Using database marketing to
drive new revenue growth
2015 PNA Advertising Conference
Valley Forge, PA | September 23-25
Business applications for data-driven marketing
 Transform raw data into customer intelligence to drive business decisions
 Drive new subscription acquisition in the most cost-effective manner
 Achieve meaningful growth in digital audience activation
 Promote long-term loyalty and brand affinity through relevant engagement
 Reduce operational expense through more cost-effective marketing
 Generate new revenue through modeling, segmentation and targeting
Business applications for data-driven marketing
 Transform raw data into customer intelligence to drive business decisions
 Drive new subscription acquisition in the most cost-effective manner
 Achieve meaningful growth in digital audience activation
 Promote long-term loyalty and brand affinity through relevant engagement
 Reduce operational expense through more cost-effective marketing
 Generate new revenue through modeling, segmentation and targeting
Intelligent-marketing infrastructure
Address
?
Demographics
Audience
Database
Deals
Contest
Lifestyle Data
Subscribers
Newsletters
Newsmedia companies operate from a position of
competitive advantage in their ability to connect
buyers and sellers in the local marketplace
Process-Driven Approach
Needs Assessment >> Needs Fulfillment
Needs
Assessment
Needs Assessment
Key Questions:
 Who are your customers today?
 Where are they located and what is your primary market?
 Who are your ideal customers?
 What do they like?
 Where can we find your best prospective customers?
 How can we reach them most effectively?
 Can you provide us with any customer data (NDA)?
Needs Assessment
Key Questions:
 Who are your customers today?
 Where are they located and what is your primary market?
 Who are your ideal customers?
 What do they like?
 Where can we find your best prospective customers?
 How can we reach them most effectively?
 Can you provide us with any customer data (NDA)?
Needs
Assessment
Data
Append
Data Append
Intelligent-marketing infrastructure
Address
?
Demographics
Audience
Database
Deals
Contest
Lifestyle Data
Subscribers
Newsletters
Intelligent-marketing infrastructure
Address
Merchant Data
Demographics
Audience
Database
Deals
Contest
Lifestyle Data
Subscribers
Newsletters
Client data (in raw form)
Mary Smith
40 Cove Road
Stonington, CT 06371
Modeled data (enriched form)
44 years old
HH Income > $150,000
Homeowner
Married with 2
children (8 and 12)
Six daily deals
Purchases since 2011
Two-week vacation
every July since 2009
Signed up for mobile
breaking news alerts
Registered for weekly
Wine & Dine e-newsletter
Reads Grace and Sound &
Country magazines online
Scores high for
Online Purchasing
Interest in
Community
Acxiom Lifestage:
15M – Mature Wealth
Twelve activations on
rewards site since 2012
Registered on website
Interest in
Home Decor
Active MondaySunday subscriber
msmith123@gmail.com
Mary Smith
40 Cove Road
Stonington, CT 06371
$780.16 in Consumer
Revenues since 2009
Needs
Assessment
Data
Append
Demographics
Analysis
Demographics Analysis
Demographics Analysis
Needs
Assessment
Data
Append
Demographics
Analysis
Segmentation
Modeling
Demographics Analysis
Code
Segment Name
Households in
Market
Active Customer of
Advertiser
Index
Potential Customer
of Advertiser
Index
01
Summit Estates
553
41
253
582
235
02
Established Elite
129
10
267
128
224
05
Sitting Pretty
9,691
317
112
8,398
194
07
Lavish Lifestyles
15,052
629
143
12,648
188
09
Platinum Oldies
11,858
290
83
9,514
179
06
Shooting Stars
1,368
48
120
971
159
10
Hard Chargers
282
17
206
198
157
03
Corporate Clout
363
41
386
241
148
14
Career Centered Singles
6,969
72
35
4,181
134
18
Married Sophisticates
964
31
110
538
125
47,228
1,496
109
37,401
177
84,008
2,348
95
21,360
57
131,236
3,844
100
58,761
100
Prime Segments
Rest of Market
Total Market
There are 37,401 prospects found among 10 demographic segments that
represent the most profitable customers for this advertiser
Mediamark Research, Inc. Copyright 2011, The Nielsen Company
Needs
Assessment
Data
Append
Demographics
Analysis
Segmentation
Modeling
Needs
Fulfillment
Johnson & Flick Tire and Auto Service Center
CASE STUDY
What audience do you want to reach?
