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A Collaborative Effort

Presented by Harmony Crawford

Business Intelligence Manager, Circulation

Agenda

• A team approach

• Review of kick-off presentation to the

management team

• Scenarios awaiting full implementation

• “Learns” along the way...

Core Project Team

Alan Fisco Business Owner

Howard Mendel Project Manager

Tim Williams Business Lead / Advertising

Harmony Crawford Business Lead / Circulation

Nadine Selden Business Lead / Corp Mktg

John Saum IT Architect

Design & Implementation

Bob Schinske, Ray Godwin, Linda Blevins,

Deborah White, Dennis Larson, Mark Bennett,

Jonie Yu, Mary Maltby, Greg Anderson,

Cheryl Brechtelsbauer, John Sargent, Jim Parry,

Terry Bergren, Dani Smart, Marianne Pettijohn,

Jeff Holdridge,Chris Enholm, Lindsey Imbier, Erik Jolly

What we presented...

MaaX Kick-off

Quick Recap

What is the Marketing Database?

Project Status Update

Introductions

Business needs and demonstrations

Circulation, Harmony & Tia

Advertising, Tim & Tia

What is the Marketing DB?

The Marketing Database is a system that will standardize and merge data from multiple sources.

Along with the database is a tool to analyze and generate targeted marketing lists that will allow the business to:

• Increase advertising revenue & market share

• Increase response rates for subscriber acquisition

• Improve subscriber retention rates

• Improve market intelligence

Project Status Update

Requirements & Vendor evaluation – April thru September

Selected Astech (MaaX application) – November • MaaX - Marketing Automation and Analytix

Final green light from SOC – November

Formal Project kickoff – 12/13 – 15

Data specifications & database design – January

Sample/Full data extracts – January

MORI News and Information Segmentation algorithm – January

Built prototype database – 2/7

Training – 2/7 thru 2/11

User Acceptance Testing – 2/14 thru 3/4

Live Production DB – March 11

Full Implementation will follow several weeks later • End of March or early April

Circulation

Opportunities:

• “Smarter” direct mail campaigns

• Targeted messaging

• Targeted renewal price points

Circulation

Scenario 1:

• Profile existing Daily/Sunday (DS) subscribers.

(Which Prizm cluster(s) are most prevalent?)

• Find non-subscribers who are similar.

• Scrub against DNM, mail them an offer.

• Find out how many did not respond to offer, scrub against

DNC, follow up with a phone call.

Circulation in MAAX

Scenario 1: Prizm_NE for DS Subs

Circulation in MAAX

Scenario 1: Top 3 Prizm codes for DS

•07_Money and Brains

•03_Movers and Shakers

•01_Upper Crust

Counts for Non-subs

Circulation in MAAX

Scenario 1: Campaign

Circulation

Scenario 2:

• Find former subscribers who stopped due to non-

pay/bad-pay. Offer them a promotion that provides

chain discounting.

• Track their retention. (R-Logic)

Circulation in MAAX

Scenario 2:

BAD PAY FORMERS

Circulation in MAAX

Scenario 2:

THREE OFFER CAMPAIGN

Advertising

Improved Targeting for Advertisers

• Understanding advertisers best practices

• Provide targeted prospects

• Speed up sales presentation preparation time

• Meet larger customers service expectations

• Provide complete, professional presentations,

include data by segments & maps

Advertising

Scenario: - Help David Smith & Co. maximize their

advertising reach.

Profile David Smith & Co. customer list and identify top

indexing Prizm clusters.

Find individuals who are not currently customers but

are demographically similar, within King County. Show

counts by zip code.

Identify those non-customers as weekday and/or

Sunday subscribers. (Show the benefit of advertising in

our newspaper!)

Direct mail campaign to those who are NOT

subscribers.

Advertising in MAAX

Scenario: David Smith

•04_YOUNG DIGERATI

•07_MONEY AND BRAINS

•29_AMERICAN DREAMS

Advertising in MAAX

Scenario:

DAVID SMITH & CO. CAMPAIGN

“Real-life” scenarios awaiting

implementation:

• Circulation Direct Mail – “Never” subscribers

– Targeted mailings, e.g. sports enthusiasts for

spring training

• Advertising clients

Learns along the way...

Thank you!