Intelliquote presentation 060712

1 June 7, 2012

Presented to:

Direct Marketing

Launch Plan

Agenda

2

Background and Objectives

Online Insurance Marketplace ‒ Competitive Landscape

Key Considerations ‒ Target Insights

Approach to Market ‒ Media Overview

‒ Creative Overview

‒ Data and Analytics Overview

Next Steps

Background

We all agree that:

Integrating new Direct Response media channels will lead to a successful

launch of 1800 Life Insurance

Key performance metrics (CPQRF and CPARF) have been consistently

weakening over the past 24 months

In conjunction with weakening performance, media spend and monthly

lead volume has also been in decline

3

Primary Objective: Introduce new media channels to launch 1800 Life Insurance.com to

drive direct term life insurance sales in US market

Secondary Objective: Create brand awareness in support of brand/product launch

Learning Objectives: Identify optimal mix for driving cost-effective sales at scale

Increase overall lead volume

Address Agent Attrition issue

Business Objectives

4

5

Online Insurance Marketplace Overview

Online Life Insurance Marketplace

Insurance companies spent over

$18 million for DRTV advertising

over the 2011 Calendar Year

Insurance companies spent over

$10 million for online advertising

over the 2011 Calendar Year

Select Quote leads the DRTV

category making up approximately

70% of the spend

AccuQuote leads the Digital

category making up approximately

95% of the spend

6

Source: Kantar Media

Life Insurance Market:

Annual DRTV and Digital Advertising

Spend

Competitive Landscape

7

Founded in 1995,

Matrix Direct offers an excellent

selection of personalized life

insurance quotes from highly-rated

life insurance companies.

Established in

1985, the company pioneered the

direct marketing of Term Life

Insurance. Today Select Quote

claims to be America’s #1 Term Life

sales agency.

Since its

inception in 1986, AccuQuote has

established a leading position in the

market. AccuQuote sells a variety

of types of life insurance policies, as

well as selected annuities.

Competitive Landscape SelectQuote: Direct Response Ads:

– Offer: – Free insurance quote

– CTA: – Easy to Understand

– Clearly Visible in Ad

– Not always a click through, sometimes a phone number

Ads emphasize: – Need to protect family’s future

– Different stages of life – Just Married

– New Baby

– New House

– Raise

– Lose your job

Media Type Spend*

Broadcast $4,249,500

Radio $783,400

Online $48,800

Total Advertising Spend $5,081,700

* Spend is calculated from October 2011 – March 2012

8



AccuQuote: Direct Response Ads:

– Offer:

– 70% in savings

– Free quote

– Prominent CTA:

– Short and consistent

– Easy to Understand


Ads place a strong emphasis on the need to protect your loved ones in your absence

Media Type Spend*

Online $5,441,200

Print $325,200

Broadcast $295,700



9



Matrix Direct: Direct Response Ads:

– Offer:

– 70% in savings

– Free quote

– Prominent CTA:

– Short



Ads place a strong emphasis on the need to protect your family’s future

Media Type Spend*


Radio $173,300

Online $15,800



10


11

Key Considerations Target Insight

One target, four distinct personas

Minneapolis

Married

Two young kids

Professional

Wife is homemaker

Sports Family

City Suburb

Independent

Career Minded

Commuter

One Adult Child

Multi-generational Home

Colorado Springs, CO

Young Couple

Newborn

Starter home

Dual incomes

Austin, TX

Teenage Children

Real Estate Equity

Second Generation

Upscale Dual Income

Jared, 37 Diane, 47 Brian, 31 & Kim, 29 Charles, 52 & Maria, 50

12

Commonalities are Identified

13

Charles (52) & Maria (50)

Jared (37)

Diane (47) Brian (31) & Kim (29)

