This document summarizes a data intelligence and monetization project by GFR Media. The project aims to integrate GFR Media's data from over 30 sources to better understand customers and audiences. This will be used to generate reports, facilitate data access, and monetize the data. A 5-stage process includes data quality checks, transformations, building a 360-degree view of audiences, and strategies for knowledge, monetization. The goals are to reduce customer churn, serve targeted ads, and develop new revenue streams from data-driven marketing and subscriptions.

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Roundtable 2015
A data Intelligence and Monetization Project

2. About GFR Media
SERVICES REAL ESTATE
U.S. Real Estate
 Columbus, Ohio
 Indianapolis, Indiana
 Atlanta, Georgia
FRC LLC - Chile
 Ambulatory Health Clinics
 Moneda midcap fund
MEDIA
Grupo Ferré Rangel is a family company that owns the largest media company in Puerto Rico. Additionally GFR owns and
operates commercial printing, marketing, distribution and commercial real estate operations.
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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

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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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SEGMENTATION METRIC
Subscribers
Segmentation
$$$$ 20%
Aging 5%
Tenure 25%
Frequency 20%
% Discount 10%
Products 5%
Payment
Method
15%
Weight

9. VIP
Frequent
Occasional++
Occasional
20% of subscribers
28% of subscribers
8% of subscribers
44% of subscribers
EL NUEVO DIA
SUBSCRIBERS SEGMENTATION MODEL

10. Predictive Model
Subscribers
more likely to
defect
Likelihood % Subscribers
0 - 0.35 48% 60,989
0.35 - 0.5 21% 27,194
0.5 - 0.75 18% 22,854
0.75 - 0.8 5% 6,326
0.8 - 0.9 3% 4,377
0.9 - 1 4% 5,302
Total 100% 127,042

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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

13. 2020
DMP

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Anonymous & registered users Tracking
Navigation
Process
starts

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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

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Audience Map
Segmented Data
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Cruise Ship
Outdoor Jogging
Basketball
E
Salud y Belleza
Anonymous
Travel &
Leisure
Sports

18. Content Widget
(Trending)
Content
Widget
(Behavioral)
Fixed Position
(Editorial Team)
Fixed
Position
(Editorial)
Content
Widget
(Behavioral)
Content
Advertisement
Widget
Fixed Position
Segmented Ad
NON- Segmented Ad
Segmented
Ad
NON Segmented Ad FPO
Fixed
Position
(Editorial
Team)

19. Anonymous
Browser

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Anonymous
Browser

21. 30
Anonymous
Browser

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Anonymous
Browser

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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

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Targeted Advertising is a KEY to develop GFR
Media “performance pricing model”.
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26. Revenue
Scenarios
Using
GFR Media
Audiences
DBMarketing
(List Renting)
Lead Generation
+
Online Surveys
Targeted
Advertising
Targeted
Content
Transactional
+
E-Commerce
Digital
Subscription
Print
Subscriptions
Data
Cleansing
Analytics
Data
Management

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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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28. Thank you!
Find your audience at
http://www.audienceprofile.pr
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