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Segmentation

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1. The windows on the envelope are in the 'wrong' spot. ... 7. The Monday after the drop date is a holiday. 8. No one can find the CASS certificate. ... – PowerPoint PPT presentation

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Title: Segmentation


1
Segmentation
  • Roadmap to a Managed
  • Subscriber Acquisition and Retention Program

2
Selling when the rules change
  • Who are our subscribers?
  • Interests, needs, wants.
  • What do they look like?
  • Age, Income, Gender, Language, Children,
    Lifestage
  • Where are they?
  • Lifestyle, geography, mobility
  • Do we have what they want?
  • Does it show content
  • Variations on days delivered.
  • Can we reach them with a message?

3
Where did we start?
  • Research
  • Reader interests
  • Home Delivery
  • Single Copy
  • Free delivery publications
  • Spanish language publications
  • Geographic profiles
  • ZIP Code, Zone, Edition
  • Consumer demographics
  • Non-Reader profiles

4
Developed Segmentation
  • Built from the simple to the complex
  • ZIP Code as a starting point
  • Added PRIZM Clusters (PRIZMne at ZIP6)
  • Refined Clusters with Lifestage/Social Groups
  • Further refined with readership study age
    profiles
  • Added in modeled subscriber attraction/retention
    factors.
  • Added in Loyalty Ladder factors (21 steps)
  • Added overlays for preferred advertising zone
    growth areas.

5
Loyalty Ladder
6
Hit the ground Running or Walking
  • Sustainability considered from the beginning.
  • Management tool MaaX
  • To control rotation
  • To control selection
  • To understand history
  • To create campaign lists
  • To measure effectiveness
  • To learn and adjust
  • Management database
  • Microsoft SQL server

7
Starting outwalking
  • Simple data extracts

8
Basic Gap view lead the way
9
To richer understanding when additional factors
are layered
10
And tantalizing quick hits
Cluster 01 Very high attraction/retention index,
very high penetration. But is the remaining pool
large enough to tap?
11
Thought provoking charts
12
Focused Efforts
13
In the end a grid of opportunities
14
Manage the processrunning
Note this is an example of a rotationnot
necessarily the one in use.
15
Manage the processrunning
Note this is an example of a rotationnot
necessarily the one in use.
16
The boil down Implementation
  • Some of the pieces to assemble
  • Creative design How many versions?
  • Rates and offers What to test? How many?
  • Delivery Direct Mail, Crew, Kiosk, email, etc.
  • Volume Cost versus budget
  • Other channels Linking and timing?
  • Rotation how often?
  • Measuring what?
  • Doing it again Can I say sustainability again!

17
Segment supported campaigns
  • Age grouping (4 major groupings)
  • Former subscriber category (7 variations)
  • Ex-subscriber Loyalty Ladder step-off point
  • General Attraction/Retention Quadrant
  • Prior campaign filtering (days/number)
  • Employee removal, seed addition
  • Do not mail list filter (DMA and Local)
  • Geographic area selection
  • Control/Target Group, Control/Target piece,
    Control/Target Offer
  • Non-mailed control group
  • Start/End date for response consideration
  • Media type
  • Campaign type
  • Postal considerations (class, drop date, postage)

18
Sample List Criteria
  • Group 2B
  • Shy Folk (Modeled subscriber propensity),
  • Age 60,
  • Income 75k,
  • Any Dwelling type,
  • Owner or renter
  • Sub Divisions
  • 1 to 2 year Formers
  • Never nons
  • X group

19
Selection Criteria History
20
Typical Campaign Segment Processing
21
Tracking Results
22
Where did we end up?
  • Better understanding of how research and testing
    work together.
  • What to test (for less).
  • How to get a statistically valid sample size.
  • Better able to test price, lists, copy and
    timing.
  • Key analysis measures.
  • Retention rates and anticipated response rates
  • Disasters to avoid (not that we had any -)).

23
The top 10 list.
  • 1. The creative will be late.
  • 2. The list will be in the wrong format and IT
    will be busy.
  • 3. Typos wrong name, phone numbers, wrong
    dates. READ every word. READ every word. Just
    incase something is duplicated.
  • 4. The sticky labels wont.
  • 5. The inkjet label will smear.
  • 6. The walk sequence printed will be backwards
    by the time the piece is bundled and at the post
    office.
  • 7. The wrong optional endorsement is used
    costing an extra 75c per return.
  • 8. Youll need to deliver to a ZIP you havent
    CDS Certified.
  • 9. Youll forget or Current Resident
  • 10. The paper stock is under postal spec
    minimums do over!

24
The Top Ten List Reprise
  • 1. The windows on the envelope are in the
    wrong spot.
  • 2. The return envelop wont fit in the special
    carrier envelope designed just for use in this
    mailing.
  • 3. Your selection process had an AND instead
    of an OR.
  • 4. You forgot to suppress subscribers and/or
    employees.
  • 5. Youll send it out First-class mail.
  • 6. The wrong version of the creative is used (15
    different versions in play).
  • 7. The Monday after the drop date is a holiday.
  • 8. No one can find the CASS certificate.
  • 9. The carrier envelope is too dark the yellow
    looks good, but postal rules.
  • 10. Didnt order enough pieces to cover the
    5-10 waste factor needed by your mail shop.

25
1.78 (Promo-code matching)
Response rate(s)
10.12 (List only matching)
3.27 (List level matching with start source of
Direct Mail/Direct Response or Internet)
7.89 Lift over the control piece
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