Daniel L. Williams | Audience Development Manager New York Times Regional Media Group International Newsmedia Marketing As...
Three Year Strategic Initiative (2006-2008) <ul><li>Develop centralized marketing database </li></ul><ul><li>Strengthen ma...
NYTRMG Audience Development and CM/CRM <ul><li>Responsible for building strategies and tactics to: </li></ul><ul><ul><li>G...
Strategic Transformational Change: Triad Management Principle: Circulation While home delivery and single copy sales remai...
 
NYTRMG Centralized Data Warehouse - MaaX: Supports Circulation, Advertising and Strategic Initiatives ADDRESS MASTER LEVEL...
Event Driven Customer Relationship Management
Customer Relationship Management as Campaign Curriculum
Automation and File Transfer through FTP
Marketing Programs and Systems Integration Alabama/ Louisiana California Carolinas Florida Sarasota
Targeted Growth Model <ul><li>Multi-channel, integrated subscriber acquisition program targeting priority segments. </li><...
CRM - Renewal Continuum
Subscriber Loyalty Continues to Increase Shift from Churn to Retention-Based Sales Strategy & Increase in Automatic Renewal
Results: Significant Improvement in Sales Channel ROI Cost per Unit by Channel  ( 2006-2008 YTD )
Three Year Impact <ul><li>Consolidated all consumer marketing functions, including: </li></ul><ul><ul><ul><ul><li>Inbound/...
Key Characteristics of the NYTRMG CM/CRM Program <ul><li>Investment in centralized marketing database </li></ul><ul><li>Bu...
Thank You Daniel L. Williams Audience Development Manager New York Times Regional Media Group (p) 863.802.7251 (e) daniel....
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Data-Driven Marketing and CM/CRM

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Leveraging customer insights to drive loyalty, sales effectiveness, and cost savings.

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  • S 14 on click build Quotes? Too many? SFDC place pics..must build counter clock f lower right..change upper right camp mgmnt to sales presentations
  • Data-Driven Marketing and CM/CRM

