The Atlanta Journal-Constitution has had great success using MAAX to help plan their marketing campaigns. In this very candid webcast, the AJC reveals the hows & whys of their data marketing techniques.
Gwen Borders and William Perry host this webcast, providing valuable insight into planning and executing campaigns that every data marketer can use.
The AJC created a database that integrates address, phone, and e-mail into one system. It uses SQL to create "dummy" keys for each table, then uses business rules to populate the dummy keys with real address keys when a new key is assigned, which then links the phone or email data with addresses. They also created business rules to make MAAX easier for users, so subscriber transactional data is not included in the database, but is included in the business rules. The system is fully automated and updated nightly.
Provided here is a screenshot of all data within the system, and the complexity of the system behind the scenes. Green boxes are tables actually visible in MAAX, showing how easy MAAX is for the end user. Peach boxes are tables that are used in SQL to create business rules, but are not incorporated into MAAX. Orange boxes are tables created in SQL and incorporated into MAAX.
CRM (a MAAX tool) is used in conjunction with a nightly build process to fire off campaigns. CRM uses multiple queries to determine when a campaign should fire. When a build completes, CRM runs campaigns that create export files and appends to a campaign history file. Once the process is complete, an automated process concatenates the export files and places them on the ASTECH ftp server. AJC automation then sends those files to the dialer or mail house.
4. Subscriber Loyalty Communication Plan
The AJC implemented a direct mail program using 13 unique communication timelines. The strategic plan is to touch customers at certain points in the subscription cycle, to contact the customer, and to try to retain them. Previously, they had contacted customers only when they owed the AJC money. This plan is to call to see how they are doing, not just to get renewal payments or give 'value ads' to the customer. Before, contact was usually toward the end of the subscription. This plan contacts them throughout the subscription.
5. Retention Communication Timeline
Shows when the AJC contacted customers for a specific loyalty code. MAAX handles all mailings and callings except billing and last sticker mailing (the last paper a customer will receive).
6. Subscriber Loyalty Communication Results
Overall the AJC received positive results utilizing MAAX.
7. Sales Acquisition Selection Process
This process delivers 3rd-party sponsor papers and targets calls around the sample delivery. MAAX manages call zones and targeting customers in geographical zones based on commute time. The business rules pinpoint people in the AM or PM based on prior calling history. The AJC also uses MAAX for direct mail and new mover targeting.
MAAX is used to test new data marketing techniques. For instance, AJC knows the assigned number has been given out, but doesn't know anything other than that. AJC researches based on area code and exchange, and determines if the numbers are business or residential. They then use this research to target residential numbers.
The AJC demonstrates the MAAX database, showing the various tables, a CRM alert, a sample campaign.
10. Business Rules
Using SQL, ASTECH created a number of business rules for the database. These are designed to analyze data and place it in fields for easy identification, rather than having a user have to calculate things in MAAX in order to get the answer. Business rules are also used to identify best guess fields, like best subscriber name, best phone number, etc. These are used to help with duplicity issues. For example, if five sources have names, what is the best name?
We hope these presentations are useful and educational. Look for more video presentations to appear on this site in the future.
