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Database Marketing Or Lack Thereof at the Denver Newspaper Agency

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Post/News/NY Times/Wall Street Journal/ Barron's ... HGTV Ideas. Active Living. Home Improvement. Ski Areas/Tourism. Auto. Cultural and Non-Profit ... HGTV ... – PowerPoint PPT presentation

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Title: Database Marketing Or Lack Thereof at the Denver Newspaper Agency


1
Database MarketingOr Lack Thereofat theDenver
Newspaper Agency
2
Database Marketing
3
Our Database
  • 2.5 million households in Colorado
  • Subscriber data
  • Post/News/NY Times/Wall Street Journal/
    Barrons/Investors Business Daily/Financial
    Times/USA Today
  • Demographics
  • Income, age, marital status, children in
    household, lifestyle activities and much more
    from the Experian Corporation
  • Segmentation/Clustering systems
  • Claritas
  • PERSONICX
  • County real estate tax records
  • Home value, square footage, and more
  • Licensed professionals
  • Licensed professionals by profession
  • Registered Voters
  • Classified Private Party users

4
Available Government Data
  • Denver Metro Real Estate Tax Record
  • Assessed Value
  • Last sale price
  • Last sale data
  • Year built
  • Square feet
  • Bedrooms
  • Baths
  • Taxes
  • Exterior wall
  • CO Licensed professionals
  • Accountants
  • Acupuncturists
  • Architects
  • Cosmotologists/Barbers
  • Dentists
  • Electricians
  • Engineers
  • Hearing aid dealers
  • Midwives
  • Nursing home admin.
  • Doctors
  • Nurses
  • Optometrists
  • Outfitters
  • Pharmacists
  • Physical Therapists
  • Plumbers
  • Podiatrists
  • Denver Voter Registration Records
  • Affiliation
  • Voting history
  • Colorado State Parks
  • Registered watercraft
  • Registered off-road vehicles

5
Market Segmentation
  • We use two different consumer segmentation
    systems that place each household into segments,
    or clusters, based on behavior and demographic
    characteristics.
  • Claritas PRIZM
  • The oldest and most well know segmentation system
  • 66 groups based on urbanicity and affluence, and
    the theory that Birds of a feather flock
    together.
  • Over 1,600 government and private sources were
    used to develop current year estimates and five
    year projections of hundreds of demographic
    variables.
  • Identified at the ZIP4 level for the entire
    state
  • Axciom PERSONICX
  • One of the countrys most respected data sources
  • 70 groups based on lifestage and income level,
    two key consumer indicators that are important to
    advertisers
  • Driven by Acxioms InfoBase household data, known
    as the most accurate, current source of consumer
    data in the industry
  • HOUSEHOLD level data available for the front
    range

6
Database Marketing Services
  • Market analysis
  • Demographic and geographic profiling of existing
    customer lists
  • PRIZM/PX cluster rankings
  • List selection
  • Identification, targeting, and segmenting
    according to specified criteria
  • Data processing, hygiene, de-duping, address
    standardization
  • Reduce costs associated with unwanted or
    unnecessary mailings

7
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8
Direct Mail Projects
  • Real Estate
  • Cultural/Non Profit partners
  • Niche products
  • HGTV Ideas
  • Active Living
  • Home Improvement
  • Ski Areas/Tourism
  • Auto

9
Cultural and Non-Profit
  • Bonfils Blood Center
  • Profile of their existing donors
  • By remote or fixed location
  • By region
  • PRIZM and PERSONICX rankings
  • Identified additional prospective donors in their
    best clusters
  • Colorado Symphony Orchestra
  • Used Personicx codes to differentiate mailings
    for family series, Brahms Festival, and
    Masterworks series

10
Bonfils Personicx Profile
11
Real Estate/Mortgage Clients
  • Kentwood Gallery
  • Looking for people who can afford 1M homes
  • Experian HH Income
  • Tax records home value
  • PRIZM and PERSONICX
  • Beazer Homes
  • Way too many radius selects
  • Renters in single family homes

12
Services
  • Audibel hearing
  • Age and geography
  • Americas Best Basements
  • Master Vac
  • TruGreen
  • Renewal Windows
  • Home value, year built, and geography
  • DAmore Furniture
  • Mountain homes and interest in home decorating
  • Frontier Airlines (Sampling program)
  • Non-subs
  • Interest in travel
  • 100K HH Income

13
Recreation
  • Steamboat
  • 2nd Home Owners
  • Crested Butte
  • Interest in skiing
  • Interest in outdoor activities
  • Vail
  • Upscale Personicx codes for wine festival
  • Upscale golfers for Cordillera
  • Loveland
  • Profile of existing customer database

14
Niche Publications
  • HGTV
  • (DEMO.INTEREST_GARDENING EQ Y OR
    DEMO.INTEREST_GOURMET_COOK EQ Y OR
    DEMO.HOME_DECORAT_FURNISH EQ Y ) AND
    DEMO.BN_INCOME IN "100,000-124,999
    HHI","125,000-149,999 HHI","150,000-174,999
    HHI","175,000-199,999 HHI","200,000- 249,999
    HHI","250,000 HHI" AND NO( DNM.ADDR_KEY "" )
    AND ANY(AMST.COUNTY IN "ADAMS" ,"ARAPAHOE","BOULDE
    R","DENVER","DOUGLAS","JEFFERSON","BROOMFIELD")

15
One Step Forward 2 Steps Back
  • Best Selling Points
  • Direct mail goes towards contract fulfillment
  • Trusted relationship
  • Variety in one database
  • Challenges
  • Margins
  • Reps who are not used to direct mail
  • Getting reps to use our data, not third party
    lists
  • Too few resources
  • Too many small sales, not enough big ones
  • Lack of feedback
  • Office politics
  • Doubled direct mail revenue in second year, but
    we have a long way to go

16
E-Marketing
  • Just launched an e-marketing initiative
  • Chose not to manage in MAAX, needed an email
    management system
  • Appended email addresses to our customer file
    from two outside sources
  • Added internal emails from contests, online
    registrations, Customer Care
  • 300,000 email addresses currently in database
  • Appended demographics, PRIZM, PX
  • Currently selling multi-ad position newsletters
  • Would like to eventually integrate email and
    direct mail databases

17
E-Marketing
  • 300,000 email addresses currently in database
  • 200,000 in Colorado
  • Currently only offering three demo selects
  • Younger years 75,000
  • Family life 80,000
  • Mature years 45,000

18
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19
Circulation Projects
  • Churn Comparisons by Segment
  • Subscriber status
  • Service type (Weekenders, Sun. only, 7 day)
  • Payment type
  • Rate code
  • Source code (telemarketing, mail, etc.)
  • Stop reason
  • Pricing tests

20
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21
Highest Churning PRIZM Codes
22
AGE

23
Strategy
  • Build segments within this audience based on
    renewal behavior, demographic and lifestyle
    information
  • Identify most high-risk segments
  • Test different pricing strategies against this
    segment
  • Offer 1 Reduce price to 26
  • Offer 2. 39 for 2 years instead of one
  • Offer 3 Hold price of 39.99

24
Weekender Early Results
  • 26 offer 42 renewal rate
  • 39/2 years 34 renewal rate
  • Control group 34 renewal rate

25
What Weve Learned
  • Need to find balance between the size of your
    segments and the impact.
  • Operational issues- need more resources for more
    specific targeting. Plan in advance.
  • Takes forever to get results 132 day billing
    cycle. Need to manage expectations.
  • Cultural issues- continued struggle with
    marketing vs. circulation, new ways vs. old.
    Need strong cross-departmental communication and
    cooperation.
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