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Overview <ul><li>Understanding The Globe and Mail </li></ul><ul><li>How we’ve set up our data in AnalytiX </li></ul><ul><l...
The Globe and Mail <ul><li>Canada’s National Newspaper </li></ul><ul><li>1,000,000 readers per day </li></ul><ul><li>Circu...
The Globe and Mail <ul><li>Highly educated, affluent audience </li></ul><ul><li>Managers, Owners, Professionals etc. </li>...
Circulation Sales <ul><li>Very traditional: </li></ul><ul><ul><ul><li>One TM Vendor </li></ul></ul></ul><ul><ul><ul><li>On...
Our Team <ul><li>We have been created as a special project team to address acquisition and retention issues </li></ul><ul>...
Our Data <ul><li>The circulation system is an older legacy system. (SAP may be on the horizon) </li></ul><ul><li>We export...
Current Tables in AnalytiX <ul><li>UNIV </li></ul><ul><li>DONOT </li></ul><ul><li>DISP_BELL and DISP_COM (telemarketers) <...
UNIV <ul><li>Source : Cornerstone  (White page listings) </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li><...
DONOT <ul><li>Source : Telemarketers + CMA do not call list </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </l...
DISP_BELL and DISP_COM <ul><li>Source : Telemarketers </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Subscriber Nam...
<ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID, Name, Address, Telephone </li></ul>...
RETENTION <ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li...
TRANSACTION <ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Subscriber Name </li...
CAMPAIGN <ul><li>Source : Customer Service </li></ul><ul><li>Contents : </li></ul><ul><li>Subscriber ID </li></ul><ul><li>...
EMAIL <ul><li>Source : Globe and Mail contest results, Web  registrants </li></ul><ul><li>Contents : </li></ul><ul><li>ID ...
Data Appends To AnalytiX Append Cornerstone Telemarketing Dispositions Circulation System Contests, Direct Mail, Email Clu...
Loyalty Issues <ul><li>Our subscribers pay a $312/year </li></ul><ul><li>We almost never communicate with them </li></ul><...
Advertiser Opportunities <ul><li>We do not do any direct mail like Columbus or Phoenix, but maybe we should. </li></ul><ul...
The Landscape <ul><li>Our biggest theatre advertiser needed to boost Lion King ticket sales </li></ul><ul><li>The contract...
The Program Details <ul><li>A mailing sent from the Globe with a Lion King ticket offer reaching Toronto area subscribers ...
What We Did <ul><li>Extracted All Subscriber records through AnalytiX </li></ul><ul><li>Removed businesses </li></ul><ul><...
Subscriber Benefits <ul><li>25% percent off Lion King tickets </li></ul><ul><li>Special “Globe and Mail Night” ($50,000) <...
 
 
 
Results <ul><li>Orders:  1,440 Seats:  4,153 </li></ul><ul><li>Close to $300,000 in seats were sold! </li></ul><ul><li>Rep...
<ul><li>Analyze the retention of the 1,440 responders and 250 Globe Night special guests </li></ul><ul><li>Create another ...
<ul><li>There have been several other advertisers interested in duplicating the program. </li></ul><ul><li>Our client is i...
Questions for the Group <ul><li>We have several data sets in Access that we would like to integrate into AnalytiX. What is...
GOLF <ul><li>Source : Contests, Direct Mail, Email projects </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </l...
THEATRE <ul><li>Source : Contests, Direct Mail, Email </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul...
