Partnerships:
Leveraging Advertiser Revenue and Reader Loyalty
Overview Understanding The Globe and Mail How we’ve set up our data in AnalytiX Program Definition Advertiser Upside Subscriber Benefits Results Next Steps Questions for the Users Group
The Globe and Mail
Canada’s National Newspaper 1,000,000 readers per day Circulation 350,000 daily Home delivery 220,000 80% EZ-Pay 94% Full Price Home Delivery Subs Subscription Price $312 per year
The Globe and Mail
Highly educated, affluent audience Managers, Owners, Professionals etc. White collar males make up a large
component of the subscriber base Delivered in every major market in
Canada Majority ownership is Bell Canada
Enterprises
Circulation Sales Very traditional:
One TM Vendor One offer No Discounts / No Premiums All orders prepaid
Retention Concerns especially EZ-Pay High Cost per Order/Unit Limited in Marketing Technology
Our Team
We have been created as a special project team to address acquisition and retention issues
We are new users of AnalytiX and R-Logic
We have recently acquired a new robust source of demographic and clustering data.
Our Data
The circulation system is an older legacy system. (SAP may be on the horizon)
We export a monthly dump of information to Astech from several sources.
We receive a monthly build of householded information that is accessed through our ASP license.
Current Tables in AnalytiX
UNIV DONOT DISP_BELL and DISP_COM (telemarketers) SUBSCRIBER RETENTION TRANSACTION CAMPAIGN EMAIL
UNIV
Source: Cornerstone (White page listings)
Contents: ID and Name Address Telephone Cluster/Mosaic codes
DONOT
Source: Telemarketers + CMA do not call list
Contents: ID and Name Telephone, Address Do Not Call Do Not Fax Do Not Mail
DISP_BELL and DISP_COM
Source: TelemarketersContents: ID and Subscriber Name Address Project Date Disposition Code
Source: Circulation systemContents: ID, Name, Address, Telephone Status (active, stop, temporary stop) Service (MF, MS, FS, SA)
Start/Stop Date Rate Cycle, Rate Codes, etc.
SUBSCRIBER
RETENTION
Source: Circulation systemContents: ID and Name Start/Stop Dates Source Location (who started the subscription)
Delivery Days, Vacation Gaps
TRANSACTION
Source: Circulation systemContents: ID and Subscriber Name Subscriber Class (regular, student, employee,
etc) Product (local, national) Transaction Code (start, stop, restart)
Rate Cycle, Rate Code, Bill Cycle
CAMPAIGN
Source: Customer ServiceContents: Subscriber ID Campaign Type (cold call, new subs, ex-
subs)
Campaign Method (direct mail, telemarketing)
Campaign Date
Source: Globe and Mail contest results,
Web registrants
Contents:
ID and Name
Email Address
Address
Telephone
Data Appends To AnalytiX
Append
Cornerstone
Telemarketing Dispositions
Circulation System
Contests, Direct Mail, Email
Cluster Information
AnalytiX
Loyalty Issues
Our subscribers pay a $312/year We almost never communicate with
them We think we know their interests and
hot buttons at a macro level and we’re getting better.
We want to test the impact of providing relevant value adds to their subscription
Advertiser Opportunities
We do not do any direct mail like Columbus or Phoenix, but maybe we should.
Our subscriber list is not rented, but our advertisers want to access it.
Our subscriber base is difficult to reach by traditional marketing channels.
The Landscape Our biggest theatre advertiser needed
to boost Lion King ticket sales The contract with this advertiser was
being negotiated during this timeframe Globe subscribers have an affinity to
the theatre. We operate in a very competitive
market, nationally and more specifically locally in Toronto.
We just had a 4% HD price increase
The Program Details A mailing sent from the Globe with a Lion
King ticket offer reaching Toronto area subscribers providing access to a very desirable but previously inaccessible list.
This value-added service should help secure the advertising contract.
The advertiser was part of positive offer to the subscriber base, helping with their brand image.
What We Did
Extracted All Subscriber records through AnalytiX
Removed businesses Targeted the Geographic trade area
for the client Established a campaign for the project Track results
Subscriber Benefits
25% percent off Lion King tickets Special “Globe and Mail Night”
($50,000) Front of the Line privileges for an
upcoming production. All costs were paid by the advertiser Perceived as a value add to their
subscription
Results Orders: 1,440
Seats: 4,153
Close to $300,000 in seats were sold! Representing an ROI of six times their investment.
Excellent response from the subscriber base.
All respondent data is feed back to The Globe and into AnalytiX for tracking.
Advertiser signed a 2 year contract.
Analyze the retention of the 1,440 responders and 250 Globe Night special guests
Create another relevant offer with high perceived value.
Test similar offers but for acquisition Continue collecting data to
understand them better
Next Steps
There have been several other advertisers interested in duplicating the program.
Our client is interested in sponsoring and supporting a “Globe Theatre Club.”
Considering 4 - 6 similar mailings per year. (golf, travel, theatre, dining)
Further development and segmentation of our database is essential as well as continued campaign management.
Next Steps
Questions for the Group
We have several data sets in Access that
we would like to integrate into AnalytiX.
What is the best, most efficient process to
build in:
CONTESTS
e-MAIL campaigns
e-NEWSLETTER Subscriber bases
DEMOGRAPHIC INFORMATION
GOLFSource: Contests, Direct Mail, Email projects
Contents: ID and Name
Project Name (i.e. Masters)
Project Type (i.e. Contest)
Date
Participation Level (i.e. qualified, participated)
Number times play a year
Play at Private or public course
Type of equipment used
THEATRE
Source: Contests, Direct Mail, Email
Contents: ID and Name Project Name (i.e. Lion King)
Project Type (i.e. Direct Mail)
Date Participation Level (i.e. qualified, participated)
Preferred Performance (i.e. Musical)