• Who are your targets?
• What are they like?
• Income, shopping behaviors, media behaviors
• How old and what generation they belong?
– Boomers think differently than Millennial
• Where can you find them?
– State, County, City, Zip Code, Household
• How do you reach them?
• What do they think?
– Customized Online Marketing Intelligence!
GOAL: Find prospects you don’t serve!
A peak at the toolkit to sell audience…
•Postal Certified CDS HH Data
•Acxiom Demographics 2015
•PersonicX Segment Clusters
•Subscriber/Non Subscriber Data
A peak at the toolkit to sell audience…
•Postal Certified CDS HH Data
•Acxiom Demographics 2015
•PersonicX Segment Clusters
•Subscriber/Non Subscriber Data
•2013/2014 Moore Research Market Study
•R.L. Polk Automotive Data
•AdMall Sales Intelligence
•Erie County Voter Registration Records
•Civic Science Polling
•RAM (Research and Analysis of Media)
•Nielsen Business Data
•Buzzboard
•Vendasta
Source: AcXiom PersonicX, 2014
“Who are your targets?”
Average Income:
$100,000+
Occupation:
Professional/Technical
Tenure:
Homeowner
Age:
25 to 54
Marital Status:
Married
Home Value:
$100,000 +
HH Comp:
Kids in HH
Education:
College/Grad School
Source: AcXiom PersonicX, 2014
“What are they like?” SKYBOXES & SUBURBANS
ETN Index:174
Customer Index:250
MEAN AGE: 49.6
Skyboxes & Suburbans is one of the best-educated and wealthiest clusters. These wealthy
families shop at upscale stores, spend time feathering their nest and adhere to regular fitness
programs.
FORTUNES & FAMILIES
MAGAZINES/NEWSPAPERS:
Real Simple
Consumer Reports
NY Times
Sunday Newspaper
Airline Magazines
Business/Finance Magazines
Shape
WEALTHY
FINANCIAL/INSURANCE:
Heavy Investment Activity
Second Mortgage
Online banking
529 Plan (College Savings Plan)
Contribute $100+ to Public
Broadcasting
SUBURBS & TOWNS
COMPUTERS/ONLINE:
 Personal or Business Travel Plans
Business/News Web Sites
Movie Times
Download Music
MapQuest
Childcare
MLB
Heavy Internet shopper
“What are they like?”
SUMMIT ESTATES
ETN Index:169 Customer Index:239
MEAN AGE: 49.9
Summit Estates is the wealthiest of all PersonicX clusters. In every sense, these families are
enjoying the good life — luxury travel, entertainment and consumption of every kind are
within easy reach.
FORTUNES & FAMILIES
ACTIVITIES:
Downhill Skiing
Barbecuing
Charitable Organizations
Go to the Beach
Business Clubs
WEALTHY
FINANCIAL/INSURANCE:
Life Insurance: $150,000+
Securities: $150,000+
American Express
Home Equity Line of Credit
Mutual Funds
Credit Card $2,001+ per Month
CITY & SURROUNDS
COMPUTERS/ONLINE:
 Trade Stocks, Bonds, Mutual Funds
Make Business/Personal Travel Plans
Obtain Information About Real Estate
Apple Users
News Web Sites
Disney
“What are they like?”
HARD CHARGERS
ETN Index: 172
Customer Index: 220
MEAN AGE: 37.2
Hard Chargers is dominated by well-educated and professionally successful singles. They are
almost homeowners in a mix of houses and condominiums.
Cash & Careers
ACTIVITIES:
Gambling in Vegas
Rock Music Performances
Bicycling
Fantasy Sports Leagues
Bars
Jogging and Running
Affluent
FINANCIAL/INSURANCE:
Capital One
Investment Real Estate
Banking by Internet
Personal Loan
Life insurance from Work
Give to Charity
CPA for Taxes
Suburbs & Towns
COMPUTERS/ONLINE:
CNN
CNET
ABC
Watch On-Line Video
Gather Real Estate Information
“What are they like?”
