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Roundtable 2015

A data Intelligence and Monetization Project

About GFR Media

SERVICES REAL ESTATE

U.S. Real Estate

Columbus, Ohio

Indianapolis, Indiana

Atlanta, Georgia

FRC LLC - Chile

Ambulatory Health Clinics

Moneda midcap fund

MEDIA

Grupo Ferré Rangel is a family company that owns the largest media company in Puerto Rico. Additionally GFR owns and operates commercial printing, marketing, distribution and commercial real estate operations.

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About The Project (bief)

• In 2012 we decided launch a project that would develop our

data knowledge internally and externally.

– Main objectives:• GFR Media data must be integrated

• Facilitate the process of obtaining data and generate reports

• Know our customers and clients better

• Understand the behavior of our users and subscribers

• Monetize the data

Data Information Knowledge Strategy Monetization

5 stage process to acheive goals:

Data Quality

GFR MEDIACORPORATE DATABASE

Transfo

rmatio

ns &

Bu

siness

Ru

les

360 degree view of audiences

GFR MEDIA – CORPORATE DATABASE

+30 DATA SOURCES

1 year projectGFR Media data must be integrated

MEDIA INTELLIGENCE IMAGEN

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Information: Available for all the company/areasNo intermediaries.More time invested in analysis, less time in generate information.Strategic and Tactical information levels.Everything from one place: GFR MEDIA CORPORATE DATABASE.

MEDIA INTELLIGENCE IMAGEN

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• Board of directors using dashboard. LIVE DATA, LIVE INSIGHTS

Facilitate the process of obtaining data and generate reports

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REDUCE CHURN PROJECT

– DESIGN A SEGMENTATION MODEL FOR EL NUEVO DIA SUBSCRIBERS.

– BUILD A PREDICTIVE MODEL TO IDENTIFY SUBCRIBERS MORE LIKELY

TO CANCEL SUBSCRIPTION.

– USE MODEL OUTPUT TO DESIGN & IMPLEMENT A RETENTION

CAMPAIGN BY SEGMENT

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SEGMENTATION METRIC

Subscribers

Segmentation

$$$$ 20%

Aging 5%

Tenure 25%

Frequency 20%

% Discount 10%

Products 5%

Payment

Method15%

Weight

VIP

Frequent

Occasional++

Occasional

20% of subscribers

28% of subscribers

8% of subscribers

44% of subscribers

EL NUEVO DIASUBSCRIBERS SEGMENTATION MODEL

Predictive Model

Subscribersmore likely to defect

Likelihood % Subscribers

0 - 0.35 48% 60,989

0.35 - 0.5 21% 27,194

0.5 - 0.75 18% 22,854

0.75 - 0.8 5% 6,326

0.8 - 0.9 3% 4,377

0.9 - 1 4% 5,302

Total 100% 127,042

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Data Information Knowledge Strategy Monetization

5 stage process to acheive goals:

• Gathered over 30 databases• Readily available information• Know our custumers and

clients better.

Knowledge, “knowledge value is in the ability to

generate an action on our audiences”

Audience Information

o Gendero Age o Socioeconomic

Audience Knowledge

o Habitso Hobbieso Lifestyles

2020

DMP

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Anonymous & registered users Tracking

NavigationProcessstarts

2424

Anonymous users

NavigationTracking

NavigationProcess Starts

Anonymous ID

DateTime PlatformWebSite CategorySection Article

Store data in registration DB

In a daily basis, data go to Corp.

DBMass advertising servedand trackingADS

Serving

Anonymous IDDatetimeWebSite

ADS ReferenceADS Category

PlatformClient

Respond ? (Y/N) Store data in registration

DB

Analytics process starts

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Audience MapSegmented Data

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Cruise Ship

Outdoor Jogging

Basketball

E

Salud y Belleza

Anonymous

Travel & Leisure

Sports

Content Widget(Trending)

Content Widget

(Behavioral)

Fixed Position(Editorial Team)

Fixed Position

(Editorial)

Content Widget

(Behavioral)

Content

Advertisement

Widget

Fixed Position

Segmented Ad

NON- Segmented Ad

Segmented Ad

NON Segmented Ad FPO

Fixed Position(Editorial

Team)

Anonymous Browser

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Anonymous Browser

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Anonymous Browser

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Anonymous Browser

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Test

Basic segments are part of the standard offerings as it has large

volume/reach. Segments are typically based on Demographics

(age, gender), Geographic, Technology, Behavior etc.

Basic segments

Signature segments

Custom

segments

Signature segments are part of standard offering to premium clients.

Segments are typically based on a combination of Basic segments

but also includes user interests & intent.

Custom segments are build on requests for premium clients. Highly

targeted segments build on exact requirement list from clients.

Typically low reach but very high CPM.

Female student, mothers, Business traveler

Food enthusiast, Looking for new car,

Traveler in San Juan

Diabetics or families of

diabetics

By focusing on three core segment types, you should be

able to offer scalable products to mass and niche products

of premium clients

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Targeted Advertising is a KEY to develop GFR

Media “performance pricing model”.

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Revenue

Scenarios

Using

GFR Media

Audiences

DBMarketing

(List Renting)

Lead Generation

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Online Surveys

Targeted

Advertising

Targeted

Content

Transactional

+

E-Commerce

Digital

Subscription

Print

Subscriptions

Data

Cleansing

Analytics

Data Management

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Other Initiatives

• Digital Agency

• Law 20 & 22 in Puerto Rico

An opportunity to ceate business in Puerto Rico mostly export

services with huge tax advantages.

http://businessinpuertorico.com/

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Thank you!

Find your audience at

http://www.audienceprofile.pr

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