converter The Data Converter helps clean up your import fields without having to make modifications to your core system and/or to eliminate additional steps to your importing routine. For example, if you have merged two branches into one branch and your host system still represents the branches with the two codes, you can use the Data Converter tool to set up the two codes to be as one code. MarketTrax will automatically convert the old codes to the new codes each month. 1. To access the Data Converter, go to Setup, then Data Converter. 2. Click Add. 3. You will need to select the field from the drop-down menu (any character field less than 10 characters will be listed). Add the old code as well as the new code to the appropriate boxes and select OK. 436 Copyright All rights reserved. MARQUIS

437 4. Once you click OK, MarketTrax will automatically go back to the Data Converter setup screen. Once you have entered all the codes, your changes take effect on the next month s import file. 5. To delete codes, you will need to delete each code individually. If you have a grouping of several codes, you will need to double-click to expand the group first before the Delete button becomes available. 6. Highlight the code you wish to delete, and click on the Delete button. To delete the entire section, you will need to delete each code individually. 437 Copyright All rights reserved. MARQUIS

438 7. To view a listing of what codes are currently set up in the Data Converter, click on the Report button. Sample of Data Converter Report 438 Copyright All rights reserved. MARQUIS

439 CHAPTER 18 Usage Scoring System This chapter introduces you to the Usage Scoring System in MarketTrax In This Chapter Setting up the Usage Scoring System How to Filter on Usage Scoring System Using DataPro 439 Copyright All rights reserved. MARQUIS

440 Usage Scoring System The Usage Scoring System is a rating system that allows you to place a certain point value to differentiate households based on usage of your products and services. In other words, the Usage Scoring System provides another way to segment your database. As you add points to households, the information is updated and may be passed to your CallTrax/referralTrax system for your front-line employees. These points can be used as a reward program to reward your customers for increasing their use of products and services. The Usage Score is maintained on the Household level, with a Gross, Adjusted and Net Score. You will need to update the Usage Score every month for MarketTrax to re-assess the rewarded points per household. If you are currently using DataPro for your monthly importing, you can select to update the Usage Score as part of your DataPro routine. You can also run the Usage Scoring system on your Customer Level database; however, the same set of rules will be used at both levels. The setup can be accessed by either level of database that you are running. Setting Up the Usage Scoring System 1. To set up the Usage Scoring System, select File, then Usage Scoring System from the main MarketTrax menu. 2. Click on the Add button to add information into your system. 440 Copyright All rights reserved. MARQUIS

441 3. MarketTrax can add values based on either Household Level or Account Level information. Following are options on the Household Level: Product Count: This type assigns a value based on the number of accounts in a specific product line. You will need to choose your product under the Test for the: drop-down menu. Product Balance: This field type is based on the total balances of a specific product in the household. This gives you the option to choose a product from your Test for the: drop-down menu. Other: This field type assigns a value based on other household relationship information such as Total $ of Deposits, Total # of Accounts, Household 1st Open Date, etc. Service Count: This field type assesses points based on a specific service in your household relationship. From this field type, you will be able to select from your list of services in the Test for the: drop-down menu. User Defined Field Value: This field type assigns a value based on one of your Household User Defined Fields. 441 Copyright All rights reserved. MARQUIS

442 Following are options on the Account Level: Product Bal: This field type assigns points based on a specific balance of one account in a certain product category. AcctType Bal: This field type allocates points based on a specific balance of an account in a particular Account Type code. User-Defined Field Value: This field type will assess points based on one of your Account Level User Defined Fields. The drop-down menu will provide a list of all your available User Defined Fields. 4. Regardless of the household or account level definitions, you will need to enter a value between >= and < and how many Scoring Points you would like to assign to this field. In the example Past Due 30 Days, if someone has none or one past due, we are assigning them with a 2-point value. 5. Once you have set up your criteria, Save Changes or Close to return to the main Usage Scoring System screen. 442 Copyright All rights reserved. MARQUIS

