1 June 7, 2012
Presented to:
Direct Marketing
Launch Plan
Agenda
2
Background and Objectives
Online Insurance Marketplace ‒ Competitive Landscape
Key Considerations ‒ Target Insights
Approach to Market ‒ Media Overview
‒ Creative Overview
‒ Data and Analytics Overview
Next Steps
Background
We all agree that:
Integrating new Direct Response media channels will lead to a successful
launch of 1800 Life Insurance
Key performance metrics (CPQRF and CPARF) have been consistently
weakening over the past 24 months
In conjunction with weakening performance, media spend and monthly
lead volume has also been in decline
3
Primary Objective: Introduce new media channels to launch 1800 Life Insurance.com to
drive direct term life insurance sales in US market
Secondary Objective: Create brand awareness in support of brand/product launch
Learning Objectives: Identify optimal mix for driving cost-effective sales at scale
Increase overall lead volume
Address Agent Attrition issue
Business Objectives
4
5
Online Insurance Marketplace Overview
Online Life Insurance Marketplace
Insurance companies spent over
$18 million for DRTV advertising
over the 2011 Calendar Year
Insurance companies spent over
$10 million for online advertising
over the 2011 Calendar Year
Select Quote leads the DRTV
category making up approximately
70% of the spend
AccuQuote leads the Digital
category making up approximately
95% of the spend
6
Source: Kantar Media
Life Insurance Market:
Annual DRTV and Digital Advertising
Spend
Competitive Landscape
7
Founded in 1995,
Matrix Direct offers an excellent
selection of personalized life
insurance quotes from highly-rated
life insurance companies.
Established in
1985, the company pioneered the
direct marketing of Term Life
Insurance. Today Select Quote
claims to be America’s #1 Term Life
sales agency.
Since its
inception in 1986, AccuQuote has
established a leading position in the
market. AccuQuote sells a variety
of types of life insurance policies, as
well as selected annuities.
Competitive Landscape SelectQuote: Direct Response Ads:
– Offer: – Free insurance quote
– CTA: – Easy to Understand
– Clearly Visible in Ad
– Not always a click through, sometimes a phone number
Ads emphasize: – Need to protect family’s future
– Different stages of life – Just Married
– New Baby
– New House
– Raise
– Lose your job
Media Type Spend*
Broadcast $4,249,500
Radio $783,400
Online $48,800
Total Advertising Spend $5,081,700
* Spend is calculated from October 2011 – March 2012
8
Source: Kantar Media
Competitive Landscape
AccuQuote: Direct Response Ads:
– Offer:
– 70% in savings
– Free quote
– Prominent CTA:
– Short and consistent
– Easy to Understand
– Clearly Visible in Ad
Ads place a strong emphasis on the need to protect your loved ones in your absence
Media Type Spend*
Online $5,441,200
Print $325,200
Broadcast $295,700
Total Advertising Spend $6,062,100
* Spend is calculated from October 2011 – March 2012
9
Source: Kantar Media
Competitive Landscape
Matrix Direct: Direct Response Ads:
– Offer:
– 70% in savings
– Free quote
– Prominent CTA:
– Short
– Easy to Understand
– Clearly Visible in Ad
Ads place a strong emphasis on the need to protect your family’s future
Media Type Spend*
Broadcast $1,007,800
Radio $173,300
Online $15,800
Total Advertising Spend $1,196,900
* Spend is calculated from October 2011 – March 2012
10
Source: Kantar Media
11
Key Considerations Target Insight
One target, four distinct personas
Minneapolis
Married
Two young kids
Professional
Wife is homemaker
Sports Family
City Suburb
Independent
Career Minded
Commuter
One Adult Child
Multi-generational Home
Colorado Springs, CO
Young Couple
Newborn
Starter home
Dual incomes
Austin, TX
Teenage Children
Real Estate Equity
Second Generation
Upscale Dual Income
Jared, 37 Diane, 47 Brian, 31 & Kim, 29 Charles, 52 & Maria, 50
12
Commonalities are Identified
13
Charles (52) & Maria (50)
Jared (37)
Diane (47) Brian (31) & Kim (29)
14
Getting Dressed
Media: TV, Radio, Smartphone
Commute
Media: Radio, Billboards, Transit Posters, Newspapers
Smartphone, iPad
Lunch
Media: Email, Web Browsing, Smartphone
Media: TV, Magazines, Catalogs
Home
Media: TV, iPad, Smartphone
AM
P
M
Following our prospect throughout their Day
Cross-channel Communication is Considered
