1. 1
1
Marketing
Automation
Direct Marketing
Social
Media
Email Marketing
Search & PPC
Demand
Generation
Analytics
CRM
Content
Marketing
Database
Services
Mobile
Marketing
Business
Intelligence
CX &
Predictive
Analytics

2. 2
Customer
focused
Business
unit /
media
engagement
Campaign
focused
The Digital Evolution…
Level 1
Level 2
Level 3
Level 4
Level 5
Enterprise
engagement
Infrastructure focus, basic capabilities
Single campaign, simple data, little offer
and customer customization
Basic multi-channel, model integration,
and campaign automation
Contact Optimization, multi-touch campaigns,
integrated measurement platform
Customer Value Optimization
fully integrated programs & campaigns
Low value
High value
Moving
from
Level 3
to Level 4
is hard.

3. 3
Search
Display
Site
Social
Email
Mobile
DataManagement
DataIntegration
Analytics:Targeting,Measurement,Insight
BehavioralSegmentation,LifetimeValue,Attribution,CRMmix
First Party
Data
(CRM)
Second Party
Data
(Partner)
Third Party
Data
Cookies
Open Graph
date
Real-time
Bidding
Text
Key word
bidding by
segment
Individual
Personalization
Anonymous
& Individual
Personalization
Our evolution has improved how businesses analyze, segment,
target and sell to customers through digital media, sales and
marketing channel, RIGHT?

4. 4
NOT. As far as we have evolved, the reality is that optimizing buyer
behavior and customer experience has become increasingly complicated as
the number of channels and media options grow.
TV & Radio
Print
Mail
Email
Display
Social
Search
Web
Store
Care
Phone
Partner
Position Expectation ProductPrice
ServiceSales
Purchase Promotion Experience Customization
Media
Channels
Brand Value proposition
Customer Centric
Question: How do we operationalize our business around customer
experience given this level of complexity?

5. 5
Are we at risk of losing business from any of
our top 50 accounts?
Answer tough questions…
What technology service or product will my
clients likely buy?
WHAT ARE MY COMPETITORS DOING?
What can I do to prevent churn?
What is the best channel and time to connect
with my customers?

6. 6
Strategies in CX set into motion preemptive business tactics...
Developing a 360º view of
the customer
Ex-customerNon-buyer
ProspectSuspect
UserBuyer
Likely attrition
customer
Sales and Marketing
are responding by…
Developing advanced
insight, targeting and
measurement capabilities
Social networks as a
purchase advisor
Changing consumer
buying process
Shift in media
consumption patterns
Engaging consumers in more
effective and productive ways
Putting the customer at the
center of business strategy
The
digitization of
media and
channels
Socially
enabled mass
engagement
Challenging
economic
climate
Macro-level trends are changing the
landscape
Evolving consumer
expectations
Customer
Experience is
constantly changing
Buyer

7. 7
There are six domains that must be mastered in order to create
sustainable competitive advantage…
Ability to
identify,
segment and
manage high
value
customers
Ability to
allocate
resources that
optimize ROI
and long-term
customer value
Ability to micro
target,
customize and
personalize
media and
channel
experience
Ability to create
metrics as
currencies and
measure the
incremental
impact of each
marketing
activity
Ability to organize
in a fashion that
allows you to
respond to
changes in
customer,
competitor or
marketplace
behaviors faster
than the
competition
Ability to create
and manage a
360º view of
the customer
Information Insights Targeting MeasurementOptimization Agility

8. 8
BIG DATA, CX AND Predictive Analytics: What’s different?
Predictive
Analytics
Smarter
Decisions

9. 9Listen PredictLearn
Website
Call
Display
Search
Email
Social
Mobile
PIE solves the BIG DATA challenges brought on in today’s multi-channel,
multi-tactic, multi-sourced CUSTOMER EXPERIENCE environment
BI
BI
BI
BI
BI
BI
PIE channels all sources of customer
interactions and intelligence into one
environment
PIE
Optimized

