ABC Company Describing Mosaic USA & Demographics Customer ...€¦ · ABC Company. Describing: ......

Home Experian Key Findings Profile Report Benefits Explanation of Terms

11

ABC CompanyDescribing Mosaic USA & Demographics

Customer Profile Compared to US Experian ConsumerView℠ Base

Report Package Contents Include Data Element Analysis On:

Mosaic® USA Estimated Current Home ValueAdult Age Length of ResidenceAge of Children Marital StatusCombined Homeowner Presence of ChildrenDwelling TypeEducationEnhanced Estimated Income

Base Geographies Included in US Experian Total ConsumerView℠ Count Base are:

Total USA

Creation Date: August 10, 2010Experian Contact Details:Alan IkemuraExperian Marketing Services +1 (714) [email protected] Marketing Services


Copyright Experian 2010

http://www.experianmarketingservices.com/�


Key Findings - Summary of Report Information

Client Records and Experian Match Rate Summary

Top 5 Total Weighted Deviations and Lift Scores

Top 5 Data Domain Indices

22

Variable Discrimination % % Index


The key findings of the data matching and profiling report are provided below:

Match Rate Person Household Geography Non Match Total

Match Volume Records 13,675 509 702 9 14,895Match Volume % 91.8 3.4 4.7 0.1 100

Variable Discrimination TWD Lift Area % Lift Score

Combined Homeowner 52.6 66.3 32.6Mosaic Types 49.0 73.0 45.9Mosaic Groups 44.9 69.9 39.8Enhanced Estimated Income 41.0 67.3 34.6Estimated Current Home Value 37.1 65.9 31.9

Variable Discrimination %Target Target %Base Base Index

Mosaic Types - A03 White-collar Suburbia 6.0 1.6 382.6Estimated Current Home Value - $1,000,000 and up 2.8 0.8 370.3Mosaic Types - A01 America's Wealthiest 4.8 1.4 348.5Estimated Current Home Value - $750K to $999,999 3.2 0.9 339.0Estimated Current Home Value - $450K to $749,999 13.8 4.6 300.5

Variable Discrimination Target % Base % Index

Mosaic Types - K06 Getting By 0.0 1.1 2.5Mosaic Types - K01 Unattached Multicultures 0.0 0.2 3.9Mosaic Types - G03 Coal and Crops 0.1 1.2 4.2Mosaic Types - K05 New Generation Activists 0.1 1.5 9.7Mosaic Types - J03 Struggling City Centers 0.2 2.3 10.5

Variable Discrimination Target % Base % Index

A Affluent Suburbia 32.6 13.0 251.0B Upscale America 25.4 15.5 164.6C Small-town Contentment 8.8 8.1 108.9

Key Findings - Summary of Report Information

Client Records and Experian Match Rate Summary

Top 5 Total Weighted Deviations and Lift Scores

Top 5 Data Domain Indices

Bottom 5 Data Domain Indices

Top 3 Mosaic® USA Indices



Mosaic® USA optimizes the value of linking customer management, marketing and acquisition tactics to market planning, site analysis and media strategies. This unique connection between households and geography enables marketers to effortlessly utilize targeted segments across all stages of analysis, planning and execution.

Mosaic® Groups

Mosaic® Groups Information


See "Mosaic® Explained" worksheet for further detail

33

G 1 6 3 9 6 19

Key Mosaic® Groups Client records % ConsumerView % Index

A (A) Affluent Suburbia 4,537 33 14,671,479 13 251

B (B) Upscale America 3,534 25 17,429,214 15 165

C (C) Small-town Contentment 1,226 9 9,135,828 8 109

D (D) Blue-collar Backbone 653 5 7,056,760 6 75

E (E) American Diversity 1,139 8 11,103,228 10 83

F (F) Metro Fringe 1,018 7 12,527,305 11 66

G (G) R t A i(G) Remote America 145145 1 6,359 8755 ,875 6 19

H (H) Aspiring Contemporaries 987 7 12,281,789 11 65

I (I) Rural Villages & Farms 216 2 5,285,667 5 33

J (J) Struggling Societies 251 2 8,283,717 7 25

K (K) Urban Essence 157 1 8,077,255 7 16

L (L) Varying Lifestyles 33 0 578,219 1 46

Total Values Appended 13,896 112,790,336Match, No Value Available 990Total Matched Records 14,886 112,790,336

Mosaic® USA optimizes the value of linking customer management, marketing and acquisition tactics to market planning,site analysis and media strategies. This unique connection between households and geography enables marketers to effortlessly utilize targeted segments across all stages of analysis, planning and execution.

Mosaic® Groups

Mosaic® Groups Information


See "Mosaic® Explained" worksheet for further detail


The Index* scale indicates the over or under representation of the client file redistributions in both client and Experian's ConsumerView℠.

The graph below represents the index scores from the above data element and its data domains. To change or rank the index order of this graph use the Excel filtering options already applied to any of the data columns above.

Mosaic® Groups (Continued)

The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side for direct comparison.

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count used. This provides an insight into how alike or not each data domain value is relative to each other.

lative to the Experian ConsumerView℠ base. A value of 100 represents equal %

Key Index

AA 251

165 B B 165

75109

C C 109

83 D D 7566 E E 83

6519 F F 66

G G 19

1625 H

I H 65

46 J I 33

K J 250 50 100 150 200 L K 16

L 46

Key IDClient RecordsConsumerView℠ Market Comparison Data

Key Client % ConsumerView %

A 33 13B 25 15C 9 8D 5 6E 8 10F 7 11G 1 6H 7 11I 2 5J 2 7K 1 7L 0 1

The Index* scale indicates the over or under representation of the client file relative to the Experian ConsumerView℠ base. A value of 100 represents equal % distributions in both client and Experian's ConsumerView℠.

The graph below represents the index scores from the above data element and its data domains. To change or rankthe index order of this graph use the Excel filtering options already applied to any of the data columns above.

4616

25

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165

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ABCDEFGHIJKL


The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand siby side for direct comparison.

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The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count used. This provides an insight into how alike or not each data domain value is relative to each other.

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Mosaic® Market Strategy Planner

The quadrant chart below graphically represents a summary of the relative positions of your client base measured as a comparison of the penetration % of the Mosaic Groups in the customers existing market, against the % of the chosen Experian's ConsumerView base count. The quadrant chart can be used as a starting point to consider variations of strategies associated with any customer management acquisition, retention and churn analysis program. Experian can add further value here and assist in many more aspects of qualifying and quantifying both existing customer base and predicting future performance.

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Key Groups

AGroup ACore CustomersNiche SegmentsClient % Base % I xnde B

33 13 251 CGroup B

25 15 165 DGroup C9 8 109 E5 6 75 FGroup D

8 10 83 G7 11 66 H

Group E

1 6 19 IGroup F7 11 65 J2 5 33 KGroup G

2 7 25 L251 G H7 160 1 46

Quadrant Chart - Strategy Explanation

1. Core customers – You are highly penetrated in these large consumer segments – protthese and expand.

2. Niche segments – These are small consumer segments but good customers – acquire through direct marketing.

3. Expansion – Large consumer segments where you don’t do well – use mass marketing because small increase gets improved results.

4. Low margin – small consumer segments and you don’t do well – minimize marketing spend.


Mosaic® Market Strategy Planner

The quadrant chart below graphically represents a summary of the relative positions of your client base measured as a comparison of the penetration % of the Mosaic Groups in the customers existing market, against the % of the chosen Experian's ConsumerView base count. The quadrant chart can be used as a starting point to consider variations of strategies associated with any customer management acquisition, retention and churn analysis program. Experian can add further value here and assist in many more aspects of qualifying and quantifying both existing customer base and predicting future performance.