15
Approach to Market Media Strategy
Optimizing Traditional Marketplaces…
Media Horizons’ long standing relationships with our media partners affords our clients
access to premium content and custom solutions at deeply discounted rates
Up to 75% off published rate cards
Premium media properties purchased at direct response rates
“First look” access to new opportunities
Custom solutions for “360” integration in cross-platform publications
Maximize impressions with minimum investment
16
Engines that learn over time where new consumers can be found
algorithmically and value impressions accordingly in a real-time bidding
environment
…in Tandem with Dynamic Marketplaces
17
http://www.lumapartners.com/resource-center/lumascapes-2/
Moving Toward an Optimal Media Mix
18
Strategy begins with a 2 week Phase I and rolls out over phases
Goal: Create a cross-platform infrastructure for driving incremental orders
at scale
Week 1-2
Phase I
Test and Learn
+Week 5
• Benchmark strategic
and diagnostic
measures
• Establish a
performance baseline
• Apply DR best
practices
• Apply operational
best practices
• Apply Phase I media tactics
to remainder of budget
• Eliminate wasteful inventory
and heavy up in top
performing placements
• Roll-out creative best
practices (e.g. dynamic
creative)
• Add/subtract channels, partners,
price models
• Leverage triggered/rules-based
messaging
• Gain visibility into optimal media mix
• Programs at maximum
potential and scale
• Direct Customer Database
CRM initiatives
Phase I PHASE III PHASE IV PHASE II
Stabilize & Optimize
+Week 3
DR
Platform
Recommended 2013 Brand Launch Plan Channel January February March April May June July - December
Paid Search
Spend $125,000 $100,000 $90,000 $90,000 $90,000 $90,000
Cost Per Lead $110 $105 $105 $105 $105 $105
Leads 1,136 952 857 857 857 857
Digital Marketing
Spend $62,500 $75,000 $105,000 $105,000 $137,515 $172,000
Cost Per Lead $95 $95 $85 $85 $85 $85
Leads 658 789 1,235 1,235 1,618 2,024
DRTV
Spend $62,500 $75,000 $90,000 $105,000 $122,500 $140,000
Cost Per Lead $125 $105 $100 $100 $100 $100
Leads 500 714 900 1,050 1,225 1,400
Total Budget Spend: $250,000 $250,000 $300,000 $300,000 $350,000 $400,000 Continue to SCALE SPEND as results improve
Total Cost Per Lead: $108.97 $101.79 $100.25 $95.47 $94.60 $93.44 While DECRESING Cost Per Lead
Total Leads: 2,294 2,456 2,992 3,142 3,700 4,281 And INCREASING number of Leads
Total Spend Paid Search Only: $250,000 $250,000 $250,000 $250,000 $250,000 $250,000
Total Cost Per Lead Paid Search Only: $110 $110 $110 $110 $110 $110
Total Leads Paid Search Only 2,273 2,273 2,273 2,273 2,273 2,273
Difference Spend: $0 $0 $50,000 $50,000 $100,000 $150,000
Difference Cost Per Lead: -$1.03 -$8.21 -$9.75 -$14.53 -$15.40 -$16.56 This is a WINNING Scenario
Difference Leads: 22 183 720 870 1,427 2,008
Note: JFM scenario assumes no incremental budget to launch new channels
Would need to address natural Agent Attrition issue prior to ramping up spend
Continually optimize mix to maximize performance
across all channels. As budget grows, possibly
incorporate DR Radio and DR Print
MHI Creative Overview
20
The Media Horizons design team concepts creative with direct response
principals in mind, incorporating best practices for eliciting response from
our clients’ target audiences
All new creative development projects include:
- Presentation of two concepts
- Three rounds of revisions on one selected concept
- Proofreading
- Coding (digital)
- Final file preparation and release to printer/publication (print)
Rates do not include purchase of rights-managed talent, audio, artwork or photography
Brand Collateral Rate Card Logo/Brand Identity Development Strategic Brief: 5 Hours $975
Project Management: 20 Hours $2,250
Creative Development: 20 Hours $4,500
Graphics Production/Illustration: 16 Hours $2,000
Grand Total Logo Development: $9,725
21
DRTV Rate Card Short Form Creative Development (:60 and :30 spots) Creative Brief/Strategy Development: 10 Hours $2,000
Project Management: 40 Hours $4,500
Creative Development: 50 Hours $11,500
Producer (Pre-Production): 5 Hours $575
Grand Total SF Creative Development: $18,575
Short Form Creative Production (:60 and :30 spots)
TBD Based on Chosen Creative Concept: $85,000 - $150,000