10. 10
Predictive indicators (PIE) will improve every stage of customer
engagement and enhances employee and CUSTOMER
EXPERIENCE
10
Ex-
customer
Non-
buyer
ProspectSuspect User
Buyer
Shopping
Retain
Renew
Up-sell
Deselect
Cross-sell
Activate
Entangle
Stimulate
Qualify
Win back
Acquire
Qualify
Strategy & Direction Create & Customize Manage & Perform
• Business strategy
• Brand strategy
• Customer strategy
• Segment strategy
• Offer/treatment strategy
• Media strategy
• Multi-channel strategy
• Customer experience strategy
• Insight management
• Campaign management
• MRM
• CRM/media mix mgmt
• Segment management
• Lead management
• Content management
• Experimentation management
• Performance management
• Program development
• Offer creation
• Content creation
• Message development
• Treatment
• Personalization
• Customization
PIE: Analytics, Data, Applications, Tools, Infrastructure, TALENT
CRM Management Systems
• Metrics and incentives
Optimization and business rules
• Organizational structure
• Roles and responsibilities
• Decision authority
• Governance
Buyer

11. 11
What is PI3E? –
PI3 is LSC’s proprietary technology and methodology that builds customer experience roadmaps for companies operating in both B-
to-B and B-to-C environments. It is in part a predictive intelligence program that integrates customer insights, business intelligence,
information from a clients’ CRM program that improves marketing effectiveness, sales effectiveness and business performance at
every stage of engagement with clients and prospects.
Predictive
Intelligence
Engine
PIE
Across Buying
Stages
Awareness
Advocacy - Loyalty -
Retention
(Relationship
Value Based)
Knowledge
& Research
Buying
(Less Selling)
Selection
(Rational
& Emotional)
Satisfaction
(Experience)
Evaluation &
Consideration
Personas
Profiles
CI
Trending
Behavior
Monitoring
Big Data, Social,
Mobile,
Digital
Multi-
Channel
Engagement
Engine
Behavioral
Insights

12. 12
12
Marketing
Automation
Direct Marketing
Social
Media
Email Marketing
Search & PPC
Demand
Generation
Analytics
CRM
Content
Marketing
Database
Services
Mobile
Marketing
Business
Intelligence
APPENDIX
Draft do not use

13. 13
LSC Digital’s Executive Leadership Team
Ed Mallin
Ed’s career spans over 27 years of experience and executive leadership in the Direct Marketing, Information
Technology and Database Services industry providing sales and marketing solutions to businesses. He has been
a tremendous asset to Huron with its investment in LeadingResponse..
Ed entered the industry in 1984 as a Partner and President of Compilers Plus, a leading direct marketing firm in
New York. In 1990, Infogroup (then, Infousa acquired Compilers Plus; Ed served as a corporate officer, Executive
VP and Group President for Infogroup for 20 years. During Ed’s tenure at Infogroup, it grew from a $30 million
boutique business to an $800 million public company. Ed managed 7 Infogroup Divisions, was involved in over
15 acquisitions, and was responsible for over $200 million in annual revenue. Ed also led Infogroup’s transition
into the digital space, building Infogroup Interactive into a $100 million online division.
Joe McCluskey
Joe is a senior level marketing/business management expert who helps clients navigate the ever changing
customer experience and how newer digital channels impact customer's loyalty. Joe works closely with the
product teams on solutions that "weaponize" social, mobile, web, CRM and big data / analytics channels. Joe
is recognized for his ability to align digital strategies into operational systems that can deploy business
information, data and analytical solutions that increase each client's ROI.
Charlie Tarzian
Charlie’s career spans over 25 years of experience and executive leadership in the Agency, Direct Marketing,
Information Technology and Database Services industry providing sales, technology and marketing solutions to
businesses. Charlie has served as President of Barry Blau & Partners, Brann Worldwide (a division of Dan
Schneider Communications. In 1998, Euro RSCG acquired Brann Worldwide; Charlie served as a CEO for Euro
Circle / Circle and eventually MKTG until 2009. While Charlie served in these posts as well as a partner with
HealthED and Consultant at Satori, he also developed many patented technologies that serve as the basis for the
Big Willow project indication engine. He has been with LSC for the last three years where he is responsible for
building out product, service and data innovation.