443 Update Usage Scores 1. Once the criteria has been set, you are ready to activate the scores by selecting the Update Usage Scores button on the Usage Scoring System Setup Summary screen. 2. Select the Report option to view an outline of your definitions of the points you assigned for each item. 3. As needed, you can Edit, Add or Delete any settings with the buttons on the right-hand side. TIP! There is no limit to how many items you would like to create for your scores. In order to reevaluate the scores every month, you will need to Update Usage Scores as part of your monthly import process. How to Filter on Usage Scores The information on Usage Scores is stored on the household level so you can set up filters on these scores. 1. Select Discovery, Research and Add. 2. Choose Household Maintenance in Step At Step 2, you can filter for the field Usage Score-Adjustment, Usage Score-Gross or Usage Score-Net. 4. In Step 3, select your Operator. 5. In Step 4, Enter your requested value. 6. Once your filter is complete, you are able to perform a variety of functions such as Browse, Export, Campaign, Summary, etc. 443 Copyright All rights reserved. MARQUIS

444 Making Adjustments When you need to make adjustments to the scores of specific households, make the changes in the Browse feature of MarketTrax. This is the only way to make manual adjustments to a household s Usage Score. 1. Select Browse in your Research window. Click on Full Browse and select the HH Profit tab. 2. When you click on the Edit button, the Adjusted field will be available for you to make an adjustment. This adjustment can be a positive number (i.e., this household is receiving a reward based on something you may not be able to measure, such as its referral of a new account to your organization), or you may make negative adjustments in the sense of a redemption. For instance, if a person had so many points they are able to get a box of checks free, that person is redeeming some or all of their points. 3. After making the adjustment and clicking the Save Changes button, MarketTrax will recalculate the Net Usage Score for this household. TIP! Since MarketTrax evaluates points on current household relationships (i.e., recalculated with each import), it is possible to have points in one Fileset but no points in another. Using DataPro If you use DataPro to do your monthly importing, you will be able to select the Usage Scoring System from this location as well. 1. Go to Processors from the main MarketTrax menu. Select DataPro. 2. Select Step 11 Usage Scores and DataPro will perform the monthly calculations. There is no related tab on the right-hand side for selecting processing options. 444 Copyright All rights reserved. MARQUIS

445 CHAPTER 19 Processors This chapter introduces you to the automated processing tools in MarketTrax. In This Chapter DeletePro ReplacePro ScorePro RevelationPro ReportPro FilterPro GraphPro ExportPro DataPro 445 Copyright All rights reserved. MARQUIS

446 Processors The processors option on the main MarketTrax menu was designed to automate monthly routine functions, including the processing of your entire import. Prior to setting up the processors, you have to set up and save the filters, replaces, graphs, etc. you want to utilize. Afterward, simply connect the saved filters with the automated processor. DeletePro Deleting records after they have been imported into MarketTrax allows you to further fine tune your data. Most likely, you will have a filter set to delete only unwanted records out of your database. Some common examples of deleting records are internal accounts and participation loans. To set up DeletePro, you must previously have created and saved your filter to select the desired records to be deleted. 1. From the main MarketTrax screen go to Processors, DeletePro. 2. Click on Add and type the name you want to give to this Delete routine. 3. Click Save. 4. Select the Filter Group and Name from the drop-down menus, click Save Changes and then Close. 5. At this screen you have the option to select Add, Edit or Delete. Select Run to activate the selected deletions. When finished, select Close. 446 Copyright All rights reserved. MARQUIS

447 See the DataPro section later in this chapter for instructions on how to include ReplacePro automatically during your regular importing process. ReplacePro The replace function is a great tool to help you to manipulate data once it is in MarketTrax. Some replace functions depend on a filter condition but others may not. ReplacePro allows you to execute all of your replace functions at one time instead of individually. If you have several replaces that need to occur in order to balance your data, you may want to use ReplacePro as part of your monthly updating routine. A common example of a replace is changing your Sold Loan Balances to zero. To set up ReplacePro, you must have already created your filter and/or replace functions under Discovery/Research. 1. Select Processors, ReplacePro. 2. Click Add and enter the name in the Replace Title section. Select your pre-defined Replace command in the Perform Replace drop-down menu, then select your Filter Group and Filter Name. 3. Click Save Changes and then Close. 4. You can select Add if you have more replaces, Edit to change a replace, Delete to delete a replace and Run to process the replace. When you are finished making your selections, click Close. See the DataPro section later in this chapter for instructions on how to include ReplacePro automatically during your regular importing process. 447 Copyright All rights reserved. MARQUIS