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Partnerships: Leveraging Ad Revenue and Reader Loyalty

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Transcript of "Partnerships: Leveraging Ad Revenue and Reader Loyalty"

  1. 2. Overview <ul><li>Understanding The Globe and Mail </li></ul><ul><li>How we’ve set up our data in AnalytiX </li></ul><ul><li>Program Definition </li></ul><ul><li>Advertiser Upside </li></ul><ul><li>Subscriber Benefits </li></ul><ul><li>Results </li></ul><ul><li>Next Steps </li></ul><ul><li>Questions for the Users Group </li></ul>
  2. 3. The Globe and Mail <ul><li>Canada’s National Newspaper </li></ul><ul><li>1,000,000 readers per day </li></ul><ul><li>Circulation 350,000 daily </li></ul><ul><li>Home delivery 220,000 </li></ul><ul><li>80% EZ-Pay </li></ul><ul><li>94% Full Price Home Delivery Subs </li></ul><ul><li>Subscription Price $312 per year </li></ul>
  3. 4. The Globe and Mail <ul><li>Highly educated, affluent audience </li></ul><ul><li>Managers, Owners, Professionals etc. </li></ul><ul><li>White collar males make up a large component of the subscriber base </li></ul><ul><li>Delivered in every major market in Canada </li></ul><ul><li>Majority ownership is Bell Canada Enterprises </li></ul>
  4. 5. Circulation Sales <ul><li>Very traditional: </li></ul><ul><ul><ul><li>One TM Vendor </li></ul></ul></ul><ul><ul><ul><li>One offer </li></ul></ul></ul><ul><ul><ul><li>No Discounts / No Premiums </li></ul></ul></ul><ul><ul><ul><li>All orders prepaid </li></ul></ul></ul><ul><li>Retention Concerns especially EZ-Pay </li></ul><ul><li>High Cost per Order/Unit </li></ul><ul><li>Limited in Marketing Technology </li></ul>
  5. 6. Our Team <ul><li>We have been created as a special project team to address acquisition and retention issues </li></ul><ul><li>We are new users of AnalytiX and R-Logic </li></ul><ul><li>We have recently acquired a new robust source of demographic and clustering data. </li></ul>
  6. 7. Our Data <ul><li>The circulation system is an older legacy system. (SAP may be on the horizon) </li></ul><ul><li>We export a monthly dump of information to Astech from several sources. </li></ul><ul><li>We receive a monthly build of householded information that is accessed through our ASP license. </li></ul>
  7. 8. Current Tables in AnalytiX <ul><li>UNIV </li></ul><ul><li>DONOT </li></ul><ul><li>DISP_BELL and DISP_COM (telemarketers) </li></ul><ul><li>SUBSCRIBER </li></ul><ul><li>RETENTION </li></ul><ul><li>TRANSACTION </li></ul><ul><li>CAMPAIGN </li></ul><ul><li>EMAIL </li></ul>
  8. 9. UNIV <ul><li>Source : Cornerstone (White page listings) </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Address </li></ul><ul><li>Telephone </li></ul><ul><li>Cluster/Mosaic codes </li></ul>
  9. 10. DONOT <ul><li>Source : Telemarketers + CMA do not call list </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Telephone, Address </li></ul><ul><li>Do Not Call </li></ul><ul><li>Do Not Fax </li></ul><ul><li>Do Not Mail </li></ul>
  10. 11. DISP_BELL and DISP_COM <ul><li>Source : Telemarketers </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Subscriber Name </li></ul><ul><li>Address </li></ul><ul><li>Project </li></ul><ul><li>Date </li></ul><ul><li>Disposition Code </li></ul>
  11. 12. <ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID, Name, Address, Telephone </li></ul><ul><li>Status (active, stop, temporary stop) </li></ul><ul><li>Service (MF, MS, FS, SA) </li></ul><ul><li>Start/Stop Date </li></ul><ul><li>Rate Cycle, Rate Codes, etc. </li></ul>SUBSCRIBER
  12. 13. RETENTION <ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Start/Stop Dates </li></ul><ul><li>Source Location (who started the subscription) </li></ul><ul><li>Delivery Days, Vacation Gaps </li></ul>
  13. 14. TRANSACTION <ul><li>Source : Circulation system </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Subscriber Name </li></ul><ul><li>Subscriber Class (regular, student, employee, etc) </li></ul><ul><li>Product (local, national) </li></ul><ul><li>Transaction Code (start, stop, restart) </li></ul><ul><li>Rate Cycle, Rate Code, Bill Cycle </li></ul>
  14. 15. CAMPAIGN <ul><li>Source : Customer Service </li></ul><ul><li>Contents : </li></ul><ul><li>Subscriber ID </li></ul><ul><li>Campaign Type (cold call, new subs, ex-subs) </li></ul><ul><li>Campaign Method (direct mail, telemarketing) </li></ul><ul><li>Campaign Date </li></ul>
  15. 16. EMAIL <ul><li>Source : Globe and Mail contest results, Web registrants </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Email Address </li></ul><ul><li>Address </li></ul><ul><li>Telephone </li></ul>
