Virtual DBS Penetration Analysis

Example B2C V-Profiler

Waterfall Report

Geofootprint Consumer Universe Count: 2,992,494 Total Client Count: 6,823

Deliverable Addresses: 6,623

Unique Client Records: 5,135

Unique Appends: 3,669

Unique Match Rate: 71% Matching to Demographics: A waterfall report in this context is a summary of what occurs with customer records as they go through the enhancement process (match and append demographics from out multi-source data files). Only matched records can be included in the profiling. For this project, we loaded all customer records and succeeded in matching-and-appending demographics to a statistically significant amount of records, producing strong statistical reliability within the profile.

Sample Comparison: The defined universe is based on a GeoFootprint, dynamically created from your customer base. This GeoFootprint is based on statistically significant SCFs with at least 5 populated records.

Interpreting the Report: In the following charts Green Bars are a "Go" and indicate significant over-penetration of customers (index values > 115). Yellow bars are "Cautionary" as they represent slight over-penetration (index values 85-115) yet may be very important predictors when they are combined with other demographics. Red bars are a "Stop" (index values <85) as they represent areas of under-penetration within the market and do not discriminate customer characteristics from a Consumer Universe.

vProfiler version 1.8.9

Distribution:

This map depicts the geographical representation of your customers based on their geo-footprint provided in the processed file.

Heat Map Report

Targeted Heat Map Report

This map depicts the geographical representation of your customers based on their geo-footprint provided in the processed file.

Distribution:

Region

East North Central: IL, IN, OH, MI, & WI East South Central: AL, KY, MS, & TN Middle Atlantic: NJ, NY, & PA Mountain: AZ, CO, ID, MT, NV, NM, UT, & WY New England: CT, ME, MA, NH, RI, & VT Pacific: AK, CA, HI, OR, & WA South Atlantic: DE, FL, GA, MD, NC, SC, VA, DC, & WV West North Central: IA, KS, MN, MO, NE, ND, & SD West South Central: AR, LA, OK, & TX

County

Age Description

Household Type

Gender

Marital Status

Ethnicity

Household Income

Wealth Rating

Level of Education

Presence of Children

Number of Children (When Present)

Length of Residence

Homeowner Status

Dwelling Type

Assessed Median Home Value

Mail Responder

Donor Behavior

Interests

GeoVector

3313 - Urban: Autumns, High Income, Families 3323 - Suburban: Autumns, High Income, Families 2323 - Suburban: Summers, High Income, Families 3311 - Urban: Autumns, High Income, Singles 2313 - Urban: Summers, High Income, Families 3321 - Suburban: Autumns, High Income, Singles 2311 - Urban: Summers, High Income, Singles 4313 - Urban: Winters, High Income, Families 3312 - Urban: Autumns, High Income, Couples 2221 - Suburban: Summers, Middle Income, Singles

GeoVector

Descriptions Springs Urban Springs are made up of younger 18 - 24 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Suburban Springs are made up of younger 18 - 24 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Rural Springs are made up of younger 18 - 24 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Summers Urban Summers are made up of prime age 25 - 44 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Suburban Summers are made up of prime age 25 - 44 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Rural Summers are made up of prime age 25 - 44 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Autumns Urban Autumns are made up of middle age 45 - 64 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Suburban Autumns are made up of middle age 45 - 64 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Rural Autumns are made up of midde age 45 - 64 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Winters Urban Winters are made up of mature age 65+ year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Suburban Winters are made up of mature age 65+ year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Rural Winters are made up of mature age 65+ year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

Example: B2C VProfiler Plus

Next Steps... Scoring and VProfiler Plus

Example VProfiler Deliverable Included Below

Example: VProfiler-Plus Predictive Drivers

Political Contributor

Health and Institution Contributor

Homeowner Status

Mail Responder

Ethnicity

Household Income

Book Buyer

Dwelling Type

Assessed Median Home Value

Level of Education

Presence of Children

Wealth Rating

Region

Presence of Teens (13-18)

Length of Residence

Age Description

Marital Status

Mosaics

Number of Children (When Present)

Gender

GeoVector_Name

0 0.05 0.1 0.15 0.2 0.25 0.3

Predictive Drivers

Example VProfiler Deliverable

Investments

Example: VProfiler-Plus Model Performance and Validation

Model performance indicates that deciles 1-4 have the greatest lift. Detection of seeds suggests that mailing to 20% of the top scoring records would yield a probability of capturing 60% of responders, while mailing to 30% of the list would yield a probability of capturing nearly 70% of responders in top 2 probability tiers