14

Getting Dressed

Media: TV, Radio, Smartphone

Commute

Media: Radio, Billboards, Transit Posters, Newspapers

Smartphone, iPad

Lunch

Media: Email, Web Browsing, Smartphone

Mail

Media: TV, Magazines, Catalogs

Home

Media: TV, iPad, Smartphone

AM

P

M

Following our prospect throughout their Day

Cross-channel Communication is Considered

15

Approach to Market Media Strategy

Optimizing Traditional Marketplaces…

Media Horizons’ long standing relationships with our media partners affords our clients

access to premium content and custom solutions at deeply discounted rates

Up to 75% off published rate cards

Premium media properties purchased at direct response rates

“First look” access to new opportunities

Custom solutions for “360” integration in cross-platform publications

Maximize impressions with minimum investment

16

Engines that learn over time where new consumers can be found

algorithmically and value impressions accordingly in a real-time bidding

environment

…in Tandem with Dynamic Marketplaces

17

http://www.lumapartners.com/resource-center/lumascapes-2/

Moving Toward an Optimal Media Mix

18

Strategy begins with a 2 week Phase I and rolls out over phases

Goal: Create a cross-platform infrastructure for driving incremental orders

at scale

Week 1-2

Phase I

Test and Learn

+Week 5

• Benchmark strategic

and diagnostic

measures

• Establish a

performance baseline

• Apply DR best

practices

• Apply operational

best practices

• Apply Phase I media tactics

to remainder of budget

• Eliminate wasteful inventory

and heavy up in top

performing placements

• Roll-out creative best

practices (e.g. dynamic

creative)

• Add/subtract channels, partners,

price models

• Leverage triggered/rules-based

messaging

• Gain visibility into optimal media mix

• Programs at maximum

potential and scale

• Direct Customer Database

CRM initiatives

Phase I PHASE III PHASE IV PHASE II

Stabilize & Optimize

+Week 3

DR

Platform

Recommended 2013 Brand Launch Plan Channel January February March April May June July - December

Paid Search

Spend $125,000 $100,000 $90,000 $90,000 $90,000 $90,000

Cost Per Lead $110 $105 $105 $105 $105 $105

Leads 1,136 952 857 857 857 857

Digital Marketing

Spend $62,500 $75,000 $105,000 $105,000 $137,515 $172,000

Cost Per Lead $95 $95 $85 $85 $85 $85

Leads 658 789 1,235 1,235 1,618 2,024

DRTV

Spend $62,500 $75,000 $90,000 $105,000 $122,500 $140,000

Cost Per Lead $125 $105 $100 $100 $100 $100

Leads 500 714 900 1,050 1,225 1,400

Total Budget Spend: $250,000 $250,000 $300,000 $300,000 $350,000 $400,000 Continue to SCALE SPEND as results improve

Total Cost Per Lead: $108.97 $101.79 $100.25 $95.47 $94.60 $93.44 While DECRESING Cost Per Lead

Total Leads: 2,294 2,456 2,992 3,142 3,700 4,281 And INCREASING number of Leads

Total Spend Paid Search Only: $250,000 $250,000 $250,000 $250,000 $250,000 $250,000

Total Cost Per Lead Paid Search Only: $110 $110 $110 $110 $110 $110

Total Leads Paid Search Only 2,273 2,273 2,273 2,273 2,273 2,273

Difference Spend: $0 $0 $50,000 $50,000 $100,000 $150,000

Difference Cost Per Lead: -$1.03 -$8.21 -$9.75 -$14.53 -$15.40 -$16.56 This is a WINNING Scenario

Difference Leads: 22 183 720 870 1,427 2,008

Note: JFM scenario assumes no incremental budget to launch new channels

Would need to address natural Agent Attrition issue prior to ramping up spend

Continually optimize mix to maximize performance

across all channels. As budget grows, possibly

incorporate DR Radio and DR Print

MHI Creative Overview

20

The Media Horizons design team concepts creative with direct response

principals in mind, incorporating best practices for eliciting response from

our clients’ target audiences

All new creative development projects include:

- Presentation of two concepts

- Three rounds of revisions on one selected concept

- Proofreading

- Coding (digital)

- Final file preparation and release to printer/publication (print)

Rates do not include purchase of rights-managed talent, audio, artwork or photography

Brand Collateral Rate Card Logo/Brand Identity Development Strategic Brief: 5 Hours $975