Group A

Group B

Group C

Group D

Group E

Group F

Group G

Group H

Group I

Group J

Group K

Group L

Core Customers

ExpansionLow Margin

Niche Segments

5

1. Median value for client records and data element Mosaic Groups is "B Upscale America"

2. Median value for Experian ConsumerView℠ and data element Mosaic Groups is "E American Diversity"

3. The Mosaic Groups band "A Affluent Suburbia" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

4. The Mosaic Groups band "K Urban Essence" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis


66

B02 Affluent Urban 117 1 1,291,684 1 74B03B04

rms

Mosaic ® Types Information

Mosaic® USA is a household-based segmentation system that classifies all U.S. households and neighborhoods into 60 unique Mosaic USA types and 12 groupings that share similar demographic and socioeconomic characteristics. The 60 Mosaic USA Types help our clients to refine further the understanding of types of consumers that make up their customer base. The Mosaic Family Tree illustrates the major polarities between the types and groups and also shows how the types relate to each other, showing how consumer may migrate through the family tree given the factor of time.

1111

B04 Solid Suburban Life 111 1 742 836 1 121B05B06 Successful Suburbia 217 2 1,285,052 1 137C01 Second City Homebodies 206 1 772,241 1 217C02 Prime Middle America 514 4 3,847,617 3 108C03 Suburban Optimists 86 1 655,564 1 106C04 Family Convenience 377 3 3,098,329 3 99C05 Midmarket Enterprise 43 0 762,077 1 46

E04 Suburban Advantage 61 0 1,261,838 1 39E05 American Great Outdoors 120 1 1,550,563 1 63E06 Mature America 129 1 1,654,770 1 63F01 Steadfast Conservatives 858 6 8,717,537 8 80F02 Moderate Conventionalists 61 0 1,715,104 2 29F03 Southern Blues 69 0 848,672 1 66F04 Urban Grit 16 0 396,364 0 33F05 Grass-roots Living 14 0 849,628 1 13G01 Hardy Rural Families 60 0 2,252,490 2 22G02 Rural Southern Living 74 1 2,568,208 2 23G03 Coal and Crops 7 0 1,346,613 1 4G04 Native Americana 4 0 192,564 0 17H01 Young Cosmopolitans 145 1 2,606,403 2 45H02 Minority Metro Communities 656 5 5,235,756 5 102

Home Experian Key Findings Profile Report Benefits Explanation of Te

See "Mosaic® Explained" Worksheet and "Mosaic® US Family Tree" section

Mosaic® Types

Key Mosaic® Groups Client records % ConsumerView % IndexA01A02

America’s WealthiestDream Weavers

661840

56

1,539,6182,461,289

1 3482 277

A03A04

White-collar SuburbiaUpscale Suburbanites

832176

61

1,764,965822,752

2 3831 174

A05A06

Enterprising CouplesSmall-town Success

363912

37

1,078,8613,899,947

1 2733 190

A07B01

New Suburbia FamiliesStatus-conscious

753270

52

3,104,0471,378,455

3 1971 159

Urban Commuter 1,752 13 9,817,127 9 145Solid Suburban Life 111 1 742 836 1 121,Second-generation Success 1,067 8 2,914,060 3 297

D01 Nuevo Hispanic Families 547 4 3,133,560 3 142D02 Working Rural Communities 53 0 1,408,323 1 31D03 Lower-income Essentials 22 0 807,044 1 22D04 Small-city Endeavors 31 0 1,707,833 2 15E01 Ethnic Urban Mix 79 1 1,680,323 1 38E02 Urban Blues 198 1 2,129,680 2 75E03 Professional Urbanites 552 4 2,826,054 3 159

Home Experian ngs f TermsKey Findi Profile Report Bene its Explanation of

Mosaic ® Types Information

Mosaic® Types

into 60 unique Mosaic USA types and 12 groupings that share similar demographic and socioeconomic characteristics. The 60 Mosaic USA Types help our clients to refine further the understanding of types of consumers that make up their customer

he

See "Mosaic® Explained"

Mosaic® USA is a household-based segmentation system that classifies all U.S. households and neighborhoods

base. The Mosaic Family Tree illustrates the major polarities between the types and groups and also shows how ttypes relate to each other, showing how consumer may migrate through the family tree given the factor of time.

Worksheet and "Mosaic® US Family Tree" section


H03 Stable Careers 84 1 3,026,393 3 23H04 Aspiring Hispania 102 1 1,413,237 1 59I01 Industrious Country Living 84 1 1,485,371 1 46I02 America’s Farmland 25 0 1,250,512 1 16I03 Comfy Country Living 67 0 741,809 1 73I04 Small-town Connections 12 0 552,629 0 18I05 Hinterland Families 28 0 1,255,346 1 18J01

K01 Unattached Multicultures 1 0 209,185 0 4K02 Prime Middle America 24 0 414,546 0 47K03 African-American Neighbor. 80 1 2,992,524 3 22K04 Urban Diversity 28 0 1,509,395 1 15K05 New Generation Activists 20 0 1,674,450 1 10K06 Getting By 4 0 1,277,155 1 3L01 Military Family Life 3 0 173,589 0 14L02 Major University Towns 12 0 198,795 0 49

71

Rugged Rural Style 36 0 1,556,542 1 19J02 Latino Nuevo 151 1 2,707,690 2 45J03 Struggling City Centers 34 0 2,638,286 2 10J04 College Town Communities 16 0 663,896 1 20J05 Metro Beginnings 14 0 717,303 1 16

L03 Gray Perspectives 18 0 205,835 0


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Key Age Bands Client Records % ConsumerView % Index

E

F

Total Values Appended 13,927 112,790,336Match No Value Available 959

Age Information

Contains Exact and Estimated Age data. Exact Age is calculated based on the individual's date of birth. Estimated Age is fromboth individual and area level data.

Age

erms

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Match, No Value Available 959Total Matched Records 14,886 112,790,336

Key Index ScoreA 38B 65C 110D 116E 124F 82

Home Experian Key Findings Profile Report Benefits Explanation of T

A 18 to 25 225 2 4,757,003 4 38

B 26 to 35 1,286 9 16,071,267 14 65

C 36 to 45 3,512 25 25,752,846 23 110

D 46 to 55 4,094 29 28,552,996 25 116

56 to 65 2,955 21 19,287,436 17 124

66+ 1,855 13 18,368,788 16 82

Age Information

Contains Exact and Estimated Age data. Exact Age is calculated based on the individual's date of birth. Estimated Age is fromboth individual and area level data.

Age

82 124

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116 110

65 38 A

B

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n TermsHome Experia Key Findings Profile Report Benefits Explanation of

The graph below represents ains. To change or rank the index order of this graph use t s above.

the index scores from the above data element and its data domhe Excel filtering options already applied to any of the data column


Key

C 25 23D 29 25E 21 17F 13 16

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Adult Age (Continued)

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count used.

1.

This provides an insight into how alike or not each data domain value is relative to each other.

IDClient RecordsConsumerView℠ Market Comparison Data


A29 2 4B

3025 25 9 14

Median value for client records and data element Adult Age is "46 to 55"

2. Median value for Experian ConsumerView℠ and data element Adult Age is "46 to 55"

3. The Adult Age band "56 to 65" are the most represented in the customer data profile when compared to the Experian ConsumerView℠ base

4. The Adult Age band "18 to 25" are the least represented in the customer data profile when compared to the Experian ConsumerView℠ base

Summary Analysis

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Adult Age (Continued)

This provides an insight into how alike or not each data domain value is relative to each other. The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count used.

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Education Information

Consumer’s education level which includes calculations and self-reported sources.

Education


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4 185

Key Education Bands Client Records % ConsumerView % Index

1 High School Diploma 2,987 20 29,680,953 26 78

2 Some College 3,748 25 30,483,151 27 95

3 Bachelor Degree 3,770 25 17,458,815 15 167

4 Graduate Degree 2,656 18 11,110,604 10 185

5 Less Than High School Diploma 1,376 9 23,977,725 21 44

0 Unknown 265 2 1,700,004 1 120

Total Values Appended 14,802 114,411,252Match No Value AvailableMatch, No Value AvailableTotal Matched Records 1

84844,886 114,411,252

Key Index Score1 78

2 95

3 167

5 44

0 120

Education Information

Consumer’s education level which includes calculations and self-reported sources.

