Scotia Applause FY2007 Q4 Web Metrics Report - 1 -

Scotia Applause FY2007 Q4 Web Metrics ReportAugust 1 to October 31, 2007

Scotia Applause FY2007 Q4 Web Metrics Report - 2 -

Executive SummaryOverall, web traffic to Scotia Applause in FY2007 Q4 has increased versus FY2006 Q4 and FY2007 Q3.

KEY FY2007 Q4 ACTIVITIES:WM/SMDI Annual Best of the Best (August 28 – September 12)Annual Best of the Best 2007 all other programs (September 19 – October 10) OSE Peer Recognition Contest (August 15 – October 10)Point Expiry (September – October)ScotiaCares Applause Points Distribution (Ongoing)

HIGHLIGHTS• Total unique visitors increased by 3.21% in FY2007 Q4 versus FY2006 Q4. Total visitors remained consistent with the previous year.

•Total page views increased by 38% in FY2007 Q4 versus FY2006 Q4. These results are indicative of the success of the launch of the ABOB microsite coupled with the launch of ABOB 2007.

• The number of moderate users (i.e. users who log onto Applause 6-20 times a month) increased by 180% by the end of FY2007 Q4 compared to the end of FY2007 Q3, with October registering 61% moderate users.

• Length of a participant’s visit in FY2007 Q4 increased by 24s (35%) in comparison to FY2007 Q3. The average participant spent 7m32s on Scotia Applause.

Scotia Applause FY2007 Q4 Web Metrics Report - 3 -

NOTE: For more detail on Total Visitors by program available upon request.

Total Visitors to the Scotia Applause WebsiteFYTD by Month

0

50,000

100,000

150,000

200,000

November December January February March April May June July August September October

FY2007

FY2006

CBG11/22 to 12/13/06

Total Visitors

OBSERVATIONS:• The number of total visitors to the Scotia Applause website increased by 5.6% in FY2007 Q4 versus FY2007 Q3. This increase was expected, as historically Q4 has a higher than average web volume.

• The number of total visitors in FY2007 Q4 remained consistent with FY2006 Q4.

•The number of total visitors increased by 7.43% in FY2007 versus FY2006

SCENE (Pilot)11/29 to 12/20/06

RSP1/17 to 2/07/07

Spring Lending II3/07 to 3/28/07

SCENE II4/11 to 5/9/07

Online Game

Scotia Applause FY2007 Q4 Web Metrics Report - 4 -

NOTE: For more detail on Unique Visitors by program available upon request.

Unique Visitors to the Scotia Applause WebsiteFYTD by Month

0

5000

10000

15000

20000

25000

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

FY2007

FY2006

Unique Visitors

CBG11/22 to 12/13/06

SCENE11/29 to 12/20/06

RSP1/17 to 2/07/07

Spring Lending II3/07 to 3/28/07

SCENE II4/11 to 5/9/07

OBSERVATIONS:• The number of unique visitors to the Scotia Applause website increased by 0.8% in FY2007 Q4 versus FY2007 Q3. However, the number of unique visitors to the Scotia Applause website increased by 3.2% in FY2007 Q4 versus FY2006 Q4.

•The number of unique visitors to the Scotia Applause website decreased by 3.7% in FY2007 versus FY2006. This indicates that the number of Non-Registered users has increased YOY and focus should be applied on activating these employees in FY2008. There were 20 new branches opened in FY2007 Q4 and this could be the reason for the increase in the number of Non-Registered users.

Online Game

Scotia Applause FY2007 Q4 Web Metrics Report - 5 -

Total Page Views of the Scotia Applause Website,All Programs, FYTD

0

1,000,000

2,000,000

3,000,000

4,000,000

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

FY2007

FY 2006

Total Page Views

OBSERVATIONS:• Total page views increased by 38% in FY2007 Q4 versus FY2006 Q4. Total pages views also increased by 67% in FY2007 Q4 versus FY2007 Q3. This data is not surprising since ABOB 2007 is a major initiative in Q4 which contributes to the significant spikes in web traffic. The YOY increases in website activity during this time reinforces the success of the initiative.

• Overall, the total page views was 6.7% higher in FY2007 in comparison to FY2006.

FY2006 Total: 27,998,146

FYTD Total: 29,872,831

Scotia Applause FY2007 Q4 Web Metrics Report - 6 -

NOTE: For more detail on Visitor Loyalty by program available upon request.

Visitors Loyalty

Visitor Loyalty: Number of Logins per Month by Participants,FYTD by month

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Heavy Users (21+ logins per month)Moderate Users (6-20 logins per month)Light Users (1-5 logins per month)

OBSERVATIONS:• In FY2007 Q4, Scotia Applause had a significant increase in the number of Moderate Users in comparison to FY2007 Q3. Again, this increase can be attributed to the successful execution of ABOB 2007 in Q4.

• The number of light users decreased throughout FY2007 Q4 versus FY2007 Q3. This is a consistent trend in comparison to total visitors and total page views where website activity spiked throughout Q4.

•The number of peer recognitions sent in FY2007 Q4 was 5,717 higher than FY2006 Q4 which may also have contributed to the YOY increase in visitor loyalty. This indicates that staff are more engaged as the year progresses.

