Mike Higgins COO August 25, 2004

1
Mike HigginsCOOAugust 25, 2004
2
Putting Data to Work at MNGI

• Two Examples
• Leveraging Event Driven Email to Automate the
  renewal of classified advertising
• Leveraging Scenario Management to drive greater
  conversion from the On Line Channels

3
Automating Classified Advertising Renewal

• Summary
• Leveraging event driven email, MNGI has automated
  the upgrading and renewal of classified
  advertising
• Tested at LANG commencing 3/04.
• Create call priority
• Better utilize call center reps time
• Over 1200 new orders placed each day
• Focus on outbound calling
• Process
• Order received at call center. Email address is
  collected
• Batch confirmations sent each night
• 3 days prior to expiration renewal notice is sent
• All inquiries are routed to sales representative
  that took original order

4
Automating Classified Advertising Renewal

• Goals
• Greater efficiency from call center reps
• Make every customer interaction an opportunity to
  sell
• Build more robust email list of customers
• Collected at all contact points
• Averaging 25 at call center
• Platform to redirect customers to on line
  channels
• Email templates link throughout websites
• Cross Sell and Up Sell opportunities
• Upgrade options
• Renewal
• Subscription offer to new customers

5
The Confirmation Message
Confirmation of date
Ad copy
Upsell
Click to upgrade
6
The Renewal Notice
Expiration reminder
Click to renew
Ad copy
Upsell
Click to upgrade
Survey
7
Survey
Submit Survey
Subscribe to Paper
8
The Results

• The emails deliver results
• Created strong incentive for gathering email data
• 89 of all Confirmations are opened the day they
  are received
• 15 upgrade
• 64 of reminders are opened
• 21 renew
• Recruitment is strongest category for renewal
• 8 upgrade along with their renewal
• The campaign is being rolled out to the balance
  of the properties

9
Leveraging Real Time Data To Drive Higher
Conversions

• Developing database marketing and scenario
  management infrastructure
• 2 year plan to leverage the data we collect every
  day and put it to use
• Omniture is only the beginning
• Collects data in arrears
• Stats oriented
• Scenarios
• Drive content and advertisements based on
  historical and real time data
• 11 sales and marketing
• Cross sell and up sell opportunities
• The necessity
• Meet the needs of the more sophisticated
  advertiser
• The vanishing mass market
• Micro niche marketing
• CPM-CPC-CPL
• What could possibly be next?

10
The Scenario Management Platform Is Powerful

• Allows BUSINESS USERS to drive the relationship
  with customers.
• Better understand customer base
• User profiling based on activities
• Gather hard data on site usage and campaign
  effectiveness
• Abandonment, conversions, color and scheme,
  content, photos, response
• Deliver content tuned to customers interests
• Reduce steps to what you are looking for
• Predict user events and react strategically
• What advertisers crave
• Allows user to customize settings and therefore
  their experience
• See relevant content quickly and easily

Improved customer loyalty drives revenue
11
How does Scenario Management work?

• Scenarios match content to the user based on
  business rules.
• Business rules are developed from the data
• Implicit/explicit

12
Explicit Vs. Implicit Data

• Explicit information is that which the user
  provides you
• Registration data
• Profile preferences
• Survey responses
• Implicit information is that which you glean from
  tracking usage and behavior
• What pages are visited most?
• What content or type of content is viewed most?
• Registered users build their profiles through
  both explicit AND implicit data

13
Explicit Vs. Implicit (continued)
Broncos Stories
Tell us your favorite local Sport team.
BRONCOS
Portis May Sit Sunday
Denver, Smith hit with fines
AVALANCHE
Backfield looks bruised
ROCKIES
Latest Bronco Stats
Page Clicks http//
Click here to join the Online Broncos Club!
6
Broncos Index
14
Scenario Modeling
15
Business Goals and Objectives

• Customer Acquisition
• New users/segments both online and print
• More traffic
• Customer Retention
• Increase frequency of loyal audience
• Repeat business, users, segments
• Cost Reduction
• Automated campaigns run by 1-2 local resources
• Faster analysis of campaigns and promotion
  effectiveness
• Revenue Growth
• Premium online services linked to core businesses
  and tied to ad delivery
• Increased circulation base print side
• Expanding Market Share

16
Define Business Goals and Objectives
17
Identify Audience Segments
Develop High Level Group of Segments (Profile
Groups) that will consistently be re-used
18
Identify and Prioritize Opportunities
19
Scenario Use Case Event Diagram- Site Registration