2007 sacramento bee_02

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  • 1. Online Customer DataIntegration and Management
  • 2. Online Customer 1. Value of the Online Customer 2. Data Collection / MaaX Integration 3. Applications – Positive and Negative 4. ROI 5. Future
  • 3. The Changing Media Audience• Media usage patterns are changing at an accelerating rate• Newspaper (information) companies have not adapted well to “competition”• Newspaper web sites have not generated a large audience of their own• We are confusing consumers about what to expect from our websites
  • 4. The Changing Media Audience • People are evolving as media consumers • Advertisers follow the eyeballs
  • 5. Fragmentation Continues Everyone is getting into everyone else’s business … Consumer • Internet-TV • iPod • iPhone • YouTube.com • Myspace.com • Nike gives customers shot at advertising
  • 6. Everyone Is Getting Into Everyone Else’s Business …• Starbucks selling books and music• Sears, Circuit City, Macy’s and Amazon added customer-reviews to help gain new customers and generate more sales• Sam’s Club gets into the online travel business with Expedia• Zerox and Kodak blur the lines between photos and copiers• Lincoln’s newest dealership: Amazon.com• Ford taps HomeDepot.com for online marketing push• Lexus unveiling its own branded broadband channel geared toward consumers in the market for a new car• Mercedes going where the money is, will create a television real estate program aimed at high-end housing property, featuring their autos• Financial pressure on stores could spell more online retailing• Online merchants gain ground with personalization and web analytics
  • 7. Print Circulation• The Industry has taken steady year-over-year declines Estimated U.S. Daily and Sunday Trend 3.0 for the last 7 ABC periods 2.0 Sept. 2003 - 2006 Fas-Fax 1.0 0.0-1.0-2.0 Weekday Nat-3.0 Sunday Natio-4.0-5.0-6.0 Sep-03 Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep. 2006 Source: ABC Fas-Fax, Doutsche Bank estimates
  • 8. Some Shift to The Web • Low cost • Improve access to customers • Responding to consumer trends • Proven ROI Ad Dollars Time TV 37.4% 32.4% Radio 9.0% 18.0% Newspapers 30.0% 7.6% Magazines 13.0% 5.6% Cinema 0.4% 3.1% Digital 5.0% 33.3% Source: Carat, 10-06
  • 9. Growing Impact of eMail 50% B-to-C B-to-B © 2006 MarketingSherpa Inc. 40% 42.4% 40.0% 35.6% 30% 29.1% 20% 18.2% 13.6% 10% 10.9% 1.9% 6.8% 1.7% 0% The impact of The impact of The impact of The impact of The impact of email is email is slowly email isnt email is email is declining declining. noticeably increasing increasing significantly. changing. slowly. significantly. Survey of Over 3,600 eMail Marketers
  • 10. Web - Customer Data Integration Database System Diagram Bee Subs Denver sacbee .com AsTECH Sacramento Multi-channel Data Standardization Data Vida Conduct • Advertising Warehouse • Marketing Data ASP Analysis • Circulation Dir • New Products Mail • Etc. Class PP MKT The sacbee.com Direct Mail Sacramento Bee Adv Cust. Consumer Consumer Consumer Target Target Target
  • 11. Registration to Access Content
