Embed Size (px)
DESCRIPTION
This is Tom Ratkovich's presentation at the Audience Mega Summit in St. Louis on April 14, 2014. Tom was on a panel discussing best practices in leveraging data to drive audience development.
Citation preview
Best Practices in
Audience Optimization
Tom Ratkovich | Managing Partner
Development | Engagement | Monetization
Slides: http://www.slideshare.net/astechtr
The LMS Perspective on “Best Practices” in Audience Optimization
• Process-Oriented (rather than project-focused)
• Measureable
• Proven
• Replicable
• Holistic/Synergistic
• Intelligence-Driven
Best Practice Customer Intelligence Platform
CI PLATFORM
Data Integration
Marketing Analytics
Campaign Management
Multichannel Executions
Reporting
Address / CDS
Subscribers
Demos & Lifestyles
New Movers
Registration
E-Commerce
Loyalty
Events
Contests
Merchants
OLD PARADIGM: Static Subscription Profile “Customer Record 12,343 of 19,562”
The Day Member Profile “Carol and Michael Wiggins”
NEW PARADIGM: Dynamic Customer Profile “Carol and Michael Wiggins”
Intelligence-Driven Audience Optimization
• Phase I: Acquisition
• Phase II: Customer Lifecycle Management
• Phase III: Engagement
Intelligence-Driven Audience Optimization
• Phase I: Acquisition
• Define & invest in audiences based on key criteria
– Transaction history
– Product usage
– Demographics
– Lifestyle attributes
– Channel preference
– Merchant relationships
– Contact history
Seg A
Seg B
Seg C
Seg DSeg E
Seg F
Seg G
Seg H
Seg I
Seg J
Best Practice: The Targeted Growth Model
Prospect Segment Description Prospect HHLDs Active Index
Young Digital Nativists Age 18-34; 89% of segment has income <100k; ranks high for internet purchase propensity; Score high for digital frequency 10,608 45.8
Young Family Spenders
Age 35-44; 66% of households have children present; 73% of segment has income >50k; Score high for hybrid/weekend frequency 14,636 65.9
Family Budgeters
Age 35-44; 72% of households have children present; 91% of segment has income <100k; Score high for short-weekend frequency 10,171 43.7
Mid-Career Prime Spenders
Age 45-54; Nests beginning to empty; 50% of households have children present; active lives and high spenders, 29% of segment has income >100k; Score high for hybrid/weekend 12,653 109.3
Spendthrift Weekenders
Age 45-54; Discount shoppers and under-represented as subs but large in the aggregate; 81% of segment has income <100k; Skews to short-weekend frequency and discounts 11,370 73.3
Citizen Reader Boomers
Age 55-64; Affluent empty nesters and engaged with print and web; 26% of households have income >100k; Score high for daily and digital activation 11,405 122.8
Budgeting Boomers
Age 55-64; Downscale and budget spenders; 88% of segment has income <100k; Prone to churn at a higher rate than market; Price sensitive and skew to daily frequency 11,667 85.4
Aging Print Traditionalists
Age 65-74; Rank and file 7-day print traditionalists; well into retirement years; fixed incomes; highly loyal, long-tenures as residents (64% in home +10 years) and as subscribers 14,677 144.3
Mature Anchored Years
Age 75+; Twilight years; Highest penetrated segment at 60%; 7-day print traditionalists; limited growth opportunity 9,743 170.3
Total All Segments 106,048 100.0
Quantifying the Relative Opportunity
Intelligence-Driven Audience Optimization
• Phase I: Acquisition
• Phase II: Customer Lifecycle Management – Automated, multichannel curriculum – Optimizes cross-sell/up-sell opportunities – Improves operational efficiency – Drives retention and customer profitability
Best Practice: Automated Multichannel Executions
CLM Curriculum: Digital Track
Integrated/Multichannel Customer Development
Intelligence-Driven Audience Optimization
• Phase I: Acquisition
• Phase II: Customer Lifecycle Management – Automated, multichannel curriculum – Optimizes cross-sell/up-sell opportunities – Improves operational efficiency – Drives retention and customer profitability
• Phase III: Engagement – Increased engagement with content, community – Enhanced customer intelligence through newsletter registrations – New revenue through sponsorships and advertising
Automated Content Marketing
Affinity Email Segments Enable Targeting
Email Engagement Dashboard
Campaign Analytics and Response Tracking
Retention Analytics
Weekly KPI Report