14. 14
14
1980
1984
2000
2005
2011
Present
List Services
Corporation (LSC)
is Founded
State-of-the-art
Data Center goes
live, Data
Brokerage division
established
In-house
compilation group
launched, first
hosted marketing
database goes
live
LSC adds digital
services with
email marketing
group
Acquisition of
Accession Media,
merger with Last
Mile Networks
LSC Digital consolidates
all acquired digital
brands. Launches
brand new website…
Our History

15. 15
 According to Sirius Decisions, 66% of the buying process is complete
before sales reps are engaged
That research happens in a LOT of different locations
 Who else is involved in the decision?
Buying teams average 6 people for complex B2B projects
Teams swell to 20+ in large enterprise buys
 Individual actions trigger resource intensive follow up to qualify the
opportunity
Is there a real project at all or is this just an individual request?
The Realities in Technology Services - B2B Marketing

16. 16
Executive Summary
Report Background Key Findings & Results
 Data sources used to generate this report:
 OOW 2011 Event Attendee Lists:
 Speaking Session Attendees
 Booth Attendees
 BICG Customer Appreciation
Reception
 Revenue and marketing analysis
 Capgemini Pipeline Analysis
 Based on post event funnel
progression
 Following OOW 2011, Capgemini booked $24.5MM with 7 accounts that were in
attendance at OOW.
 3 of those accounts were on Capgemini’s Top 40 List Monitored by
LSC:
 Johnson & Johnson, Cisco Systems, Loews
 Following OOW 2011, Capgemini generated $128MM in pipeline at 15 accounts
that were in attendance at OOW (Pipeline defined as opportunities progressing
between Stages 3 – 7 from Capgemini supplied pipeline files
 7 out of Capgemini’s Top 40 accounts were in attendance at OOW 2011
 AT&T, Johnson & Johnson, Lowe's, Cisco Systems, Farmers Insurance, Home
Box Office, Inc., US Department of the Treasury
 2 of the 7 were on Capgemini’s Country Managed Account list (CMA) in NA
 Home Box Office (part of Time Warner), Johnson & Johnson
 366 attendees from 251 companies engaged with us via our:
 19 speaking sessions
 Visitors to our booth
 BICG Customer Appreciation Reception
 18 “Hot Leads” were generated for subsequent nurturing programs. As of Q1
2012 these leads show the following status in Capgemini’s SPADE system:
 Accepted - 7
 Converted – 1
 Rejected - 3
 Retired - 1
 Unqualified – 6
Comments
 LSC Digital’s CX engagement was the impetus behind driving Capgemini’s transformation into the Social CRM and digital marketing
space behind Rick Vargas’s leadership.

17. 17
Impact on Bookings and Pipeline within Existing Accounts
Capgemini booked
$24.5MM at 7 accounts
In attendance at OOW
Cisco
Systems
Inc,
$1.98MM
Citrix
Systems
Inc, $11K
Johnson &
Johnson
Inc, $777K
Lowes
Companies
Inc,
$10.8M
Manheim
Auctions,
$8.3MM
McDonalds
Corporation
, $40K
Royal
Caribbean
Cruises
$2.5MM
AT&T,
$200K
Cabot
$ 330K
Celgene
$4.2MM
Cisco
Systems Inc,
$945K
Citrix
Systems
$2MM
D&H
Distributing
$230K
Fidelity
Investments
Company Inc,
$290K
Land O'Lakes
Inc, $571K
Lowes
Companies
Inc,
$100MM
Manheim
Auctions,
$4MM
PNC $600K
Royal
Caribbean
$2.6MM
SAVVIS, Inc.,
$45K
Schreiber
Foods
$100K
Starbucks
$12MM
$128MM in pipeline across 15
accounts advanced through the
funnel following OOW

