documents/pmi.text

Executive Summary
This document defines the Standard Operating Procedure (SOP) for the Company’s lead generation/prospecting program. The content of this document is mandatory for market implementation, in accordance with local laws.
This section provides the overview of the key elements for the deployment of Lead Generation, which are explained in detail in the sections of this SOP.
Lead generation propositions: Markets leverage on the global list of propositions or use it as a base to create local consumer proposi- tions and deploy them omnichannel.
To define the lead generation program, markets consider the follow- ing elements: always-on availability, mechanic fitting the needs of the touchpoint, list of the propositions tailored for market, number of propositions offered aligned with provided channel experience, program communication in all the channels, proper training for the personnel involved, timely and accurate reporting.
Data requirements for Lead Registration: Markets collect a mini- mum lead’s dataset allowing to contact the adult consumer (LAS/ LANU) and comply with the legal requirements. Data collection methods are aligned with the principles outlined in the Marketing Code and Consumer and Device Registration SOP. LAS/LANU are registered in the PMI’s Consumer Database Platform (CDP) only one time: prior to purchase the SFP device, they are referred to as a “lead’. After the purchase, the device is linked to their profile, and they are referred to as a Legal Age User (LAU).
LAS/LANU Profile enrichment: To decode the needs of every LAS/ LANU and create data-driven targetable audiences on PMI’s CDP, markets enrich their profiles with the data beyond demographics, through various business questions.
Channels: Markets first activate and focus on the primary lead source for any existing channel in the market (assisted registration in Indirect retail, Brand retail, IQOS Partners, Field Coaches, LAMPs & HoReCa and self-registration on IQOS.com). This section provides more operational details for each channel.
Prior to engaging with any external consumer data providers, mar- kets aiming to use second- and third- party databases as the lead sources, need to perform a data privacy due diligence



Scope & Purpose
Lead Generation/Prospecting is the process of identifying and ac- tively reaching out to every Legal Age Smoker (LAS)/Legal Age Nicotine User (LANU), utilizing all available channels and enablers. The goal is to build an educational and value-driven relationship, earlier in the funnel, and lead LAS/LANU to registration, marketing opt-in, and purchase with quality.
Quality acquisition is defined as a registered, opted-in1 new consum- er who has purchased a device and become an adopter after the starter journey based on P1 Segmentation (attributes maximizing consumer equity)2. Lead generation and lead management pro- grams are key drivers of quality acquisition, as LAS/LANU who went through the programs have higher adoption, lower abandonment rates, and higher marginal contribution compared to the total num- ber of registered Legal Age Users (LAUs) in our consumer database.
The objective of the lead generation program is to increase the num- ber of registered LAS/LANUs on PMI’s Consumer Database Platform (CDP):
By registering LAS/LANU to the PMI’s CDP through lead generation programs, the benefits are:
» Consumer-wise: It enables early education of LAS/LANU in the journey, establishes an ongoing and personalized dialog pre-pur- chase, offers personal treatment tailored to their needs;
» Business-wise: It enables the Company (PMI and its affiliates) to establish an ongoing dialog, educate consumers on the category, on Company’s portfolio, consumables’ innovation, programs, and services, and build brand superiority.
Lead management inside channels (e.g., Customer Service Center, Brand Retail), as well as specific channel mechanics and age verifi- cation principles are covered by standalone SOPs and therefore ex- cluded from this SOP.
The chart on the next page provides a general overview of the lead’s life cycle from its generation to its management. It also depicts the elements in scope of this SOP which are further explained in the next sections.
» » »
With a blended approach of acquiring LAS/LANU audiences with a focus on first-party data;
With multiple call-to-actions/propositions for consumers to do value exchange;
In every channel and for every pre-purchase interaction.


