0
Zoom in Precisionnewsquestdirect.com           1
Zoom in Precision                      Do you…                      provide niche products and services?                 ...
Zoom in Precision                Introducing                           a targeting tool that is up to 10 times more powerf...
What is it?                         ZiP is a means of targeting campaigns at each individual distributorsZoom in Precision...
Zoom in Precision         How does it work?                    A Mosaic Group or Type is assigned to each                 ...
Zoom in Precision   Target Mosaic Types                           6
Round Ranking Report                    NQD Cheshire Centre Rounds Ranked by an Index of Mosaic Types A1 to A5, C15, E28-3...
Zoom in Precision   What are the benefits?                    So we know what it is, but what are the real                ...
Zoom in Precision     And all this means…                    Increased return on investment                           Impr...
Zoom in Precision                           An example                    Targeting by postcode sector provides an overall...
Zoom in Precisionnewsquestdirect.com   11
Zoom in Precision                   PC Sector Ranking                        Postcode Sectors Ranked by an Index of Mosaic...
And now withZoom in Precision   Now, take the same target group but target by using ZiP. The diagram below                ...
Zoom in Precisionnewsquestdirect.com   14
Delivery Round Ranking                       Rounds within Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-3...
Zoom in Precision                     Summary                             If you worked to an Index above 100 for this    ...
Zoom in Precision             Contact Details                    Why not put a little        into your campaign           ...
Upcoming SlideShare
Loading in...5
×

Zip presentation 010410

861

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
861
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Zip presentation 010410"