Education

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n Terms


Home Experia Key Findings Profile Report Benefits Explanation of


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Median value for client records and data element Education is "Bachelor Degree"

Median value for Experian ConsumerView℠ and data element Education is "Some College"

The Education band "Graduate Degree" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

The Education band "Less Than High School Diploma" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count data used. This provides an insight into how alike or not each data domain value is relative to each other.



130 27 20 2625 2526

225 25 27320 21 25 15420 18 18 10

Summary Analysis

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Education (Continued)

The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side for comparison.

direct

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count data used. This provides an insight each other. into how alike or not each data domain value is relative to

20

M

Marital Status Information

Marital status is determined based on the composition of the Living Unit or through the application of a predictive model. “Single” refers to an individual that has never married and not single because of divorce or spouse’s death.

Marital Status



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Key Index ScoreM 128S 25U 95

Key Marital Status Bands Client Records % ConsumerView % Index

Married 10,341 70 62,467,241 55 128

S Single 685 5 21,079,912 18 25

U Unknown 3,776 26 30,864,099 27 95



Marital Status Information

Marital status is determined based on the composition of the Living Unit or through the application of a predictive model. “Sinrefers to an individual that has never married and not single because of divorce or spouse’s death.

Marital Status

gle”

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The Index* scale indicates the over or under representation of the client file relative to the Experian ConsumerViewclient and Experian's ConsumerView℠.

The graph below represents the index scores from the above data element and itorder of this graph use the Excel filtering options already applied to any of the dat

℠ base. A value of 100 represents equal % distributions in both

Key Findings Profile Report Benefits Explanation of Terms

s data domains. To change or rank the index a columns above.

Home Experian

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Marital Status (Continued)



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The Marital Status band "Married" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

The Marital Status band "Single" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Median value for client records and data element Marital Status is "Married"

Median value for Experian ConsumerView℠ and data element Marital Status is "Married"



70 70 M 70 55

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Summary Analysis

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Marital Status (Continued)

The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side for dircomparison.

ect

data The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base countused. This provides an insight into how alike or not each data domain value is relative to each other.

24


Presence of Children Information

Presence of Children in Household identifies households with children. A child is 0 to 18 years old. This field is sourced from birth records, newspaper birth announcements and proprietary sources. This field is comprised of known and inferred data.



The graph below represents the index scores from the above data element and its data domains. To change or rank

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Key Index ScoreY 120N 102U 83

Presence of Children

Key Presence of Child Bands Client Records % ConsumerView % Index

Y Yes 5,533 40 37,907,557 33 120

No 3,734 27 30,091,434 26 102N

U Unknown 4,689 34 46,412,261 41 83


Presence of Children Information

Presence of Children in Household identifies households with children. A child is 0 to 18 years old. This field is sourced from birth records, newspaper birth announcements and proprietary sources. This field is comprised of known and inferred data.

Presence of Children

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The Index* scale indicates the over or ue of 100 represents equal % distributions in both client and Experian's ConsumerView℠.


The graph below represents ains. To change or rank the index order of this graph a columns above.

under representation of the client file relative to the Experian ConsumerView℠ base. A val

the index scores from the above data element and its data domuse the Excel filtering options already applied to any of the dat

Presence of Children (Continued)





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1. Median value for client records and data element Presence of Child is "Unknown"

2. Median value for Experian ConsumerView℠ and data element Presence of Child is "Unknown"

3. The Presence of Children band "Yes" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

4. The Presence of Children band "Unknown" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis

Presence of Children (Continued)

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The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side for dircomparison.

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count datused. This provides an insight into how alike or not each data domain value is relative to each other.

ect

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4 10 to 12 1,717 12 8,164,828 7 172

5 13 to 18 2,291 16 11,226,538 10 167

Totals See note above See note above

Age of Children Information

nefits Explanation of Terms

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Key Index Score101 00 to 03 ###### 1 101

146 04 to 06 ###### 2 146

171 07 to 09 ###### 3 171

172 10 to 12 ###### 4 172

167 13 to 18 ###### 5 167

Home Experian Key Findings Profile Report Be

Key Age of Children Client Records % ConsumerView % Index

This contains both exact and estimated ages. Please note:

A household record for the Age of Children data element can be counted more than once if children with different age ranges are identified in a single household. Therefore, grand totals for Client Record and ConsumerView counts have been omitted as they are not representative of unique record counts.

Age of Children

1 00 to 03 1,465 10 11,914,271 10 101

2 04 to 06 1,379 10 7,743,859 7 146

3 07 to 09 1,653 12 7,907,308 7 171

Age of Children Information

This contains both exact and estimated ages. Please note:

A household record for the Age of Children data element can be counted more than once if children with different age ranges are identified in a single household. Therefore, grand totals for Client Record and ConsumerView counts have been omitted as they are not representative of unique record counts.

Age of Children

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The I of t in both client

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Age of Children (Continued)

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The Age of Children band "10 to 12" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

The Age of Children band "00 to 03" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis

Age of Children (Continued)

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The per erView℠ base. This enables each data set to stand side by side for direct comparis

The gr and the Experused. relative to

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ian ConsumerView℠ base count data each other.

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B $15,000 - $24,999 501 3 10,532,941 9 37

C $25,000 - $34,999 626 4 11,573,525 10 42

G $100,000 - $124,999 1,646 11 9,243,148 8 138

Enhanced Estimated Income Information

Enhanced Estimated Income is range values for the total estimated income for a living unit calculated using a statistical model.The model predicts income using a variety of individual, household and geographic variables, including Realty and Summarized Credit Statistics.


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H $125,000 - $149,999 1,028 7 5,316,904 5 149

K $200,000 - $249,999 674 5 2,776,176 2 188

L $250,000 plus 908 6 2,405,045 2 292

U Unknown 64 0 1,635,507 1 30


Key Estimated Income Client Records % ConsumerView % Index

A $1 - $15,000 371 3 11,793,137 10 24

Enhanced Estimated Income

D $35,000 - $49,999 1,261 9 16,789,266 15 58

E $50,000 - $74,999 3,256 22 22,761,861 20 111

F $75,000 - $99,999 2,851 19 14,782,556 13 149

I $150,000 - $174,999 762 5 2,604,461 2 226

J $175,000 - $199,999 854 6 2,196,725 2 300

Enhanced Estimated Income Information

Enhanced Estimated Income is range values for the total estimated income for a living unit calculated using a statistical model.The model predicts income using a variety of individual, household and geographic variables, including Realty and Summarized Credit Statistics.

Enhanced Estimated Income


Key Index ScoreA 24B 37C 42D 58E 111F 149G 138H 149I 226

300K 188L 292U 3030

188

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ABCDEFG

IJKLU

Enhanced Estimated Income (Continued)

The Index* scale indicates the over or under representation of the client file relative to the Experian ConsumerView℠ base. A value of 100 represents equal % distributions in both


client and Experian's ConsumerView℠.

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37 24 A

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index The graph below represents torder of this graph use the Excel f

he index scores from the above data element and its data domains. To change or rank the iltering options already applied to any of the data columns above.

36




B 3 9C 4 10D 9 15E 22 20F 19 13G 11 8H 7 5I 5 2J 6 2

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Median value for Experian ConsumerView℠ and data element Estimated Income is "$50,000 - $74,999"

The Estimated Income band "$1 - $15,000" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

The Estimated Income band "$175,000 - $199,999" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

A 3 10

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1. Median value for client records and data element Estimated Income is "$75,000 - $99,999"

Summary Analysis

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The percentages calculated normalizes the distrcomparison.

centage distribution of the client's data and the Experian ConsumerView℠ base count how alike or not each data domain value is relative to each other.

ibution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side f

37

Key Homeowner Client Records % ConsumerView % Index

H Homeowner 12,879 91 62,972,534 55 165

7 Probable Homeowner 70-79% 156 1 7,047,031 6 18

8 Probable Homeowner 80-89% 127 1 3,811,047 3 27

9 Probable Homeowner 90 - 100% 339 2 4,904,703 4 56

R Renter 167 1 7,680,801 7 18

T Probable Renter 295 2 17,784,784 16 13

Homeowner Information

Homeowners are categorized as confirmed homeowner, probable homeowner, renter, probable renter or unknown. Confirmed homeowners are reported from County realty records. Self-reported data helps identify renters. The Probable Homeowners are developed using Experian modeled information.