Program Principles
Key Principles of Lead Generation Program
This section provides a visibility and understanding on the principles, which set together, define the program.
REASONS TO REGISTER
CHANNELS
CJ MOMENTS
REGISTRATION
Reasons why a LAS/LANU will provide personal data to register
Touchpoints that we can reach a LAS/ LANU re-actively or pro-actively
The critical moments when a LAS/ LANU is more receptive to engage further
Capturing LAS/LANU contact information and by formally registering them as Leads on our CDP
Enablers
» Effective LAS Targeting across CJ
» Compelling Value Proposition for value exchange with LAS
Enablers
» Training and Empowerment
» Mechanics - Assisted/Self-Service
» Remuneration (Offline)
» Paid Media Targeting and Onsite Personalization (Online)
Enablers
» Customer Journey Mapping
» Brand and Product Campaigns
Enablers
» Clear, Simple and Progressive Registration Process
Always-On: A fundamental element of the lead generation program is the always-on aspect. It means that any LAS/LANU interaction leads to a proposition to the LAS/LANU to register for a follow up action.
The program is always-on in all device selling channels, irrespective of being offline, online, manned or unmanned. In these channels, lead generation propositions are proposed to LAS/LANU who are not yet ready to try nor buy.
In non-selling devices channels, the program is always-on for Indirect Retail Consumable sellers, digital marketing3 and brand engagement4 channel. In these channels, lead generation propositions are proposed pro-actively to LAS/LANU.
3 Digital Marketing Channels – Paid Media, 2nd & 3rd party databases
4 Brand Engagement Channels – LAMP/HoReCa
Mechanics: The success to generate leads is to activate multiple mechanics fitting the touchpoints’ specificities, to increase the like- lihood to capture LAS/LANU data.
Markets activate the following mechanics in their respective channels:
» Assisted: LAS/LANU are assisted by frontliners to register to a proposition. This mechanic is mainly used in channels enabling direct interactions;
» Self-service (e.g., QR code): Digital platforms guide LAS/LANU to register to a proposition. This mechanic is available in channels where direct interactions are not always possible nor convenient.
As a priority, markets use the assisted mechanic in offline channels.
If the assisted mechanic in manned offline channels is not feasible due to lack of staff availability or infrastructure, self-service me- chanics can be utilized to generate leads. In this process, a LAS/ LANU scans a QR code or goes to an in-store counter to register.




Registering reasons: LAS/LANU will not register to any of our prop- ositions if they are not understanding nor perceiving the value ex- change of the proposition. Hence the importance of understanding the LAS/LANU’s context and expectations.
Markets define the list of multiple propositions applicable to their market and channels. The global list is used as a minimum baseline (please refer to the section Definition & List of Global Propositions).
The list of multiple propositions covers the consumer journey phases across channels, from unaware (e.g., register to our newsletter) to buy (e.g., book a guided trial with a coach). The propositions can be tailored to fit special occasions and boost efficiency (e.g., Notify Me for Black Friday or new product launch tease).
Localization: Markets can develop their local lead generation prop- ositions by applying the principles stated in Key Principles to Design Local Propositions.
Channel experience: Based on each channel experiential level, the number of propositions ran in parallel in a channel can be increased (the high experience means higher number of activated propositions).
In all channel interactions with assisted mechanic (e.g., store visit, guided trial), if the LAS/LANU is not already registered as a lead and did not purchase, the staff must try to register them.
For the assisted mechanics, staff is trained on the different lead generation propositions. When interacting with an unregistered LAS/LANU, staff uses lead generation propositions and leverage on occasions based on market commercial calendar, to boost the program depending on the channel. The staff selects the best appropriate propositions based on the consumer’s context and consumer experience moments:
» At least one (1) lead generation propositions: Indirect retail, IQOS partners, Brand Retail;
» At least two (2) lead generation propositions: CSC, Field Coach, LAMPS/HoReCa.
Self-Service mechanics and processes always have:
» At least two (2) lead generation propositions: Offline channels, LAMPS/HoReCa;
» At least three (3) lead generation propositions: IQOS.com & Microsites.
Staff is encouraged to capitalize on every interaction (e.g., guided trial) to enrich LAS/LANU profiles by collecting additional data.

Visuals and communications: Markets define structured, consis- tent, and clear omnichannel communication to drive the most ap- propriate proposition to the LAS/LANU.
The communication plan is backed up by enablers supporting5 the activation of the program and the communication of the propositions.
The lead generation program and its propositions are communicated in all channels.
Any visuals and communication materials created to support, present, and communicate propositions, created by markets, apply and follow the Brand values and communication guidelines.
Localization: Markets can develop their local lead generation propositions by applying the principles stated in Key Principles to Design Local Propositions
Training: Markets create proper training programs for store staff, CSC agents, retailers, and IR staff for all active propositions in the market.
The lead generation objectives, mechanics, and principles are included in all staff’s training program. Channels and Capability Development teams in the market ensure that all staff is trained, and re-training sessions are organized when needed, based on the Capability Development SOP.
Onboarding and education journeys for staff on lead generation program are facilitated through digital platforms best fitting the staff’s location (e.g., DTE for indirect retailer, whenever available, or any other local solution).