Digital Rate Card
Flash Banners Concept, client revisions and animated back up GIFS
$2,000 per set (300 x 250, 160 x 600, and 728 x 90 units)
$175 for each resize thereafter
Rich Media Created based on approved flash concept in one size
Starting at $2,500 per concept depending on functionality
Functionality menu:
- Product carousel
- Video
- Social sharing (Facebook, Twitter, forward to a friend)
- Polling
- File download (coupon, PDF)
- Data capture
- Alerts (text, email price drop alerts)
- Calendar reminders
- Dynamic feeds (store locator, product selector)
- Expandable (expands beyond the dimensions of the banner
space upon user interaction)
- Overlay (appears to “float” over web page content on a
transparent background layer)
Email Copywriting, design, client revisions and coding
$1,800 per concept (HTML and text)
Landing Pages Copywriting, design, client revisions and coding.
Does not include form functionality
$2,800 per page
Revisions General revisions to copy and/or artwork not requiring layout/format changes
$175 per banner
$175 per email
$175 per landing page
Examples include: - Promo code update
- Price change
- Call to action change
- Product shot update
22
Pilot Approach: Digital
Strategies
Intelligently target users who are in-market for term insurance
Leverage data from trusted sources to connect ads with primary targets as
they surf the internet, creating targeted reach at direct response rates
Identify incremental audience segments that look and behave like original
target audience defined by retargeting and/or 3rd party data sources
23
Pilot Approach: Digital (cont.)
Tactics Modeling & Targeting:
Build lookalike models from existing High Value Customers to determine selects for online targeting in display, email and
lead-generation:
Race/Ethnicity
Profession
Age
Dwelling Type
Education Level
Credit Forecasting
# of Children in HH
Life stage: New Mortgage, New Parent, Newly Married, Recently Divorces
Utilize abandoner and search retargeting
Intersect users who have demonstrated an interest in specific product categories as measured by user’s online browsing,
search activity, and purchase activity (including activity at 1-800-Insurance.com)*
Secure pay for performance media (where available)
Utilize Dynamic creative to customize the conversation for a diverse target set
24
*Assumes pixels can be dropped. 30 day view-through / click-through window recommended
Buying & Optimization:
Predictive and real-time bidding: algorithmically optimizes audience design, budgets and bid pricing in real-time
Dynamic optimization: Use of conversion, exclusion and retargeting pixels for immediate and on-going campaign
optimization based on a deduped order count*
Strategies
Efficiently and effectively pace campaign spend over the course of the month – Refine spend via a day-parting analysis
– Determine optimal use of budget
Expand top-performing components while working to improve or eliminate under-performing segments
In addition to Google and Bing, PPC campaign can incorporate Facebook, Yelp and other venues
Maximize Search results through coordination with other marketing efforts (digital and traditional)
Ensure effective mobile campaign component with dedicated account and budget
25
Phase I Approach: SEM
Testing & Reporting:
Test segmenting program spend via top-performing geographies and markets
Ongoing testing including A/B, ad copy, landing page – Work with web designer to ensure landing pages are optimized for conversion
Consider test campaigns in Spanish, Mandarin or other languages
Content Targeting Test – Placement could include sites catering to new parents, retirement planning, etc.
Reporting: – Get Call Center data to help monitor campaign success
– Consider implementation of Google Analytics
26
Phase I Approach: SEM (cont.)
Phase I Approach: Broadcast
Competitive Analysis:
Based on industry competitive research, Select Quote had control of the
advertising space for 2011, spending nearly 4 times the amount the next
competitor, Matrix Direct. Combined, the category spent more than $18
million in SF DRTV in 2011 for a placement of more than 25,000 spots.
More than 90% of the spend focused on a :60 creative length spot, with the
balance split between :30’s and :120’s.