Homeowner


4141


U Unknown 221 2 10,210,352 9 17

Key Index ScoreH 1657 188 279 56R 18T 13U 17

Homeowner Information

Homeowners are categorized as confirmed homeowner, probable homeowner, renter, probable renter or unknown. Confirmed homeowners are reported from County realty records. Self-reported data helps identify renters. The Probable Homeowners are developed using Experian modeled information.

Homeowner

17 13 18

56 27

18 165

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Expe Ke t Benefits rms


Home rian y Findings Profile Repor Explanation of Te


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Homeowner (Continued)

for direct comparison.

used. This provides an insight into how alike or not each data dom

1.

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Median value for client records and data element Homeowner is "Homeowner"

Median value for Experian ConsumerView℠ and data element Homeowner is "Homeowner"

The Homeowner band "Homeowner" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

The Homeowner band "Probable Renter" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

The percentages calculated normalizes the distribution of the customer's data and that of Experian's ConsumerView℠ base. This enables each data set to stand side by side

The graph below represents the percentage distribution of the client's data and the Experian ConsumerView℠ base count data ain value is relative to each other.



100 91 H 91 5590 7 1 680 8 1 370

559 2 4

T 2 1650U 2 9

16

10 1 1 2 1 2 26 3 4 7

Summary Analysis

0102030405060708090

100

H 7 8 9 R T U

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55

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Homeowner (Continued)



42

Key Dwelling Type Client Records % ConsumerView % Index

A Multi-Family Dwelling Units 1,019 7 19,202,360 17 43

M Marginal Multi-Family Dwelling Units 331 2 8,359,950 7 32

P PO Box 140 1 3,968,969 3 28

S Single Family 12,694 89 82,879,973 72 124


Dwelling Type Information

Indicates the type of dwelling. Single Family Dwelling Units are residences for one family or living unit. Multi-Family Dwelling Units include (1) units with an apartment number, and (2) units without an apartment number with a good deliverability factor.

Dwelling Type



4545

Key Index ScoreA 43M 32P 28S 124

Dwelling Type Infor

Indicates the type of dwUnits include (1) units w

mation

elling. Single Family Dwelling Units are residences for one family or living unit. Multi-Family Dwelling ith an apartment number, and (2) units without an apartment number with a good deliverability factor.

Dwelling Type

124

28

32

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A

M

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S

The Index* scale indicates the over or under representation of the client file relative to the Experian ConsumerView℠ base. A value of 100 represents equal % distrclient and Experian's ConsumerView℠.

The graph below represents the index scores from the above data element and its data domains. To change or rankorder of this graph use the Excel filtering options already applied to any of the data columns above.

ibutions in both

n Key Findings Profile Report Benefits Explanation of Terms

the index

Home Experia



A 7 17M 2 7P 1 3S 89 72

Dwelling Type (Continued)

0102030405060708090

A M P S

72 1

89

177 3

72



1.

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4. The Dwelling Type band "PO Box" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Median value for client records and data element Dwelling Type is "Single Family"

Median value for Experian ConsumerView℠ and data element Dwelling Type is "Single Family"

The Dwelling Type band "Single Family" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis

Dwelling Type (Continued)

0102030405060708090

A M P S

72 1

89

177 3

72



46

Key Est. Current Home Value Client Records % ConsumerView % Index

C $10K to $24,999 71 1 1,551,075 1 37

D $25K to $79,999 258 2 4,355,762 4 48

E $80K to $99,999 363 3 5,699,127 5 51

F $100K to $119,999 532 4 6,482,433 6 66

G $120K to $139,999 566 4 6,689,711 6 68

H $140K to $149,999 749 5 6,686,997 6 90

I $150K to $159,999 744 5 6,227,800 5 96

J $160K to $199,999 1,503 11 10,143,663 9 120

Estimated Current Home Value Information

County, state and national trends in home sale prices and assessed home values are used to determine property appreciation rates and current home values.

Estimated Current Home Value


49

$ $ , , , ,

K $200K to $249,999 1,682 12 9,017,331 8 150

L $250K to $349,999 2,507 18 10,626,960 9 190

M $350K to $449,999 1,582 11 5,293,475 5 241

N $450K to $749,999 1,951 14 5,237,092 5 300

O $750K to $999,999 453 3 1,078,033 1 339

P $1,000,000 and up 395 3 860,413 1 370

U Unknown 828 6 34,461,380 30 19


Estimated Current Home Value Information

County, state and national trends in home sale prices and assessed home values are used to determine property appreciation rates and current home values.

Estimated Current Home Value


49

Key Index ScoreC 37D 48E 51F 66G 68H 90I 96J 120K 150L 190M 241N 300O 339P 370U 19

Est. Current Home Value (Continued)

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Median value for client records and data element Est. Current Home Value is "$250K to $349,999"

Median value for Experian ConsumerView℠ and data element Est. Current Home Value is "$250K to $349,999"

The Est. Current Home Value band "$1,000,000 and up" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

The Est. Current Home Value band "Unknown" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis


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Key Length of Residence Client Records % ConsumerView % Index

A Up to 1 year 723 5 13,707,966 12 41

B 1 year 389 3 8,272,342 7 36

C 2 years 728 5 7,325,397 6 76

D 3 years 932 6 8,057,137 7 89

E 4-5 years 2,329 16 15,527,294 14 115

F 6-9 years 3,023 20 18,864,577 16 123

G 10-14 years 2,339 16 14,238,003 12 126

H 15-29 years 3,778 25 21,950,687 19 132

I 30+ years 645 4 6,467,849 6 77

Length of Residence Information

Length of time the living unit has lived at the current address. The calculation is based on the first time the living unit wasreported at that address.

Length of Residence


55

30 yea s 6 5 6, 6 ,8 9 6


Key Index ScoreA 41B 36C 76D 89E 115F 123G 126H 132I 77

Length of Residence Information

Length of time the living unit has lived at the current address. The calculation is based on the first time the living unit wasreported at that address.

Length of Residence

77 132

126 123

115 89

76 36 41

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ABCDEFGHI




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A 5 12B 3 7C 5 6D 6 7E 16 14F 20 16G 16 12H 25 19I 4 6

Length of Residence (Continued)

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4. The Length of Residence band "1 year" are the least represented in the customer data profile when compared to the Experian ConsumerView℠

Median value for client records and data element Length of Residence is "6-9 years"

Median value for Experian ConsumerView℠ and data element Length of Residence is "6-9 years"

The Length of Residence band "15-29 years" are the most represented in the customer data profile when compared to the Experian ConsumerView℠

Summary Analysis

Length of Residence (Continued)

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56

Alan IkemuraExperian Marketing Services +1 (714) [email protected]

This report is just one of the many outputs and strategies that Experian can provide you with enabling you to gain this and further customer insight.

An Experian customer profile report provides high value insight in being able to understand many characteristics of the clients customer base. In turn, this can begin to help our clients target customer communication and improve their customer management strategies. This insight is enabled by identification of the types of people that are existing customers and integrating that knowledge with their value to the business. Equally important, is to know where to locate more of the "same customers" that exhibit the same lifestyle attributes of those already forming part of the clients customer base - this is one of the next steps in customer management strategies with which Experian can help, for further information please contact:

Experian Marketing Services

Part 1 - Measuring your customer data file against a relevant market trade area

How an Experian profile report helps our clients:

The main body of each page/worksheet is constructed of 3 main parts:


Number of records in customer data file. The records are matched and displayed

Customer data file calculated in %

Number of records in ExperianConsumerViewSM. This will be a

C Vi SM

59

Part 1 - Measuring your customer data file against a relevant market trade area

How an Experian profile report helps our clients:

The main body of each page/worksheet is constructed of 3 main parts:


Number of records in customer data file. The records are matched and displayed as a distribution using the chosen data element/s and their associated data domains .

Customer data file calculated in % terms.

Number of records in ExperianConsumerViewSM. This will be a known market area whichcustomer and data element analysis has specific reference .

