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MaaX Applications –
Linking Segmentation Strategy to Action
MaaX User Group
March 2007
Core Business Drivers
• Understand Consumers & Market
• Understand Products & Services
• Understand Sales Channels & Competition
• Transition from Reactive to Proactive
Data Application
Database Access
Data Driven Processes
Data Driven Initiatives - Success Factors
• Organization
• Database
• Tools – End User
• Measurement
• Communication
– Evolution of each aspect over time
Business Intelligence Organization Curve
Organization
No awareness
Isolated
pockets
One area of
business
Growing
importance
Integrated
Org’l focus
and approach
Early
trials
Basic skills
and processes
Corporate strategy, High
skills and processes
“Culture”
of Rel’ship
Mktg
Segmentation Schemes – Comparison
Schema Source Universality Predictability
Demographic Compiled Moderate Descriptive
GeoDemographic Multi-Level Broad Good
Behavioral/Attitudinal Survey Narrow Very Good
Product Usage Transactional Customers Excellent
Combinations Data Mgmt Modeling Best
Segmentation Scheme – Internally Driven
• Current Subscribers
• Subscribers/Past Subscriber/Never Subscribed
• Subscriber Product Usage
• Subscriber Tenure/Loyalty
• Subscriber Payment Activity
Current Subscribers – Multi Segment
New Subscriber – Survey Targeting
Past Subscribers – Days Since Stop
Subscribers/Past Subscribers/Never
0
50,000
100,000
150,000
Households
Current Subscriber
Past Subscriber
Never Subscribed
Circulation Applications
Subscriber Loyalty
Subscriber Loyalty
• What is “loyalty” and how do we “see” it?
• Is it Method of Payment, Term Length, Complaints,
Pay in Advance, Late Pays?
• Can we “model” it with external tools?
• Subscriber Tenure – Longevity
• Internally driven measure based on Start Date
and Stop Dates for a given Subscription Account
• Keep it simple, Keep it dynamic!
Subscriber Tenure – Subscriber Days
Subscriber Tenure – Bandings
Subscriber Tenure by Status
Subscriber Tenure – Current/Past/Never
0
50,000
100,000
150,000
Sub Past Sub Never
< 13 Weeks> 13 Weeks> 26 Weeks> 52 Weeks> 2 Years
AZ Republic – Loyalty Ladder Bands
Best Record – Multi Source Data
• Marketing fields available from multiple sources
• Sources have different rules of compilation
• Sources have different rules for timeliness
• Sources have different “footprint”, coverage
• Sources are not mutually exclusive – Priority ?
– Best Last Name, First Name
– Best Area Code, Phone Number
– Best Home Value, Demographics
Data Sources – Overlap/Non Overlap
Circulation Sales – Target Criteria
Best LName – IF ( ) Error - Domains
Best LName – Domain Navigation
Best LName – Virtual Field Logic
BEST LName – Virtual Field Definition
IF( AddressSubscriber.OccupantLastName > " " and
( AddressSubscriber.OccupantLastName <> "OCCUPANT" or
AddressSubscriber.OccupantLastName <> "RESIDENT"),
"O -" + AddressSubscriber.OccupantLastName,
IF( [AddressSubscriber.VF - Best EFX LName] > "", "X -" +
[AddressSubscriber.VF - Best EFX LName], 99))
Best LName – Validation Field Template
Payment Totals – Cross Table Functions
• COUNT(SubscriptionPaymentTran.SubscriptionID)
• SUM( SubscriptionPaymentTran.PaymentAmount)
• SUM( SubscriptionPaymentTran.PaymentAmount,
SubscriptionPaymentTran.EffectiveDate >
YEAR( _TODAY) - 1)
Payment Totals – Sum Total Last 12 Months
Count Stop Reasons – Cross Table Functions
• COUNT(SubscriptionTran, SubscriptionTran.TranTypeID
= "Stop")
• COUNT(SubscriptionTran, (SubscriptionTran.TranTypeID
= "Stop" and (SubscriptionTran.ReasonCode IN
"NonPay","NONPAY","NonPaySB","NSFPay","NSFPymt")))
• COUNT(SubscriptionTran, (SubscriptionTran.TranTypeID
= "Stop" and (SubscriptionTran.ReasonCode IN
"NonPay","NONPAY","NonPaySB","NSFPay","NSFPymt")
and SubscriptionTran.PublishDate > "01032006"))
Count Financial Stops – Last 12 Months
MaaX Applications –
Linking Segmentation Strategy to Action
• The man who built the first wheel was an idiot. The men who built
the other three wheels were geniuses.
Sid Caesar
Al Frowiss
Copley Press, Inc.
al.frowiss@copleypress.com
858-729-8026
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