Shatter Performance & Growth Limits with Measurement Use Data to Understand Your Customers

2 A Harte Hanks Company Your Digital Universe Your brand’s “universe” of prospects who are likely to purchase in your product and/or service category Prospective consumers who are aware of your product category Prospective consumers who are in the consideration cycle for a product or service in your brand’s category Prospective consumers who have decided to purchase a product or service within your brand’s category Customers who have gone through the research/intent phase and have purchased from your brand

3 A Harte Hanks Company What do you know about your prospects/customers? Customers First/Last Name Home/Work Address Address Phone/Mobile Number Products/Services Purchased Past Purchase History Prospects PPC Searches Paid Media Exposure Geography Device(s) Used Content Consumption Product/Service Interest

4 A Harte Hanks Company Affluency Job Role Job Function Decision Maker In-Market Home / Career / Car / Etc. Credit Worthiness Credit Lines CC User Travel / Hotel / Brand Preferences Children Age and Gender Children Length of Residence Home Owner Status Net Worth Home Value Home Type Home Age Home Size Company Type Company Size Company Sales Company Industry Seniority New Mover New Parent Newlywed Recent Home Purchase Home Improvement Age HH Size Education Marital Status HH Income Gender

5 A Harte Hanks Company John 39-41, Male, Completed Graduate School, Earns greater than $124,999, Owns a Condo, Marketing Industry, Fortune 500, Large Company: , Sales & Marketing Decision Makers Brand Pop: 310K Reachable Pop: 3.4M Sam 48-49, Male, Completed High School, Married, 5 Adults in HH, Earns $40,000 - $49,999, Owns a Single-Family Home, Works in Waste Management, Eco-Friendly, In Market for New Home Brand Pop: 120K Reachable Pop: 4M Jane 55+, Female, Completed Graduate School, Married, 2 Adults in HH, Owns a Multi- Family Home, HR Professional, Started New Job in Last 6 Months, Fortune 1000, Large Company: Brand Pop: 550K Reachable Pop: 12M Jennifer 26-27, Female, Completed College, Married, Self- Employed (Professional / Technical), Small Company: , Small Business Owners / Entrepreneurs Brand Pop: 220K Reachable Pop: 1.4M

6 A Harte Hanks Company With access to 3 rd -party data appended to your 1st party data, you can: Access Insights: Gain powerful insights into who your current prospects and customers are Drive Efficiency: Drive incremental efficiency in both media planning and execution Be Relevant: Ensure relevance by always talking to the right audience Resonate: Deliver messaging and offers that are more likely to resonate with the users you’re targeting Drive Incremental Sales: Mitigate inefficient impressions/exposure and re-invest into a mix of channels and audiences that drive incremental sales

7 A Harte Hanks Company 3Q’s Unified Data Platform Segments, Models, and Rules Search/RLSA Display Social Retargeting Mobile Data Management Platform (DMP) Behavioral data Conversion data Customer attributes Media exposure Offline efforts External attributes 1 st Party Media Exposure 3 rd Party Results (Segment Performance) Results (Media Performance) Website 3Q Team Audience Insights Audience Discovery Segmentation Audience Exclusion Look-A-Like Models Act-A-Like Models

8 A Harte Hanks Company 3Q’s Unified Data Platform DATA 1 st -Party, Media, & 3 rd Party 3Q Customer Data Framework FIND Right Audience BUY Right Media DELIVER Right Message Refine

Putting Unified Data Into Practice Social Media & Omni-channel

10 A Harte Hanks Company What kind of First Party Data? Web traffic segments CRM lists Facebook & Twitter UIDs How do these populate in Social? Facebook/Instagram custom audiences Twitter tailored audiences Pinterest retargeting audiences First Party Data segments for Social targeting 1 st Party

11 A Harte Hanks Company Audience is the most impactful lever in Performance Social Advertising Lookalike audiences are typically the most efficient prospecting audience - DMP pushes LALs & AALs through API to challenge social platform LALs directly Predictive models can be created specific to platforms; based on user behavior Look-a-like & Act-a-like audiences Look-a-likes & Act-a-likes Similar Users VS Lookalikes

12 A Harte Hanks Company Reach audiences on multiple digital touchpoints Make smarter decisions around media spend allocation across digital channels Leverage Google capabilities: Customer Match CRM Onboarding via DMP (Advanced) Pair with tools like Convertro for comparing Omni-channel impact of a single audience Using audiences across digital channels 1 st Party Media Exposure 3 rd Party Segments, Models and Rules Search/RLSA Display Social Retargeting Mobile Website

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