Developing and Executing a Global Data Strategy March 16, 2010

Agenda Equifax Overview Defining Data Strategy Executing Data Strategy Closing Comments Questions and Answers

Equifax Overview

Equifax Quick Facts $1.8 billion global leader in information solutions Member of S&P 500 Spans 15 countries NYSE symbol- EFX Headquartered in Atlanta with 6,500 employees Maintains one of the largest sources of data 310M consumers,100M businesses worldwide,190M employee files

Equifax Corporate Organization International Commercial Information Solutions Consumer Information Solutions Personal Information Solutions Workforce Solutions DELIVER UNIQUE SOLUTIONS… Information Analytics & Insight Enabling Technology …TO MEET CUSTOMER NEEDS Marketing Risk Management Collections Employment Verification NEXT SLIDE PERFORMANCE DRIVERS

A Resilient Growth Strategy Greater share-of-wallet and penetration Increase Technology Services & Analytical Services penetration Invest in data sources that differentiate Target emerging opportunities Customer intimacy New Product Innovation Value-based pricing Actionable account planning Enhanced decision systems and analytics Increase mix of transactions delivered through Enabling Technologies Robust commercial data file Positive credit data globally Increase employment records in The Work Number (TALX) New non-credit data New vertical markets Geographic market expansion New applications of existing data

Identification & Linking Data Equifax Data Assets Wealth/Asset Data External Telephone & Utility Identification & Linking Data Fraud & Authentication Income & Employment Securities Compliance Numbers Core Credit Inquiries Micro Finance Commercial Data EFX data goes far beyond the credit file. We have: Over 15,000 data providers that contribute data every month representing updates to: Over 1.8 billion trades 110 million collection records 350K+ bankruptcies Approximately 800K+ judgments and tax liens Also, each month we process: Over 144 million inquiries 12M address changes Database managed and processed by EFX 24/7 each day EFX data broader than just consumer credit data; We also have: Consumer demographic data Over 100 million households for direct marketing & marketing response information Commercial Exchange Innovative database, over 25 million business entities and their financial credit performance Telephone and utility exchanges - information about how consumers and businesses pay those types of bills Fraud and authentication data Phone Number Data 70 Million Phone Numbers Annually Connects and Disconnects are processed weekly Complete Refresh every 6 weeks Employment Data Approximately 100 Million Records But with that said, our focus today … is on the EFX U.S. consumer credit database – however, we employ many of the same procedures in our approach to data quality for our other data repositories as well. Demographic/ Firmographics Corporate Linkage

Why Data Strategy? Grow revenues and profits Establish competitive advantages Create global consistency

Data Strategy Defined Our Data Strategy focuses on generating revenue growth by acquiring and leveraging data sources that differentiate us. The Data Strategy tells us what data is needed, why the data is needed and how that data will be acquired and integrated in solutions. Our Data Strategy is an integral part of the Equifax Growth Strategy.

Data Strategy Themes Focus on customer problems and market needs Leverage our existing data Acquire new data to create differentiation/fill gaps Use analytics to assess data value Establish data management, quality, integration and governance standards Create a Data ROI model Leverage best practices globally

Our Template Provides the Data Strategy Framework

Data Strategy Example Customer Need Data Need Integration Strategy Buy, Build or Purchase Customers Addressed Competitive Scenario Revenue Impact Priority Financial Services companies need to understand a consumer’s “ability to pay” for better risk decisions Consumer Credit data Income/ Employment data Asset/Wealth data Property data Commercial Credit data Telco/Utilities data Macroeconomic data Create a data integration platform to house and link key data sources for a full view of a consumer Leverage existing data Build Telco/Utility Exchanges Acquired TALX and IXI License 3rd-party data sources Financial Services Ahead of Competition High

A core data strategy emerged around a 360º financial view of an individual Credit Capacity Income and employment data Macroeconomic data Capacity score Consumer and commercial credit Telco/Utility payment data Collateral Consumer Liabilities Consumer Income Assets and wealth Property data Consumer Assets

Leveraging Data Assets is a Key Data Strategy Current Uses Expanded Uses Property Data Direct Marketing Consumer Risk, ID/Fraud Small Business Credit Commercial Risk Consumer Risk for Small Business Owners Employment /Income Data Verifications, Collections Consumer Risk, Account Management, ID/Fraud

Challenges and Solutions Category Challenges Solution PEOPLE Data functions are fragmented with inconsistent roles, responsibilities, decision right and skill sets Dedicated Data Leaders in each business unit empowered to execute data initiatives TECHNOLOGY Data exists in application silos and legacy systems and is not optimized for use across applications Systems and processes to store, integrate and leverage data across multiple applications PROCESS Data is not governed as an asset resulting in sub-optimal data usage, data inconsistencies and operational inefficiencies Corporate Data Governance Council with clear decision rights to develop data use policies and standards DATA VALUE Value of data is unclear and hard to measure Tools to understand data value and ROI resulting in better and faster data decisions DATA QUALITY/ METRICS Inconsistent tool, practices and metrics Implement better tools, standard data quality metrics and best practices COMPANY SUPPORT Priorities are not aligned Establish priorities at Business Unit and Corporate levels and fully communicate FUNDING/RESOURCES Funding is internally competitive Show ROI to fund investments or drive down the cost of data to self-fund initiatives

Execution of Data Strategy

Create a Global Data Center of Excellence

Data Sandbox

Data Integration Framework

Example: Data Strategy Dashboard

Education and Communication Communications Plan Data Inventories accessed through Intranet Town Hall Meetings Data Innovation Contests Status Meetings Internal Publications

Knowledge Transfer Networking Communities leverage expertise globally Representation from Data, Product and Sales across all countries and business units Exchange of ideas, best practices and processes through weekly conference calls and shared intranet site Break down of silos across multiple languages “Shamelessly steal” ideas

How We Measure Our Success

Data Acquisition Best Practice

Data ROI Best Practice

Data Assessment of Each Business Unit

Final Thoughts The data strategy is an integral part of the growth strategy Themes must be defined to provide focus and address customer needs Challenges/solutions must be identified and implemented Data investments must be supported by ROI Execution requires: Executive support Owners of the initiatives Resources/Tools Best Practices Data Strategy is a on-going, company-wide process - not a single activity

Questions and Answers