  1. 1. Zoom in Precisionnewsquestdirect.com 1
  2. 2. Zoom in Precision Do you…   provide niche products and services?   have strictly defined customer characteristics?  have multiple offerings to different target markets?  want to find new ways of reducing your carbon footprint?  find the cost of direct mail increasingly expensive?newsquestdirect.com 2
  3. 3. Zoom in Precision Introducing a targeting tool that is up to 10 times more powerful than conventional postcode sector targeting which… ….identifies and profile clusters of approximately 200 households within a postcode sector using our ‘zoominology technology’ and is… …available across the Newsquest distribution network and can therefore be applied to millions of householdsnewsquestdirect.com 3
  4. 4. What is it? ZiP is a means of targeting campaigns at each individual distributorsZoom in Precision round level of approximately 150to 200 households giving you over 10 times the targeting power than an average postal sector targeted campaign Round No: 23A22 Publication: CONGLETON GUARDIAN Postcode Sector: ST 7 2 Postcode Street Range Del Points Do Not Deliver ST 7 2LN ASHMOORS LANE 1-49, 2-4 24 ST 7 2LT SANDBACH ROAD SOUTH 7-37, 4-46 18 1-69, 2-60, PLEASE PUT PAPER FOR NO.34 IN THE BOX UNER THE ST 7 2NA FIELDS ROAD POSTBOX 62 No.42 ST 7 2NB GREENFIELDS DRIVE 1-7 4 ST 7 2ND FIELDS CLOSE 1-19, 2-24 22 No.2 ST 7 2NE FIELD WAY 1-13, 2-14 14 No.4 ST 7 2NF LEA WAY 1-7, 2-6 7 Total 151newsquestdirect.com 4
  5. 5. Zoom in Precision How does it work? A Mosaic Group or Type is assigned to each postcode within a round allowing a profile of each round to be produced A round ranking of the target within the chosen geography will be produced which will show each of the rounds along with the penetration and index of their chosen target newsquestdirect.com 5
  6. 6. Zoom in Precision Target Mosaic Types 6
  7. 7. Round Ranking Report NQD Cheshire Centre Rounds Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53Zoom in Precision Round Number PC Sector Del Points that are Chosen Mosaic Round Total Penetration UK Penetration Index 18908 L 35 0 124 124 100% 17.86% 560 17A13 WA14 2 269 269 100% 17.86% 560 17D34 M 33 3 145 145 100% 17.86% 560 17C34 WA15 9 137 137 100% 17.86% 560 17A24 WA14 3 134 134 100% 17.86% 560 17D30 M 33 3 134 134 100% 17.86% 560 17C32 WA15 9 132 132 100% 17.86% 560 17A38 WA14 4 130 130 100% 17.86% 560 23A09 ST 7 2 126 126 100% 17.86% 560 21B11 WA 4 5 149 149 100% 17.86% 560 18959 L 34 2 125 125 100% 17.86% 560 23A33 ST 7 2 152 152 100% 17.86% 560 17D04 M 33 2 122 122 100% 17.86% 560 21C33 WA 4 2 121 121 100% 17.86% 560 23C25 ST 8 7 118 118 100% 17.86% 560 17C01 WA15 0 115 115 100% 17.86% 560 17A39 WA14 4 111 111 100% 17.86% 560 17C33 WA15 9 111 111 100% 17.86% 560 17C28 WA15 9 108 108 100% 17.86% 560 newsquestdirect.com 7
  8. 8. Zoom in Precision What are the benefits? So we know what it is, but what are the real benefits?   Target real prospects   Minimise wastage   Reduce volumes and campaign costs   Delivery to households that may not have otherwise been targeted   Increase the relevance of your message by versioning your leaflet according to the characteristics of each round in a postal sector.newsquestdirect.com 8
  9. 9. Zoom in Precision And all this means… Increased return on investment Improved carbon footprintnewsquestdirect.com 9
  10. 10. Zoom in Precision An example Targeting by postcode sector provides an overall index for each of the sectors. The diagram below shows that sectors v and z have a high index (denoted by the colour red) where as sectors w, x and y have a lower index. Therefore, sectors v and z would be selected for distribution, a total of around 4,031 households, whilst sectors w, x and y would be omitted from the schedule.newsquestdirect.com 10
  11. 11. Zoom in Precisionnewsquestdirect.com 11
  12. 12. Zoom in Precision PC Sector Ranking Postcode Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53 Postcode Sector Target Base Penetration UK Penetration Index V 612 2,709 22.59% 18.04% 125 Z 243 1,322 18.38% 18.04% 102 X 626 3,578 17.50% 18.04% 97 W 124 1,352 9.17% 18.04% 51 Y 171 3,414 5.01% 18.04% 28 Total 1,776 12,375 72.65% 18.04% 403newsquestdirect.com 12
  13. 13. And now withZoom in Precision Now, take the same target group but target by using ZiP. The diagram below illustrates the same sectors but this time they have various colours representing the index of each round within each of the sectors. So a total of 10 rounds will be selected in sectors v and z, a total of 2,098 households. This is approx 1,900 less than the volume required for postcode sector targeting. More interestingly, a total of 9 rounds, 1,991 households would be selected in sectors w, x and y which would not have been included at all by targeting at postcode sector level. This example is based only on five postcode sectors. Imagine the benefits when utilising the entire Newsquest Direct universe of 5.5 million homes.newsquestdirect.com 13
  14. 14. Zoom in Precisionnewsquestdirect.com 14
  15. 15. Delivery Round Ranking Rounds within Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53Zoom-In PrecisionZoom in Precision Del Points that Round are Chosen Round UK Number PC Sector Mosaic Round Total Penetration Penetration Index CHEL23B40 X 145 216 67.13% 18.04% 372 CHEL23C15 Y 157 249 63.05% 18.04% 350 CHEL23B37 X 82 133 61.65% 18.04% 342 CHEL23A06 Z 94 154 61.04% 18.04% 338 CHEL23B33 X 95 186 51.08% 18.04% 283 CHEL23A03 Z 34 159 21.38% 18.04% 119 CHEL23B01 W 61 309 19.74% 18.04% 109 CHEL23B19 V 37 200 18.50% 18.04% 103 CHEL23B18 V 47 267 17.60% 18.04% 98 CHEL23B12 V 26 174 14.94% 18.04% 83 CHEL23B05 W 0 174 0.00% 18.04% - CHEL23B07 W 0 159 0.00% 18.04% - CHEL23B03 W 0 150 0.00% 18.04% - CHEL23B04 W 0 150 0.00% 18.04% - newsquestdirect.com 15
  16. 16. Zoom in Precision Summary If you worked to an Index above 100 for this example you would have the following results Target No. sectors Target HH Total HH Index Penetration Sector Level 2 855 4,031 21.21% 118 ZiP 5 1,612 4,089 39.42% 219 Universe 5 1,776 12,375 14.35% 80 For a similar number of deliveries: • ZiP visits more postcode sectors • ZiP reaches 89% more target households • ZiP returns a higher penetration & therefore a higher index in the profiled area (91% of target households vs 48% at sector level)newsquestdirect.com 16
  17. 17. Zoom in Precision Contact Details Why not put a little into your campaign   Newsquest Direct   St Johns House, St Johns Road, Stourbridge, West Midlands DY8 1EH   01384 444944   nqdmidlands@nqd.co.uk newsquestdirectmidlands.co.uknewsquestdirect.com 17
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×