ASTECH i-News: May 2006
Data-Driven Marketing Automation for Media Professionals
> Highlights
- Channel Integration Key to New Revenue at the Sacramento Bee
- Columbus Dispatch Optimizes Resources Using Loyalty/Value Segmentation
- The Roundtable on Strategic Marketing — the 14th Edition
> Channel Integration Key to New Revenue at the Sacramento Bee
The situation: A large, local advertiser is using a direct mail competitor to deliver its local advertising message to the community. The Sacramento Bee receives no meaningful share of this merchant’s advertising budget.
The opportunity: The critical element valued by the client with respect to the competition was the ability to deliver micro-zoned areas; specifically, sub-zip code zoning.
Today, The Sacramento Bee also offers sub-zip code delivery, complemented by targeted direct mail distribution to our non-subscriber households.
In addition, The Bee has developed a highly sophisticated marketing database to support its analytical and distribution capabilities. This database system, MAAX™ from ASTECH InterMedia, provides us with a competitive edge that simply cannot be matched by the competition.
The objective: Using a “customer-centric” approach facilitated by MAAX, our plan was to vividly illustrate The Bee’s connection to the merchant’s most valuable customers across the full spectrum of our media. By so doing, we hoped to secure a lucrative schedule of advertising business from this account.
The results: You’ll find them by clicking here.
> Columbus Dispatch Optimizes Resources Using Loyalty/Value Segmentation
At the recent MAAX Users Group meeting in Las Vegas, John Lewis and Corey Timlin shared their company’s compelling scheme for prioritizing subscriber acquisition and retention activities. The system employed by the Dispatch includes sophisticated subscriber loyalty and household value scoring models. MAAX not only allows them to evaluate the specific variables that drive loyalty and value, but it simplifies the process of assigning relevant scores to every household in the market.
The ultimate goal of this process is to balance the demands of circulation marketing and the advertiser community. The newspaper’s “Customer Development Game Plan” is structured to focus resources on those consumers that have high loyalty scores and are of high value to advertisers.
For more details on this initiative, click here.
> The Roundtable on Strategic Marketing — the 14th Edition
Plan now to be one of 65 people to participate in the newspaper industry’s leading event devoted to data-driven marketing strategy and innovation. As always, The 2006 Roundtable on Strategic Marketing will be held in Vail, Colorado at the world-famous Sonnenalp Hotel and Resort. The dates are August 27-30.
This highly acclaimed event is designed to provide participants with an informal, interactive environment to encourage the enthusiastic exchange of ideas and experiences, and to nurture the development of a peer network of unparalleled value. An experienced international faculty of marketers, technologists and senior executives leads the sessions, but equally significant are the impromptu conversations that take place in the social hours and networking activities.
Among the highlights of the 2006 Roundtable are the following:
- John Hay, president of Links Information Management and architect of The Globe and Mail’s Recognition Card Program, will lead a half-day session on the readership and revenue impact of customer loyalty programs.
- The annual pre-conference Summit on Retention Marketing will take place on Sunday afternoon, August 27th. Led by Tia Talbert, ASTECH’s Director of Client Services, circulation marketers from North America and around the globe will discuss best practices in customer retention – and the bottom line results.
- In another pre-conference session, Jim Hart, a leading consultant on the role of integrated marketing for revenue development, will moderate a panel of experienced direct marketers in a candid discussion on the viability and profitability of alternative advertising direct mail models.
For more information on this event, click here or contact Tom Ratkovich at ter@astech-intermedia.com.
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