Virtual DBS VProfile Penetration Analysis Company XYZ Nationwide B2B Profile

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 ) 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

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

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

SIC Division

Annual Sales

Employee Ranges

Business Type

Location Type

Years In Business

Chain, Franchise, SOHO

Minority, Women, or Government Owned

BizVectors

2-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex 182Educational Services56.17%1.28%4, Social Services18.71%1.92% Membership Organizations8.52%3.55% Miscellaneous 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% Special Trade Contractors0.72%6.42%11 59Miscellaneous Retail Stores0.63%4.05% Miscellaneous Services0.43%2.07%21

4-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex 18211Elementary and Secondary Schools52.18%0.69%7, Child Day Care Services16.34%0.87%1, Religious Organizations5.24%1.86% Business Services, NEC3.33%21.94% Civic and Social Associations2.59%0.88% Individual and Family Services1.73%0.75% Schools and Educational Services1.50%0.32% Libraries1.34%0.09%1, Colleges and Universities0.76%0.11% Miscellaneous Apparel and Accessories0.44%0.25% Services, NEC0.43%2.07% Membership Organizations, NEC0.41%0.53%76

8-Digit SIC Code Top 12 RankSIC CodeSIC DescriptionPercentUniverse PercentIndex Public Elementary and Secondary Schools24.23%0.21%11, Child Day Care Services11.61%0.74%1, Elementary and Secondary Schools8.33%0.14%5, Public Elementary School7.43%0.04%20, Business Services, NEC2.92%19.84% Public Combined Elementary and Secondary School2.63%0.03%9, Preschool Center2.63%0.06%4, Parent-teachers' Association1.57%0.02%9, Private Elementary and Secondary Schools1.51%0.04%4, School Board1.41%0.01%11, Libraries1.24%0.08%1, Churches, Temples, and Shrines1.21%0.56%216

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

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

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% Deciles % % % % % % % % Deciles % % % % % % % % Deciles % % % Example Slide to Illustrate Possible Predictive Scoring

Example Final Model Validation Probability Tier Score Probability TierCustomersCustomer PercentageProspectsProspect PercentageIndex 1 (Best) %4,6809.4% %4,4268.9% %5, % %4,6979.4% %5, % %5, % %4,8999.8% %1,6523.3% %8, %0 10 (Worst) 0 0.0%5, %0 Total %50, % Top Decile 1 captures 75% with seeds. Example Slide to Illustrate Possible Predictive Scoring

Example Full Universe Validation Probability Tier Score Probability TierCustomersCustomer PercentageProspectsProspect PercentageIndex 1 (Best) %31,9659.4% %30,5499.0% %37, % %31,9889.4% %34, % %38, % %32,6369.6% %11,3713.4% %54, %0 10 (Worst) 00.0%35, %0 Total %339, % Top Decile 1 captures 75% with seeds. Example Slide to Illustrate Possible Predictive Scoring

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 years Wenco Of West Bend IncWest BendWIEast North CentralManufacturingSpecial Dies, Tools, Jigs, and Fixtures $500,000 to $999,9995 to years Maelstrom Tech Solutions LLCBrookfieldWIEast North CentralServicesBusiness Services, NEC $500,000 to $999,9995 to years University Accounting Services LLCNew BerlinWIEast North CentralServicesAccounting, Auditing, and Bookkeeping $5,000,000 to $9,999,99950 to years Gendlin Liverman & Rymer IncMilwaukeeWIEast North CentralServicesLegal Services $1,000,000 to $4,999,99920 to years CompanyCityStateRegionSIC DivisionSIC4DescriptionSales Range Employee Size RangeYears In Business Dental OfficeChicagoILEast North CentralServicesOffices and Clinics of DentistsUnder $500,00010 to 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 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 years Example Slide to Illustrate Possible Predictive Scoring

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