ConsumerViewSM

calculated in % terms.

Shows how close the client file distribution % is to the comparison of the ConsumerViewSM market area % is.

An index of 100 means the customer file % is equal to the ConsumerViewSM market comparison area %.

Below 100 means the customer file % is lower than the comparison area %.

Above 100 means the customer file % is higher than the comparison area %.

Total number of records on ConsumerViewSM within the selected market area

Summary of client record data with Experian data appends and none appends

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Part 2 - Visualizing the data element profile of the customer base using the ConsumerViewSM Index

Benefits of a Profile Report (Continued)

In visual form, shows how close the client file distribution % is to the comparison of the ConsumerViewSM market area % is.

An index of 100 means the customer file % is equal to the ConsumerViewSM

market comparison area %.



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Part 2 - Visualizing the data element profile of the customer base using the ConsumerViewSM Index

Part 3 - Normalizing the data (in % terms) to compare data distributions

Blue bars - Client file distribution expressed in % terms

Pink bars - ConsumerViewSM element and market area distribution expressed in % terms

Benefits of a Profile Report (Continued)

Index scale - Index 100 means the distribution of the client files is the same % distribution as the ConsumerViewSM

element and the market being compared against

In visual form, shows how close the client file distribution % is to the comparison of the ConsumerViewSM market area % is.

An index of 100 means the customer file % is equal to the ConsumerViewSM

market comparison area %.



60

How does Mosaic USA help:Mosaic USA is a consumer segmentation system describing American Consumers. It is a household-based classification that classifies all U.S. households and neighborhoods into 60 unique Mosaic USA types and 12 groupings that share similar demographic and socioeconomic characteristics. Mosaic USA was developed based on more than 20 years of segmentation development expertise from one of the global leaders in segmentation systems. Experian has built more than 40 consumer segmentation systems around the globe, and the Mosaic USA classification is available in more than 25 countries.

Mosaic USA optimizes the application value of linking customer management, marketing and acquisition tactics to market planning, site analysis and media strategies. This unique connection between households and geography enables marketers to effortlessly utilize targeted segments across all stages of analysis, planning and execution. Marketing and planning applications for Mosaic USA include the following:

• Customer and prospect profiling• Direct/Target marketing• Customer acquisition modeling• Campaign analysis• Communication messaging and creative design• Choosing store locations, branch/service areas• Geographic/Market analysis and mapping


Business Functions

61

Market Analysis Target Marketing

g p y pp g• Selecting and buying advertising media• New product development• Strategic planning


Business Functions

Mosaic USA is a powerful tool for identifying, analyzing and evaluating customer opportunities and market potential in national, regional and local market areas.

Enhancing your customer data with Mosaic USA identifies key market segments and untapped opportunities.

Density of Group F Metro Fringe households

Customer profiling by Mosaic USA Group

61

Site Selection Advertising and Media Planning

Mosaic Explained (Continued)

Mosaic USA can help pinpoint the best sites and trade areas for maximizing sales potential.Site analysis for Mosaic USA target group by census tract within 20-minute drive time

Mosaic USA can match consumers, attitudes and buying behavior with media usage for effectively communicating with your customers and prospects and for planning and allocating your media and promotion mix.

Selected behaviors for Mosaic USA target group ranked by potential

62

More than 300 data variables have been used to build Mosaic USA, including more than 70 household-level elements from Experian’s INSOURCE Database. These have been selected as inputs to the classification on the basis of their volume, quality, consistency and sustainability. To be input into the classification, the data must meet one or more of the following criteria:

• Allows identification and description of consumer segments that are not necessarily distinguished solely by the use of census data• Ensures accuracy of the Mosaic USA code by either household or neighborhood• Is updated regularly to ensure change is monitored• Improves discrimination and allows for the identification of a wide range of consumer behaviors

Mosaic USA was developed using consumer demographic information sourced from Experian’s wealth of data assets, including INSOURCE, which provides coverage for more than 110 million households and 215 million individuals; demographic estimates and projections from Applied Geographic Services; and the U.S. Census.

Classification Data


Mosaic USA can help pinpoint the best sites and trade areas for maximizing sales potential.Site analysis for Mosaic USA target group by census tract within 20-minute drive time

Mosaic USA can match consumers, attitudes and buying behavior with media usage for effectively communicating with your customers and prospects and for planning and allocating your media and promotion mix.

Selected behaviors for Mosaic USA target group ranked by potential

62

The Mosaic USA Family Tree illustrates the major demographic and lifestyle polarities among the types and groups and shows how the Mosaic USA types relate to each other.

In the development of Mosaic USA, Experian analysts considered more than 600 variables to create the Mosaic USA classifications. Each variable was selected for its discrimination, accuracy and ability to describe the U.S. population and simultaneously identify similar consumer behaviors, expenditures and attitudes. From the analysis, more than 300 variables were selected, including more than 70 household characteristics from Experian’s INSOURCE Database.

Mosaic USA classifies consumers by household and neighborhood. This allows you to optimize the use of the segmentation depending on the application. The classification is identical regardless of whether it is used at a household or neighborhood level. This ensures continuity and makes the classification easy to implement.

Descriptive Data

Geographical Resolution


Mosaic US Family Tree

Descriptive Data

Geographical Resolution


Mosaic US Family Tree

63

(Group A) Affluent Suburbia - 11.19% of U.S. households

(Group B) Upscale America - 13.26% of U.S. households


The seven Types in the Affluent Suburbia group comprise the wealthiest households in the nation. These segments outrank all other Mosaic USA Types in terms of household income, home value and educational achievement. Concentrated in exclusive suburban neighborhoods, these households are predominantly white, college-educated, and filled with baby-boom parents and their children. With their managerial and executive positions paying six-figure-plus incomes, they enjoy the good life in fashionable houses outfitted with the latest technology.These are the Americans who drive luxury cars, belong to country clubs, travel abroad, and relax by sailing, golfing or skiing. Many are culture buffs who attend the theater, art shows, dance performances and concerts, all at high rates. Both their purchasing behavior and media choices reflect their interests in money management, travel, computers and gourmet foods.

The six Types in Upscale America are populated with mainly white, college-educated, couples and families living in the metropolitan sprawl. Most of the adults work as executives and white-collar professionals, and their upscale incomes provide them with large homes and comfortable lifestyles. They like to spend their leisure time getting exercise — jogging, biking and swimming are popular — or shopping for the latest in-fashion and high-tech electronics. They are active in community affairs as members of business clubs, environmental groups and arts associations.They are selective media fans who prefer magazines and cable TV channels that cover business, fashion and the arts. Their one exception is the Internet. These Americans are omnivorous Web users who go online for everything from banking and trading stocks to downloading music and buying merchandise.

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(Group D) Blue-collar Backbone - 6.57% of U.S. households

(Group C) Small-town Contentment - 7.64% of U.S. households


The seven Types in the Affluent Suburbia group comprise the wealthiest households in the nation. These segments outrank all other Mosaic USA Types in terms of household income, home value and educational achievement. Concentrated in exclusive suburban neighborhoods, these households are predominantly white, college-educated, and filled with baby-boom parents and their children. With their managerial and executive positions paying six-figure-plus incomes, they enjoy the good life in fashionable houses outfitted with the latest technology.These are the Americans who drive luxury cars, belong to country clubs, travel abroad, and relax by sailing, golfing or skiing. Many are culture buffs who attend the theater, art shows, dance performances and concerts, all at high rates. Both their purchasing behavior and media choices reflect their interests in money management, travel, computers and gourmet foods.

The six Types in Upscale America are populated with mainly white, college-educated, couples and families living in the metropolitan sprawl. Most of the adults work as executives and white-collar professionals, and their upscale incomes provide them with large homes and comfortable lifestyles. They like to spend their leisure time getting exercise — jogging, biking and swimming are popular — or shopping for the latest in-fashion and high-tech electronics. They are active in community affairs as members of business clubs, environmental groups and arts associations.They are selective media fans who prefer magazines and cable TV channels that cover business, fashion and the arts. Their one exception is the Internet. These Americans are omnivorous Web users who go online for everything from banking and trading stocks to downloading music and buying merchandise.