  16. 17. Data Appends To AnalytiX Append Cornerstone Telemarketing Dispositions Circulation System Contests, Direct Mail, Email Cluster Information AnalytiX
  17. 18. Loyalty Issues <ul><li>Our subscribers pay a $312/year </li></ul><ul><li>We almost never communicate with them </li></ul><ul><li>We think we know their interests and hot buttons at a macro level and we’re getting better. </li></ul><ul><li>We want to test the impact of providing relevant value adds to their subscription </li></ul>
  18. 19. Advertiser Opportunities <ul><li>We do not do any direct mail like Columbus or Phoenix, but maybe we should. </li></ul><ul><li>Our subscriber list is not rented, but our advertisers want to access it. </li></ul><ul><li>Our subscriber base is difficult to reach by traditional marketing channels. </li></ul>
  19. 20. The Landscape <ul><li>Our biggest theatre advertiser needed to boost Lion King ticket sales </li></ul><ul><li>The contract with this advertiser was being negotiated during this timeframe </li></ul><ul><li>Globe subscribers have an affinity to the theatre. </li></ul><ul><li>We operate in a very competitive market, nationally and more specifically locally in Toronto. </li></ul><ul><li>We just had a 4% HD price increase </li></ul>
  20. 21. The Program Details <ul><li>A mailing sent from the Globe with a Lion King ticket offer reaching Toronto area subscribers providing access to a very desirable but previously inaccessible list. </li></ul><ul><li>This value-added service should help secure the advertising contract. </li></ul><ul><li>The advertiser was part of positive offer to the subscriber base, helping with their brand image. </li></ul>
  21. 22. What We Did <ul><li>Extracted All Subscriber records through AnalytiX </li></ul><ul><li>Removed businesses </li></ul><ul><li>Targeted the Geographic trade area for the client </li></ul><ul><li>Established a campaign for the project </li></ul><ul><li>Track results </li></ul>
  22. 23. Subscriber Benefits <ul><li>25% percent off Lion King tickets </li></ul><ul><li>Special “Globe and Mail Night” ($50,000) </li></ul><ul><li>Front of the Line privileges for an upcoming production. </li></ul><ul><li>All costs were paid by the advertiser </li></ul><ul><li>Perceived as a value add to their subscription </li></ul>
  23. 27. Results <ul><li>Orders: 1,440 Seats: 4,153 </li></ul><ul><li>Close to $300,000 in seats were sold! </li></ul><ul><li>Representing an ROI of six times their investment. </li></ul><ul><li>Excellent response from the subscriber base. </li></ul><ul><li>All respondent data is feed back to The Globe and into AnalytiX for tracking. </li></ul><ul><li>Advertiser signed a 2 year contract. </li></ul>
  24. 28. <ul><li>Analyze the retention of the 1,440 responders and 250 Globe Night special guests </li></ul><ul><li>Create another relevant offer with high perceived value. </li></ul><ul><li>Test similar offers but for acquisition </li></ul><ul><li>Continue collecting data to understand them better </li></ul>Next Steps
  25. 29. <ul><li>There have been several other advertisers interested in duplicating the program. </li></ul><ul><li>Our client is interested in sponsoring and supporting a “Globe Theatre Club.” </li></ul><ul><li>Considering 4 - 6 similar mailings per year. (golf, travel, theatre, dining) </li></ul><ul><li>Further development and segmentation of our database is essential as well as continued campaign management. </li></ul>Next Steps
  26. 30. Questions for the Group <ul><li>We have several data sets in Access that we would like to integrate into AnalytiX. What is the best, most efficient process to build in: </li></ul><ul><li>CONTESTS </li></ul><ul><li>e-MAIL campaigns </li></ul><ul><li>e-NEWSLETTER Subscriber bases </li></ul><ul><li>DEMOGRAPHIC INFORMATION </li></ul>
  27. 31. GOLF <ul><li>Source : Contests, Direct Mail, Email projects </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Project Name (i.e. Masters) </li></ul><ul><li>Project Type (i.e. Contest) </li></ul><ul><li>Date </li></ul><ul><li>Participation Level (i.e. qualified, participated) </li></ul><ul><li>Number times play a year </li></ul><ul><li>Play at Private or public course </li></ul><ul><li>Type of equipment used </li></ul>
  28. 32. THEATRE <ul><li>Source : Contests, Direct Mail, Email </li></ul><ul><li>Contents : </li></ul><ul><li>ID and Name </li></ul><ul><li>Project Name (i.e. Lion King) </li></ul><ul><li>Project Type (i.e. Direct Mail) </li></ul><ul><li>Date </li></ul><ul><li>Participation Level (i.e. qualified, participated) </li></ul><ul><li>Preferred Performance (i.e. Musical) </li></ul>
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