Remuneration: Lead generation activities are included in the incentives, bonus remuneration scheme, and contractual agreements with service providers, if any.
For more details on the remuneration for specific channels, please refer to Channels.
KPIs and reporting: All LAS/LANU registered as lead are reported and included in the reporting (see section KPIs).
For registered LAS/LANU, market follows the principles stated in Lead Management SOP.
Every kit sold to LAS/LANU who was registered as a lead, is attributed and reported under the lead generation program, irrespective of the time of registration.
Regardless of the lead reporting, markets define a time range beyond which frontliners (e.g., indirect retailers) are no more remunerated6 for the kit sold to LAS/LANU who were registered as lead.
The market channel operational performance management includes a view on the number of generated leads and kits sold to generated leads. This report is used by market channel staff and operations managers to monitor the program performance.


Lead Generation Propositions
Definition & List of Global Propositions
A lead generation proposition is defined as a content, focused on triggering an action from LAS/LANU, which corresponds to their sit- uation/context and provides a clear understanding on what is next with which benefit for the LAS/LANU. In other words, it is the reason “why” LAS/LANU would further proceed with PMI.
Markets leverage on the list of global reasons to register (named propositions) and/or use them as a base to create local reasons to register:

REASON TO REGISTER
OCCASIONS
Register to Try (lending)
User can try IQOS for a period to see if it meets their needs
Always on
Register to book an appointment for Guided Trial in-store
User can live the IQOS experience in-person by booking an appointment in Brand Retail
Always on
Register to Talk with an Expert (Click2Call)
User can Learn more about IQOS and get answers from an IQOS Expert remotely
Always on
Register for a Discount for a limited time
User can provide with a discount or offer on 1st Kit purchase as part of targeted Promo Campaign as final nudge
Boosts
Register for Notify Me for a Product Launch or a Standard Occasion
User can get notified on new products e.g., ILUMA launch and occasions e.g., Black Friday
New launches and standard occasions
Register to our Newsletter (with or without discount)
User can subscribe and get the latest products, news, offers, and science behind IQOS
Always on
Register to Draws and Prizes
User can participate to a lottery or raffle in which participants obtain a random chance to win a prize
Brand Activations
Register to Participate in an Event
User can participate in a sponsored event
Brand Activations
Register to get access to Gated Content
User can get access to targeted content, or a tailored journey based on LAS/LANU profile
Always on



Key Principles to Design Local Propositions
To craft the most appropriate propositions, markets should un- derstand the consumer mindset and in particular “Why consumers should give PMI their personal details”, “How they will benefit by choosing this offer and making the effort” and “When is the correct moment to propose it”.
Markets use the global list of propositions to build the local ones. When local propositions are created, markets ensure that local ones connect to global ones, avoiding duplication and ensuring proper reporting.

Markets defining local propositions consider and use these elements to build strong and purposeful propositions:
» Follow the Brand Values and the Brand communication guidelines; » Audience the proposition is addressed to;
» Tangible/intangible benefits;
» Reason to believe/What makes it special;
» Effort needed (process);
» Call-to-Action;
» Clear outcomes.
When local propositions are created, markets always consider the omnichannel approach and message consistency across channels.
To increase the deployment success of locally defined propositions, as for global ones, markets include the lead generation objectives, mechanics, and principles in the market staff’s training program.



Data Requirements for Lead Registration
LAS/LANU data collection starts by capturing a minimum dataset with the collection of personally identifiable information (PII) data (e.g., phone and/or e-mail) allowing PMI to engage with LAS/LANU through lead management processes.
Lead Registration methods and Data Retention Policies on PMI’s Company Consumer Database are the same as mentioned in the Consumer and Device Registration SOP.