18. 18
Event Impact on Capgemini’s bookings and pipeline by Sector
General
Services,
$12K
MALS,
$24.5MM
EUC,
$331K
FS,
$890K
General
Services,
$2MM
MALS,
$125MM
TME,
$200K
Most of the bookings and pipeline generated following OOW
happened in Life Sciences
$128MM in pipeline
between Stage 3 and
7
$24.5MM in
bookings

19. 19
Capgemini engaged with attendees from 251 companies
from mostly large multi national conglomerates in
Capgemini’s target account list
MALS
62
25%
General
Services
53
21%
FS
35
14%
Public
33
13%
CPRD
32
13%
EUC
18
7%
TME
11
4%
Health
7
3%
A majority of our attendees work for
companies in Life Sciences,
Financial Services, CPRD, and
Public sectors
Greater
than $1B
112
45%
Between
$500M
and $1B
26
10%
Less
than
$500M
88
35%
Annual
Revenue
Not
Available
25
10%
Almost half of the companies we
engaged with have annual revenue
greater than $1B

20. 20
Capgemini’s Speaking Sessions drawed the most qualified
target audience…
Between
$500MM
and $1B
10
16%
Greater
than $1B
32
50%
Less than
$500MM
20
31% Not
Available,
2
3%
Between
$500MM
and $1B
3
7%
Greater
than $1B
23
53%
Less than
$500MM
12
28%
Not
Available
5
12%
Between
$500MM and
$1B
15
9%
Greater than
$1B
66
42%
Less than
$500MM
57
36%
Not Available
21
13%#1 Speaking Sessions:
66 companies within our
target audience had
attendees attend one of our
speaking sessions
#2 BICG Customer
Appreciation
Reception:
32 companies within
our target audience
attended the BICG
reception
#3 Booth Visitors
23 companies within our target
audience visited our booth

21. 21
Speaking Session Results Details (ranked by # of attendees)
Speaking Session # of Attendees
# of
Attendees
Top 40
Company Size:
Greater than
$1B
Company Size:
Between
$500M and
$1B
Company Size:
Less than
$500M
Operational Reporting with Oracle Business Intelligence Publisher and
JD Edwards: Success Story
39 5 1 18
Oracle Application Express Within Oracle SOA Suite 32 14 5 8
Merits of being a project-oriented organization: How Oracle helps
Achieve it
22 11 1 8
Implementing Oracle Application Integration Architecture 11g: A
Customer Case Study
21 6 3 3
Oracle Business Intelligence 11g Action Framework: Basic to Advanced
Integration
17 5 0 7
"A Single Version of the Truth": Diebold Shares Its Global Vision for BI 12 9 1 1
Oracle Business Intelligence Action Framework: Actionable
Intelligence Study
12 1 7 0 3
Using Disruptive Technology and BI Analytics to Automate Business
Services
12 3 2 2
Accelerated Interface Development Approach: Integration Framework 11 2 4 1 6
Enabling Social Sign-in with OpenID and ATG Applications 10 1 2 1 3
Simplifying Work Order Management in the Utilities market with
Oracle BPM Solutions
10 4 1 1
MDM in the Public Sector 8 2 0 1

22. 22
Speaking Session Results Details (ranked by # of attendees)
Continued
Speaking Session # of Attendees
# of
Attendees
Top 40
Company Size:
Greater than
$1B
Company Size:
Between
$500M and
$1B
Company Size:
Less than
$500M
Oracle E-Business Suite 12 Implementation Success Story 7 1 4 0 1
Innovation and Rationalization: The definitive Guide to Oracle
Applivations Landscaping
5 1 3 0 1
TDC Denmark: A Case Study of Order Management's Role in Business
Transformation
4 2 0 1
Moving Prisoners and Illegal Aliens with Oracle – JPATS “The Real
ConAir”
3 2 0 0
Capgemini's Buyers Workbench: Purchasing Optimization Tool for
Wholesale Distribution
2 0 0 2
Rising Costs and Falling Prices: What's a Distributor to do? 2 0 0 1
Increased Bottom-Line Cost Reductions and Top-Line Growth in
Multichannel Distribution Support
1 1 0 0
Grand Total 230 6 84 16 67

