• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Using maax as a tool to manage the toronto star's email rewards program
 

Using maax as a tool to manage the toronto star's email rewards program

on

  • 828 views

 

Statistics

Views

Total Views
828
Views on SlideShare
824
Embed Views
4

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 4

http://www.emailvision.com 4

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Using maax as a tool to manage the toronto star's email rewards program Using maax as a tool to manage the toronto star's email rewards program Presentation Transcript

    • Using MAAX as a Tool to Manage The Toronto Star’s Email Rewards Program Angie Bozzo & Erin MacPherson
    • Using Maax to Manage Toronto Star Overview • Canada’s largest daily newspaper • Toronto metropolitan area: 2 million hhlds/5.7 million population Total Circulation Total Readership M-F Average 390,000 979,000 Saturday 567,000 1,200,000 Sunday 348,000 768,000 • Direct Competition: 6 daily papers (3 paid/3 free) • thestar.com is the #1 newspaper site in Ontario, receiving on a monthly basis: - 2.6 Million Unique Visitors - 50 Million Minutes - 65 Million Page Views Sources: CCAB – Dec. 30, 2010 NADbank 2010 Full Study, Toronto CMA ComScore Media Metrix Canadian Data January 2012
    • Using Maax to Manage Toronto Star Overview Consumer Marketing Revenue
    • Using Maax to Manage Toronto Star and Maax • The Star began using Maax in 2007 primarily to manage Circulation data: DISCUS-based • Key areas for Circulation-based initiatives: - Direct Marketing - Telemarketing - Sampling • Launched in 2009, Email Marketing Program: was integrated into Maax to best meet requirements.
    • Using Maax to Manage What is Wonderlist? • The Toronto Star’s email rewards program that is free for subscribers and non-subscribers aged 18+ in Ontario. • Each member receives up to 2 contests and 1 special advertising offer per week. • Contests are ‘money can’t buy’ experiences and keep our list members highly engaged (tickets, meet and greets, trips, etc.). • The weekly special advertising offers (which can be targeted) provide an opportunity for advertisers to communicate with a highly engaged list of almost 200,000 members.
    • Using Maax to Manage
    • Using Maax to Manage
    • Using Maax to Manage
    • Using Maax to ManageWonderlist Segmentation Options • Geo-targeting • Demographic targeting • Interest by category: Travel & Leisure Sports & Recreation Entertainment Food & Drink Fashion & Beauty Health & Fitness Shopping Small Business Home & Garden Automotive Real Estate Finance Parenting Electronics
    • Using Maax to ManageWonderlist Database: Multiple Data Sources Contest Referrals Circulation Customer Service
    • Using Maax to ManageWonderlist Data Flow
    • Using Maax to ManageWonderlist Database Architecture
    • Using Maax to Manage Practical Applications for Wonderlist: List Generation
    • Using Maax to Manage Wonderlist Campaign Management Sample List Request: DATE CLIENT TARGET LIST SIZE REQUIREDAdvertisers 12-Mar-12 Palm Beach Travel 40,000 12-Mar-12 Millcroft Inn Travel 20,000 13-Mar-12 Erin Mills Mall 15km radius of mall 13,000 14-Mar-12 Home Show Women 90,000 15-Mar-12 Danier Leather Goods Women/Fashion 30,000Contests 12-Mar-12 Van Halen Concert Adults 35+ 45,000 13-Mar-12 Toronto Maple Leafs Hockey Game Sports & Recreation 65,000 13-Mar-12 Jerry Seinfeld Live Entertainment 40,000 Families with 13-Mar-12 Disney on Ice Children/Age 50+ 50,000 16-Mar-12 Trip to New Zealand Full List 200,000
    • Using Maax to ManageWonderlist Campaign Management
    • Using Maax to ManageWonderlist Campaign Management 1. Pull query for active Wonderlist members.
    • Using Maax to ManageWonderlist Campaign Management 2. Pull query on field with those who have indicated a preference for travel.
    • Using Maax to ManageWonderlist Campaign Management 3. Venn active members/travel preference to identify who is eligible to receive a travel-based email.
    • Using Maax to ManageWonderlist Campaign Management 4. Create an additional copy of those identified as eligible to receive a travel-based email.
    • Using Maax to ManageWonderlist Campaign Management 5. Click on “Apply Selection Reduction” icon to create one of the required travel-based email lists.
    • Using Maax to ManageWonderlist Campaign Management 6. Name list, then venn with original active travel list to identify remaining availability; re-size as required to create the second travel-based email list.
    • Using Maax to ManageWonderlist Campaign Management 7. Move to next target and continue to pull lists, ensuring no duplication, until all requirements have been met.
    • Using Maax to Manage Wonderlist Campaign Management8. Venn advertiser lists as a final check for duplication.
    • Using Maax to ManageWonderlist Campaign Management
    • Using Maax to Manage Practical Applications for Wonderlist: Smart Reports
    • Using Maax to ManageWonderlist Program Smart Report: Summary Tab 1. 2. 4. 3.
    • Using Maax to ManageWonderlist Program Smart Report: Campaign Activity
    • Using Maax to ManageWonderlist Program Smart Report: Demo Tables
    • Using Maax to ManageWonderlist Program Smart Report: Data Tab 2. 3. 1.
    • Using Maax to ManageWonderlist Program Smart Reports: Retention
    • Using Maax to Manage Summary
    • Using Maax to ManageWonderlist & Maax - Summary
    • Using Maax to Manage THANK YOU Questions? Angie Bozzo Erin MacPherson abozzo@thestar.ca emacpherson@thestar.ca 416-869-4104 416-865-3591