  • 12. Audience – Product Penetration by Age• Using print most are 55+• Using sacbee.com most are 40 to 54• Using both print and online most are 45 plus Product Penetration By Age of Head of Householder100% Direct Mail Vida only90% sacbee Reg. & Vida80% sacbee Registrant Bee Sub & sacbee Reg.70% Bee Subscribers60% } Sacbee.com }50% Registrants40%30% Bee Subscribers20%10% 0% 0- 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65+
  • 13. Web - Variables on Customer Record Web e-Newsletters Registrant e-Mail
  • 14. e-Communications Advertising $ales 1. Opt-in to receive local e-Mail offers from 3rd party 2. Banner campaigns targeted at segments (Age, Inc.) 3. Opt-in to receive e-Newsletters Marketing/Circulation 1. Marketing e-Newsletters: • Print subscribers • Print non-subscribers 2. e-Mail billing cycle communications 3. e-Mail special offers for subscriber acquisition
  • 15. e-Communications in Ad Sales
  • 16. eMail – Users Willing to Receive Advertiser eMail • eMail from sacbee.com with specials from local retailers • popular sales success • customer/management issue Total Site Registrants: 835,657 Total Site 3rd Party opt in: 356,863 43% Sum of SacBee.com Registrants Count of 3rdPart Opt ins County Total County Total Other - No Zip 24,806 Other - No Zip 10,457 Out of 4 cnty 470,889 Out of 4 cnty 195,352 Sacramento 245,415 Sacramento 111,382 Placer 49,792 Placer 21,067 Yolo 24,143 Yolo 9,690 El Dorado 20,612 El Dorado 8,915 Grand Total 835,657 Grand Total 356,863 Registered Users by Zip & 3rd party Opt ins Registered Users by Zip & 3rd party Opt ins Sacramento County Placer County 3rd Party Zip City Reg Users Opt In Zip City Reg Users 3rd Party Opt In 94203 Sacramento 60 22 95602 Auburn 1,507 600 94283 Sacramento 10 4 95603 Auburn 2,886 1,168 95608 Carmichael 10,951 4,745 95604 Auburn 300 121 95609 Carmichael 250 102 95631 Foresthill 491 190 95610 Citrus Heights 6,993 3,224 95648 Lincoln 4,721 2,026 95611 Citrus Heights 220 95 95650 Loomis 1,932 848 95615 Courtland 90 41 95658 Newcastle 837 370 95621 Citrus Heights 6,094 2,812 95661 Roseville 5,719 2,354 95624 Elk Grove 9,903 4,664 95663 Penryn 411 165 95626 Elverta 889 421 95677 Rocklin 4,163 1,827 95628 Fair Oaks 8,822 3,809 95678 Roseville 7,152 3,058 95630 Folsom 13,429 5,523 95681 Sheridan 102 42
  • 17. eMail – Ad Sales Send on Behalf of Advertiser • sales success • customer/management issue
  • 18. Online Visitor Content Interests – BehavioralAll input files containing unique visitors are joined to thenext input file to create the matrix Business 49,527 Total of 186,133 Unique visitors that we Local News Know something about Auto 132,796 content interests: 8,602 • Have eMail and 3rd party status Entertainment Politics • Can ID user when 35,512 61,256 entering the site Sports Food 64,460 8,182 Lifestyle 33,837
  • 19. ROS – Targeting Banner Ads at Segment of Users • Registered User ID’d • 55+ / Household Income $100,000 +; or 55+ viewing Real Estate
  • 20. e-Newsletters from The Bee / sacbee.com
  • 21. eMail – sacbee.com eNewsletters (consumer opt-in)
