Title: Segmentation
1Segmentation
- Roadmap to a Managed
- Subscriber Acquisition and Retention Program
2Selling 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?
3Where 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
4Developed 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.
5Loyalty Ladder
6Hit 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
7Starting outwalking
8Basic Gap view lead the way
9To richer understanding when additional factors
are layered
10And tantalizing quick hits
Cluster 01 Very high attraction/retention index,
very high penetration. But is the remaining pool
large enough to tap?
11Thought provoking charts
12Focused Efforts
13In the end a grid of opportunities
14Manage the processrunning
Note this is an example of a rotationnot
necessarily the one in use.
15Manage the processrunning
Note this is an example of a rotationnot
necessarily the one in use.
16The 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!
17Segment 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)
18Sample 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
19Selection Criteria History
20Typical Campaign Segment Processing
21Tracking Results
22Where 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 -)).
23The 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!
24The 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.
251.78 (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