The total category spend for 2011was split across Cable TV, Spot TV and
Syndication, with Cable TV accounting for 88% of the total spend.
Full analysis completed, comparing the following categories for each
advertiser:
‒ Top 10 stations, based on frequency of air
‒ Local broadcast market selection
‒ Breakdown by daypart (cable & spot)
‒ Total units and airings by daypart
27
Phase I Approach: Broadcast
Approach to Market:
Utilize :60 creative length spot for launch (with some testing of a :30 in
phase 2 of plan)
Focus majority of spend on Cable TV category, targeting combination of
stations and markets with successful competitive usage but also testing into
niche “look-alike” stations and markets based on demographic profile of
current usage.
Utilize competitive research to also do a deep-dive on creative executions of
all competitive ads during creative development process
Phase 1 plan includes initial test flight of weeks 1 and 2, followed by initial
optimization in weeks 3 and 4. Full optimization of plan achieved by week 7
28
29
Approach to Market Analytics & Attribution Strategy
Measurement Tools
30
Proprietary HorizonView reporting and analytics system
Order attribution
Digital tracking
Model development
Lifetime Customer Value analysis (LTV) and CRM
Mail delivery tracking
Call center lead scoring and performance analysis
Call center & financial forecasting
Measuring
Cross-Channel Convergence
31
Source: Visual adaption of Impact Radius chart, October 2011
http://www.impactradius.com/blog/insight/marketing-challenges-in-2012-3-truly-integrating-online-and-offline-media.html
Challenge: channel attribution is necessary but doesn’t work for optimization. “The customer is channel agnostic 1.”
Risk: optimizing out of “contributing” media exposures prior to a conversion can adversely impact sales volume
Solution: evolving attribution methodology to include “assist conversions” or fractional cross-channel attribution
32
Appendix A: Competitive Landscape
33
External Pressures:
Insurance Industry
Source: Kantar Media
ING
MetLife Northwestern New York Life
Prudential
Life Insurance Marketplace
Mean Life Insurance Coverage*
34
$-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
1992 1998 2004 2010
Any**
Individual***
Group
* Coverage is in 2010 dollars.
** “Any” includes individual, group and service members’ coverage (SGLI/VGLI)
*** Includes life insurance sold face-to-face and through direct means.
Sources: PR Web & ORC International
Other Notable Trends:
2008 financial crisis caused a large
decline in life insurance sales
In 2010, insured individuals owned
on average $154,000 of total life
insurance coverage.
In 2010, the average amount of
individual insurance coverage
decreased by two times that of group
coverage – $12,0000 vs. $6,0000
In 2011, life insurance sales reached the highest reported growth margins in
the past 30 years.
Trends in the Life Insurance
Marketplace Shift from term to permanent insurance among insured adults – when a
period of a term policy ends people are less likely to extend/renew the
coverage – Single men and women, husbands and wives are more likely to rely on permanent
insurance as their only individual life insurance
– Almost 2 in 3 insured adults have some permanent insurance as part of their individual life
portfolios
Adults carry enough insurance to replace their personal incomes for an
average of 3.6 years – High-income adults carry the most life insurance in terms of the lengths of time they can
replace their personal incomes
– Men with personal incomes of over $100,000 can replace their incomes for the longest
time
– Middle-income women with personal incomes of $50,000 to $99,999 carry the smallest
amounts of life insurance in relation to their personal incomes
In 2010, only 1 in 10 insured adults owned both permanent and term
insurance
35
Customer Adoption
Term life insurance sales trending down
Low rates for younger people, much higher rates for older people
Majority of term insurance purchased by 25 – 44 year olds
Sales have increased in the 55+ age group
36
Recent shift among insured adults from buying term life insurance to
permanent life insurance; however term still represents 65% of coverage
Source: ORC International & LIMRA Research
Types of Individual Life Insurance (Insureds)
Total Adults Men Women Husbands Wives Single* Men Single*
Women
2004 2010 2004 2010 2004 2010 2004 2010 2004 2010 2004 2010 2004 2010
Permanent Only 44% 53% 42% 52% 45% 54% 41% 49% 45% 52% 46% 68% 42% 70%
Term Only 37% 37% 37% 36% 37% 37% 35% 38% 37% 39% 40% 23% 41% 25%