Project Management: 20 Hours $2,250

Creative Development: 20 Hours $4,500

Graphics Production/Illustration: 16 Hours $2,000

Grand Total Logo Development: $9,725

21

DRTV Rate Card Short Form Creative Development (:60 and :30 spots) Creative Brief/Strategy Development: 10 Hours $2,000

Project Management: 40 Hours $4,500

Creative Development: 50 Hours $11,500

Producer (Pre-Production): 5 Hours $575

Grand Total SF Creative Development: $18,575

Short Form Creative Production (:60 and :30 spots)

TBD Based on Chosen Creative Concept: $85,000 - $150,000

Digital Rate Card

Flash Banners Concept, client revisions and animated back up GIFS

$2,000 per set (300 x 250, 160 x 600, and 728 x 90 units)

$175 for each resize thereafter

Rich Media Created based on approved flash concept in one size

Starting at $2,500 per concept depending on functionality

Functionality menu:

- Product carousel

- Video

- Social sharing (Facebook, Twitter, forward to a friend)

- Polling

- File download (coupon, PDF)

- Data capture

- Alerts (text, email price drop alerts)

- Calendar reminders

- Dynamic feeds (store locator, product selector)

- Expandable (expands beyond the dimensions of the banner

space upon user interaction)

- Overlay (appears to “float” over web page content on a

transparent background layer)

Email Copywriting, design, client revisions and coding

$1,800 per concept (HTML and text)

Landing Pages Copywriting, design, client revisions and coding.

Does not include form functionality

$2,800 per page

Revisions General revisions to copy and/or artwork not requiring layout/format changes

$175 per banner

$175 per email

$175 per landing page

Examples include: - Promo code update

- Price change

- Call to action change

- Product shot update

22

Pilot Approach: Digital

Strategies

Intelligently target users who are in-market for term insurance

Leverage data from trusted sources to connect ads with primary targets as

they surf the internet, creating targeted reach at direct response rates

Identify incremental audience segments that look and behave like original

target audience defined by retargeting and/or 3rd party data sources

23

Pilot Approach: Digital (cont.)

Tactics Modeling & Targeting:

Build lookalike models from existing High Value Customers to determine selects for online targeting in display, email and

lead-generation:

Race/Ethnicity

Profession

Age

Dwelling Type

Education Level

Credit Forecasting

# of Children in HH

Life stage: New Mortgage, New Parent, Newly Married, Recently Divorces

Utilize abandoner and search retargeting

Intersect users who have demonstrated an interest in specific product categories as measured by user’s online browsing,

search activity, and purchase activity (including activity at 1-800-Insurance.com)*

Secure pay for performance media (where available)

Utilize Dynamic creative to customize the conversation for a diverse target set

24

*Assumes pixels can be dropped. 30 day view-through / click-through window recommended

Buying & Optimization:

Predictive and real-time bidding: algorithmically optimizes audience design, budgets and bid pricing in real-time

Dynamic optimization: Use of conversion, exclusion and retargeting pixels for immediate and on-going campaign

optimization based on a deduped order count*

Strategies

Efficiently and effectively pace campaign spend over the course of the month – Refine spend via a day-parting analysis

– Determine optimal use of budget

Expand top-performing components while working to improve or eliminate under-performing segments

In addition to Google and Bing, PPC campaign can incorporate Facebook, Yelp and other venues

Maximize Search results through coordination with other marketing efforts (digital and traditional)

Ensure effective mobile campaign component with dedicated account and budget

25

Phase I Approach: SEM

Testing & Reporting:

Test segmenting program spend via top-performing geographies and markets

Ongoing testing including A/B, ad copy, landing page – Work with web designer to ensure landing pages are optimized for conversion

Consider test campaigns in Spanish, Mandarin or other languages

Content Targeting Test – Placement could include sites catering to new parents, retirement planning, etc.

Reporting: – Get Call Center data to help monitor campaign success

– Consider implementation of Google Analytics

26

Phase I Approach: SEM (cont.)

Phase I Approach: Broadcast

Competitive Analysis:

Based on industry competitive research, Select Quote had control of the

advertising space for 2011, spending nearly 4 times the amount the next

competitor, Matrix Direct. Combined, the category spent more than $18

million in SF DRTV in 2011 for a placement of more than 25,000 spots.

