Roundtable 2006 bright_2
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Transcript of Roundtable 2006 bright_2
![Page 1: Roundtable 2006 bright_2](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458180db1af9f39378b54a1/html5/thumbnails/1.jpg)
Proposal
Establish a company standard for
measurement of Business Penetration
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Current Status
• Inconsistent use of sources of both business’
advertising and businesses in the market.
• Inconsistent factors used to define an
“advertiser”.
• No standard for what businesses are included,
or how they are excluded from the calculations
• No consistency from year to year in process
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Needs
• Single approach to the calculations
• Consistent approach to the calculations
• Repeatable approach to the calculations
• Year-over-year trending capabilities
• Ability to “drill” into segments
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New approach
• Agreement between key departments on
definitions and rules: – Determining advertisers
– Determining what advertisements “count”
– Determining segments (cleanup effort)
– Determining businesses
– Filtering businesses
– Revisiting “rules” annually
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The New Approach
• Determining advertisers:
– Single source: The Data Warehouse
– SAOE or Mactive account numbers define unique advertisers.
– The SIC code on the account record defines segment.
– The ZIP Code of the advertiser determines Zone.
– Advertisers placing Transient ads are NOT included in the analysis.
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The New Approach
• Determining Businesses
– Single source: Dun and Bradstreet File
– Businesses are limited to Maricopa and Pinal
County.
– A unique “Global Ultimate Duns Number”
determines unique businesses.
– The SIC1 code determines segment.
– The Physical ZIP Code determines Zone.
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The New Approach
• Refining business count:
– Within each SIC code grouping, each “Line of
Business” is reviewed for advertising
potential.
– Lines of Business where there is no
expectation of ever seeing advertising are
removed from the count of businesses.
• This process removes businesses like “Aircraft
engines and engine parts” and “Anthracite mining”
from the business counts.
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The New Approach
• Refining business count continued…
– With specific Lines of Businesses removed, a realistic list of businesses remain.
– However, within that list, there are small businesses and other groups of businesses that will never advertise.
– A unique “Potential Advertiser Adjustment Factor” is applied to each segment to put a segment level filter to arrive at a final business potential count.
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The New Approach
• Rules:
– The Lines of Business excluded will be reviewed
annually. Adjustments to the list will be carefully
weighed and agreed upon before implementation.
– The final “Potential Advertiser Adjustment Factor” will
be reviewed annually. Adjustments to the list will be
carefully weighed and agreed upon before
implementation.
– ONLY ONE VERSION OF THESE ADJUSTMENT
FACTORS WILL BE USED AT ANY GIVEN TIME.
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Putting it together
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Putting it together
RAW Number from Dun And
Bradstreet Business License file
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Putting it together Before
After
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Putting it together
Dun And Bradstreet Business License
file number AFTER removal of
“Children” account numbers
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Putting it Together
Lines of
Business
REMOVED
from count
of
Businesses
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Putting it together
% of Businesses remaining after removal
of SIC Code/Lines of business that are
realistically “never” going to advertise.
Number of Businesses remaining
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Putting it Together
Sample segment: Casino
Of the 21 remaining
businesses, only about
45% look (by name) to
have any potential of ever
advertising.
This is the “factor” that
will be toughest to refine.
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Putting it together
The Percentage and number of realistic
advertisers remaining. From here the
penetration can be calculated.
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Putting it together
Total of all advertisers running ads so far
this year running in each category.
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Putting it together
Total of advertisers with Metro ZIP Codes
running ads so far this year running in
each category.
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Putting it together
How our advertising is split across the
segments.
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Putting it together
How businesses are split across the
segments.
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Putting it together
Advertising penetration when calculated
against ALL advertisers.
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Putting it together
Advertising penetration when calculated
against advertisers with Metro ZIP Codes
(that is local vs. Nevada or otherwise
located.
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Additional Features
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Additional Features