Both 19% 10% 21% 12% 18% 9% 24% 13% 18% 9% 14% 9% 17% 5%
100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Any Permanent 63% 64% 63% 64% 63% 63% 65% 62% 63% 62% 60% 77% 59% 75%
Any Term 56% 47% 58% 48% 55% 46% 59% 51% 55% 48% 54% 32% 58% 30%
Other Notable Trends:
2010 Top 10 Insurance Companies:
Term Life Issued ($ 000s)
2010 Rank Company/Group Term Life Issued
1 ING USA Life Group $87,007,767
2 Northwestern Mutual Group $86,438,585
3 Metropolitan Life & Affiliated Cos $81,526,493
4 State Farm Life Group $65,878,257
5 Primerica Group $64,995,079
6 NY Life Group $55,807,875
7 Prudential of America Group $53,336,104
8 Aegon USA Group $50,878,605
9 SunAmerica Financial Group $40,852,125
10 Legal & Gen America Group $39,543,526
Competitive Landscape
2010 Top 10 Insurance Companies:
Term Life in Force ($ 000s)
2010 Rank Company/Group Term Life In Force
1 RGA Group $1,522,897,986
2 Aegon USA Group $1,385,368,401
3 Swiss Reins Group $1,354,102,348
4 Prudential of America Group $966,331,508
5 Metropolitan Life & Affiliated Cos $931,059,999
6 ING USA Life Group $886,667,849
7 Munich Amer Reassurance Co $737,169,920
8 Northwestern Mutual Group $714,869,453
9 Genworth Finl Group $708,049,456
10 SunAmerica Financial Group $657,839,965
Source: ORC Inernational
37
Competitive Landscape Top 10 Life Insurance Companies
Based on Overall Advertising Spend
Company Total Advertising Spend*
Metlife Inc. $75,993,600
New York Life $62,224,700
Northwestern Mutual $54,318,700
AARP $47,465,000
Mutual of Omaha $14,543,500
State Farm Mutual $13,386,500
Prudential Financial Inc. $10,337,200
Nestle SA (Gerber) $9,429,000
Allstate $9,247,600
Massachusetts Mutual $6,815,500
38
* Advertising Spend time period: March 2010 to March 2012
Source: Kantar Media
Competitive Landscape
Top 10 Insurance Companies Based
on Broadcast Advertising Spend
Company Term Life Issued
MetLife $65,350,300
AARP $43,818,600
Northwestern Mutual $38,085,500
New York Life $17,105,100
State Farm $12,882,800
Lincoln Heritage $7,914,200
Nestle SA (Gerber) $6,289,200
Allstate $3,589,500
Prudential $2,323,200
Aviva $1,267,700
Top 10 Insurance Companies Based
on Online Advertising Spend
Company Term Life Issued
MetLife $8,174,000
AARP $3,402,800
Prudential $2,147,500
Nestle SA (Gerber) $1,691,300
Allstate $976,800
HSBC $845,300
Mass Mutual $370,700
USAA $365,400
New York Life $323,100
Aviva $295,400
Competitive Landscape
MetLife: Direct Response Ads:
– Offer
– Rates as low as $14/month
Ads emphasize: – Protecting family
40
Source: Kantar Media
Media Type Spend*
Broadcast $65,350,300
Online $8,174,000
Print $930,600
Radio $143,300
Total Advertising Spend $74,598,200
* Spend is calculated from March 2010 – March 2012
Competitive Landscape New York Life: Direct Response Ads:
– No offer
– Passive CTA: – “Learn how”
– “Click here for more information”
Ads emphasize: – Low cost
– Industry reputation
– Securing your future
41
Source: Kantar Media
Media Type Spend*
Print $41,618,100
Broadcast $17,105,100
Radio $3,162,100
Online $336,100
Total Advertising Spend $62,221,400
* Spend is calculated from March 2010 – March 2012
Competitive Landscape
Northwestern Mutual: Brand Awareness Ads:
– Click through but no clear CTA
Ads emphasize: – Building a foundation for the future
42
Source: Kantar Media
Media Type Spend*
Broadcast $38,085,600
Print $16,196,600
Online $33,500
Radio $3,600
Total Advertising Spend $
* Spend is calculated from March 2010 – March 2012
Competitive Landscape
ING – Life Insurance: Direct Response Ads:
– No offer
– CTA:
– Easy to Understand
– Clearly Visible in Ad
– Passive
Ads emphasize: – Need to protect family’s future
Flash ads speak to protecting
yourself at different stages of life
(See next slide) – Marriage
– Education Costs
– Family
Media Type Spend*
Digital 36,700
* Spend is calculated from March 2010 – March 2012
43
Source: Kantar Media
Competitive Landscape
44
ING: Digital Flash Creative
Source: Kantar Media
Competitive Landscape
Prudential: Direct Response Ads:
– Offer:
– Free insurance quote
– CTA:
– Easy to Understand
– Clearly Visible in Ad
Ads emphasize: – Need to protect family’s future
Flash ads speak to protecting
yourself at different stages of
life (See next slide) – New House
– Education Costs
– Family
Media Type Spend*
Broadcast $2,323,200
Print $2,253,100
Online $2,147,500
Total Advertising Spend $6,723,800
* Spend is calculated from March 2010 – March 2012
45
Source: Kantar Media
Competitive Landscape
Prudential: Digital Flash Creative
46
Source: Kantar Media
47
Appendix B: Digital References
What is a DSP?
