1. Virtual DBS Penetration Analysis Example B2C V-Profiler

2. Waterfall Report Geofootprint Consumer Universe Count: 2,992,494 Total Client Count: 6,823 Deliverable Addresses: 6,623 Unique Client Records: 5,135 Unique Appends: 3,669 Unique Match Rate: 71% Matching to Demographics: 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 demographics from out 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 GeoFootprint, dynamically created from your customer base. This GeoFootprint is based on statistically significant SCFs with at least 5 populated records. 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 demographics. 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 1.8.9

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

5. 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

6. County

7. Age Description

8. Household Type

9. Gender

10. Marital Status

11. Ethnicity

12. Household Income

13. Wealth Rating

14. Level of Education

15. Presence of Children

16. Number of Children (When Present)

17. Length of Residence

18. Homeowner Status

19. Dwelling Type

20. Assessed Median Home Value

21. Mail Responder

22. Donor Behavior

23. Interests

24. GeoVector 3313 - Urban: Autumns, High Income, Families 3323 - Suburban: Autumns, High Income, Families 2323 - Suburban: Summers, High Income, Families 3311 - Urban: Autumns, High Income, Singles 2313 - Urban: Summers, High Income, Families 3321 - Suburban: Autumns, High Income, Singles 2311 - Urban: Summers, High Income, Singles 4313 - Urban: Winters, High Income, Families 3312 - Urban: Autumns, High Income, Couples 2221 - Suburban: Summers, Middle Income, Singles

25. GeoVector Descriptions Springs Urban Springs are made up of younger 18 - 24 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Suburban Springs are made up of younger 18 - 24 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Rural Springs are made up of younger 18 - 24 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Summers Urban Summers are made up of prime age 25 - 44 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Suburban Summers are made up of prime age 25 - 44 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Rural Summers are made up of prime age 25 - 44 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Autumns Urban Autumns are made up of middle age 45 - 64 year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Suburban Autumns are made up of middle age 45 - 64 year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Rural Autumns are made up of midde age 45 - 64 year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Winters Urban Winters are made up of mature age 65+ year olds who reside in Urban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Suburban Winters are made up of mature age 65+ year olds who reside in suburban areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families. Rural Winters are made up of mature age 65+ year olds who reside in rural areas with lower levels of annual income under $40,000, or mid level income levels in the range of $40,000 - $74,999, or higher levels of annual income in the $75,000+ range and are comprised of singles, couples and families.

26. Example: B2C VProfiler Plus Next Steps... Scoring and VProfiler Plus Example VProfiler Deliverable Included Below

27. Example: VProfiler-Plus Predictive Drivers Example VProfiler Deliverable Investments

28. Example: VProfiler-Plus Model Performance and Validation 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 60% of responders, while mailing to 30% of the list would yield a probability of capturing nearly 70% of responders in top 2 probability tiers Model Scoring Validation Gains Table Demi - DecileRandom Validation Lift Prospect Selection 5%1 5.21 Deciles 1-4 10%1 4.51 15%1 3.83 20%1 3.37 25%1 2.98 30%1 2.67 35%1 2.42 40%1 2.22 45%1 2.05 Deciles 5-8 50%1 1.90 55%1 1.77 60%1 1.65 65%1 1.54 70%1 1.45 75%1 1.36 80%1 1.29 85%1 1.22 Deciles 9-10 90%1 1.16 95%1 1.11 100%1 1.05 Example VProfiler Deliverable

29. Scored Records from Probability Demi-Tier 1 by Percentile List Selection (Top 10%) Percentile within Demi Prob. Tier 1Prospects Counts In House Prospect % Customer Count Customer % Penetration Index (C%/P%) 1%32,18510%3,36421%200 2%30,06810%2,48215%158 3%30,50810%2,04313%128 4%30,87010%1,68110%104 5%31,05710%1,4949%92 6%31,28810%1,2638%77 7%31,44010%1,1107%68 8%31,50810%1,0436%63 9%31,63610%9156%55 10%31,644 10% 9106%55 Example: VProfiler-Plus Scoring Validation Counts by Top 10% of Scored Data Example VProfiler Deliverable

30. Example: VProfiler-Plus Model and VDBS Scored Prospects Random Sample Bottom 10% Sample Data (Probability Tier 10 Least Likely) First Age Description Household IncomeGender Marital Status Length of Residence Presence of Children EthnicityGeoVector Top 10 Percent LuciaB: 25-34$125,000 - $149,999FemaleMarriedC. 3-5 YearsYesC. Caucasian Suburban: Summers, High Income, Families 10% ShellyC: 35-44 $100,000 - $124,999FemaleMarriedC. 3-5 YearsYesC. Caucasian Suburban: Summers, Middle Income, Families 10% ChristyB: 25-34 H: $100,000 - $124,999FemaleMarriedE. 8-10 YearsYesZ. Unknown Suburban: Summers, High Income, Families 10% GwenC: 35-44$50,000 - $74,999FemaleSingleC. 3-5 YearsYesC. Caucasian Suburban: Summers, Middle Income, Families 10% MelissaC: 35-44$150,000 and overFemaleMarriedC. 3-5 YearsYesZ. Unknown Suburban: Summers, High Income, Families 10% LindsayB: 25-34$75,000 - $99,999FemaleSingleD. 6-7 YearsYesC. Caucasian Suburban: Summers, High Income, Families 10% FirstAge DescriptionHoushold IncomeGender Marital Status Length of Residence Presence of Children EthnicityGeoVector Bottom 10 Percent NagwaD: 45-54 $29,000 - $39,999MaleMarriedE. 8-10 YearsUnknownZ. Unknown Urban: Autumns, High Income, Couples 10% BensonE: 55-64$50,000 - $74,999MaleSingleZ. UnknownUnknownZ. Unknown Suburban: Autumns, High Income, Singles 10% DavidE: 55-64$75,000 - $99,999MaleSingleE. 8-10 YearsUnknownC. Caucasian Urban: Autumns, High Income, Singles 10% BennieruthF: 65-74 $75,000 - $99,999MaleSingleE. 8-10 YearsUnknownZ. Unknown Suburban: Winters, High Income, Singles 10% FidelD: 45-54$50,000 - $74,999MaleSingleZ. UnknownUnknownZ. Unknown Suburban: Autumns, Middle Income, Singles 10% CharlesE: 55-64 $39,000 - $49,999MaleSingleF. 11-14 YearsUnknownZ. Unknown Urban: Autumns, Middle Income, Singles 10% Example: VProfiler-Plus Model and VDBS Scored Prospect Random Sample Top 10% Sample Data (Probability Tier 1 Most Likely) Example VProfiler Scoring Deliverable

31. End Example Virtual DBS B2C VProfiler-Plus Scoring Report Next Steps: Score Universe of Prospects Select Top Scoring Records Develop Campaign Strategies Track and Evaluate