  • 22. e-Newsletter Management Newsletter Crosstab - NLTR Level, All Recipients 2/8/2006 Send Frequency W W W W D D W D M-F Misc. W W W D Family Fun News Press Sac Sierra Newsletter Concert Dining Club Jackpot Kings Bulletin Onstage Opinion Politics Club Women Shopping Blast Sports Concert 31,032 Dining 17,858 24,723 Family Fun Club 16,481 14,045 25,737 Jackpot 7,900 6,618 6,910 12,726 Kings 3,726 3,124 2,837 1,619 17,330 News Bulletin 11,670 9,780 9,080 4,318 9,703 80,115 Onstage 18,545 15,136 16,371 6,889 2,740 8,947 28,871 Opinion 1,459 1,251 1,138 695 1,028 5,559 1,238 7,363 Politics 2,766 2,328 1,965 1,281 2,480 14,546 2,311 4,793 23,145 Press Club 2,002 1,794 1,774 1,101 733 2,501 2,114 190 727 28,529 Sac Women 3,616 3,148 3,295 1,507 1,493 5,925 3,211 1,353 2,360 560 9,083 Shopping 1,730 1,618 1,625 774 530 1,953 1,669 242 447 743 668 7,144 Sierra Blast 4,090 3,390 3,386 2,597 1,756 5,576 3,470 1,144 2,100 795 2,144 564 9,825 Sports 2,544 2,007 1,858 1,181 4,704 7,663 1,783 1,207 2,497 376 1,038 340 1,531 10,888 Taste 5,639 5,829 4,650 1,838 1,953 8,381 4,719 1,533 2,477 429 3,339 947 2,849 1,556 Ticket Stubs 22,982 18,750 19,566 8,047 3,981 12,454 22,834 1,505 2,892 2,774 3,822 2,107 3,853 2,594 Ticketclub Benefits 27,719 22,163 23,175 9,385 4,942 16,078 26,463 1,712 3,612 3,759 4,530 2,137 4,902 3,051 Travel 7,477 6,658 6,217 3,407 2,619 9,005 6,431 1,631 2,958 1,098 3,423 1,133 4,678 2,128 ~ Bold: highlighted cells represent the total recipients for that Newsletter. For example, there are 24,723 people who receive the Dining Newsletter Where Dining and Taste intersect. There are 5,829 people who receive both the Dining and Taste Newsletter. • Total eNewsletters • Print subscriber • Print non-subscriber views
  • 23. e-Newsletter Calendar Management
  • 24. e-Mail from The Bee to Print Subscribers In-Grace
  • 25. e-Mail: Subscriber Reminder to Pay • Open rate = 36% • 20% Paid within 7-days of receiving eMail • 7% Paid from control group that did not receive eMail reminder
  • 26. Sacramento Bee – Weekly eMail (Marketing) 85,000 subscribers 163,000 non-subscribers
  • 27. Sacramento Bee – Company Sponsored eCommunicationsAs of 2/14/07 Send % Open % Open Rate % Unique Email Product Total Sent Change Change Open Rate Change Clicks Opt Outs Opt Out % Opens Since 8/06 Since 8/06 Since 8/06Marketing Email Subscriber E-Newsletter (2/9) 84,665 -3.42% 10,441 -33.34% 12.33% -30.98% 2,313 226 0.27% Non-Subscriber E-Newsletter (2/9) 162,938 77.99% 12,031 -1.02% 7.38% -44.39% 2,264 392 0.24% "Market Minute" -- General (2/8) 280 5.66% 75 -8.54% 26.79% -13.44% 0 2 0.71% "Market Minute" -- Auto (2/8) 160 -1.84% 48 4.35% 30.00% 6.30% 0 1 0.63% "Market Minute" -- Real Estate (2/8) 971 5.20% 253 13.96% 26.06% 8.33% 0 2 0.21% "Market Minute" -- Recruitment (2/8) 96 -3.03% 25 8.70% 26.04% 12.09% 0 0 0.00% TOTALS 249,110 37.89% 22,873 -18.86% 9.18% -41.16% 4,577 623 0.34%Circulation Email Grace Payment Reminder (2/7) 866 N/A 294 N/A 33.95% N/A 0 12 1.39% Circ Subscription Offer (2/7) 106,395 16.22% 6,758 N/A 6.35% N/A 498 415 0.39% TOTALS 107,261 17.17% 7,052 N/A 6.57% N/A 498 427 0.47%Interactive Media Newsletters Jackpot (2/12) 11,814 -8.16% 528 -63.18% 4.47% -59.91% 0 4 0.03% Kings Newsletter (2/13) 16,340 -11.38% 2,012 -64.11% 12.31% -59.50% 0 2 0.01% Opinion Newsletter (2/13) 6,724 -15.94% 920 -36.51% 13.68% -24.47% 0 2 0.03% Politics Newsletter (2/13) 20,962 -12.96% 3,694 -19.85% 17.62% -7.92% 0 5 0.02% AM Bulletin Newsletter 2/13) 92,411 2.64% 11,969 -28.27% 12.95% -30.12% 0 30 0.03%Sacramento Women Newsletter (2/7) 8,473 -5.32% 1,261 -18.91% 14.88% -14.35% 0 18 0.21% SacTicket/Concerts Newsletter (2/8) 29,152 -4.53% 3,699 -31.58% 12.69% -28.33% 0 23 