54% 57% 65%61%61%58%52%63%57%

# o

f u

sers

40% 38% 35%

57% 59% 61%

Scotia Applause FY2007 Q4 Web Metrics Report - 7 -

Click-rates for Landing Page Flash Banners & Scotia Cares

OBSERVATIONS:

• ABOB Banner clicks increased by 356% in FY2007 Q4 versus FY2007 Q3

• 90% of visitors to ScotiaCares.com were referred from Scotia Applause in FY2007 Q4. This is a 30% increase in comparison to Q3.

ABOB Banner Peer Recognition Banner

August 1,554

September 5,877

October 8,734

August

1,406

September 1,363

October 1,717

ScotiaCares

August 371

September 435

October 485

Scotia Applause FY2007 Q4 Web Metrics Report - 8 -

Step 1:Selecting aRecipient

ConfirmationNumber

Step 3:ConfirmingCertificate

Step 2:Entering

Copy

Peer Recognition

PeerRecognition/sr2-i.asp

(Typically 3 or more activities)

PeerRecognition/sr4-i.asp

(Typically 1 -2 activities)

PeerRecognition/sr5-i.asp

(1 activity)

PeerRecognition/sr3-i.asp

(Typically 1 – 2 activities)

403,973 page views

240,275 page views

80,590page views

166,712 page views

OBSERVATIONS:• Approximately 80%+ of participants initiating the peer recognition module completed the process. 1

• This illustrates that participants are comfortable with the peer recognition process as the abandonment rate is low.

• No immediate action required. The abandonment rate decreased by 7.6% in FY2007 Q4 versus FY2007 Q3; Carlson will continue to monitor abandonment rate to ensure it remains low (less than 10%).

1. Based on a participant sending a peer certificate to one other participant

Scotia Applause FY2007 Q4 Web Metrics Report - 9 -

Rewards

Page August September October FY2007 Q4 Total

FY2007 Q3 Total

% change

Scotia Outlet 3,058 3,296 4,760 11,114 10,571 5.14%

Rewards Search 58,048 61,595 92,156 211,799 175,763 20.5%

Shopping Cart 8,565 8,129 13,322 30,016 26,293 14.16%

Special Shopper 187 195 283 665 530 25.47%

VisaGold Point Conversion

1,302 1,487 2,386 5,175 3,806 35.97%

Total Rewards

Page Views

408,976 426,638 628,444 1,464,058 1,286,251 13.82%

OBSERVATIONS:• Total page views of the Rewards Site increased by 13.82% in FY2007 Q4 versus FY2007 Q3.

• The overall activity on the Rewards site is no surprise since participants are browsing the catalogue in preparation for the holidays and anticipation of being nominated for ABOB.

• This is also a consistent trend in comparison to total page views which illustrates an increase in participant engagement on the Applause Rewards catalogue during FY2007 Q4 and consistent with activity in previous years.

Scotia Applause FY2007 Q4 Web Metrics Report - 10 -

Participant Trends

BOUNCE RATE1

The bounce rate in FY2007 Q4 was 4.47%, which is a slight increase from FY2007 Q3. A bounce rate below 10% indicates a high level of engagement among participants.

TIME SPENT ON SITE

In FY2007 Q4, the average participant spent 7m8s which is an increase in comparison to FY2007 Q3 (6m32s per visit). Only 27% of participants logging onto Applause stayed 30s or less.

Approximate time spent to complete activity (one session)Sending a Peer Recognition 2 – 4 minutesPlaying an online game 6 - 10 minutesRedeeming Points for Merchandise (targeted search) 3 – 5 minutes

PAGE VIEWS PER VISIT

In FY2007 Q4, the average participant viewed 25 pages before logging out which is a significant increase from FY2007 Q3 (16).

1. Bounce Rate is defined as a participant who logs onto Scotia Applause views the landing page and logs out.

Scotia Applause FY2007 Q4 Web Metrics Report - 11 -

Recommendations• An analysis of the Total Number of Unique Visitors and the apparent decrease in YOY numbers indicates that the number of non-registered users are gradually increasing. In FY2008 an increased focus should be applied on activating these participants. The new Applause online game (Treasure Island) launching in Q1 of FY2008 will certainly help drive more registration, but other initiatives ought to be explored as well.

• A holistic analysis of FY2006 and FY2007 website activity reflects that web traffic on Scotia Applause slows down significantly in Q3 of each year. Therefore planning for initiatives to launch in Q3 will help sustain consistent activity throughout the year.

• Even though activity on the Rewards catalogue increased significantly in FY2007 Q4, the launch of the new catalogue in FY2008 Q1 will result in higher site activity during that period. Ensuring proper communication via the newsroom and MAAG is imperative to help maintain high levels of website traffic on the Rewards catalogue for a longer period of time.

• It is apparent that ABOB is a major contributor in driving website activity in Q4. Therefore sporadic communication should be deployed throughout the year via a communication piece, e-mail, newsroom or MAAG to help keep ABOB top of mind and subsequently increasing YOY website activity.

Scotia Applause FY2007 Q4 Web Metrics Report - 12 -

Appendix A – Definitions

Total Visitors: is the total number of participants who logged onto the Scotia Applause or Scotia Bravo website during the specified period of time.

Unique Visitors: is the number of unique participants who logged onto the Scotia Applause or Scotia Bravo website during the specified period of time.

Visitor Loyalty: is the number of times each unique visitor logged onto the Scotia Applause or Scotia Bravo website during the specified period of time.

Page Views: is the number of instances that a webpage on the Scotia Applause or Scotia Bravo website was viewed by a visitor.