More than 90% of the spend focused on a :60 creative length spot, with the

balance split between :30’s and :120’s.

The total category spend for 2011was split across Cable TV, Spot TV and

Syndication, with Cable TV accounting for 88% of the total spend.

Full analysis completed, comparing the following categories for each

advertiser:

‒ Top 10 stations, based on frequency of air

‒ Local broadcast market selection

‒ Breakdown by daypart (cable & spot)

‒ Total units and airings by daypart

27

Phase I Approach: Broadcast

Approach to Market:

Utilize :60 creative length spot for launch (with some testing of a :30 in

phase 2 of plan)

Focus majority of spend on Cable TV category, targeting combination of

stations and markets with successful competitive usage but also testing into

niche “look-alike” stations and markets based on demographic profile of

current usage.

Utilize competitive research to also do a deep-dive on creative executions of

all competitive ads during creative development process

Phase 1 plan includes initial test flight of weeks 1 and 2, followed by initial

optimization in weeks 3 and 4. Full optimization of plan achieved by week 7

28

29

Approach to Market Analytics & Attribution Strategy

Measurement Tools

30

Proprietary HorizonView reporting and analytics system

Order attribution

Digital tracking

Model development

Lifetime Customer Value analysis (LTV) and CRM

Mail delivery tracking

Call center lead scoring and performance analysis

Call center & financial forecasting

Measuring

Cross-Channel Convergence

31

Source: Visual adaption of Impact Radius chart, October 2011

http://www.impactradius.com/blog/insight/marketing-challenges-in-2012-3-truly-integrating-online-and-offline-media.html

Challenge: channel attribution is necessary but doesn’t work for optimization. “The customer is channel agnostic 1.”

Risk: optimizing out of “contributing” media exposures prior to a conversion can adversely impact sales volume

Solution: evolving attribution methodology to include “assist conversions” or fractional cross-channel attribution

32

Appendix A: Competitive Landscape

33

External Pressures:

Insurance Industry


ING

MetLife Northwestern New York Life

Prudential

Life Insurance Marketplace

Mean Life Insurance Coverage*

34

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

1992 1998 2004 2010

Any**

Individual***

Group

* Coverage is in 2010 dollars.

** “Any” includes individual, group and service members’ coverage (SGLI/VGLI)

*** Includes life insurance sold face-to-face and through direct means.

Sources: PR Web & ORC International

Other Notable Trends:

2008 financial crisis caused a large

decline in life insurance sales

In 2010, insured individuals owned

on average $154,000 of total life

insurance coverage.

In 2010, the average amount of

individual insurance coverage

decreased by two times that of group

coverage – $12,0000 vs. $6,0000

In 2011, life insurance sales reached the highest reported growth margins in

the past 30 years.

Trends in the Life Insurance

Marketplace Shift from term to permanent insurance among insured adults – when a

period of a term policy ends people are less likely to extend/renew the

coverage – Single men and women, husbands and wives are more likely to rely on permanent

insurance as their only individual life insurance

– Almost 2 in 3 insured adults have some permanent insurance as part of their individual life

portfolios

Adults carry enough insurance to replace their personal incomes for an

average of 3.6 years – High-income adults carry the most life insurance in terms of the lengths of time they can

replace their personal incomes

– Men with personal incomes of over $100,000 can replace their incomes for the longest

time

– Middle-income women with personal incomes of $50,000 to $99,999 carry the smallest

amounts of life insurance in relation to their personal incomes

In 2010, only 1 in 10 insured adults owned both permanent and term

insurance

35

Customer Adoption

Term life insurance sales trending down

Low rates for younger people, much higher rates for older people

Majority of term insurance purchased by 25 – 44 year olds

Sales have increased in the 55+ age group

36

Recent shift among insured adults from buying term life insurance to

permanent life insurance; however term still represents 65% of coverage

Source: ORC International & LIMRA Research

Types of Individual Life Insurance (Insureds)

