The document analyzes spending differences between customers with open and closed GE credit card accounts. It finds that open account customers spend 58-59% more on average over their lifetimes than all customers. It also finds that post credit card sign-up, customer average spend increased 70% compared to the 12 months prior. Finally, it provides breakdowns of spending metrics for open and closed account customers.

1. GE Credit
Customer Analysis
June 22,2012

2. 2
GE Card Customers’ Spend vs. Full File

3. 3
Methodology
Objective of Analysis: To understand the differences in spending by segment between all customers, open account
holders and closed account holders.
Methodology:
 MBS segmented the customer file by lifetime:
– Recency
– Frequency
– Monetary – lifetime gross sales
 These customers were then classified into one of the following groups:
– Open GE Card Holders
– Closed GE Card Holders

4. 4
Among active customers, open account avg. spend is almost 60%
higher than total file
 Of the 1,217,245 active 12M customers:
– 4% (50,262) have an open PMC account
– 10% (122,074) have an open PLCC account
 Customers with open accounts have higher average lifetime spend versus total file:
– 58% higher for PMC ($3,126 vs. $1.319)
– 59% higher for PLCC ($3,187 vs. $1,319)
 70% of lifetime dollars among open accounts are spent on the cards
 Customers with active accounts have higher average lifetime spend on the card versus total file average:
– 41% higher for PMC ($2,237 vs. $1,319)
– 43% higher for PLCC ($2,300 vs. $1,319)
 Customers with closed accounts also have higher spend than the full file:
– 49% higher for PMC ($2,526 vs. $1,319)
– 43% higher for PLCC ($2,637 vs. $1,319)

5. 5
Customer Performance Pre/Post Card Sign-Up

6. 6
Methodology
Objective of Analysis: To understand the pre/post performance differences of customers that enrolled and purchased
utilizing their GE credit card to those BB customers that do not have a GE credit card.
Methodology:
 MBS isolated customers into (2) groups: 442,554
– GE Card Holders: customers that enrolled & purchased utilizing their GE card between 01/01/2010 -
12/31/2010
– Non Card Holders: non GE card enrollees & purchased between 01/01/2010 - 12/31/2010
 These customers were then classified into one of the following 12M periods:
 GE Card Holders:
– Pre Period: transactions that occurred prior to their first purchase utilizing their GE card during 01/01/2010 -
12/31/210
– Post Period: transactions that occurred after their first purchase utilizing their GE card during 01/01/2010 -
12/31/210
 Non Card Holders:
– Pre Period: transactions that occurred prior to their first purchase during 01/01/2010 - 12/31/210
– Post Period: transactions that occurred after their first purchase during 01/01/2010 - 12/31/210
 Please note that each customer will have its own unique 12M pre/post time periods.
 Excluded from the analysis
– Employees
– All customers with a closed GE card status on file
– All customers with a first purchase that occurred after 01/01/2010 (these customers would not have 12 full
months of pre data).

7. 7
Customer avg. spend increased by 70% post card sign-up
 Of the 442,554 customers that made a purchase in 2010:
– 4% (16,124) enrolled and purchased on their GE card, while
– the remaining 96% (426,430) customers are non card holders.
 12M prior to enrollment, the card holder population performed much better than the BB general population evident
by having:
– a higher shop rate (65.4% vs. 47.3%),
– higher spend ($646 vs. $487), and
– slightly higher frequency(3.1 vs. 2.4).
 Customer average spend increased post credit card enrollment by 70% ($1,100 vs. $646).
– card holders increased spend in retail (63% to 67%) and decreased spend in direct (14% to 8%).