Model Scoring Validation Gains TableDemi -Decile Random

Validation Lift

Prospect Selection

5% 1 5.21

Deciles 1-4

10% 1 4.5115% 1 3.8320% 1 3.3725% 1 2.9830% 1 2.6735% 1 2.4240% 1 2.2245% 1 2.05

Deciles 5-8

50% 1 1.9055% 1 1.7760% 1 1.6565% 1 1.5470% 1 1.4575% 1 1.3680% 1 1.2985% 1 1.22

Deciles 9-1090% 1 1.1695% 1 1.11

100% 1 1.05

5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%

0

1

2

3

4

5

6

Model Performance Gains Chart

Random Perfect Model Model Validation

Example VProfiler Deliverable

Scored Records from Probability Demi-Tier 1 by Percentile List Selection (Top 10%)

Percentile within Demi Prob. Tier 1 Prospects Counts

In House Prospect % Customer Count Customer %

Penetration Index (C%/P%)

1% 32,185 10% 3,364 21% 2002% 30,068 10% 2,482 15% 1583% 30,508 10% 2,043 13% 1284% 30,870 10% 1,681 10% 1045% 31,057 10% 1,494 9% 926% 31,288 10% 1,263 8% 777% 31,440 10% 1,110 7% 688% 31,508 10% 1,043 6% 639% 31,636 10% 915 6% 55

10% 31,644 10% 910 6% 55

Example: VProfiler-Plus Scoring Validation Counts by Top 10% of Scored Data

Example VProfiler Deliverable

Example: VProfiler-Plus Model and VDBS Scored Prospects Random Sample Bottom 10% Sample Data (Probability Tier 10 Least Likely)

First Age Description Household Income Gender Marital

StatusLength of Residence

Presence of Children Ethnicity GeoVector Top

10 Percent

Lucia B: 25-34 $125,000 - $149,999 Female Married C. 3-5 Years Yes C. CaucasianSuburban: Summers, High

Income, Families 10%

Shelly C: 35-44 $100,000 - $124,999 Female Married C. 3-5 Years Yes C. CaucasianSuburban: Summers, Middle

Income, Families 10%

Christy B: 25-34H: $100,000 -

$124,999 Female Married E. 8-10 Years Yes Z. UnknownSuburban: Summers, High

Income, Families 10%

Gwen C: 35-44 $50,000 - $74,999 Female Single C. 3-5 Years Yes C. CaucasianSuburban: Summers, Middle

Income, Families 10%

Melissa C: 35-44 $150,000 and over Female Married C. 3-5 Years Yes Z. UnknownSuburban: Summers, High

Income, Families 10%

Lindsay B: 25-34 $75,000 - $99,999 Female Single D. 6-7 Years Yes C. CaucasianSuburban: Summers, High

Income, Families 10%

First Age Description Houshold Income Gender Marital Status

Length of Residence

Presence of Children Ethnicity GeoVector Bottom

10 Percent

Nagwa D: 45-54 $29,000 - $39,999 Male Married E. 8-10 Years Unknown Z. UnknownUrban: Autumns, High Income,

Couples 10%

Benson E: 55-64 $50,000 - $74,999 Male Single Z. Unknown Unknown Z. UnknownSuburban: Autumns, High

Income, Singles10%

David E: 55-64 $75,000 - $99,999 Male Single E. 8-10 Years Unknown C. CaucasianUrban: Autumns, High Income,

Singles 10%

Bennieruth F: 65-74 $75,000 - $99,999 Male Single E. 8-10 Years Unknown Z. UnknownSuburban: Winters, High

Income, Singles10%

Fidel D: 45-54 $50,000 - $74,999 Male Single Z. Unknown Unknown Z. UnknownSuburban: Autumns, Middle

Income, Singles 10%

Charles E: 55-64 $39,000 - $49,999 Male Single F. 11-14 Years Unknown Z. UnknownUrban: Autumns, Middle

Income, Singles10%

Example: VProfiler-Plus Model and VDBS Scored Prospect Random Sample Top 10% Sample Data (Probability Tier 1 Most Likely)

Example VProfiler Scoring Deliverable

End Example Virtual DBS B2C VProfiler-Plus Scoring Report

Next Steps: Score Universe of Prospects Select Top Scoring RecordsDevelop Campaign StrategiesTrack and Evaluate