0.08% SacTicket/Dining Newsletter (2/12) 22,834 -17.99% 2,525 -43.76% 11.06% -31.43% 0 20 0.09% SacTicket/Family Fun Club (2/12) 22,641 -11.71% 2,184 -45.83% 9.65% -38.65% 0 10 0.04%SacTicket/On-Stage Newsletter (2/13) 25,876 -11.36% 1,922 -54.24% 7.43% -48.37% 0 18 0.07% SacTicket/Ticket Stubs (2/8) 38,563 -6.81% 3,710 -41.44% 9.62% -37.16% 0 36 0.09% Shopping Newsletter (2/7) 6,487 N/A 1,185 N/A 18.27% N/A 0 31 0.48% Sierra Blast (2/12) 8,415 -10.36% 957 -49.63% 11.37% -43.81% 0 6 0.07% Sports Newsletter (2/13) 10,377 -11.76% 1,060 -47.32% 10.21% -40.29% 0 3 0.03% Taste Newsletter (2/7) 13,614 -5.50% 2,117 -33.18% 15.55% -29.29% 0 9 0.07% Travel Newsletter (2/8) 16,403 -3.20% 2,075 -19.32% 12.65% -16.65% 0 22 0.13% TOTALS 351,086 -4.97% 41,818 -36.11% 11.91% -32.77% 0 239 0.06%
  • 28. eMail – B2C Direct Marketing
  • 29. eMail – B2B eNewsletters
  • 30. eMail – Our Personal Interest eNewsletters
  • 31. Summary:What does this all mean?Understanding our e-customers and managingfor positive relationships …
  • 32. There Are Volumes of Information Coming At UsWhat are we sending?Why are we sending?How often are we sending?What is the customer reaction to our send?All important, because without customers we areout of business …
  • 33. Issue Customer receiving: • 3rd Party Opt-in eMail on behalf of advertisers Marketing eNewsletters from The Bee: Circulation/Marketing • eNewsletters from The Bee: online user opt-in • Breaking News alerts from Sacramento Bee Newsroom Result: • Making good revenue from eMail sales (big $$$) • Our open rates are eroding • Our click-thru rates are eroding
  • 34. At-risk: Our Online Reputation Result: • Our ad serving is being blocked on a regular basis by AOL • We are hitting SPAM Traps higher than acceptable • 23% of our messages last week were being blocked • ISP relationships at risk • Our online reputation is at risk Blocked last week: 10% Yahoo 15% Hotmail 18% SBCGlobal 19% AOL 83% Frontiernet 100% UC Davis campus
  • 35. Action – Protect and Build Our Online Reputation • No longer will send eMails to addresses that have not opened in the past “X” timeframe • Train staff to understand that it is better to send eMails to a smaller qualified list (using MaaX), than to the larger total list • Likely hire consultant or vendor to manage our growing online communication process • Collapse the number of eNewsletters being sent • Redesign eNewsletters to be more relevant and interactive for the recipient
  • 36. What’s Next …
  • 37. Online Visitor Frequency AnalysisSegmenting Unique Visitors by FrequencyHow many are coming in how often?What are they coming in for?How can we ensure a positive user experience?Are we properly managing the e-customer relationship? ] Example of content visitors by frequency segments
  • 38. Consumer - Day in the Life of Media/Information Consumption
  • 39. Must Understand the Consumer Jobs to be Done • Time of day • What channel • For what information • Who • Model DB variable from survey
  • 40. Our Need – Powerful Relationship Marketing Generic Messaging Relevant Messaging One and Done Marketing Right Time Marketing Solo Communication Channel Multiple Communication Channels
  • 41. eMail – The Future … Center for Media Research Valuable to integrate … Use it wisely … Manage your reputation