The five Types in Small-town Contentment represent the nation’s middle-aged, upper-middle-class families living in small towns and satellite cities. As a group, they share moderate educations and a mix of well-paying jobs in white-collar, blue-collar and service professions.With their locations outside the nation’s major metros, these households can afford recently built homes and new SUVs and pickup trucks. They enjoy outdoor sports like hiking, fishing and camping. They also are close enough to big cities to frequent comedy clubs, nightclubs, and upscale malls for designer clothes and sporting goods. They tend to have varied media tastes, enjoying music and comedy shows on television, modern rock and country music on the radio, and fitness and music magazines from newsstands. They are active Internet users, going online for instant messaging, exchanging e-mail, and getting the latest sports scores and news.

The four Types in Blue-collar Backbone are a bastion of blue-collar diversity. This group features above-average proportions of both old and young residents, whites and Hispanics, families and singles, homeowners and apartment renters. Most residents live in older outlying towns and cities and work at blue-collar jobs in manufacturing construction and retail trades.Their lifestyle reflects a working-class sensibility. Their most popular leisure activities include baseball, soccer, fishing and woodworking. They are more likely to go out to a veterans’ club than attend a concert or play. These budget-conscious households shop at discount clothiers and department stores, and they have low rates for buying investments or insurance products. With relatively few entertainment options due to their remote location or lack of discretionary income, this group is a strong market for traditional media. Residents like to watch soaps and game shows on television, listen to country music on the radio, and read a variety of outdoor and women’s magazines.

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(Group F) Metro Fringe - 10.63% of U.S. households

(Group E) American Diversity - 9.72% of U.S. households

Mosaic USA Group Descriptions (Continued)

American Diversity is a reflection of how different mid-America’s population really is. It is an ethnic mix of middle-aged couples, singles and retirees. With a few exceptions, these six Mosaic USA Types consist of households with average educations and middle-class incomes from blue-collar and service-industry jobs. Many of the group’s adults are older Americans —aging singles and couples who’ve already exited the workplace. They tend to have unassuming lifestyles, scoring high for reading books and newspapers, going to movies and plays, and socializing through fraternal orders and veterans’ clubs. They have traditional media tastes, enjoying TV news, movies and game shows as well as business and home-oriented magazines.Conservative in their politics and fashion, they have limited interest in new clothing styles, consumer electronics or the Internet.

Metro Fringe is a collection of five racially mixed, lower-middle-class Types located primarily in satellite cities such as Kissimmee, Fla.; Flint, Mich.; Joliet, Ill.; and Fresno, Calif.Many of the group’s households consist of young singles and couples who work at blue-collar and service-industry jobs. They tend to live in older single-family homes, semidetached houses and low-rise apartments. Overall, this group is relatively active and pursues sports-oriented lifestyles, participating in activities such as soccer and softball, rollerblading and skateboarding, go-carting and video-gaming.As shoppers, they patronize discount retailers, where they buy the latest fashion and tech gear at low prices. In their homes, they’re fans of electronic media, whether it’s watching youth-oriented cable channels like Spike TV, FX and Cartoon Network or going online to chat, search job listings or download music.

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(Group G) Remote America - 7.4% of U.S. households

(Group H) Aspiring Contemporaries - 11.19% of U.S. households


American Diversity is a reflection of how different mid-America’s population really is. It is an ethnic mix of middle-aged couples, singles and retirees. With a few exceptions, these six Mosaic USA Types consist of households with average educations and middle-class incomes from blue-collar and service-industry jobs. Many of the group’s adults are older Americans —aging singles and couples who’ve already exited the workplace. They tend to have unassuming lifestyles, scoring high for reading books and newspapers, going to movies and plays, and socializing through fraternal orders and veterans’ clubs. They have traditional media tastes, enjoying TV news, movies and game shows as well as business and home-oriented magazines.Conservative in their politics and fashion, they have limited interest in new clothing styles, consumer electronics or the Internet.

Metro Fringe is a collection of five racially mixed, lower-middle-class Types located primarily in satellite cities such as Kissimmee, Fla.; Flint, Mich.; Joliet, Ill.; and Fresno, Calif.Many of the group’s households consist of young singles and couples who work at blue-collar and service-industry jobs. They tend to live in older single-family homes, semidetached houses and low-rise apartments. Overall, this group is relatively active and pursues sports-oriented lifestyles, participating in activities such as soccer and softball, rollerblading and skateboarding, go-carting and video-gaming.As shoppers, they patronize discount retailers, where they buy the latest fashion and tech gear at low prices. In their homes, they’re fans of electronic media, whether it’s watching youth-oriented cable channels like Spike TV, FX and Cartoon Network or going online to chat, search job listings or download music.

The four Remote America Types reflect heartland lifestyles, a mix of farming and small industrial communities mostly located in the nation’s midsection. The working-class couples and families in this Group tend to be employed in agriculture and blue-collar jobs that pay modest wages.The median home value is about half the national average, and a significant number of residents live in mobile homes.No group has a lower population density, and few have higher rates for outdoors-oriented lifestyles. Households spend their leisure time fishing, hunting, hiking and horseback riding.In their homes, they look to their TV sets for entertainment, especially game shows, soaps and home-improvement shows. Their magazine tastes may split along gender lines, with the men reading hunting publications while the women peruse home and family magazines. On the radio, country and western is the preferred choice of music.

The four Types in Aspiring Contemporaries are all filled with upward strivers. The households tend to be young, ethnically diverse (about 40 percent are minorities) and unattached (about two-thirds are single or divorced). Yet despite traditional barriers to affluence, the members of these metropolitan types are already solidly middle-class.Many live in relatively new homes or apartments valued at more than the national average —a reliable sign of upward mobility. They’re big culture buffs who like to see plays, movies, comics and live bands. They spend a lot of their discretionary income on the latest fashions and consumer electronics.They are heavy media consumers, listening to jazz on the radio and reading the Sunday paper for science and technology news. Raised on technology, they are very Internet savvy, spending their leisure time online to chat, shop, search for jobs, send instant messages, bid in auctions and frequent dating Web sites.

65

(Group I) Rural Villages and Farms - 4.88% of U.S. households

(Group J) Struggling Societies - 8.21% of U.S. households


Representing America’s agricultural and mining communities, Rural Villages and Farms is a collection of five low-density Types filled with middle-class families and couples of varied ages.Most of the households in this Group are married, white and high school educated.They maintain tranquil lifestyles in unpretentious houses and comfortable mobile homes.They share a fondness for outdoor sports, enjoying fishing, hunting, camping and motor sports. Many residents are do-it-yourselfers who are into woodworking and needlework. They like to shop at the big-box home-improvement chains and watch how-to shows on TV.When it comes to media, nothing dominates like country music. They watch their favorite country and western stars on TV, listen to them on the radio and attend their concerts.

The five Types in Struggling Societies symbolize the economic challenges facing a significant number of Americans. These households tend to be disadvantaged and uneducated. With incomes half the national average and nearly one-third never completing high school, they are consigned to low-level jobs in manufacturing, health care and food services. Many of these residents are young, minorities, students and single parents trying to raise families on low incomes and tight budgets. Without much discretionary income, their activities are limited and leisure pursuits include sports like basketball, volleyball and skateboarding.They shop at discount clothiers and sporting goods stores for casual apparel and athletic shoes.In these less-fortunate communities, television is the main source of entertainment, specifically reality programs sitcoms talk shows and sports This group also relates to ethnic oriented

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(Group K) Urban Essence - 8.64% of U.S. households

Varying Lifestyles - 0.80% of U.S. households


Representing America’s agricultural and mining communities, Rural Villages and Farms is a collection of five low-density Types filled with middle-class families and couples of varied ages.Most of the households in this Group are married, white and high school educated.They maintain tranquil lifestyles in unpretentious houses and comfortable mobile homes.They share a fondness for outdoor sports, enjoying fishing, hunting, camping and motor sports. Many residents are do-it-yourselfers who are into woodworking and needlework. They like to shop at the big-box home-improvement chains and watch how-to shows on TV.When it comes to media, nothing dominates like country music. They watch their favorite country and western stars on TV, listen to them on the radio and attend their concerts.

