INSOURCE^SM

Information. It's the universal currency of today's dynamic business environment; the essential bridge between marketers and consumers, and the power behind turning prospects into profitable, long-term customers. So when it comes to choosing a data resource, you can't afford anything but the best. That's the INSOURCE^SM database — the nation's largest repository of consumer marketing information.

The INSOURCE edge
Selecting a data resource ranks among the most critical marketing decisions you'll ever make. That's because, with such a far-reaching impact, data is one of the core components of your marketing program. Your decision ultimately affects the success, or conversely, the failure of your business. When weighing your options, remember that not all data resources are the same. It's important to know your data supplier and understand how it compiles the data it supplies you. The difference always lies in the details.

Experian's INSOURCE database is the foundation for our consumer data products. According to a recent Forrester Wave™ study, INSOURCE is the best-compiled file in the industry. Forrester called it, "the most well-regarded compiled consumer file on the market today," and ranked Experian's Customer Data Integration (CDI) technology "number one among its competitors."¹

The INSOURCE database is the result of Experian's comprehensive consumer marketing database re-engineering. Its revolutionary design combines unique build methodology, superior technology and vast data sources. The result is a one-of-a-kind database that meets the sophisticated needs of today's marketers, offering unprecedented scope, flexibility and reliability.

By connecting to the power of the INSOURCE database, you can feel confident that you are accessing the finest marketing information available. Your marketing decisions will be more accurate, your models more predictive and your communications more targeted. That's the INSOURCE edge.

Original source compilation
Experian^® is an original source compiler, meaning we collect data directly from more than 3,500 original public and proprietary sources. The data used in INSOURCE is tested and validated, then cleansed and combined using Experian's proprietary logic to create the most accurate and comprehensive repository of consumer marketing information available.

This process distinguishes Experian from other data suppliers, who typically rely on secondary data sources and are bound by various usage restrictions. Since we acquire data directly from the original source, we have in-depth knowledge of the information. We understand the fine distinctions within each data element. The end result is that you receive the most definitive marketing information in the industry — and a more complete picture of your customers and prospects.

Superior testing and processing
Quality data from us means successful campaigns for you. That's why Experian employs a rigorous process of testing and evaluation to ensure data cleanliness, coverage depth , recency and accuracy. The process includes the application of proprietary models, data from thousands of sources and proven algorithms to ensure that only the most deliverable addresses and accurate data elements are housed within the INSOURCE database. Tests ranging from first-class mailings, syndicated research matching, third-party telephone validation and Electronic Directory Assistance a re also used to ensure the accuracy of data on a regular basis.

Count on Experian's standard of excellence to build profitable, rewarding campaigns.

Process Control — We apply standard routines and steps for processing warehouse updates, producing reports, editing data and disseminating status to the user community.

Statistical Quality Control — After weekly runs that record and measure national frequencies and pattern distributions for over 150 variables by update, we then output exception reports for review and action.

Detail Level Measurement — We compare an Nth sample of updated records at the name and address level, monitoring changes applied through the update process.

Licensed USPS Products
Monthly source processing — Through postal products including National Change of Address (NCOA Link), Locatable Address Conversion System (LACS), Delivery Sequence File (DSF), etc.

First Class Mail Deliverability Testing — Monthly sample name and address mailings designed to evaluate household mobility and completeness of address.

Electronic Directory Assistance — Name and address lookups against up-to-date Regional Bell databases confirm accuracy of names, addresses and telephone numbers.

Syndicated Research and Telephone Analysis — Validation of data elements and recency through matching of records against syndicated research files and telephone validation.

Data depth and breadth
The INSOURCE database, offering coverage on 98 percent of U.S. households, is the most comprehensive and accurate resource for both data enhancement and list services available today. With access to such a broad universe of consumers, you have virtually unlimited options for prospecting, profiling and modeling. With more than 1,000 data elements per record, you can customize your communications based on the consumer attributes that most impact buying behaviors — from basic demographics to sophisticated psychographics.

The types of information in the INSOURCE Database include:
• Demographics — Age, gender, income, ethnicity, occupation and education
• Behavioral and lifestyle — Activities, pet owners, reading preferences, high-tech equipment users and contributors
• Census — Median age, wealth rating and median income
• Realty — Dwelling unit type, purchase price, mortgage amount, loan type and date, prevailing interest at time of sale and property characteristics
• Life events — New movers, new parents and new homebuyers

Advanced build methodology
While traditional methods of determining household makeup rely solely on identifying individuals with the same surname at the same address, INSOURCE goes a step beyond by establishing a living unit s tructure. The living unit recognizes family members independent of surname and can even identify roommates and group settings. This fresh approach to householding methodology enables you to view households by the living arrangements that are not only representative of today's society, but that also determine consumer buying behavior.

This new living unit logic recognizes:
• Different surnames in the same family
• Roommates and living partners
• Group quarters (i.e. fraternity houses, etc.)

Unique, permanent identification
By attaching a unique, permanent identifier to each consumer record, INSOURCE provides a stable and consistent repository for wide variety of processing types. This linkage technology not only improves the accuracy of INSOURCE data, but also facilitates your ability to maintain contact with today's mobile consumers — even if your records reside on more than one database. The use of identifiers lays the groundwork for some exciting new services designed to keep you in touch with customers and prospects and to maintain your databases more efficiently.

Experian's Fair Information Values
You must be confident that the data products you buy not only comply with state and federal laws, but also are developed with careful consideration of both past and anticipated privacy legislation and public opinion. Experian's stringent values-based practices govern the acquisition, compilation and sale of its consumer data. Our legal and ethical standards embody systems and practices that ensure compliance with legal guidelines, careful screening of data sources, ongoing internal audits and appropriate consumer notice and choice.

Information practices and compliance
As a leader in the direct-marketing industry, Experian strives to achieve a balance between consumer privacy expectations and our clients' business needs to ensure that both benefit. To achieve this balance, Experian has developed its own information practices and compliance guidelines. Experian's guidelines were based on self-regulatory industry guidelines, laws and regulations, public policy and our own fair information values.

As part of Experian's information practices and compliance guidelines, it is our policy to honor consumer opt-out requests by applying them to Experian databases and processes in accordance with applicable regulatory and self-regulatory guidelines. Experian obtains all commercially available "Do Not Call" files and makes every effort to suppress these records from our lists.

However, due to timing and various compilation and processing methods, Experian does not guarantee that all "Do Not Call" telephone numbers have been identified or suppressed. It is the marketer's obligation to be aware of and comply with all applicable federal and state laws.

Accordingly, Experian does not assume any responsibility for, nor make any warranty as to whether use or distribution of the data provided will result in violation of any local, state or federal law or regulation, or any trade or industry guideline. Use of data provided and compliance with the law regarding the same shall be solely the marketer's responsibility.

This should not be construed as legal advice. It is the marketer's obligation to be aware of and comply with all applicable laws, regulations and guidelines. Clients should consult with an attorney regarding any questions about privacy laws, regulations or guidelines.

For more information about privacy, visit these Web sites:
• The Federal Trade Commission
• The Coalition for Sensible Public Record Access
• The Direct Marketing Association
• Email Service Provider Consortium
• Network Advertising Initiative
• Anti-Phishing Working Group

The benefits of Experian data include:
• Data integrity and quality
• Data accuracy validation
• Maximum coverage
• New, unique data combinations
• Accurate, current lifestyle reflection
• Simplified Customer Data Integration
• Data recency
• Legal and ethical standards compliance

 
¹ Source: The Forrester Wave™: "Database Marketing Service Providers, Q1 2006," Forrester Research Inc., Jan. 10, 2006.