Minimum Mandatory Data Requirements for Lead Registration
Lead Registration methods and Data Retention Policies on PMI’s Company Consumer Database are the same as mentioned in the Consumer and Device Registration SOP.
For adult consumers registering on PMI’s Company Consumer Digital Platform online, or via self-registration mechanisms in offline channels7 or by a Trained Salesperson (incl. Trained Retailers) for any lead generation proposition (e.g., register to try or register for a webinar), the minimum consumer’s data points (in line and some cases in addition to Digital Communications for SFP with Consumers – PMI 04-CG4) are:
E-mail and/or mobile phone;
» Self-declaration of age or Age Verification;
» Smoking/Nicotine User Status;
» Home Country;
» The time and date they were entered into the Company’s consumer database, and a record of the privacy notice (and consents where applicable) which was served, acknowledged, or to which consent was provided;
» Details of the channel where registration took place (i.e., Channel
ID), and who registered the Lead on behalf of the adult consumer (i.e., the ID of the Trained Salesperson who registered them);
» Markets record in the system (regardless of assisted or self-service mechanics) the proposition and the category/platform of interest (in case of multi-platform markets) that triggered the Lead (e.g., preorder of IQOS ILUMA, register to book an experience, register to try IQOS, I want to learn more about Heat not Burn);
» Direct marketing opt-in is always incorporated across lead gener- ation propositions, providing the option to LAS/LANU to accept, or not, as described in the Consumer and Device Registration SOP.
All leads generated via self-service mechanics (offline and online) record at least a self-declaration of age and smoker/nicotine user status on PMI Company’s System/Platform/Tool.
The adult consumer is sent a communication providing them with access to the PMI privacy notice following the requirements set out in the Digital Communications for SFP with Consumers - PMI 04-CG4 and any applicable local law requirements.
If a lead purchases a SFP device, markets must not re-register the consumer on PMI’s company consumer database. Instead, follow the device registration principles (please refer to Consumer and Device Registration SOP).

Additional Data Requirements for Lead Registration
Markets are encouraged to implement dual factor authentica- tion for adult consumers who are registering on PMI’s Company Consumer Digital Platform or are being registered by a Trained Salesperson.
Markets may also require additional demographics including name, surname, address, birthday if justified for the purposes of the col- lection based on the market strategy.
Markets may also choose to activate the set-up account pass- word flow.



LAS/LANU Profile Enrichment: Key Business Questions
To deliver tailored consumer experiences upon pre-purchase LAS/
LANU registration, markets enrich LAS/LANU profile with addition- al data points8. This is performed when in contact with a registered lead through customer relationship management (CRM), IQOS.com, microsites, other online platforms, Brand Retail, etc. or during the lead capturing process if feasible and is a continuous process follow- ing every physical or digital interaction of a LAS/LANU with PMI.
In addition to the minimum data requirements, markets try to en-
rich LAS/LANU profiles through additional business questions (rea-
sonable and relevant from the perspective of the purposes of data
collection and responsible marketing principles). LAS/LANU profile
enrichment with data beyond demographics helps to decode the
need of every LAS/LANU, create data driven targetable audiences Markets try to ask and capture answers to the following key in our database and serves as a nurturing vehicle towards the deci- questions:
sion to change to SFP.

 Key Principles of LAS/LANU Profile Enrichment:
 To understand LAS/LANU’s context and expectations, the set of pre-defined questions can take place before Lead Registration. However, the LAS/LANU Profile Enrichment on PMI’s Company System/Platform/Tool must be performed only after Lead Registration on the Company’s Consumer Database;
 Only capture data that is reasonable, relevant and with a clear pur- pose based on responsible marketing and data privacy principles;



 What nicotine product are you currently using the most?
(multiple select)
1. Combustible Cigarettes (Show Q2 and Q3)
2. Tobacco Heating Devices other than IQOS/lil/Bonds
3. Vaping/eCigarettes Devices other than Veev
4. Disposable e-cig other than VEEBA




Have you ever tried any of the following in the past?
(single select)
1. Yes, Tobacco Heating Devices
2. Yes, Vaping/eCigarettes Devices
3. Yes, Disposable e-cig
4. No, I’ve never tried anything other than Combustible Cigarettes


What would be your motivation towards switching today?
(single select)
1. I am determined to switch completely from cigarettes to better alternatives (High Motivation)
2. I want to occasionally use better alternatives in addition to cigarettes (Medium Motivation)
3. I just want to find out more (Low Motivation)


Channels
Every channel plays a different role in the consumer journey and every mechanic provides different quality. By combining them we extract an activation prioritization strategy9 to increase the pace and quality of acquisition:

LAS/LANU Reach refers to the exposure of lead generation on LAS/ LANU population and contributes to awareness KPIs. Highest score refers to higher coverage.
Lower Time from Lead Generation to Purchase refers to the quality of the registered LAS/LANU contributing to sales KPIs. Highest score refers to lower time to buy.
Markets first activate and focus on the primary lead source for any existing channel in the market.

