This presentation outlines a capability model for driving customer engagement in a connected world. It discusses transforming marketing processes, customer data, infrastructure and analytics to integrate marketing platforms, enable real-time updates and optimize offers across channels. Case studies show tech firms increasing revenue 15-30% and banks improving earnings. A panel discusses applying the model. The goal is improved spend efficiency, acquisition, data use and speed through trigger-based, cross-channel interactions.

1. A CAPABILITY MODEL FORDRIVING CUSTOMER ENGAGEMENT IN A CONNECTED WORLDTim SutherChief Marketing Officer ®

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4. TODAY’S AGENDA 1. A capability model for driving customer engagement 2. Illustrative results 3. Panel discussion 4. Your questions

5. GLOBAL MARKETING SERVICES & TECHNOLOGY FIRM Focused on audience and customer engagement INDUSTRY RECOGNITION #1 US agency / #9 Worldwide agency – AdAge #3 Business Services & Consulting – Information Week 500 Innovators #1 in client satisfaction – leading market research firm QUICK FACTS 8,800 clients in 40 countries 300,000 campaigns/year 5 billion consumers engaged/year $1.2 billion revenues. 70% under long-term contract NASDAQ – ACXM

6. CAPABILITY MODEL FOR A CONNECTED WORLD Target 15-30% of spend to redirect

7. CAPABILITY MODEL FOR A CONNECTED WORLD Illustrative Results Tech Firm $200 million revenue/yr $4.5 million OpEx/yr Retail Bank $100 million EBIT/yr Consumer Goods Firm $500 million revenue/yr

8. PANEL DISCUSSION Leaders applying the capability model Mike Boush Vice-President E-Business Discover David Minsker EVP of CitiCards Marketing Information Management Citi

11. Process Centric

12. Customer Segments

13. Product Sets

14. Mass Marketing

15. Sequential Campaign Cycles

16. Highly Segmented

17. Trigger Based Campaigns

18. Automated Across Channels

19. Full Consumer Relationship

20. Integrated Contact History

21. Account Level

22. Multiple Marketing Platforms

23. Large Batch Processes

24. Integrated Marketing Platform

25. Real-Time Updates

26. Across Segments, Products, Campaigns, Channels

27. Offer Level Optimization

28. Product Level

29. Campaign Level

30. Channel LevelCapability Transformation Organization Marketing Processes Customer Data Infrastructure Analytics This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc.

31. Interactions Data Assets Strategies Statements Prospects Consumer Interaction Optimization Mail Telesales Mobile Call Center 250MM 4B Marketing 50B Risk Email Branch POS Customers Servicing On Line Digital TV Marketing Hub (aka ‘Central Nervous System’) 11 This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc.

32. Segmentation typing to ensure robustness and scalability of insights when applied to the entire customer / prospect populations * Bubble sizes indicate segment's market size 200 180 Pace Non-SVC 7 160 15 67 11 24 27 140 19 38 21 1 13 22 34 48 41 120 57 36 31 4 5 18 37 17 Value Propositions Consumers Channels Interactions 40 2 3 12 39 6 8 20 45 100 30 62 55 43 9 26 50 68 25 46 53 58 42 23 80 49 47 54 14 69 16 44 65 35 33 51 60 66 52 10 28 60 63 61 70 64 29 59 11 / 19 10 / 22 11 / 3 10 / 14 11 / 8 Offer “A” Phone 32 40 56 20 Offer “B” Mail 0 -50 0 50 100 150 200 250 Pace SVC Internet Offer “C” Face- to-face Offer “D” Wireless Offer “E” MinimumMail Run Lifestyle Needs Offer “F” Sequencing and Cadence Call Center Capacity Contact Preferences ROI Hurdles Multidimensional Insight - Optimized Business Rules This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc.

34. Increased Acquisition and Cross-Sell rates

35. Reduced List Processing expenses (over 35%)

37. Trigger based interactions

38. Cross channel integration

39. Real-time Point-of-Sale delivery

40. Enhanced Cross-Sell capabilitiesMarketing Processes This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc.

43. What Cardmembers are saying… Purchase Planner: “[This was] very easy to understand. I am planning a big purchase and using the tool helped me figure out how much I could spend.” Spend Analyzer: “This [Spend Analyzer] is very helpful to me and will make me choose this over another credit card.” Paydown Planner: “It is about time that a credit card company provide a tool to help pay down a credit card and not just use more credit.” 16

44. Engaging Customers Their data. Their benefit. Must build this into business unit strategic plans. Precision, speed, and granularity are delivered as relevance Highest value opportunities: extending this to prospects

45. Card Customization Always Carry a Balance Excellent Credit See All Offers

47. THANK YOU. QUESTIONS? acxiom.com/LinkedIn acxiom.com/Twitter acxiom.com/FaceBook