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Footnote1

“New customers” are consumers who have not transacted with the brand using their Chase card in the last 12 months. “Lapsed customers” are consumers who have not transacted with the brand using their Chase card in the last 6 months, but have transacted 1+ times with the brand in the last 7-12 months. “Loyal customers” are consumers who have transacted with the brand 1+ times using their Chase card in the last 0-6 months.

Footnote2

“Retention rate” refers to the percentage of new, lapsed and loyal customers who made a qualifying purchase with the merchant during the campaign and then returned to shop with that merchant again in the 30-day period after the campaign ended. For example, if 100 customers made a qualifying purchase during the campaign, and 30 of them also shopped in the 30-day window after the campaign ended, the retention rate would be 30%.

Footnote3

Incrementality is calculated using randomly selected test and control groups composed of digitally active consumers from a campaign’s targeted segment. The test group can view the campaign, while the control group cannot. The sales of both groups are tracked and then compared.

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