The five Types in Struggling Societies symbolize the economic challenges facing a significant number of Americans. These households tend to be disadvantaged and uneducated. With incomes half the national average and nearly one-third never completing high school, they are consigned to low-level jobs in manufacturing, health care and food services. Many of these residents are young, minorities, students and single parents trying to raise families on low incomes and tight budgets. Without much discretionary income, their activities are limited and leisure pursuits include sports like basketball, volleyball and skateboarding.They shop at discount clothiers and sporting goods stores for casual apparel and athletic shoes.In these less-fortunate communities, television is the main source of entertainment, specifically reality programs, sitcoms, talk shows and sports. This group also relates to ethnic-oriented media, creating a strong radio market for stations that play Spanish, Mexican and urban contemporary music.

As a whole, the six segments in Urban Essence make up the nation’s least- affluent group, a collection of relatively young minorities living in older apartments. More than half of the households consist of African-Americans and Hispanics. Many of these residents are single or single parents working entry-level jobs in service industries. With their low education levels and household incomes, residents lead unpretentious lifestyles. Many spend their leisure time playing sports like baseball, basketball and football. With their above-average household size, they make a strong market for children’s toys and electronic gear, especially video games, dolls and board games.They have high rates for enjoying traditional media, reading ethnic-targeted magazines, listening to jazz and urban contemporary radio and, especially, watching television. It’s hard to find a network program or cable channel that they don’t view, watching comedies, cartoons, sports, soaps and game shows.

The three Types that make up Varying Lifestyles are an unconventional group. What they share is the singular experience of living in group quarters. A majority of this Group lives the unique lifestyles offered by the military and university dorm life. Though their daily lives are different from many Americans — as well as each other — those who have the ability are more likely than average Americans to visit museums, zoos and state fairs. They like to stay active doing aerobic exercise, hiking, bowling and playing sports like tennis, baseball and volleyball.They are frequent travelers who vacation abroad as well as within the United States.At home, they divide their time between the television and computer screens. They typically watch TV news, comedy programs and late-night talk shows. When online, they frequent chatrooms, auction and banking sites and listen to Internet radio, with a preference for rock ‘n’ roll.

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Group Group Name Type Type NameA01A02A03A04A05A06A07B01B02B03B04B05B06C01C02C03C04C05D01D02D03

Nuevo Hispanic FamiliesWorking Rural CommunitiesLower-income Essentials

Midmarket Enterprise

New Suburbia FamiliesStatus-consciousAffluent UrbanUrban CommuterSolid Suburban LifeSecond-generation SuccessSuccessful SuburbiaSecond City HomebodiesPrime Middle AmericaSuburban OptimistsFamily Convenience

America’s WealthiestDream WeaversWhite-collar SuburbiaUpscale SuburbanitesEnterprising CouplesSmall-town Success

D Blue-collar Backbone

A Affluent Suburbia

B Upscale America

C Small-town Contentment


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D04E01E02E03E04E05E06F01F02F03F04F05G01G02G03G04H01H02H03H04I01I02I03I04I05J01J02J03J04J05

Latino NuevoStruggling City CentersCollege Town CommunitiesMetro Beginnings

Comfy Country Living

Hinterland FamiliesRugged Rural Style

Small-town Connections

Industrious Country Living

Steadfast ConservativesModerate ConventionalistsSouthern BluesUrban Grit

America’s Farmland

Coal and CropsNative AmericanaYoung CosmopolitansMinority Metro CommunitiesStable CareersAspiring Hispania

Grass-roots LivingHardy Rural FamiliesRural Southern Living

Urban BluesProfessional UrbanitesSuburban AdvantageAmerican Great OutdoorsMature America

Small-city EndeavorsEthnic Urban Mix

J Struggling Societies

G Remote America

H Aspiring Contemporaries

I Rural Villages and Farms

E American Diversity

F Metro Fringe


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Group Group Name Type Type NameK01K02K03K04K05K06L01L02L03 Gray Perspectives

L Varying Lifestyles

Unattached MulticulturesPrime Middle AmericaAfrican-American Neighbor.Urban DiversityNew Generation ActivistsGetting ByMilitary Family LifeMajor University Towns

K Urban Essence

Mosaic USA Groups and Types Names Continued)

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LIFT Area and Score Methodology


By enriching customers’ data with Experian data and applying a series of analytical data techniques, our clients are able to establish a more holistic view of their customers and gain a better understanding of their propensities. With this information, clients can begin to formulate improved marketing contact strategies, customer retention programs and product cross and up-sell opportunities.

Identifying and mailing customers that have a higher than average propensity to respond and potentially purchase relevant services or products is a key function of any customer management strategy. The analytical techniques described below provide a series of benchmark scores giving insight into how well each data element or data segmentation classification performs in its ability to discriminate lifestyle and customer profile characteristics when compared with an Experian national or regional market base count comparison.

The examples below provide a basis for understanding why an Experian profile report is a key input into this process. In a mail campaign program, we can adopt a random sample approach or alternatively, taking a hypothetical data classification, we can begin to analyse which of the classifications provides good discriminatory profiles of the types of people we are looking to target and communicate with. Both metrics used, all things being equal, are simply methods used to qualify customer profile differentiators for identifying the types of customers that have a better than average propensity to respondor purchase the products that are being marketed.

NB To note the two scores will be similiar but with different values given the methodologies used.

The lift chart enables us to visualise the lift that a data element or data classification gives a customer profile up and

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Description Customer Target Count Target % Base Base % IndexGroup A 7,123 23.7 19,458 19.5 122Group B 4,956 16.5 21,623 21.6 76Group C 6,123 20.4 7,000 7.0 292Group D 210 0.7 500 0.5 140Group E 400 1.3 1,600 1.6 83Group F 6,152 20.5 21,000 21.0 98Group G 97 0.3 1,200 1.2 27Group H 10 0.0 7,430 7.4 0Group I 2,776 9.3 8,460 8.5 109Group J 1,653 5.5 1,781 1.8 309Group K 500 1.7 9,948 9.9 17Totals 30,000 100.0 100,000 100.0

Step 1 (Table A) - % distibutions of customer file vs % distribution of the Experian base count used. Index produced as simple metric to identify discriminators.


By enriching customers’ data with Experian data and applying a series of analytical data techniques, our clients are able to establish a more holistic view of their customers and gain a better understanding of their propensities. With this information, clients can begin to formulate improved marketing contact strategies, customer retention programs and product cross and up-sell opportunities.

Identifying and mailing customers that have a higher than average propensity to respond and potentially purchase relevant services or products is a key function of any customer management strategy. The analytical techniques described below provide a series of benchmark scores giving insight into how well each data element or data segmentation classification performs in its ability to discriminate lifestyle and customer profile characteristics when compared with an Experian national or regional market base count comparison.

The examples below provide a basis for understanding why an Experian profile report is a key input into this process. In a mail campaign program, we can adopt a random sample approach or alternatively, taking a hypothetical data classification, we can begin to analyse which of the classifications provides good discriminatory profiles of the types of people we are looking to target and communicate with. Both metrics used, all things being equal, are simply methods used to qualify customer profile differentiators for identifying the types of customers that have a better than average propensity to respondor purchase the products that are being marketed.

NB To note the two scores will be similiar but with different values given the methodologies used.

The lift chart enables us to visualise the lift that a data element or data classification gives a customer profile up and beyond that of client files that simply contain names and addresses. The Lift Area and Lift Score provide us with useful metrics to compare how well a segmentation is disciminating.