On the other hand, secondary lead sources are also very important and can complement the primary lead sources. However, secondary lead sources are only contributing to either reach or buy but not at the same time. Hence the importance for markets to focus on primary lead sources.
The key principles of the lead generation program are defined in the section Key Principles of Lead Generation Program. The below sub-sections contain the channel specific principles in deploying the program.

Lead generation activities are always-on in device sellers but only communicated when the LAS/LANU does not buy in store or would like further information.
Lead generation activities are always-on in selected and trained consumables sellers, and proactively communicated to LAS/LANU.
Leads generation is primarily supported by a retailer assisted mechanic where the retailer staff registers a LAS/LANU using PMI Company’s System/Platform/Tool. This is possible in POS where the retailer staff has been properly trained, is able to engage in meaningful conversations with the LAS/LANU and is enabled to input the LAS/LANU information to the PMI’s CDP.
Lead generation activities are included in the incentives and bonus remuneration scheme. Please refer to the IR Lead Generation toolbox for more information.
Additionally, retailers can be incentivized differently for lead gener- ation activities based on business objectives and program maturity:
Progressive remuneration based on leads’ stages (e.g., verified leads has the lowest level of paid incentives, followed by leads turning into lending, and then successful leads);
Higher rewards can be considered for retailer-assisted activities versus self-service activities.


Lead generation activities are always-on in IQOS Partners, at IQOS Partners manned by PMI sales experts or manned by IQOS Partner Staff, but only communicated when the LAS/LANU does not buy in store or would like further information.
For IQOS Partners, that are manned by PMI sales experts, remuneration schemes for PMI sales experts could include metrics related to registration of LAS unsuccessful Guided Trials.
Leads generation are primarily supported by a retailer or IQOS expert assisted mechanic where the retailer staff registers a LAS/ LANU using a digital form.
Brand Retail12
In all store staff interactions (e.g., store visit, guided trial), if the LAS/LANU is not already registered as a lead and did not purchase, store staff tries to register them. However, the primary focus is on registering LAS who did a Guided Trial but did not purchase nor proceed with a lending transaction.
Lead generation activities can be included in the incentives and bonus remuneration scheme. Remuneration schemes for Brand Retail Staff could include metrics related to registration of LAS unsuccessful Guided Trials.
Store staff capitalizes on every interaction (e.g., guided trial) to enrich LAS/LANU profiles by collecting additional data, beyond personally identifiable information (PII).

IQOS.com and Microsites13
Any unregistered LAS/LANU interacting on IQOS.com, without mak- ing a transaction (e.g., sales, lending), is prompted to register to a proposition.
A personalization strategy is applied both on IQOS.com and paid me- dia. The strategy is based on audience segmentation for better tar- geting and maximizing the effectiveness of lead generation efforts.
Markets allow data management platform (DMP) tags (their first priority being the central DMP) to run on websites and tag any me- dia activity with tracking from central DMP, in addition to tagging for the local solution eventually deployed.
Lead generation propositions are activated across digital market- ing channels (e.g., paid media, third-party databases) to:
» Search Engine Optimization (SEO): Improve the visibility of IQOS. com in search results. High visibility in LAS/LANU search results is more likely to attract new visitors and retain existing ones;
» Paid media: Create and segment audiences for prospecting as re- targeting is valuable in maintaining an ongoing dialog with LAS/ LANU to drive traffic to PMI digital touchpoints.
Paid Media14
Markets deploy always-on paid media targeting and retargeting programs to accelerate the generation of leads.
Markets use second and third-party databases to reach broader LAS/LANU audiences and/or enrich existing first-party data to im- prove targeting.
Second- and Third-Party Databases
Second-party data is essentially another organization’s first-party data, as they gather it directly from their audience. It may include data from activity on websites, apps and social media, in-store

