Customer Equity Solutions (Cequity) is a technology-enabled Customer Experience Management Company. Our end-to-end suite of integrated services includes customer management consulting, marketing database & information management solutions, analytics, metrics & dashboards and campaign measurement. We use best in class proprietary methodologies, to create a cohesive, easy-to-use platform and generate measurable results throughout the entire customer lifecycle in very less time. To download visit: blog.cequitysolutions.com and www.cequitysolutions.com

1. Managed Marketing
Services (MMS)
Moving from tactical to strategic
Analytical marketing
20 May 2008
20 May 2008 CEQUITY Confidential

2. Managed Marketing Services
Business
Transaction
Data
Analytics
Campaign
management
Market research Competitive
Lifestyle Data
indicator
data
We support data based decisioning by providing ACTIonABLE AnALYTICS™ using
enterprise and external data in a MAnAGED MARKETInG SERVICES model.
2 20 May 2008 CEQUITY Confidential

3. CEQUITY offers a range of Managed
Marketing Services
Cequity — our service offerings
Envision Explore Extract Enable Empower
Customer Management Managed Analytics/ Custom Database Managed Marketing Marketing Operations
Consulting Campaign Services Design Solution Services Measurement services
ß Customer ß Customer Analytics ß Build Databases ß Campaign Services ß Measurement
Management ß Digital Analytics ß Manage databases ß Event-trigged frameworks
framework ß Campaign Design Services ß Dashboards
ß Customer Execute Loyalty Marketing on-boarding
on-boarding ß Campaign Tracking ß Lead Generation
ß Loyalty Analytics
ß Customer Lifecycle RoI Management
Management
ß Managed Loyalty
ß Managed Service
Campaign services
Solutions
Data Quality ß Managed Channel
And Information Solutions
Management
20 May 2008 CEQUITY Confidential

4. Tools and Techniques
Modeling and Business Performance Data Management Enabling
Optimization Research Analysis quality Operations
ß Forecasting ß Market Mix modeling ß Customized reporting ß Data quality audits ß Database Hosting
ß Customer Lifetime ß Benchmarking, ß Univariate / ß Creating Design of services
value ß Financial Impact Multivariate analyses Experiments
ß Return on Marketing modeling ß Pareto analyses ß Data cleansing
investment ß Trend analyses classification
optimization
ß Survival analytics
ß Regression
Business Applications
Demand Management Supply Management Strategy simulation
Financial Analytics
Analytics Analytics Analytics
Supporting data-driven business decision process
How can clients quickly obtain the infrastructure and skill-set
required to deploy an analytics solution?
20 May 2008 CEQUITY Confidential

5. Managed Marketing Services
Success Stories
ß S
hopping basket analysis and cross-sell optimization for the Grocery Retail
business to improve targeting and conversion efficiency
ß R
eturn on Marketing Investment for packaged consumer goods companies for
optimal allocation of marketing budget
ß C
ustomer Segmentation and Churn Analysis for a renowned telecom
company
ß Predictive models for Cross sell up sell programs for a financial Institution
ß H
igh Frequency Store PoS data analysis for new product, promotional,
purchase timing etc. for packaged consumer goods companies
ß L
arge Scale up in Campaigns ,both in terms of complexity and volume for a
very large Retail Bank
20 May 2008 CEQUITY Confidential

6. Cequity - Managed Marketing Services Solutions
Cequity‘s Managed Campaign services solutions allows clients to offshore their key customer
marketing processes to a partner who can flexibly bring “best in class” skills sets to the entire customer
marketing process. Cequity supports campaign management marketing decisioning by bringing
the client’s data into a managed services framework which allows the client to rapidly scale up their
Customer marketing efforts.
Cequity also brings a robust stage Campaign management process, Smart campaigning™,
which helps clients rapidly scale up their Customer marketing efforts.
e
Tra
ns p ons
act R es
ion ign
Da pa
ta am
C ta
Da
Smart Campaigning ™
Action basis
Customer insight
ry
co nda Ca
mp
l/ Se s aig
n B
e rna urce lue
Ext a so prin
dat t
20 May 2008 CEQUITY Confidential

