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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
1454989	J Bryan Kennedy	7500 Dallas Parkway, Suite 700 Plano TX 75024	Evp & President, Epsilon	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	8,000	$116.23	100,276	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 $116.11 to $116.37, 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) 47,338 unrestricted shares; (b) 8,976 unvested units from an award of 26,400 performance-based restricted stock units granted 2/23/09; (c) 2,992 unvested units from an award of 8,800 performance-based restricted stock units granted 3/2/09; (d) 3,588 unvested units from an award of 5,354 time-based restricted stock units granted 2/22/10; (e) 15,276 unvested units from an award of 22,913 performance-based restricted stock units granted 2/22/10; (f) 4,421 unvested time-based restricted stock units granted 3/21/11; and (g) 17,685 unvested performance-based restricted stock units granted 3/21/11.