purchase history, survey responses, email submission for the compe- titions and more.
Third-party data is data that an aggregator collects from various sources and sells as a package. Third-party data should be activat- ed via PMI data management platform (Lotame DMP) and supple- mented with DSP activation.
Third-party data can be leveraged to acquire cookies. A broader cookie pool enables prospecting segmentation, favoring paid me- dia targeting and retargeting activities, but also upselling through a more accurate website personalization. All segments/audiences using third-party data shall be stored in PMI central data manage- ment platform (DMP), to run global analysis for similar campaigns and optimize global segmentation, lessons learned and knowledge sharing. Markets can run in parallel with a local DMP in case of better coverage/connection with local DSPs and better match rates, but this solution does not preclude the requirement to share the data with the central DMP (provided would not be against any contrac- tual obligations). Markets should therefore allow central DMP tags to run on websites and tag any media activity with tracking from central DMP, in addition to the tagging for the local solution eventu- ally deployed.
Second-party databases allow the purchase of e-mails or other be- havior from legal age adult smokers. These e-mails should be ac- quired from reliable partners/sources, as outlined in PMI 04-CG4 Digital Communications for SFP with Consumers.
Markets send marketing communications to consumer and engage potential partners in line with the principles and requirements set out in PMI 04-CG4 Digital Communications for SFP with Consumers, 04-CG2 Marketing and Sale of Non-Combusted Alternatives, and PMI 03-C Protecting Personal Data.
Markets perform a data privacy due diligence before engaging with any of the above listed data providers and/or purchasing databases from external vendors.




In all field coach interactions, if the LAS/LANU is not already reg- istered as a lead and did not purchase, field coaches try to register them.
Field coaches capitalize on every interaction to enrich LAS/LANU profiles by collecting additional LAS/LANU data, beyond PII.
Customer Service Center (CSC)15
In all CSC interactions (e.g., live chat on IQOS.com, instant call), if the LAS/LANU is not already registered as a lead and did not pur- chase, CSC agents try to register them.
CSC agents capitalize on every interaction and touchpoint to enrich LAS/LANU profiles by collecting additional data, beyond PII.
Lead generation activities are included in the incentives, bonus, and contractual agreements with the Service Provider.
The CSC operational performance management includes a view on the number of generated leads and kits sold to generated leads. This report is used by CSC operations managers to monitor the program performance.


Third-Party eCommerce16
In lead generation, Third-Party eCommerce (eRetailers, Marketplaces and qCommerce) create brand awareness, device comparison, rat- ings & reviews, and category education to LAS/LANU landing on their digital platforms. When systems are integrated and/or redi- recting to PMI ecosystem (e.g., banner, QR code), they redirect LAS/ LANU to PMI digital platforms for their data capturing.
Lead generation activities are always-on through online banners and/or QR codes and/or dedicated landing pages.
While establishing partnerships with the Third-Party eCommerce players, markets incorporate lead generation programs within their Joint Business Plans (JBP).
Online key accounts, holding LAS/LANU databases, incorporate lead generation activities with device sales.
Third-Party eCommerce executing lead generation activities on their digital platforms follow and use brand and product commu- nication guidelines. Markets support the Third-Party eCommerce partners on understanding and deploying these guidelines.
LAMPs/HoReCa
Lead generation is activated in Legal Age Meeting Points (LAMPs) / Hotel, Restaurant, Catering/Café (HoReCa) and commu- nicated through assisted and/or self-service mechanics to proac- tively engage with LAS/LANU.
Lead generation is primarily supported by an IQOS expert assisted mechanic, where the LAS/LANU registers using a digital platform.
Self-service mechanics are used for lead generation, where a LAS/ LANU scans a QR code or goes through an in-store counter to regis- ter online.
IQOS experts capitalize on every interaction and touchpoint to enrich LAS/LANU profiles by collecting additional LAS/LANU data, beyond PII.


KPIs
Each phase of the Consumer Journey has a selected set of KPIs (called Outcome KPIs) that are monitored, to define the impact of the SOP deployment on the market’s performance.
Below there is a list of all KPIs, that show the Lead Generation pro- gram performance and its impact on the Awareness & Trial.
Lead/Prospect in our database is considered any registered LAS/ LANU who has:
» at least 1 contactable data point (email or mobile or both);
» Self-declaration of Age or Age Verification;
» Smoking/Nicotine User Status;
» Privacy Notice and Terms & Conditions accepted (if applicable);
» not linked a device to their account.
Lead/Prospect refers to any LAS/LANU for whom we have data and who can be engaged further through the Lead Management Program before purchasing an SFP device.


