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ROUNDTABLE 2016: IPSAN

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Big data, little data drive sales

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ROUNDTABLE 2016: IPSAN

  1. 1. Data Warehouse Mobile Digital Subs Self-Serve Social Media Events Cal. Coupons ESP Photos Print Subs Content Contests E-Comm
  2. 2. Data Warehouse DMP National Sales Regional Sales Local Sales Telesales
  3. 3. Ingestion Points • Education • Age • Gender • Income • Occupation • Marital Status
  4. 4. Audience Sales • Launched email database January 2015 • Goal 1st year: 250,000 (Gender, Age, ZIP, email) • Goal 2nd year: 400,000 (currently at 340,000+)
  5. 5. Audience Sales Leveraging data to target consumers in our North of Boston group for greater success: • Nearly 10,000 current and previous subscribers received personalized email with targeted, specific message • Focus on incenting consumer to re-subscribe and/or move to EZPay (auto-draft) • Open rate 43.69% vs industry average 19.1% • Click through rate 4.71% vs industry average 2.9%
  6. 6. Audience Sales Leveraging data to target consumers in our North of Boston group for greater success: • Traditional mail cost: $5,000+ • Actual cost: $7.44 • 34 starts or re-starts at $20 per month • $8,160 revenue (year subscription)
  7. 7. Consumer Sales Launched Obituary platform January 2016 Key product feature: Self-serve process • Funeral home directors • People who’ve suffered a loss of loved one
  8. 8. Consumer Sales Data analysis of self-serve • Greater number will opt for self-serve vs. visiting/calling/emailing paper • ARPO is substantially higher self-serve vs. paper representative
  9. 9. Consumer Sales July obituary data • 4,724 placed by the newspaper • 349 placed by private party • 1,132 placed by funeral home contracts • 24% of all July orders were self-serve (and continues to increase monthly)
  10. 10. Consumer Sales Average revenue per order • Through paper rep: $147 • Private party: $183 • Funeral homes: $191
  11. 11. What’s Now? A dancing data mining Ph.D?
  12. 12. Predictive Analytics • Essential to capture all data possible • More data sets results in: o Improved user experience o Improved average revenue per order o Improved profit margin
  13. 13. Predictive Analytics • Multi-entry and exit points imperative for exhaustive data collection • Pushing evolutionary change through a centralized approach • End to end technology platform to accelerate evolution
  14. 14. Q & A

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