Total Adults Men Women Husbands Wives Single* Men Single*

Women

2004 2010 2004 2010 2004 2010 2004 2010 2004 2010 2004 2010 2004 2010

Permanent Only 44% 53% 42% 52% 45% 54% 41% 49% 45% 52% 46% 68% 42% 70%

Term Only 37% 37% 37% 36% 37% 37% 35% 38% 37% 39% 40% 23% 41% 25%

Both 19% 10% 21% 12% 18% 9% 24% 13% 18% 9% 14% 9% 17% 5%

100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

Any Permanent 63% 64% 63% 64% 63% 63% 65% 62% 63% 62% 60% 77% 59% 75%

Any Term 56% 47% 58% 48% 55% 46% 59% 51% 55% 48% 54% 32% 58% 30%

Other Notable Trends:

2010 Top 10 Insurance Companies:

Term Life Issued ($ 000s)

2010 Rank Company/Group Term Life Issued

1 ING USA Life Group $87,007,767

2 Northwestern Mutual Group $86,438,585

3 Metropolitan Life & Affiliated Cos $81,526,493

4 State Farm Life Group $65,878,257

5 Primerica Group $64,995,079

6 NY Life Group $55,807,875

7 Prudential of America Group $53,336,104

8 Aegon USA Group $50,878,605

9 SunAmerica Financial Group $40,852,125

10 Legal & Gen America Group $39,543,526


2010 Top 10 Insurance Companies:

Term Life in Force ($ 000s)

2010 Rank Company/Group Term Life In Force

1 RGA Group $1,522,897,986

2 Aegon USA Group $1,385,368,401

3 Swiss Reins Group $1,354,102,348

4 Prudential of America Group $966,331,508

5 Metropolitan Life & Affiliated Cos $931,059,999

6 ING USA Life Group $886,667,849

7 Munich Amer Reassurance Co $737,169,920

8 Northwestern Mutual Group $714,869,453

9 Genworth Finl Group $708,049,456

10 SunAmerica Financial Group $657,839,965

Source: ORC Inernational

37

Competitive Landscape Top 10 Life Insurance Companies

Based on Overall Advertising Spend

Company Total Advertising Spend*

Metlife Inc. $75,993,600

New York Life $62,224,700

Northwestern Mutual $54,318,700

AARP $47,465,000

Mutual of Omaha $14,543,500

State Farm Mutual $13,386,500

Prudential Financial Inc. $10,337,200

Nestle SA (Gerber) $9,429,000

Allstate $9,247,600

Massachusetts Mutual $6,815,500

38

* Advertising Spend time period: March 2010 to March 2012



Top 10 Insurance Companies Based

on Broadcast Advertising Spend

Company Term Life Issued

MetLife $65,350,300

AARP $43,818,600

Northwestern Mutual $38,085,500

New York Life $17,105,100

State Farm $12,882,800

Lincoln Heritage $7,914,200


Allstate $3,589,500

Prudential $2,323,200

Aviva $1,267,700

Top 10 Insurance Companies Based

on Online Advertising Spend

Company Term Life Issued

MetLife $8,174,000

AARP $3,402,800

Prudential $2,147,500


Allstate $976,800

HSBC $845,300

Mass Mutual $370,700

USAA $365,400

New York Life $323,100

Aviva $295,400


MetLife: Direct Response Ads:

– Offer

– Rates as low as $14/month

Ads emphasize: – Protecting family

40


Media Type Spend*


Online $8,174,000

Print $930,600

Radio $143,300


* Spend is calculated from March 2010 – March 2012

Competitive Landscape New York Life: Direct Response Ads:

– No offer

– Passive CTA: – “Learn how”

– “Click here for more information”

Ads emphasize: – Low cost

– Industry reputation

– Securing your future

41


Media Type Spend*

Print $41,618,100


Radio $3,162,100

Online $336,100




Northwestern Mutual: Brand Awareness Ads:

– Click through but no clear CTA

Ads emphasize: – Building a foundation for the future

42


Media Type Spend*


Print $16,196,600

Online $33,500

Radio $3,600

Total Advertising Spend $



ING – Life Insurance: Direct Response Ads:

– No offer

– CTA:



– Passive


Flash ads speak to protecting

yourself at different stages of life

(See next slide) – Marriage

– Education Costs

– Family

Media Type Spend*

Digital 36,700


43



44

ING: Digital Flash Creative



Prudential: Direct Response Ads:

– Offer:

– Free insurance quote

– CTA:




Flash ads speak to protecting

yourself at different stages of

life (See next slide) – New House

– Education Costs

– Family

Media Type Spend*


Print $2,253,100

Online $2,147,500



45



Prudential: Digital Flash Creative

46


47

Appendix B: Digital References

What is a DSP?

