1. Virtual DBS VProfile Penetration Analysis Company XYZ Nationwide B2B Profile

2. Waterfall Report GeoFootprint Business Universe Count:20,965,579 Total Client Count:251,652 Deliverable Addresses:251,556 Unique Client Records:139,426 Unique Appended Count:79,046 Unique Match Rate:57% Records Used In Profile:73,065 Matching to Firmagraphics: 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 firmagraphics from our 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 nationwide universe dynamically created from your customer base. This universe is based on statistically significant SIC4 Codes. 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 firmagraphics. 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 1.5.4

3. Distribution: This map depicts the geographical representation of your customers based on their geo-footprint provided in the processed file. Heat Map Report

4. 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

5. County

6. SIC Division

7. Annual Sales

8. Employee Ranges

9. Business Type

10. Location Type

11. Years In Business

12. Chain, Franchise, SOHO

13. Minority, Women, or Government Owned

14. BizVectors

15. 2-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex 182Educational Services56.17%1.28%4,388 283Social Services18.71%1.92%976 386Membership Organizations8.52%3.55%240 473Miscellaneous Business Services3.77%25.51%15 580Health Services1.47%4.34%34 687Engineering, Management Services1.05%5.32%20 779Amusement Recreation Services0.96%1.70%57 865Real Estate0.81%4.28%19 956Apparel Accessories Stores0.76%0.97%78 1017Special Trade Contractors0.72%6.42%11 59Miscellaneous Retail Stores0.63%4.05%16 1289Miscellaneous Services0.43%2.07%21

16. 4-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex 18211Elementary and Secondary Schools52.18%0.69%7,612 28351Child Day Care Services16.34%0.87%1,887 38661Religious Organizations5.24%1.86%282 47389Business Services, NEC3.33%21.94%15 58641Civic and Social Associations2.59%0.88%295 68322Individual and Family Services1.73%0.75%232 78299Schools and Educational Services1.50%0.32%471 88231Libraries1.34%0.09%1,466 98221Colleges and Universities0.76%0.11%691 105699Miscellaneous Apparel and Accessories0.44%0.25%173 118999Services, NEC0.43%2.07%21 128699Membership Organizations, NEC0.41%0.53%76

17. 8-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex 18211-0300Public Elementary and Secondary Schools24.23%0.21%11,501 28351-0000Child Day Care Services11.61%0.74%1,565 38211-0000Elementary and Secondary Schools8.33%0.14%5,946 48211-0303Public Elementary School7.43%0.04%20,474 57389-0000Business Services, NEC2.92%19.84%15 68211-0302Public Combined Elementary and Secondary School2.63%0.03%9,115 78351-9905Preschool Center2.63%0.06%4,223 88641-9904Parent-teachers' Association1.57%0.02%9,869 98211-0200Private Elementary and Secondary Schools1.51%0.04%4,102 108211-9905School Board1.41%0.01%11,203 118231-0000Libraries1.24%0.08%1,460 128661-0100Churches, Temples, and Shrines1.21%0.56%216

18. End: Virtual DBS Vprofile Penetration Analysis Next Steps...

19. Predictive Driver Highlights: Sales Range are most likely to be $500k to $24.99 mm (~9%) with 31% of companies having sales ranges $500k to $4.99mm The top cities are Grafton, Menomonee Falls, Milwaukee, New Berlin, Pewaukee, and Saint Francis accounting for ~15%. SIC Division are mostly likely to be Services (~40%), Legal Services (~18%) along with Finance Insurance, and Real Estate (~13%) Employee Size Ranges are more likely to be 5 to 249 (~64%) along with 50% of customers having less than 50 employees SIC 2 Descriptions tend to be Engineer, Management Services (~8%), Legal Services (~8 %), Wholesale Trade & Miscellaneous Business Services (~6%) along with Real Estate and Machinery Except Electrical (~5%) Years in Business tend to be 11+ (~63%) Example Model Predictive Drivers Example Slide to Illustrate Possible Predictive Scoring

20. 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 ~ 90% of customers. Model Lift Performance by Demi-Deciles Model Gains Performance by Demi-Deciles Example Model Performance and Validation Model Scoring Validation Gains Table Demi - DecileRandom Validation Lift Prospect Selection 5%1 20.00 Deciles 1-4 10%1 11.83 15%1 7.33 20%1 5.74 25%1 4.74 30%1 3.94 35%1 3.22 40%1 2.80 45%1 2.44 Deciles 5-8 50%1 2.17 55%1 1.96 60%1 1.78 65%1 1.63 70%1 1.52 75%1 1.41 80%1 1.32 85%1 1.25 Deciles 9-10 90%1 1.18 95%1 1.11 100%1 1.05 Example Slide to Illustrate Possible Predictive Scoring