23. 23
We have created a way for technology services, consulting and
outsourcing companies to decipher and interpret the digital
behavior of their client and prospective client’s buying process
Finance
UK
IT Procure
USA
Finance IT Procure
Our data is broad and deep, and we can find professionals by
department.
Competitive intelligence has not been
centrally organized which in turn limits our
ability to react to conditions happening
across the family tree of our accounts
In this example, a competitor just won
business at a family member of one of our
accountsOur solutions move away from
depending on the actions of a
single individual as an indicator
of a sales opportunity, to using
the analysis of all the web
activities of an entire
organization.
CX Roadmaps –
We build Customer
Experience Roadmaps
Subsidiary
France

24. 24
 We use advanced IP targeting and account based marketing with contextual
alignment to reach your exact targets at the right point in time
 Our technology accesses, analyzes, and reports on a data stream that by
itself is significant but as part of a larger integration of data points – creates
a 360° view of a company of interest – while it is happening
Capturing the Data You Care About Most:
Page 24

25. 25
• IP Address - What is it?
- Every device on the Internet has a unique ID number, called an IP Address
- A typical IP address looks like this: 64.149.181.87
- IP addresses are routable locations on the Internet.
- There are a theoretical maximum of 4.3 Billion IP addresses on the Internet. (IPv4)
- 3 Billion IP addresses are currently in use.
• Host name - What is it?
- Every website and most Internet servers and devices have a host name.
- Host names are easier for humans to read than IP addresses.
- A host name looks like this: adsl-64-149-181-87.dsl.austtx.sbcglobal.net
- Nearly 1 Billion host names have been collected and organized so far.
IP Addresses and Host Names

26. 26
How It Works
 We map each IP address to their URL
 That URL gets map to a business entity in one of the multiple B-to-B databases we host:
– We take the URL’s of interest and use our B-to-B contact databases to do a lookup against all known, current contacts
in that organization and present those as qualified leads that can be integrated directly into your marketing/sales
automation systems or as a prospect list inclusive of email and postal addresses
 Those leads can be integrated directly into your marketing/sales automation process flow or handed off to you as a more
traditional contact list
 These leads will:
– Accelerate and compress your lead generation process by delivering high value leads with specific data behind them
– Give you context – you now have something relevant to talk about/message to key decision makers/influencers
 While giving you:
– A leg up on your competition – you are getting in market buy signals before the traditional methods of intelligence pick
them up
– A dynamic way to market on the fly – you can now tie together critical business intelligence with near real time
messaging

27. 27
Organizational Criteria:
– Revenue
– Employee Size
– Industry/Vertical
– Named Accounts
• Customer Lists
• Sales Prospects
• Public Lists – Fortune 500, etc
– Location
• Country
• City and/or State
– Competitive Installs
IBM Storwize, XIV, & DS5000
& EMC Data Domain
Choose Your Target
Page 27

28. 28
By Keyword:
– Give us your SEM keywords aligned
against your site, a particular solution,
or even a specific product
By Topic:
– Give us the topics that most closely
align with your product or service, we’ll
create the list of keywords and phrases
matching these topics
– Think like your customer
Choose Your Topic
Page 28

29. 29
Contextually aligned ads served
against topical content pages mapped
to customer keywords
Ads enable data collection:
Organizations are identified and
targeted via IP Targeting across all
relevant pages
Data Analytics normalizes activity to
see an entire organization's activity
and the buying team across the web
How It Works
Page 29

30. 30
We are technology agnostic domain experts
30