i-News: September 2006 Edition
AZ Republic Shares Insight on Building Unified Marketing Plan
At the recently concluded Roundtable on Strategic Marketing in Vail, CO, Greg Bright (Director, IT Data Management) outlined the Arizona Republic’s integrated approach to customer analysis, acquisition and retention.
The Republic’s unified approach leverages a robust consumer database of demographic, geographic, lifestyle/lifestage and transaction information to implement targeted campaigns across multiple dimensions. The key to any such integrated approach, according to Bright, is the sustainability of the initiative. This factor is related to multiple issues including culture and, importantly, the technology supporting the initiative.
At the Arizona Republic, that technology is MAAX. Cautions Bright: “Don’t buy what you’re not ready to use. The right tool in the wrong hands does nothing.”
To see Greg’s complete presentation at The Roundtable – as well as those of other faculty participants – go to The Roundtable presentation page.
Greg Bright can be reached at greg.bright@pni.com.
Brand Portfolio Management + Customer Insight = Earnings Growth
James Gold, vice president/marketing for the New York Times Regional Media Group, shared his perspective on a new business model for the newspaper industry based on brand portfolio management and customer insight. A summary of his key points:
• Growth is fundamental and elusive
• Growth must be immediate and sustained
• Solution: Key Value Drivers
• Brand portfolio strategy extends reach
• Consumer insight drives brand development
• BPM + CI = EG
James’ presentation can be viewed at The Roundtable presentation page. He can be reached at james.gold@nytrng.com.
We’re Looking for Exceptional Talent
At ASTECH, we’ve got a sexy equation of our own…MX + SP = GSGO…MAAX + Smart People = Good Stuff Going On. In fact, so much good stuff is going on that we’re looking for more Smart People.
As the MAAX client community continues to grow at a very rapid pace, ASTECH is also growing to ensure that we provide our clients with the best, most conscientious client support possible. To learn more about the ASTECH culture and possible opportunities with the industry’s data-driven marketing automation leader, please visit the Work for ASTECH page on our web site.
R-Logic Demo Now Available Online
More than 150 newspapers use R-Logic as the standard for retention metrics and management. If you’re curious why, click HERE to see a short demonstration.
Register Now for INMA Marketing/Promotion Conference October 5-6 in Atlanta
Newspaper innovators are breathing new life into their franchise through practical approaches to growing traditional and non-traditional aspects of the business. In this two-day conference aimed at marketing/promotion managers of daily newspapers, the International Newspaper Marketing Association will bring together a case-by-case approach that will allow attendees to share ideas and benchmark their efforts. Special attention will be paid to the practical, detailed execution and results from newspaper industry innovators. Interaction with speakers and fellow attendees will be strongly encouraged.
For more information on this event, go to http://www.inma.org/2006-atlanta.cfm.
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