7. Actionable Analytics framework™
Situation Analysis Behavioral Segmentation 1 to 1 Plan
Behavior
Customer Scoring Model Optimisation Matrix
• Absolute Scores / 1-to-1 Plan
Business
Objectives • Relative Scores • Portfolio level Objectives
• Predictive Scores • Possible actions to
• Historical Scores bridge Behaviour Gap
Customer Portfolio Map (different score/behavior combinations)
• Multiple Portfolios Data-BO Matrix
ROI Map • Portfolio Characteristics BO-Data Matrix
• Portfolio Behavior trends
• Portfolio Opportunities Value
Iteration
Behavior Gap Analysis (for each Portfolio)
Existing
Customer Data Current Ideal Resultant
Portfolio Portfolio ROI Campaign Lists
GAP Offer Ideas
Behavior Behavior Opportunity
20 May 2008 CEQUITY Confidential

8. Typical Marketing needs across Industry
¬
Explore Extract
ß Which market should I play in? ß How will it be profitable?
ß What should be my products? ß How to generate good leads?
ß What is my demand? ß Make my Sales team more
ß What is competition doing? effective?
ß How much will my customer value ß Which Channels?
my services? ß What price should I set?
¬
Customer Life Cycle
¬
Empower Enable
ß How profitable are my customer ß How can I reach my customer
strategies? across multiple channels?
ß Can I build Customer lifetime ß How do I analyze customer
value approaches to manage my behavior to make my offers more
customers better? ¬ relevant?
ß How do I scale up my Marketing
processes to campaign to my
customers in a seamless way?
8 20 May 2008 CEQUITY Confidential

9. to address c lient needs
Bread th of services
Extract
ting Models
Explore ß Target Mk
Mgmt.
ence ß Campaign
ß Market Intellig ß Price Sett
ing
ence ix Model
ß Comp. Intellig ß Market M
ß Price Tracking ß Sales Effe
ctivess
Strategy
ß Product Dev. ß offer opti
misation
entation
ß Market Segm ß CLTV Mo
deling
Empower
Enable ß Credit Scorin
g
-sell ß Loss Model
ß X-Sell, Up Collections S
trategy
odel ß
ß Attrition M Fraud Detecti
on
ß Loyalty S
corecard ß
Sat. Study
ß Customer entation
ß C ustomer Segm
ß Trigger M
arketing
nagement
P rofitability Ma
ß Customer
20 May 2008 CEQUITY Confidential

10. Through utilising CEQUITY’s Managed
Marketing Services…
…Clients are able to increase speed to market with minimal
capital investments
ß CEQUITY offers a managed service model which allows Clients to:
− inimise capital expenditure technology
M − everage the skills and expertise of CEQUITY’s
L
investments Analytics Services practitioners
0%
Consulting
Clients Transactional Data – 0% %
Customer, vendor, SCM, Phd Marketing
Marketing Solicitations, 20% 0%
2%
ITES
Product Data, Financial Data Masters MBA
2%
0% Analytics
20%
External/Secondary Data BSc /
IT
Engg. %
Prospect List/reference Files others
CEQUITY Managed Analytics Platform Business Research
Modeling
Performance Analysis
Primary Research
Process Support
60
Apples
120 Management / Solutions
100 S. California
50 Bananas
C. California
80
40
N. California
60
30
tive
40
20
20
10
Jul Aug Sep Oct Nov Dec 0
A B C D E F
tra
llus
C
Jan
B
1990
ß members onboard
I
Product A
A 1980
1970
Feb Product B
Mar
Product C
0 10 20 30 40 50 60 70 80 ß Ramp-up to 00+ by end 0
0 50 100 150 200 250 300 350
0 20 May 2008 CEQUITY Confidential

11. MMS End to End Campaign Solution
Internal/External Hosted Environment External
STAGInG
ª
SFTP Raw Files:
Customer Details • Consumer details
registration, Profile • Transaction details Promotions by Channel
updates, Surveys • Reactions
• Survey updates
• Reference files
TP
Transaction Data
ª SF
Current
Promotions
Reactions to Promotions Current Promotions Customer relations
Reference Files
ETL DQA
oDS/DW
X
Campaign
Mgt
X https
[
Consumer Integrated data
Shared hub
20 May 2008 CEQUITY Confidential

12. A Proof-of-Concept engagement is
proposed to…
…demonstrate the business value to our clients
ª
ª
ª
ª
Benefits of MMS
Scope Definition Data Systems Analyze Business ß inimal capex
M
Piloting
Mobilisation Assessment Value ROI investment
− EQUITY
C
D
ß efine scope ß dentify data
I
D
ß efine pilot
I
ß dentify infrastructure
for pilot required for scenarios business ß aster time-to-market
F
M
ß obilise team analysis ß xecute
E
value I
− mproved
ß nalyse
A scenarios ß erive return
D effectiveness
internal and ß nalyse
A
on investment ß ncreased value-add
I
external results − ransparency of
T
systems
operations risks
and identify
sources of − nvestment
I
data efficiency
ß ncreased business
I
agility
ß cope defined
S ß ources of data
S
A
ß nalysis results
B
ß usiness value
− usiness and
B
Team mobilised identified reviewed from MAS
market insights
identified
− rends / impact
T
ß oI determined
R
anticipation
A proof-of-concept approach will allow clients to determine the value of MMS before
embarking on full deployment of the solution
2 20 May 2008 CEQUITY Confidential