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Description Target % Cumualtive % Base % Cumualtive % Ranked Index

0 0Group J 5.5 5.5 1.8 1.8 309Group C 20.4 25.9 7.0 8.8 292Group D 0.7 26.6 0.5 9.3 140Group A 23.7 50.4 19.5 28.7 122Group I 9.3 59.6 8.5 37.2 109Group F 20.5 80.1 21.0 58.2 98Group E 1.3 81.5 1.6 59.8 83Group B 16.5 98.0 21.6 81.4 76Group G 0.3 98.3 1.2 82.6 27Group K 1.7 100.0 9.9 92.6 17Group H 0.0 100.0 7.4 100.0 0Totals 100.0 100.0

Step 3 - RandomLine

Random 0 0100 100

Step 2 (Table B) - Ranked Index 1 & Cumulative counts for chart plot to show "Lift" compared to random approach.1 Profiles are ranked by descending index. Models are ranked by descending value / percentile (ranking by index would obscure model performance)

Explanation of Terms (Continued)

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100 100

Step 4 - Chart plot

Trapezium Exa 37.2 0 58.2 0 37.2 59.637.2 59.6 58.2 80.1 58.2 59.6

40 040 62

0 6240 62


0

10

20

30

40

50

60

70

80

90

100

0 20 40 60 80 100

Targ

et %

Base %

Data Group

Random

Example Uplift

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Step 5 - Chart Explanation

Step 6 (Table C) - Calculate the Lift Area

Description Cumualtive Target Proportion Cumualtive Base

Proportion

Rectangle Height

Rectangle & Triangle Base

Triangle Height

Lift

0.00 0.00Group J 0.06 0.02 0.00 0.02 0.06 0.00Group C 0.26 0.09 0.06 0.07 0.20 0.01Group D 0.27 0.09 0.26 0.01 0.01 0.00Group A 0.50 0.29 0.27 0.19 0.24 0.07Group I 0.60 0.37 0.50 0.08 0.09 0.05Group F 0 80 0 58 0 60 0 21 0 21 0 15

In the example above, if we were to target 40% (40,000 in above example) of the base as new prospects in the chosen market then on a random selection we could expect no more than 40% (12,000 in above example) of the potential respondents to respond or purchase. Whereas if we took a selection of 40% of the base based on the most over represented groups then we could expect a response for more than 62% (~19,000 in above example) of the potential respondents to respond or purchase.

NB the Lift Area is calculated as the proportion of the area under the lift curve. This can be calculated using the trapezium rule as demonstrated in table C. This area is calculated by splitting the area into many trapezium's between points in the graph, and calculating their size as the the area of a rectangle plus the area of a triangle. This is demonstrated in the graph above.


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Group F 0.80 0.58 0.60 0.21 0.21 0.15Group E 0.81 0.60 0.80 0.02 0.01 0.01Group B 0.98 0.81 0.81 0.22 0.17 0.19Group G 0.98 0.83 0.98 0.01 0.00 0.01Group K 1.00 0.93 0.98 0.10 0.02 0.10Group H 1.00 1.00 1.00 0.07 0.00 0.07

Total Lift Area 0.67

Step 7 - Calculate the Lift Score

Lift Area 0.67Max Lift Area 0.85Lift Score 0.49

In the example above, if we were to target 40% (40,000 in above example) of the base as new prospects in the chosen market then on a random selection we could expect no more than 40% (12,000 in above example) of the potential respondents to respond or purchase. Whereas if we took a selection of 40% of the base based on the most over represented groups then we could expect a response for more than 62% (~19,000 in above example) of the potential respondents to respond or purchase.

NB the Lift Area is calculated as the proportion of the area under the lift curve. This can be calculated using the trapezium rule as demonstrated in table C. This area is calculated by splitting the area into many trapezium's between points in the graph, and calculating their size as the the area of a rectangle plus the area of a triangle. This is demonstrated in the graph above.


Calculating the Lift Score gives us a value between 0 and 1. This provides a metric which demonstrates how well the segmentation is working against the best potential model. i.e. if everyone that was targetted then responded or purchased. Ifthe value is 0, then this is having no effect over random sampling, and if the value is 1 then you can target perfectly. The maximum lift area is calculated as 1 - ((Total Respondents / Total Base)/2). The Lift Score is then calculated as the Lift Area over the random line / Maximum Lift Area over the random line. i.e. (Lift Area - 0.5) / (Max Lift Area - 0.5)

Profiling Analysis (example above) will always result in a Lift Area > 0.5 and a Lift Score between 0 and 1. Very poor models can lead to a Lift Area < 0.5 and a negative Lift Score.

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Total Weighted Deviation Score

Step 1 (Table A) - % distibutions of customer file vs % distribution of the Experian base count used

Description Customer Target Count Target % Base Base % IndexGroup A 7,123 23.7 19,458 19.5 122Group B 4,956 16.5 21,623 21.6 76Group C 6,123 20.4 7,000 7.0 292Group D 210 0.7 500 0.5 140G E 400 1 3 1 600 1 6 83

The Total Weighted Deviation Index is weighted by the Experian base count segments so the measure can be compared across data elements or classifications with different numbers of data domains. The TWDranges between 100 - 200. The higher the value, the greater the performance of the segment, all things being equal, in differentiating between the clients’ data file from the Experian base count file used in the comparison analysis.

To recall, the indexes used throughout the Experian profile report is a measurement for each data domain within a data elements and provides an insight into which customers are concentrated in a defined geographical area and in relation to an average of 100. So a data domain with an index of 100 indicates that any customers with this characteristic are no mo more or less likely than average to buy the product or service, whereas a data domain with an index of 240 is 2.4 times more likely than average to be a customer with the propensity to purchase the clients products or services.

The following example shows how the TWD is calculated for a theoretical 11 type data classification


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Group E 400 1.3 1,600 1.6 83Group F 6,152 20.5 21,000 21.0 98Group G 97 0.3 1,200 1.2 27Group H 10 0.0 7,430 7.4 0Group I 2,776 9.3 8,460 8.5 109Group J 1,653 5.5 1,781 1.8 309Group K 500 1.7 9,948 9.9 17Totals 30,000 100.0 100,000 100.0

Step 2 (Table B) - Ratios and Total Weighted Deviation Score (Weighted by Experian base count)

Description Customer Target CountProp Ratio Difference to

the NormTWD

Group A 7,123 0.82 0.18 3.5Group B 4,956 0.76 0.24 5.1Group C 6,123 0.34 0.66 4.6Group D 210 0.71 0.29 0.1Group E 400 0.83 0.17 0.3Group F 6,152 0.98 0.02 0.5Group G 97 0.27 0.73 0.9Group H 10 0.00 1.00 7.4Group I 2,776 0.91 0.09 0.7Group J 1,653 0.32 0.68 1.2Group K 500 0.17 0.83 8.3Totals 30,000 32.6

The Total Weighted Deviation Index is weighted by the Experian base count segments so the measure can be compared across data elements or classifications with different numbers of data domains. The TWDranges between 100 - 200. The higher the value, the greater the performance of the segment, all things being equal, in differentiating between the clients’ data file from the Experian base count file used in the comparison analysis.

To recall, the indexes used throughout the Experian profile report is a measurement for each data domain within a data elements and provides an insight into which customers are concentrated in a defined geographical area and in relation to an average of 100. So a data domain with an index of 100 indicates that any customers with this characteristic are no mo more or less likely than average to buy the product or service, whereas a data domain with an index of 240 is 2.4 times more likely than average to be a customer with the propensity to purchase the clients products or services.

The following example shows how the TWD is calculated for a theoretical 11 type data classification


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SummaryThe above metrics are analyzed separately for each data element and/or any combination of different data domains -often described as univariate-type analysis. As a customer management solution starting point, the profile report is an excellent, cost-effective fact finding analysis to identify the common characteristics that form the customer base. However, the real drivers to understanding the dynamics of what and why people are your customers often requires combinations of data elements and data domains to be analyzed together with clustering profiles generated and further internal and external considerations applied. Please contact the Experian contact in this report for further details.

In the above table we create the difference to the norm which demonstrates how different the client segment is to the base segment. This is a function of the index, but does not show over representation and under representation, and rather shows how different the client profile is to the base profile, and this is done on a common scale. The inverse proportion is taken when the actual index is greater than 100. This is to ensure the over-representation has exactly the same impact as under-representation. i.e. an index of 200 has the same impact as an index of 50. The TWD is calculated as follows :

where n = number of classesPri = Proportional Ratio for class i of Target Proportion to Base Proportion or vice versa dependent on which is largerBi = Base Proportion for class i


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