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Filing Details

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
1101215	Alliance Data Systems Corp	ADS	Services-Business Services, Nec (7389)	311429215

Insiders

Cik	Name	Reported Address	Insider Title	Director	Officer	Large Shareholder	Other
1510151	K Ann Leigh Epperson	7500 Dallas Parkway, Suite 700 Plano TX 75024	Svp, General Counsel & Secy	No	Yes	No	No

Reported Non-Derivative Transactions

Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
Common Stock	Disposition	2012-02-06	2,441	$116.12	14,079	No	4	S	Direct

Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
No	4	S	Direct

Footnotes

The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $116.06 to $116.16, inclusive. The reporting person undertakes to provide to Alliance Data Systems Corporation, any security holder of Alliance Data Systems Corporation, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth herein.
The total number of securities beneficially owned includes: (a) 7,842 unrestricted shares; (b) 1,423 unvested units from an award of 4,180 performance-based restricted stock units granted 2/23/09; (c) 298 unvested units from an award of 444 time-based restricted stock units granted 2/22/10; (d) 1,266 unvested units from an award of 1,899 performance-based restricted stock units granted 2/22/10; (e) 650 unvested time-based restricted stock units granted 3/21/11; and (f) 2,600 unvested performance-based restricted stock units granted 3/21/11.