448 ScorePro By using the Marketing Fields Replace function you have the ability to add Marketing Messages and Value Score codes as well as override the Next Product determination. This function can be run against all records in the currently active Fileset or just those meeting your filter conditions. 1. To access the Marketing Fields Replace feature, select Discovery, Research from the main MarketTrax menu. 2. You have the option of opening an existing filter, creating a new filter or selecting all records. You can also include a Tract Group for additional record selection criteria. See Chapter 6 for information about filters and tract groups. 3. When the record selection criteria is established, choose Tools from the Output Menu and the following submenu is displayed. 4. Click Marketing Fields Replace. 5. If you want to clear the Value Score, Next Product or Marketing Messages, click in the Reset box next to each item and click Update Records. 6. The Value Score drop-down menu contains your list of previously-applied codes. If you want to create a new code, select NEW SCORE and type the new code s text in the New box to the right. 7. You have the option of overriding the calculated Next Product by selecting from the drop-down menu of available product categories. 8. You can also type up to 4 lines of Marketing Messages to appear in the CallTrax/referralTrax system. 9. Click Update Records when ready or Cancel to return to the main MarketTrax menu. ScorePro allows you to automate the potentially large number of these Marketing Fields Replace routines: 448 Copyright All rights reserved. MARQUIS

449 1. Go to Processors and select ScorePro. 2. Click the Add button to set up a new set of values to be automated. 3. Enter a Marketing Score Title. 4. In the Filter section, select the specific filter to use. 5. Choose the appropriate Value Score, Next Product and/or Marketing Messages to apply to this filter. 6. After making your selections, click Save Changes to complete the function and then Close to return to the Score Processor window. 7. You can select Add to add a new Score, Edit to make changes to an existing Score, Delete to delete a score, Run to activate the processor or Report to see a listing of the Scores you have set up. RevelationPro The creation of Revelation files is handled through an automated processor. This allows for multiple segments to be created for use with Revelation, which greatly enhances its value for management review and analysis. In other words, you may create Revelation files for the Top 10% most profitble households, trust service households, business relationships and other special segments. RevelationPro is the tool for creating these snapshots. See Chapter 15 for details regarding the use of Revelation. 1. Select Processors, RevelationPro from the main MarketTrax menu. 2. Click the Add button to create a new snapshot. 3. Enter the Description and select the appropriate Filter Group and Filter Name from the drop-down menus. 4. Choose either Account Level or Household Level under Build Level. Typically, you will use Snapshots created at the Household Level; however, there are times when you will use the Account Level for certain analysis. TIP! To create Revelation files on your entire database, leave the Filter drop-down menus set to None. 5. You are returned to the Revelation File Utility window. 6. Click the Build Files button to create the Revelation Snapshot. Once the files have been built, the Fileset for which this Snapshot is available is listed and an information window is shown. 7. Click OK to add additional Snapshots, Rename to change the name of a Snapshot or Delete to remove a Snapshot. You may also delete particular Filesets for which Revelation data has been built for one or more selected Snapshots. 8. Once you have built all the Snapshot files you need, you have the ability to Copy these files to a network drive and folder (by using Browse) where Revelation is deployed as a stand-alone product. 449 Copyright All rights reserved. MARQUIS

