1. A Luckie presentation August 10, 2011 Big data is a big deal CONFIDENTIAL - PROPERTY OF LUCKIE & COMPANY. © 2011 LUCKIE & COMPANY. Reproduction, distribution, presentation, display, license, and derivative works by written permission only from Luckie & Company.

3. Integrate all data sources to determine how technology-driven marketing can motivate consumers to specific transactional behaviors

4. Differentiate consumers in various segments, groups or other subsets to maximize relevance while maintaining the highest return on marketing investment (ROMI)

5. Execute customized, individually relevant multi-channel marketing programs

6. Measure the results against key performance indicators and rapidly reactThis approach allows for constant improvement of multiple initiatives while focusing on current consumers, acquiring prospects, and ensuring effective channel use to drive marketing optimization.

7. Data defines and prioritizes the consumer spectrum

8. Moving from Awareness to Behavior 1 to Few Niche: SEO/SEM, Print, Email, SM Women’s, Men, Housewares 1 to Many Mass: TV, Print, Display Shop at Stein Mart 1 to 1 Loyalty Club: Private Sale, New Brands, BOGO AWARENESS Register to win < Register for newsletter < Register for coupons < Customer transaction< BEHAVIOR Elite New Member New Loyalist Good Customer Departmentalist Tenured Holiday Shopper

9. Data defines value potential across three or more dimensions

10. Value potential drives the strategy, targeting, creative, execution, and optimization

11. Great strategy drives the right stories to the right audiences at the right times and in the right places Website Mobile Site Print Out-of-Home (OOH) Video Radio eMail Public Relations Blogger Outreach/PR Direct WOM Sweepstakes Event Sponsorships Customer Service :30 :15 Flickr Facebook Banners Community Paid / Organic Search Digital Video Twitter LinkedIn Location Based Marketing Mobile Banners Mobile Opt-In Intelligent POP iPad/iPhone App iPad Ads Facebook App Facebook Ads Foursquare Couponing based on Check-in Tumblr

12. And that drives customers to action

13. Our current and former clients all agree

14. Lets take a closer look

15. Customer Segmentation Example

16. behavioral segments Defines value to the brand Based transactional (behavioral) metrics Sales (monetary) Coupons Engagement (digital) Visits (frequency & recency) Loyalty Marketing impact Investment Cadence Lifetime value management

17. leveraging the y-axis Customer Velocity Investment 13

18. Example | Behavioral Segment

19. Attitudinal profiles Defines the ‘who’ (targets) Based on demographic, psychographic and motivational datasets Marketing impact Creative presentation Media targets

20. Planet PÜRists Primarily well to do singles, young couples Messaging and creative Natural, organic, artsy Environmental, cause-oriented Imagery Earthy tones Clean, balanced

21. Planet PÜRists

23. Responds to text coupons

24. Uses mobile email

25. Does not read the paper

26. Very active in social media

27. Index high to use internet for job search, dating and banking

28. Index high for Spanish radioPlanet PÜRists

29. Attitudinal Segment media strategy | Mobile, AL

30. Attitudinal Segment media strategy | Jacksonville, FL

31. creative effect

32. Attitudinal Segment

33. Individual Attributes Defines individual demand drivers Product or brands Preferred channel(s) Preferred stores Marketing impact Messaging Offers Communication frequency

34. Individual Attributes

35. Individual Attributes

36. Individual Attributes leveraging the z-axis Implementation of a longitudinal multi-touch contact strategy drives not only tactic ROI, but also significant impact on annual spend vs. control and increases LTV

37. 360° view

38. 360° view

39. Need updating with all logos

42. What story can we tell with your data?

43. Thank you

44. Luckie & Co. John Heenan, CMO 600 Luckie Drive Birmingham, AL 35223 P 205.879.2121 F 205.877.9855 www.luckie.com CONFIDENTIAL - PROPERTY OF LUCKIE & COMPANY. © 2011 LUCKIE & COMPANY. Reproduction, distribution, presentation, display, license, and derivative works by written permission only from Luckie & Company.