Marketing to ourAudiences

(and not marketing to some of them too...shhh)

TODAY’S AGENDA

● A little about our Fairfax Media marketing cloud

● Three case studies:Using targeting to locate the right

audienceUsing targeting to eliminate the

wrong audienceUsing targeting to avoid

reputational damage

FAIRFAX MEDIA NZ MARKETING ECOSYSTEM

FAIRFAX MEDIA’S COMPETITIVE ADVANTAGE

Reach: Unparallelled ability in the New Zealand market to reach consumer very cost effectively with our own offers and products.

Outcome: With the ability to take new propositions to market with no media cost, in the right markets we can outcompete on cost per acquisition.

Objectives

Streamline the customer experience

Reduce Acquisition

cost

Reducing risk &

opportunity cost

Case Study 1: Targeted vs ‘Batch & Blast’ Marketing

You can make your points here - Font Size 24All font is Questrial

Goal: Use Fairfax Media’s audience to drive acquisition for social site Neighbourly

What we did: Sent customers with a delivery postal ID an email with a verified link so they could join instantly.

Streamline the customer experience

Streamline the customer experience

ResultsDPID No DPID

Send Volume 30,000 73,000

Open rate (%) 53% 31%

Prospects 15,900 22,630

Clicks (%) 6.40% 2.60%

Clicks 1,018 588

Sign ups 962 451

Conversion from click through 94.54% 76.65%

Goal: Reduce acquisition cost for magazine directed circulation campaigns & give customers a relevant offer of value to them.

What we did: Use behavioural segments from Stuff.co.nz to enrich targeting to find audience with a higher propensity to enjoy certain

magazine products and convert to a paid subscription.

Case Study 2: Reducing cost per lead through targeting

Slide Title If You Need One

Reduce Acquisition

cost

Results

Standard model Targeted model

Total Conversion: 3% Total Conversion: 9%

30%

10%

30%

30%

ROI $1:$4 ROI $1:$7

Case Study 3: Using the marketing cloud to create custom audiences

Goal: To reduce risk and opportunity cost of talking to the wrong audience

What we did: Used the ability to share segments between marketing cloud products to create lookalike audiences for on site targeting.

Hashed Customer

data

Matched in Adobe

Campaign

Shared to Audience Manager

The process

Create look-a-like

segments in Audience Manager

Use on Stuff.co.nz

for targeting

Results

Customers see content relevant to

them

Insight & learnings from

existing customers

Reduced risk &

opportunity cost

Case Study 1: Key Learnings

Using your data to target the right customers gives the customers a better experience and the business a significantly higher ROI

Aligning your customer experience to your business objectives gives you a better outcome for less cost

Case Study 2: Key Learnings

Leverage your customer data to find customers with the highest propensity to convert at the end of the funnel.

By using the marketing cloud to share behavioural data with known customer data provides a cohesive and consistent customer experience

Case Study 3: Key Learnings

Use the marketing cloud to match customer data and create look alike models from known customer data to give you confidence that you are talking to customers who look more like your existing customers

Eliminate the opportunity cost of talking to the wrong customers at the wrong time and deliver a more relevant customer experience