13. MMS Campaign Analytics
Campaign operation Components
Design Planning Pre-Campaign Work Customer Selection Performance Tracking
ß Customer Selection ß Workbook creation ß Customer Selection ß Tracking criteria
Strategy ß Production Planning ß Selection Auditing identification
ß Execution gap ß Data Identification ß Mail file Creation ß Tracking report
analysis closing Mapping ß vendor coordination ß Analysis
ß Process Mapping ß Data validation ß Compliance other recommendation
fulfillments
Business Analyst Campaign Managers Reporting Managers
Skill sets
ß Quantitative Analytical skills
ß Direct Marketing / List Processing Knowledge
ß Relationship Mgt. Skills
ß SAS / SQL knowledge
Tools Utilized
ß SAS Analytics wide knowledgebase
ß Unica-Affinium Campaign,e message,model Detect
ß Encryption Software for Data Protection
ß KXen
20 May 2008 CEQUITY Confidential

14. Managed Marketing Services
Engagement Model (/2)
I. ‘Pilot / Project’ engagement II. Managed Services engagement
ß Duration ß Duration
− – months − – years
ß nature of engagement ß nature of engagement
ª
− – subject experts deployed
− edicated resources (gradually
d
parttime / full-time for the duration of staffed-up)
engagement − eam normally located off-shore
T
− Team located on-site / off-shore with account manager in place
ß nature of deliverable ß nature of deliverable
− ne-time, identifying specific
o − n-going deliverables with clear
o
data collection / analyses SLAs
recommendations
ß rationale behind offering
ß Rationale behind offering − ong-term engagement with growth
L
− hort engagement to assess data
S potential based on delivery
availability and benefits of analytics
− lient assistance provided to drive
C
long-term relationships
20 May 2008 CEQUITY Confidential

15. Managed Marketing Services
Engagement Model (2/2)
Internal/External Data Client CEQUITY
Data mining Campaign
Option1: Project Based Engagement tools (Kxen, SAS Unica)
Raw data, Project Objective and Timeline Data Requirement Analysis/Campaigns
Flat files Deliverables Provided Agreed Upon
Ad Hoc Data Transfer Based
on objective Modeling Optimization
Data •
Cleaning • Market intelligence
research
• Performance analyses
Option2: Managed Services Engagement • Campaign Planning
Execution
• Internal/External Reporting
Raw data, Periodic Analysis Requirement, Timeline, Data Requirement
Campaigns/Analysis
Flat files Staffing agreed upon before the engagement
Data Ad Hoc Data Transfer Based
Cleaning on objective
Feedback Loop on Data Quality/
Campaign Response
20 May 2008 CEQUITY Confidential

16. Proposed Pricing Models
There are several pricing options, highly customizable
Fixed Rates option
Charge model is based on number
MMS HUB
of customers and service spectrum,
$ taking away any significant upfront
investment giving quantifiable RoI
to the client
number of outputs in Month
Base Plus Transaction Loading
MMS HUB
MMS HUB
$ $
number of outputs in Month number of outputs in Month
Pricing for services would be at market rates for similar services, which suggests direct
savings of 20-2% to most clients
20 May 2008 CEQUITY Confidential

17. In Summary, our value Proposition
Client benefits Key differentiators
ß Financial Impact ß CEQUITY in partnership - “skin in
− emonstrable savings through RoI
D the game”
calculators
ß Skilled resources/Leveraged
ª
− Fixed to variable/no upfront investment
models
− Pay-Per-Use
ß Scalable capacity
ß Time To Market (TTM)
− Best practices
− Improved Effectiveness
− Repeatability
ß Increased value-add − xperienced domain/industry business
E
− Transparency of operations risks analysts
− Investment efficiency
ß Proven benefits
ß off-the-shelf jumpstart modules − xperience in driving benefits for
E
for “analytics starter” CEQUITY businesses selected
clients
ß Increased business agility
− Solution expertise
− Business and market insights
− Trends / impact anticipation ß End-to-end offering
− Consulting led Managed Analytics
− Trends / impact anticipation
[[ Focused on delivering business impact
20 May 2008 CEQUITY Confidential