A demand-side platform is a system that allows advertisers to manage

multiple ad exchange and data management accounts through one interface.

By utilizing a DSP, marketers can access and manage bids for banners via a

DSP’s “seat*” on an exchange, as well as the pricing for the data that they

are layering on to target their audiences.

Additionally, much like Paid Search, using a DSP allows marketers to

optimize based on set Key Performance Indicators.

Source: http://en.wikipedia.org/wiki/Demand-side_platform

*While Valueclick is not a DSP, they have their own exchange seats and competing optimization technology

48

What is a Dynamic CPM?

On every ad call, the Exchange holds an auction to find the highest paying

ad to serve. What sets this auction apart is the dynamic pricing option for

advertisers. Dynamic pricing ensures that the price an advertiser pays for an

impression is tied directly to the value of the impression to that advertiser.

The DSP’s ad server predicts the probability of a user’s response to a

particular ad, calculates a bid price tied to the value, and determines whether

the creative passes the test of ROI.

Source: http://www.adgile.com/dynamic-cpm-pricing/

49

Data shows that consumers at this publisher and at this time of day are 3x

more likely to engage with the brand

Engine learns over time where new consumers can be found algorithmically

Real-time Bidding: Example

Decision Tree

50

51

What is a Universal Smart Tag?

Acts as a “container” and management tool for all adserved media

programs

Provides real-time pixel “fire” based on deduped order count within a pre-

defined “look back” window

Delivers cross-program path to conversion, exposure to conversion and

time lag to conversion insight

Enables “enterprise level” reporting

Reduces page load time

52

Appendix C: Sample Audience Insight Reports

(Digital)

Geographic location (DMA, region, and state) and connection speed are the most important predictors of campaign success. Nielsen NE (demographic variable) and browser are also significant.

Attribute Importance

0 0.2 0.4 0.6 0.8 1 1.2

Browser

Nielsen NE

State

Region

DMA

Connection Speed

53

Audience Analysis:

High/Low Responders

High-Responder Audience Low-Responder Audience

• Connection Speed

- Wireless

• DMA

- Seattle

• Region

- Pacific Northwest

• State

-Washington

• Nielsen NE

- Brite Lites, L’il City

• Browser

- Chrome

• Connection Speed

- DSL

• DMA

- Honolulu

• Region

- Pacific

• State

-Hawaii

• Nielsen NE

- Upward Bound

• Browser

- Internet Explorer

54

Connection Speed

Wireless is the best performing connection speed. This makes sense: people who connect to the internet on a wireless service as most likely to be eligible and interested in the advertiser’s service.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

-

100

200

300

400

500

600

700

800

Cable Broadband DSL Wireless Mobile T1 Other

Index % of Imps

55

The campaign is carefully targeted to a small number of major

market DMAs. Of these, Seattle is by far the best performing.

Honolulu, Raleigh, and Baltimore under-index.

By DMA

DMAs with at least 1% of Imps

0%

5%

10%

15%

20%

25%

30%

35%

40%

0

20

40

60

80

100

120

140

160

180

Houston, TX Baltimore, MD Seattle-Tacoma,WA

Raleigh et al, NC Honolulu, HI

Index

% of Imps

56

By Region

Regional performance is determined by the performance of the targeted DMA in that region. Consequently Pacific Northwest (Seattle) is the best performing region and Pacific (Hawaii) is the worst.

0%

5%

10%

15%

20%

25%

30%

35%

40%

-

20

40

60

80

100

120

140

160

180

South Central Mid Atlantic Pacific Northwest Southeast Pacific

Index % of Imps

57

As with region, performance of the states is driven by the

performance of the targeted DMAs.