A demand-side platform is a system that allows advertisers to manage
multiple ad exchange and data management accounts through one interface.
By utilizing a DSP, marketers can access and manage bids for banners via a
DSP’s “seat*” on an exchange, as well as the pricing for the data that they
are layering on to target their audiences.
Additionally, much like Paid Search, using a DSP allows marketers to
optimize based on set Key Performance Indicators.
Source: http://en.wikipedia.org/wiki/Demand-side_platform
*While Valueclick is not a DSP, they have their own exchange seats and competing optimization technology
48
What is a Dynamic CPM?
On every ad call, the Exchange holds an auction to find the highest paying
ad to serve. What sets this auction apart is the dynamic pricing option for
advertisers. Dynamic pricing ensures that the price an advertiser pays for an
impression is tied directly to the value of the impression to that advertiser.
The DSP’s ad server predicts the probability of a user’s response to a
particular ad, calculates a bid price tied to the value, and determines whether
the creative passes the test of ROI.
Source: http://www.adgile.com/dynamic-cpm-pricing/
49
Data shows that consumers at this publisher and at this time of day are 3x
more likely to engage with the brand
Engine learns over time where new consumers can be found algorithmically
Real-time Bidding: Example
Decision Tree
50
51
What is a Universal Smart Tag?
Acts as a “container” and management tool for all adserved media
programs
Provides real-time pixel “fire” based on deduped order count within a pre-
defined “look back” window
Delivers cross-program path to conversion, exposure to conversion and
time lag to conversion insight
Enables “enterprise level” reporting
Reduces page load time
52
Appendix C: Sample Audience Insight Reports
(Digital)
Geographic location (DMA, region, and state) and connection speed are the most important predictors of campaign success. Nielsen NE (demographic variable) and browser are also significant.
Attribute Importance
0 0.2 0.4 0.6 0.8 1 1.2
Browser
Nielsen NE
State
Region
DMA
Connection Speed
53
Audience Analysis:
High/Low Responders
High-Responder Audience Low-Responder Audience
• Connection Speed
- Wireless
• DMA
- Seattle
• Region
- Pacific Northwest
• State
-Washington
• Nielsen NE
- Brite Lites, L’il City
• Browser
- Chrome
• Connection Speed
- DSL
• DMA
- Honolulu
• Region
- Pacific
• State
-Hawaii
• Nielsen NE
- Upward Bound
• Browser
- Internet Explorer
54
Connection Speed
Wireless is the best performing connection speed. This makes sense: people who connect to the internet on a wireless service as most likely to be eligible and interested in the advertiser’s service.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
-
100
200
300
400
500
600
700
800
Cable Broadband DSL Wireless Mobile T1 Other
Index % of Imps
55
The campaign is carefully targeted to a small number of major
market DMAs. Of these, Seattle is by far the best performing.
Honolulu, Raleigh, and Baltimore under-index.
By DMA
DMAs with at least 1% of Imps
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
20
40
60
80
100
120
140
160
180
Houston, TX Baltimore, MD Seattle-Tacoma,WA
Raleigh et al, NC Honolulu, HI
Index
% of Imps
56
By Region
Regional performance is determined by the performance of the targeted DMA in that region. Consequently Pacific Northwest (Seattle) is the best performing region and Pacific (Hawaii) is the worst.