    1. 1. Daniel L. Williams | Audience Development Manager New York Times Regional Media Group International Newsmedia Marketing Association Summit on Audience Development November 18th, 2008 C-Change: Strategic Transformation in Circulation Data-Driven Marketing and CM/CRM Leveraging customer insights to drive loyalty, sales effectiveness, and cost savings.
    2. 2. Three Year Strategic Initiative (2006-2008) <ul><li>Develop centralized marketing database </li></ul><ul><li>Strengthen marketing intelligence and customer insight </li></ul><ul><li>Innovate through synergistic partnerships </li></ul><ul><li>Gain process efficiencies through standardization. </li></ul><ul><li>Consolidate consumer marketing functions. </li></ul><ul><li>Drive & sustain top-level performance. </li></ul>
    3. 3. NYTRMG Audience Development and CM/CRM <ul><li>Responsible for building strategies and tactics to: </li></ul><ul><ul><li>Grow core and niche product circulation, readership, & revenues. </li></ul></ul><ul><ul><li>Increase digital presence, site traffic, registration, and engagement. </li></ul></ul><ul><ul><li>Identify and reach niche audiences through alternate print/digital products. </li></ul></ul><ul><ul><li>Strengthen competitive position through branding and promotional initiatives. </li></ul></ul><ul><li>Develop and execute “best in class” marketing programs through centralization, coordination with markets, and/or outsourcing business functions to strategic partners. </li></ul><ul><li>Instill long-term loyalty to NYTRMG products through retention-based selling while upholding the highest standards of customer care. </li></ul>
    4. 4. Strategic Transformational Change: Triad Management Principle: Circulation While home delivery and single copy sales remain a local management responsibility, subscriber acquisition, retention and overall strategic planning is either centralized or outsourced. Costs are reduced, but more importantly, the organization gains momentum for moving toward total audience management. Clerical and administrative tasks that are now automated provide resource to hire new talent required going forward. Shared Resources Strategic Partnerships Local Management Open Technology Home Delivery, Single Copy Sales Distribution & Fulfillment Call Center, E-Mail, Direct Mail, Telemarketing, Technology, Data Management Strategic Planning, Analytics, Campaign Management, Brand Management, CRM Strategy C-Change: Strategic Transformation in Circulation
    5. 6. NYTRMG Centralized Data Warehouse - MaaX: Supports Circulation, Advertising and Strategic Initiatives ADDRESS MASTER LEVEL Ad Hoc SUBSCRIBER/OCCUPANT LEVEL Daily DEMOGRAPHY Ad Hoc VOTER REGISTRATION Ad Hoc TRANSACTION LEVEL Daily CDS Ad Hoc BILLING/RENEWAL LEVEL Daily DNC/DNM SUPPRESSIONS Weekly NEW MOVER/NEW HOMEOWNER Bi-weekly CAMPAIGN Daily PRIZM NE Ad Hoc 3 rd Party Lists/Compiled Data ABC DRAW Weekly BUDGET Annually Supports daily, weekly and monthly reporting and planning using Reporting Tool
    6. 7. Event Driven Customer Relationship Management
    7. 8. Customer Relationship Management as Campaign Curriculum
    8. 9. Automation and File Transfer through FTP
    9. 10. Marketing Programs and Systems Integration Alabama/ Louisiana California Carolinas Florida Sarasota
    10. 11. Targeted Growth Model <ul><li>Multi-channel, integrated subscriber acquisition program targeting priority segments. </li></ul><ul><li>Aggressive pricing with longer term offers and emphasis on automatic renewal. </li></ul><ul><li>Customer insights drive segmentation strategy. Repeat message and offer exposure drives response. </li></ul><ul><li>+3% increase in household penetration through first 6 months. </li></ul>
    11. 12. CRM - Renewal Continuum
    12. 13. Subscriber Loyalty Continues to Increase Shift from Churn to Retention-Based Sales Strategy & Increase in Automatic Renewal
    13. 14. Results: Significant Improvement in Sales Channel ROI Cost per Unit by Channel ( 2006-2008 YTD )
    14. 15. Three Year Impact <ul><li>Consolidated all consumer marketing functions, including: </li></ul><ul><ul><ul><ul><li>Inbound/Outbound Sales and CRM call centers. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Direct Marketing. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event and Kiosk Marketing. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Budget Management and Resource Allocation. </li></ul></ul></ul></ul><ul><li>Shift from churn-based sales to retention-based CRM strategy. </li></ul><ul><li>Total Annualized Source Savings >$1,000,000 over 3 years. </li></ul><ul><li>Reduced Discount Expense (35%) over 3 years. </li></ul><ul><li>Reduced Cost per Annual Unit (29%) over 3 years. </li></ul><ul><li>Increased Revenue per Subscriber +8.4% over 3 years. </li></ul><ul><li>Organization Restructured. </li></ul><ul><ul><ul><ul><li>Reduced 31 FTEs. </li></ul></ul></ul></ul><ul><li>Current staff of 7 FTEs supporting sixteen market group. </li></ul><ul><li>Increased % of subscribers as “Core” (>2 years) from 69% to 73%. </li></ul>
    15. 16. Key Characteristics of the NYTRMG CM/CRM Program <ul><li>Investment in centralized marketing database </li></ul><ul><li>Business systems standardization </li></ul><ul><li>Daily database builds </li></ul><ul><li>Web-based solutions </li></ul><ul><li>Robust reporting and analytics </li></ul><ul><li>Multi-channel integration/Multi-medium deployment </li></ul><ul><li>Test and Learn methodology </li></ul><ul><li>Ongoing refinement </li></ul>
    16. 17. Thank You Daniel L. Williams Audience Development Manager New York Times Regional Media Group (p) 863.802.7251 (e) daniel.williams@nytrng.com

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