Putting Web Data to Work

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Putting Web Datato Work
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• Some may see the
  current slow advertising environment as
  confirmation of predictions
  thatnewspapers and print media are dying. We
  think that's wrong...

-- Gary Pruitt, McClatchy chairman and CEO
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• Our portfolio strategy
  combining the daily newspaper with
  leading websites, niche publications and
  direct marketing products provides the best
  reach and results for local advertisers.

Gary Pruitt, McClatchy chairman and CEO
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Situation Continuing Trends

• Increasing Media Fragmentation
• Opportunities made possible by broadband
• Shifting Share of Advertising Dollars
• Macys Federated shift away from Newspapers
• Auto Category Using more Internet
• Many categories are building 1-to-1
  communications with customer base
• Driving forces are
• Consumer choice has been enabled by technology
• ROI of serving consumer desires through direct
  channels

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2005

• The Sacramento Bee employed MAAX to
• Learn more about our current market position
• Learn more about market consumers
• Learn more about challenge and opportunities at a
  customer level

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2006

• The Sacramento Bee is using MAAX to act
• To execute programs from our learning
• Employing communication strategies using web
  customer data

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Out-going Customer Communication
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Incoming Customer Information
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MAAX Database
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Learning From And Using Web Data

• Web Registration Data
• Street address/Zip code
• Email address
• Adding Value Through Database Integration (MAAX)
• 1) Intelligence for Senior Management
• Reveals view of web customer relationship with
  other product touch points
• 2) Revenue Opportunities
• 3rd Party Opt-In for a email specials from our
  local Advertisers (HOT sales item)
• Other segment messaging opportunities
• 3) User Communication Opportunities
• Newsletter sign-ups
• 3rd Party Opt-Ins

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Intelligence for Senior Management
Product Penetration By Age Segment
Direct Mail
100
Hispanic Publication only
90
Web Reg. Hispanic Pub
Web Registrant
80
Print Sub Web Reg.
70
Newspaper Subscribers
60
50
40
30
20
10
0
0- 24
25 - 29
30 - 34
35 - 39
40 - 44
45 - 49
50 - 54
55 - 59
60 - 64
65
Age of Head of Householder Sacramento 4-County
Region
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Life Stages Defined
Young
Family
Mature
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Sacramento Bee Product Propensity by Life Stage
Life Stage Groups
Wealth
Family
Mature
Young
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Product Touch Most Affluent Segments
Household Counts
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Web Data

• Goal
• Better understand these consumers/customers
• Use that understanding to communicate relevant
  information to them to build stronger relationship

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How it works on sacbee.com
Segment Groups Integrated Into MAAX
Online Use Defines Behavior Segment
Export Lists From MAAX for Communication
Once the segments are determined, segment groups
are integrated into MAAX.
Once in MAAX, we can cross-reference with other
data points for the purpose of developing
relevant and valuable communication directed to
these individuals.
Based on user interest data, custom segments are
created that best describe groups of users with
like interests.
Tracking What User Views
25,025 individuals
List of individuals created can now be used for
communication
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In MAAX Communicate with Customers

• Communicate
• Relevant Info
• During customer cycle
• Message on Invoice

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Web Data

• Website Customers
• Young and Affluent compared to the market and the
  rest of our customers
• Of the high index life stage segments that are
  registered online
• 56 are also print subscribers and 44 are using
  us online only.

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Web Data

• What do visitors use our Website for?
• 51,804 are also print subscribers to The Bee
• 125k registered customers we know something about

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Web Data

• Action Opportunities
• Examples -
• N-SacTicket entertainment enewsletter
• Cross-marketing regarding our product
  improvements
• N-Travel travel enewsletter
• New feature soliciting reader experiences on
  weekend travel
• T-Local News local news frequent online readers
• Use known interests to communication with
  customer throughout the customer cycle
• Tell them about upcoming coverage in THEIR areas
  of interest
• Print notes of interest on their bill
• Local Business Expanded Market Growth
• Dont miss our expanded Metro section for all
  things local
• And our upcoming special section on California
  Politics

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In MAAX eMail Marketing for Advertisers
Communicate Relevance
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Part of the Targeting Matrix SacBee
developed From the online customer data. Note the
number of print subscribers under each title.
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Looking Ahead

• Better Web Metrics
• Ultra important
• Need to attract users to visit NP Web Sites more
  frequently
• Permission marketing communications are vital
• Must
• Build Online Customer Base and Manage Audience
  Communication
• Use more relevant customer communication to build
  consumer value
• Differentiate in a time of information
  commoditization

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Norms Slides

Some maps
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Newspaper Designated Market
Unduplicated Reach 126,783
Both 9,512 7.5
Universe 363,840 households
All counts based on unique addresses
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CASS Address quality
84 1.7 million deliverable addresses
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McClatchy states pre-KR papers
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Contact info
Darrell KunkenSacramento BeeMarketing
Analysis Manager(916) 321-1594dkunken_at_sacbee.com
Norm Cloutier McClatchy InteractiveDatabase
Marketing 919-861-1249 ncloutier_at_mcclatchy.com