0%
5%
10%
15%
20%
25%
30%
35%
40%
-
20
40
60
80
100
120
140
160
180
South Central Mid Atlantic Pacific Northwest Southeast Pacific
Index % of Imps
57
As with region, performance of the states is driven by the
performance of the targeted DMAs.
By State
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
20
40
60
80
100
120
140
160
180
Texas Maryland Washington North Carolina Hawaii
Index % of Imps
58
Chrome is the standout, performing much better than the
other three browsers.
By Browser Type
0%
10%
20%
30%
40%
50%
60%
-
50
100
150
200
250
IE Firefox Safari Chrome Other
Index % of Imps
59
Windows 7 is the best performing OS. Older versions of
Windows do not perform well.
By Operating System
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0
20
40
60
80
100
120
140
160
Windows XP Windows Vista Windows 7 Macintosh Other
Index
% of Imps
60
Performance is best from 12 pm – 6 pm, and worst from
12 am – 9 am. This is typical for a B2C campaign.
By Hour of Day
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0
20
40
60
80
100
120
140
160
12-2:59 am 3-3:59 am 6-8:59 am 9-11:59 am 12-2:59 pm 3-5:59 pm 6-8:59 pm 9-11:59 pm
Index % of Imps
61
Performance is substantially worse on the weekends.
By Day of Week
13.00%
13.20%
13.40%
13.60%
13.80%
14.00%
14.20%
14.40%
14.60%
14.80%
15.00%
15.20%
-
20
40
60
80
100
120
140
Sun Mon Tue Wed Thu Fri Sat
Index % of Imps
62
Higher income employment groups generally perform better
(although the “management” group under-indexes).
By Employment Class
0%
5%
10%
15%
20%
25%
30%
35%
-
20
40
60
80
100
120
140
160
Management Professional White Collar, Mix WC, Service, Mix BC, Service, Mix Mostly Retired
Index % of Imps
63
Although this variable is strongly influenced by the model’s geo-targeting it reveals an important fact: town/rural users do not perform.
By Urbanicity Class
0%
5%
10%
15%
20%
25%
30%
35%
40%
-
20
40
60
80
100
120
140
Suburban Second City Urban Town/Rural Town Rural
Index
% of Imps
64
Nielsen Social Group is a demographic variable
determined by income and location. The best Social
Groups are “Urban Uptown” and “Inner Suburbs”
By Nielsen Social Group
0%
2%
4%
6%
8%
10%
12%
14%
16%
-
20
40
60
80
100
120
140
160
180
200
Index % of Imps
65
Nielsen NE is a demographic variable determined by age,
income, location, and family size. The best performing groups
are younger and wealthier, with families.
By Nielsen NE
0%
1%
2%
3%
4%
5%
6%
0
50
100
150
200
250
Index
% of Imps
66
Lifestage Group is the final Nielsen variable. It shows
Clearwire succeeding in young to middle aged groups.
Lifestage Group
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
0
20
40
60
80
100
120
140
Index % of Imps
67
68
Appendix
Bibliography
Kantar Media. Copyright 2012.
ORC International. Ref. 666107 April 24, 2012
http://www.limra.com/newscenter/newsarchive/archivedetails.aspx?prid=229
Person-Level Trends in U.S. Life Ownership
http://media.hbwinc.com/pdf/Person_Level_Trends_in_U.S._Life_Insurance_Ownership_2011.pdf
Person-Level Trends in U.S. Life Ownership
http://media.hbwinc.com/pdf/Person_Level_Trends_in_U.S._Life_Insurance_Ownership_2011.pdf
“Term Sales Seen Rebounding-Again,” National Underwriter Life/Health, July 9, 2002
http://daniel-workman.suite101.com/average-term-life-premium-rates-for-men-and-women-age-
18-to-24-a343081
http://www.insweb.com/life-insurance/life-stages-life-insurance.html
Northwestern Mutual Life Insurance Co. report based on research conducted by Mathew
Greenwald & Associates, November 2010
“Intelliquote, and the Life Insurance Industry as a Whole, Experience Records Growth in 2011; a
Trend that is Expected to Continue,”
http://www.prweb.com/releases/intelliquote/life-insurance-sales/prweb9523564.htm
69
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