Deployment KPIs
Channel specific KPIs which help set and deploy the program and support the monitoring of specific key requirements of the programs in channels
Leading KPIs
Early signal identification system that helps to track program performance and to support achieving the Outcome KPIs
Outcome KPIs
Essential indicators to track success of execution within the Commercial Engine. They have direct correlation with the phases of the Consumer Journey.

Outcome KPIs
Essential indicators to track success of execution within the Commercial Engine. They have direct correlation with the phases of the Consumer Journey.


Notes and details for the calculation of this KPI:
» All the numbers refer to opening balance of every month;
» # of leads in current month refers to the Number of New Registered LAS/LANU (Prospects/Leads) in DB during this month including those that registered and purchased in the same month;
Note: Final balance of LAS/LANU in our DB every month defines the opening balance and opportunity of next month. That view covers also opt-outs and DB retention rules and not only LAS who entered Lending or Purchased during the month.
» # of leads in previous month refers to the Number of Registered LAS/LANU (Prospects/Leads in our DB at the beginning of the month where the KPI is calculated.
Notes and details for the calculation of this KPI:
» Number of kits sold to LAS/LANU this month in channels that were previously registered as Prospects/Leads in our DB (new and all-time).
Example:
Kits sales from Leads in February: 10 Total Kits sold to LAS in February: 100
= 10 =10% 100
% of leads contribution to total Kits sales to LAS
Example:
Lead in DB beginning of February: 100 Lead in DB end of February: 110
Kits sales from Leads in February: 10
Growth of Leads/Prospects database
= 110+10-100 100
= 20%



Leading KPIs
Early signal identification system that helps to track program performance and to support achieving the Outcome KPIs
% of time from Registration to Purchase:
Note:
Time from Registration until Purchase of Kits Sold to LAS/LANU from Prospects/Leads this month
Per Bucket:
1 < x ≤ 7days, ≤ 3months, ≤ 12months, > 12months
% Marketing Opt-in:
(overall and by channel)
Note:
Acceptance rate of Marketing Opt-in on Registered LAS/LANU (Prospects/Leads)
Calculates Prospects/Leads Management Program Efficiency calculation
Calculates the opportunity of contactable LAS DB and monitors acceptance rate
For a comprehensive definition of the KPIs, please refer to the document Leads KPIs definition.
In markets where the systems enable it, the following data points are collected to ensure the quality of LG acquisition:
Lead to Lending: Share of Lending coming from a lead
calculation:
# of device lending activated
# of leads
Leads to GT:
Leads to Guided Trial
Self-service Lead Generation:
% of leads in IR through a Self-service registration
calculation:
# of Leads/prospects who opt for a guided trial during their lead management journey
calculation:
# Generated leads through self-service
Total # of leads


Deployment KPIs
Channel specific KPIs which help set and deploy the program and support the monitoring of specific key requirements of the programs in channels.
Active Retailers rate: Share of Retailers with at least 2+ leads per quarter
Calculation
# Retailers with 2+ leads per quarter
# Covered Consumable Sellers/Retailers part of Lead Generation program
(Field Force or Remote)
Performance efficiency: Average leads per activated retailer
Calculation
# of leads on IR per quarter
# Covered Consumable Sellers/Retailers part of Lead Generation program


Key Documents
Global Policy Documents
As the local legislation may vary from one market to another, it is the market’s respon- sibility to implement this SOP by ensuring the respect of the local legal requirements, ensur- ing compliance with the PMI Principles and Practices (P&Ps) and documenting the above adequately.
Finance Standards & Accounting Treatment
The implementation of the Lead Generation program complies with the accounting stan- dard as defined in the following financial standards:
» A-114 Accounting for Sales Allowance and Expenses;
» A-127AccountingforRRPCommercialization. Risk and Controls
An exhaustive list of applicable risks and controls is available at OneGRC platform – Power BI View. Markets can be supported by the local R&C teams to navigate through the platform and properly localize the impacted controls. The lead generation program is cat- egorized under the ‘Marketing & Advertising Smoke Free Product’ process, namely with the sub-process code MAA.SFP.P01.