8. 8
Appendix

9. 9
Open Cardholders’ Detail
##
GROUP
Combined Scored
ELITE* 157,834 625,827,257$ 3,965$ 16,807 11% 87,720,645$ 5,219$ 1,254$ 24% 16,651 99% 61,743,688$ 70% 3,708$ (257)$ -7%
TOTAL ACTIVES 1,217,245 1,605,523,229$ 1,319$ 50,626 4% 158,231,620$ 3,126$ 1,807$ 58% 49,506 98% 110,736,579$ 70% 2,237$ 918$ 41%
TOTAL LAPSED 1,925,461 920,083,774$ 478$ 29,146 2% 32,780,444$ 1,125$ 647$ 58% 27,727 95% 24,849,389$ 76% 896$ 418$ 47%
COMBINED TOTAL 3,142,706 2,525,607,002$ 804$ 79,772 3% 191,012,064$ 2,394$ 1,591$ 66% 77,233 97% 135,585,968$ 71% 1,756$ 952$ 54%
ELITE* 157,834 625,827,257$ 3,965$ 40,099 25% 208,897,352$ 5,210$ 1,244$ 24% 39,933 100% 148,818,624$ 71% 3,727$ (238)$ -6%
TOTAL ACTIVES 1,217,245 1,605,523,229$ 1,319$ 122,074 10% 389,086,625$ 3,187$ 1,868$ 59% 120,913 99% 278,137,365$ 71% 2,300$ 981$ 43%
TOTAL LAPSED 1,925,461 920,083,774$ 478$ 68,639 4% 85,066,535$ 1,239$ 761$ 61% 67,389 98% 67,510,699$ 79% 1,002$ 524$ 52%
COMBINED TOTAL 3,142,706 2,525,607,002$ 804$ 190,713 6% 474,153,160$ 2,486$ 1,683$ 68% 188,302 99% 345,648,064$ 73% 1,836$ 1,032$ 56%
*Anomolies have not yet been removed
Customers
with
Spend % to
Open
Accounts
PLCC
PMC
Avg. Total
Spend per
Customer
TOTAL GROSS LIFETIME $$
Incremental
Open
Account vs.
Total Lifetime
Incremental
%
Incremental
Spend on
Card vs. Total
Lifetime
Incremental
%
Customers
with
Spend % to
Open
Accounts
## OPEN ACCOUNT TOTAL GROSS LIFETIME $$ SPENT ON CARD## OPEN ACCOUNT TOTAL GROSS LIFETIME $$
Customer
% to Total
Mailable
File
Gross Lifetime
Dollars spend
on card
# of
Customers
with an open
account, have
spent on a
card
Total Mailable
Customers
Total Gross
Lifetime
# of
Customers
have an open
Account
Gross Lifetime
Dollars of
Customers with
Open Accounts
TOTAL MAILABLE FILE OPEN PMC ACCOUNTS OPEN PMC ACCOUNTS WITH SPEND
Avg. Spend
per Account
on Card
Avg. Total
Spend per
Open
Account
TOTAL MAILABLE FILE OPEN PLCC ACCOUNTS OPEN PLCC ACCOUNTS WITH SPEND

10. 10
Closed Cardholders’ DetailGROUP
Combined Scored
ELITE* 7,012 31,598,172$ 4,506$ 541$ 12% 4,287 4,635,935$ 1,081$ (2,884)$ -267%
TOTAL ACTIVES 28,052 71,868,264$ 2,562$ 1,243$ 49% 16,902 13,333,757$ 789$ (530)$ -67%
TOTAL LAPSED 70,737 52,362,678$ 740$ 262$ 35% 56,911 29,754,245$ 523$ 45$ 9%
COMBINED TOTAL 98,789 124,230,942$ 1,258$ 454$ 36% 73,813 43,088,003$ 584$ (220)$ -38%
ELITE* 13,511 64,291,796$ 4,758$ 793$ 17% 9,030 9,904,532$ 1,097$ (2,868)$ -261%
TOTAL ACTIVES 54,465 143,642,442$ 2,637$ 1,318$ 50% 34,527 28,747,563$ 833$ (486)$ -58%
TOTAL LAPSED 139,878 108,057,046$ 773$ 295$ 38% 113,690 64,753,389$ 570$ 92$ 16%
COMBINED TOTAL 194,343 251,699,488$ 1,295$ 491$ 38% 148,217 93,500,952$ 631$ (173)$ C
*Anomolies have not yet been removed
Incremental
Closed
Account vs.
Total Lifetime
Incremental
%
Avg. Total
Spend per
Closed
Account
PLCC
PMC
# of
Customers
have a closed
Account
# of
Customers
with an closed
account, have
spent on a
card
Gross Lifetime
Dollars spend
on card before
closing
Incremental
Closed Account
vs. Total
Lifetime
## CLOSED ACCOUNT TOTAL GROSS LIFETIME $$ ON CARD
Incremental
%
##
Gross Lifetime Dollars
of Customers with
Closed Accounts
CLOSED ACCOUNT TOTAL GROSS LIFETIME $$
Avg. Total
Spend per
Closed
Account
CLOSED PLCC ACCOUNTS CLOSED PLCC ACCOUNTS WITH SPEND
CLOSED PMC ACCOUNTS CLOSED PMC ACCOUNTS WITH SPEND

11. 11
Pre/Post Card Sign-Up Detail
GE Credit Card
Status
#
Custs
%
Custs
# Custs
Shop
Rate
Avg Dol
/ Custs
Avg Visits
/ Custs
Avg Units
/ Visit
% Ret
$
% Dir
$
% Fac
$
Avg Dol
/ Custs
Avg Visits
/ Custs
Avg Units
/ Visit
% Ret
$
% Dir
$
% Fac
$
Avg Dol
/ Custs
Avg Visits
/ Custs
Avg Units
/ Visit
% Ret $ % Dir $ % Fac $
Card Holders 16,124 4% 10,551 65.4% $646 3.1 3.1 63% 14% 23% $1,100 4.0 3.8 67% 8% 25% $454 0.9 0.6 4% -6% 2%
Non Card Holders 426,430 96% 201,706 47.3% $487 2.4 3.1 60% 19% 21% $534 2.7 3.1 59% 20% 21% $47 0.3 -0.1 -1% 1% 0%
- 18.1% $159 0.7 0.0 3% -5% 2% $566 1.3 0.7 8% -12% 4%
12M Pre Period 12M Post Period Variance
Variance