21. Example Final Model Validation Probability Tier Score Probability TierCustomersCustomer PercentageProspectsProspect PercentageIndex 1 (Best)24776.2%4,6809.4%814 24112.7%4,4268.9%143 3278.3%5,47110.9%76 441.2%4,6979.4%13 510.3%5,13110.3%3 610.3%5,72711.5%3 710.3%4,8999.8%3 820.6%1,6523.3%19 9 0 0.0%8,09316.2%0 10 (Worst) 0 0.0%5,22410.4%0 Total324100.0%50,000100.0% Top Decile 1 captures 75% with seeds. Example Slide to Illustrate Possible Predictive Scoring

22. Example Full Universe Validation Probability Tier Score Probability TierCustomersCustomer PercentageProspectsProspect PercentageIndex 1 (Best)24776.2%31,9659.4%809 24112.7%30,5499.0%141 3278.3%37,62511.1%75 441.2%31,9889.4%13 510.3%34,46610.2%3 610.3%38,97111.5%3 710.3%32,6369.6%3 820.6%11,3713.4%18 9 00.0%54,50416.1%0 10 (Worst) 00.0%35,32510.4%0 Total324100.0%339,400100.0% Top Decile 1 captures 75% with seeds. Example Slide to Illustrate Possible Predictive Scoring

23. Example Virtual DBS Prospect Sample Data: Top 10% (Probability Tier 1) Example Virtual DBS Prospect Sample Data: Middle 10% (Probability Tier 5) Example Virtual DBS Prospect Sample Data: Bottom 10% (Probability Tier 10) CompanyCityStateRegionSIC DivisionSIC4DescriptionSales Range Employee Size RangeYears In Business A Plus CleaningChicagoILEast North Central ServicesRepair Services, NECUnder $500,0001 to 43-5 years Grocke Culinary Services LLCTwin LakesWIEast North CentralRetail TradeEating PlacesUnder $500,0001 to 43-5 years J Schmidt IncWaterfordWIEast North CentralNon classified EstablishmentsNon classifiable EstablishmentsUnder $500,0001 to 43-5 years Ryan S BannermanWisconsin RapidsWIEast North CentralNon classified EstablishmentsNon classifiable EstablishmentsUnder $500,0001 to 43-5 years Douglas BrueggenRiponWIEast North CentralNon classified EstablishmentsNon classifiable EstablishmentsUnder $500,0001 to 43-5 years CompanyCityStateRegionSIC DivisionSIC4DescriptionSales Range Employee Size RangeYears In Business Peters & Associates ScBrookfieldWIEast North CentralServicesAccounting, Auditing, and Bookkeeping $1,000,000 to $4,999,99910 to 1911-15 years Wenco Of West Bend IncWest BendWIEast North CentralManufacturingSpecial Dies, Tools, Jigs, and Fixtures $500,000 to $999,9995 to 941-50 years Maelstrom Tech Solutions LLCBrookfieldWIEast North CentralServicesBusiness Services, NEC $500,000 to $999,9995 to 96-10 years University Accounting Services LLCNew BerlinWIEast North CentralServicesAccounting, Auditing, and Bookkeeping $5,000,000 to $9,999,99950 to 996-10 years Gendlin Liverman & Rymer IncMilwaukeeWIEast North CentralServicesLegal Services $1,000,000 to $4,999,99920 to 4921-30 years CompanyCityStateRegionSIC DivisionSIC4DescriptionSales Range Employee Size RangeYears In Business Dental OfficeChicagoILEast North CentralServicesOffices and Clinics of DentistsUnder $500,00010 to 196-10 years Sperry Hill Capital Group LLCWilliams BayWIEast North CentralServicesBusiness Services, NECUnder $500,0001 to 43-5 years White River ArtWautomaWIEast North CentralServicesServices, NECUnder $500,0001 to 4 21-30 years Quarry Park AptsMadisonWIEast North Central Finance, Insurance, and Real EstateApartment Building OperatorsUnder $500,0001 to 42 years Signature Real EstateMadisonWIEast North Central Finance, Insurance, and Real EstateReal Estate Agents and ManagersUnder $500,0001 to 416-20 years Example Slide to Illustrate Possible Predictive Scoring

24. End: Example B2B Propensity Scoring Model Results XYZ Company – Legal, Accounting & Real-Estate Clients Next Steps: Score Universe of Prospects Select Top Scoring Records Develop Campaign Strategies Track and Evaluate Example Slide to Illustrate Possible Predictive Scoring