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About The Project (bief)
• In 2012 we decided launch a project that would develop our
data knowledge internally and externally.
– Main objectives:
• GFR Media data must be integrated
• Facilitate the process of obtaining data and generate reports
• Know our customers and clients better
• Understand the behavior of our users and subscribers
• Monetize the data
Data Information Knowledge Strategy Monetization
5 stage process to acheive goals:
4. Data Quality
GFR MEDIA
CORPORATE DATABASE
Transformations&Business
Rules
360 degree view of
audiences
GFR MEDIA – CORPORATE DATABASE
+30 DATA SOURCES
1 year project
GFR Media data must be integrated
5. MEDIA INTELLIGENCE IMAGEN
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Information: Available for all the company/areas
No intermediaries.
More time invested in analysis, less time in generate information.
Strategic and Tactical information levels.
Everything from one place: GFR MEDIA CORPORATE DATABASE.
6. MEDIA INTELLIGENCE IMAGEN
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• Board of directors using dashboard. LIVE DATA, LIVE INSIGHTS
Facilitate the process of obtaining data and generate reports
7. 11
REDUCE CHURN PROJECT
– DESIGN A SEGMENTATION MODEL FOR EL NUEVO DIA SUBSCRIBERS.
– BUILD A PREDICTIVE MODEL TO IDENTIFY SUBCRIBERS MORE LIKELY
TO CANCEL SUBSCRIPTION.
– USE MODEL OUTPUT TO DESIGN & IMPLEMENT A RETENTION
CAMPAIGN BY SEGMENT
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11. 1717
Data Information Knowledge Strategy Monetization
5 stage process to acheive goals:
• Gathered over 30 databases
• Readily available information
• Know our custumers and
clients better.
12. Knowledge, “knowledge value is in the ability to
generate an action on our audiences”
Audience Information
o Gender
o Age
o Socioeconomic
Audience Knowledge
o Habits
o Hobbies
o Lifestyles
15. 2424
Anonymous users
Navigation
Tracking
Navigation
Process
Starts
Anonymous ID
DateTime Platform
WebSite Category
Section Article
Store data in
registration DB
In a daily basis,
data go to Corp.
DB
Mass advertising served
and trackingADS
Serving
Anonymous ID
Datetime
WebSite
ADS Reference
ADS Category
Platform
Client
Respond ? (Y/N) Store data in
registration
DB
Analytics process
starts
24. Test
Basic segments are part of the standard offerings as it has large
volume/reach. Segments are typically based on Demographics
(age, gender), Geographic, Technology, Behavior etc.
Basic segments
Signature segments
Custom
segments
Signature segments are part of standard offering to premium clients.
Segments are typically based on a combination of Basic segments
but also includes user interests & intent.
Custom segments are build on requests for premium clients. Highly
targeted segments build on exact requirement list from clients.
Typically low reach but very high CPM.
Female student, mothers, Business traveler
Food enthusiast, Looking for new car,
Traveler in San Juan
Diabetics or families of
diabetics
By focusing on three core segment types, you should be
able to offer scalable products to mass and niche products
of premium clients
27. 37
Other Initiatives
• Digital Agency
• Law 20 & 22 in Puerto Rico
An opportunity to ceate business in Puerto Rico mostly export
services with huge tax advantages.
http://businessinpuertorico.com/
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