ETN Index:114
FUN & GAMES
Customer Index:205
MEAN AGE: 50.6
Fun & Games is a mix of couples in their mid 40s to mid 50s, living in outer suburbs and
towns. Married and childless, these upper-middle income homeowners work in a mix of
white-collar and blue-collar fields.
Our Turn
SHOPPING:
Hardware Stores
Video Rental
Grocery Stores
Wawa
Auto Parts Stores
Pet Stores
Upper-Middle
FINANCIAL/INSURANCE:
Mutual Funds
Home Equity Line of Credit
Own Company Stock
Chase/Bank One Credit Card
401(k)
Auto Insurance On 3+ Cars
Suburbs & Towns
MAGAZINES/NEWSPAPERS:
Time
Rolling Stone
Woman’s World
Sports Illustrated
Ladies Home Journal
“What are they like?”
ESTABLISHED ELITE
ETN Index:191
Customer Index 202
MEAN AGE: 57.4
Established Elite represents America’s elite couples and singles. With no school-age
children at home and the highest incomes in the country, these households have
enormous disposable incomes and pursue correlating luxuries and activities.
MATURE WEALTH
SHOPPING:
Trader Joe’s
Nordstrom
Ann Taylor
Crate & Barrel
Internet
Barnes and Noble
Independent Jewelry Stores
WEALTHY
MAGAZINES/NEWSPAPERS:
The New York Times
Money
NNN Top 10
Time
Travel + Leisure
The Sunday Newspaper
CITY & SURROUNDS
COMPUTERS/ONLINE:
Tracked Investments/Traded Stocks
NYTIMES
CNN
Wireless Connection
Googlemaps
Travel Planning
Apple Computer
API Customer Zips
MPI Prospect Zips
Zip Strategy
Zip Strategy
Zip Strategy
Decisions are made before entering through a door.
When purchase decisions are made by consumers..
120%
100%
17%
17%
83%
83%
2012
2013
25%
80%
40%
60%
40%
75%
60%
20%
0%
2010
2011
Before opening Door
In-Door
Is Your Facebook Page Driving
Results?
• Facebook has become the most
powerful direct marketing tool
available
• Most companies do not know how to
manage Facebook Marketing and drive
results
• We can help you add the right strategy,
tools, tactics adds and content to your
current effort
• We are expert at serving all types of
marketers:
• Do it myself
• Need a little help
• Take it over and do it for me
• Let us show you how to increase your
sales and other business results
Audience Opportunities:
•
•
•
•
•
Display Branding Program
Geo Targeted Insert Program
Event Opportunity
Local Digital Search
Targeted Impressions (Mobile)
sold
Google My Business
Google My Business (GMB) allows businesses to connect customers
with information when and where they are looking for it.
Is your business showing up in search with the correct information?
Our Google My Business package offers an easy way to make sure your
listing shows up properly in Google. Your GMB listing shows up when
customers look for you in Google Search, Google Maps, and Google +.
Package includes:
• Claiming and verifying your Google My Business account
• Long-term fully optimized listings
• 10 geotagged photos
• Monthly citation clean-up and building
• On-site optimization including keywords, images and video
• Monthly keyword research and performance tracking
• Monthly review of your business against your competitor
• Monthly focus report to show custom strategy based on specific needs
• Monthly reporting to show the progress made
$375/month 12-month commitment
High competition businesses (like lawyers, auto dealers) start at $525/month
Recommendation:
• Direct Effect Level 1• (2) 2x5 or 3x3 color ads/week + 50,000
mobile impressions - $13,000
• Google My Business - $4,500
• Quarterly Inserts - $6,400
• Varsity Cup Sponsor - $999
Total Investment $24,899
Thank You!
Dan Williams
Bill Dietz
LEAP Media Solutions
Chief Executive Officer
daniel.williams@leapmediasolutions.com
Raleigh, NC | (860) 710.5942
Erie Times-News
Advertising Database Marketing Manager
bill.dietzjr@timesnews.com
Erie, PA | (814) 870-1630