450 9. Use File, Manager to go back into previous Filesets to build the files for the Snapshots you want to use in those time periods. ReportPro The MarketTrax Report Processor offers a convenient method for grouping and processing multiple reports. If you have a number of reports that you run on a regular basis, the Report Processor will save you a great deal of time. The setup process involves creating groups of reports that share a common theme or purpose, such as profitability reports or reports for a particular branch or officer. Once the initial setup is done, you simply run the desired report group. TIP! Filter conditions must be set up and saved in Discovery/Research prior to setting up the report in ReportPro. Access Report Processor Select Processors, ReportPro from the main MarketTrax menu. The Report Processor screen will appear showing any existing Report Groups and accompanying Report Descriptions. Add Reports 1. Click Add. 2. At Description, enter the name or description of the report you are adding to the Group. 3. Select an Existing or New Report Group. You can create as many groups as you like and will probably want to define them based on their purpose, such as profitability, market research or those for a particular branch. 4. Use the Report Type drop-down menu to select your report. If the report has additional options, such as the Distribution reports, click the Select button to activate the report setup screen. 5. If appropriate, select your Filter Group and Name from the drop-down menus. You may also select a Tract Group here, as well as indicate that you want a Filter conditions cover page. Filters will need to be created in the Research window as explained in Chapter Click Save Changes when ready or Undo Changes any time before saving. 7. Click the Close button to return to the Report Processor window. 8. Continue to add reports in this manner as desired. Run Report Groups 1. Access the Report Processor by selecting Processors, ReportPro from the main MarketTrax menu. 2. You have the option to Run One or Run All Report Groups. Clicking in the top section (Report Group) or the bottom section (Report Description) makes these buttons have slightly different meanings. 3. A message window will appear asking you to verify your selection. If correct, click Yes to produce the reports or No to return to the Report Processor. 450 Copyright All rights reserved. MARQUIS

451 4. Reports are automatically generated when you click the Run One or Run All buttons. See the DataPro section later in this chapter for instructions on how to include ReportPro automatically during your regular importing process. Modify or Delete Report Groups and Descriptions 1. Access ReportPro using the instructions provided earlier in this chapter. 2. Select the desired Report Group or Report Description by highlighting the item with your mouse. 3. To change the setup, click Edit and make the desired changes. If you want to change the name, click Rename. 4. The Copy feature copies all reports to a new group if a Report Group is selected. It will copy one report to an existing or new group if a Report Description is selected. 5. To remove an individual report or Report Group from the list, click Delete. 6. Click Close to return to the main MarketTrax window. FilterPro Many active users of the MarketTrax system will review the results of certain filter conditions on a regular basis, such as each month when new records are imported. The Filter Processor feature in MarketTrax is a method of activating some or all of your filters in a single step. When FilterPro is used, a resulting Filter Summary Report is created for each filter in the processor. Activate Filter Processor 1. To access the Filter Processor, choose Processors, FilterPro from the main MarketTrax menu. 2. In the Filter Processor screen, you will see each of your filter groups listed. You cannot create or edit filters from this screen. 3. To activate and produce summary reports for each filter in a single group, click the Run Selected button. You can run all filters in every filter group by choosing Run All. 4. The Close button will exit the Filter Processor. See the DataPro section later in this chapter for instructions on how to include FilterPro automatically during your regular importing process. 451 Copyright All rights reserved. MARQUIS

452 GraphPro You may have created a number of graphs that are regularly updated and printed. The Graph Processor is a feature that enables you to process multiple graphs consecutively without your input. 1. Access the Graph Processor by selecting Processors, GraphPro from the main MarketTrax menu. 2. Click Add. 3. Graphs that are to be run in the Graph Processor are stored in groups. You can create as many groups as you like and will probably want to define them based on their purpose, such as profitability or branch analysis. If you are creating a new group, click the New button and enter a name for the group in the space provided, or select Existing to add the new graph setting to an existing group. 4. Click OK. 452 Copyright All rights reserved. MARQUIS

453 5. Click Edit. 6. At the GraphPro Details screen choose the Type from the drop-down menu of existing graph names. 7. Click in the Records section to indicate whether a filter should be used, an d select your filter using the drop-down menus. 8. The Copy, Rename, Delete, Run One and Run All buttons are exactly the same as with the other processors previously described in this chapter. 9. When done with your selections, select Close. 453 Copyright All rights reserved. MARQUIS