By State

0%

5%

10%

15%

20%

25%

30%

35%

40%

0

20

40

60

80

100

120

140

160

180

Texas Maryland Washington North Carolina Hawaii

Index % of Imps

58

Chrome is the standout, performing much better than the

other three browsers.

By Browser Type

0%

10%

20%

30%

40%

50%

60%

-

50

100

150

200

250

IE Firefox Safari Chrome Other

Index % of Imps

59

Windows 7 is the best performing OS. Older versions of

Windows do not perform well.

By Operating System

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0

20

40

60

80

100

120

140

160

Windows XP Windows Vista Windows 7 Macintosh Other

Index

% of Imps

60

Performance is best from 12 pm – 6 pm, and worst from

12 am – 9 am. This is typical for a B2C campaign.

By Hour of Day

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

0

20

40

60

80

100

120

140

160

12-2:59 am 3-3:59 am 6-8:59 am 9-11:59 am 12-2:59 pm 3-5:59 pm 6-8:59 pm 9-11:59 pm

Index % of Imps

61

Performance is substantially worse on the weekends.

By Day of Week

13.00%

13.20%

13.40%

13.60%

13.80%

14.00%

14.20%

14.40%

14.60%

14.80%

15.00%

15.20%

-

20

40

60

80

100

120

140

Sun Mon Tue Wed Thu Fri Sat

Index % of Imps

62

Higher income employment groups generally perform better

(although the “management” group under-indexes).

By Employment Class

0%

5%

10%

15%

20%

25%

30%

35%

-

20

40

60

80

100

120

140

160

Management Professional White Collar, Mix WC, Service, Mix BC, Service, Mix Mostly Retired

Index % of Imps

63

Although this variable is strongly influenced by the model’s geo-targeting it reveals an important fact: town/rural users do not perform.

By Urbanicity Class

0%

5%

10%

15%

20%

25%

30%

35%

40%

-

20

40

60

80

100

120

140

Suburban Second City Urban Town/Rural Town Rural

Index

% of Imps

64

Nielsen Social Group is a demographic variable

determined by income and location. The best Social

Groups are “Urban Uptown” and “Inner Suburbs”

By Nielsen Social Group

0%

2%

4%

6%

8%

10%

12%

14%

16%

-

20

40

60

80

100

120

140

160

180

200

Index % of Imps

65

Nielsen NE is a demographic variable determined by age,

income, location, and family size. The best performing groups

are younger and wealthier, with families.

By Nielsen NE

0%

1%

2%

3%

4%

5%

6%

0

50

100

150

200

250

Index

% of Imps

66

Lifestage Group is the final Nielsen variable. It shows

Clearwire succeeding in young to middle aged groups.

Lifestage Group

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

0

20

40

60

80

100

120

140

Index % of Imps

67

68

Appendix

Bibliography

Kantar Media. Copyright 2012.

ORC International. Ref. 666107 April 24, 2012

http://www.limra.com/newscenter/newsarchive/archivedetails.aspx?prid=229

Person-Level Trends in U.S. Life Ownership

http://media.hbwinc.com/pdf/Person_Level_Trends_in_U.S._Life_Insurance_Ownership_2011.pdf

Person-Level Trends in U.S. Life Ownership

http://media.hbwinc.com/pdf/Person_Level_Trends_in_U.S._Life_Insurance_Ownership_2011.pdf

“Term Sales Seen Rebounding-Again,” National Underwriter Life/Health, July 9, 2002

http://daniel-workman.suite101.com/average-term-life-premium-rates-for-men-and-women-age-

18-to-24-a343081

http://www.insweb.com/life-insurance/life-stages-life-insurance.html

Northwestern Mutual Life Insurance Co. report based on research conducted by Mathew

Greenwald & Associates, November 2010

“Intelliquote, and the Life Insurance Industry as a Whole, Experience Records Growth in 2011; a

Trend that is Expected to Continue,”

http://www.prweb.com/releases/intelliquote/life-insurance-sales/prweb9523564.htm

69

Economy & Finance

Intelliquote presentation 060712