Using Customer Insight to Change Behavior

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Using Customer Insight to Change Behavior

• Belinda Lush
• Digital Customer Relationship Manager
• Associated Northcliffe Digital
• MAAX User Group
• Vegas, March 2007

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Todays Agenda

• About Associated Northcliffe Digital
• Building Consumer Insight
• ANDs approach
• Associated Northcliffe Digitals Insights Tools
• Research
• Behavioural Data
• Campaign Case Study
• Summary

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About Associated Northcliffe Digital
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Associated Northcliffe Digital (AND)

• AND is the digital arm of Associated Newspapers
  Ltd, one of Britain's premier national newspaper
  groups
• Daily Mail
• The Mail on Sunday
• Evening Standard
• Metro
• London Lite
• Over 100 UK regional newspapers
• AND has grown into powerful online property to
  rival the UK portals
• Over 100 websites

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Building Consumer Insight
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Centralised Insight Team
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Completing the consumer picture

• Consumers are interacting with ANDs wide-range
  of quality content
• As online players we have measurability on our
  side
• Ultimately, Internet revenue is not driven by
  demographics but a propensity to carry out a
  particular action

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Delivering insight via both predictive real
behavior
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AND Insights Tools

• Consumer Research

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Syndicated Research

• Forrester Internet User Monitor
• TGI.net
• Hitwise
• Comscore
• Provide comparison with competitors and ability
  to benchmark against internet user universe.
• Insight into other media consumption online
  offline.
• Search engine behaviour.
• Contextual site visit behaviour, where did they
  come from, where did they go to.

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Primary Research and Measurement

• On-site surveys
• Site usability studies
• Online tracking and user panels
• Brand tracking
• Immediate, quantifiable results to specific
  business needs.
• Pre-testing prior to launch or new initiative.
• Solicit opinions and attitudes to feed online
  offline content eg. Metro.
• Campaign performance tracking ad / brand
  awareness.

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AND Insights Tools

• Consumer Behaviour

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Tracking the Consumer JourneyANDs Single
Customer View
Email Response
Consumer Profiling
Registration
Web Analytics
Ad Server stats
The right proposition, to the right customer, at
the right time
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The Consumer Experience
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Understanding site visit behaviour Intellitracker

• Report on all site traffic visitors, visits,
  page views
• Country of origin UK versus overseas
• Source of traffic Search engines, advertising,
  email
• Entry / Exit points
• Popular channels / Unpopular channels
• Popular paths through the site
• New / Repeat visitors
• Time spent on the site

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Example Reporting on Key Metrics
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Registration

• Strategy
• Amount of data captured reflects the value being
  offered.
• Minimal barriers to enter when commencing
  relationship
• Add data incrementally
• Reasons to register
• Competitions
• Newsletters
• Secure content
• Data Capture
• Personal information
• Geographics
• Demographics
• Interests

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Consumer Segmentation Profiling

• Mosaic
• Acorn

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What do we know about our customers
Actions are the clearest window into your
customers interest and desires
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Ad Server Stats

• Accipiter

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Email Marketing

• 20,000,000 registered users
• Millions of emails each week
• Newsletters
• Functional communication job alerts, activity
  reports, property alerts
• Marketing communication
• Advertiser communication

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Email Response

• Preliminary reporting (Old Metrics)
• Delivered, Opens, Click thru, unsubscribes

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Email Response

• Full journey (New Metrics)
• Post-click traffic
• Conversion rates

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Campaign Case Study

• This is Money

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Campaign Management

• Commercial editorial objectives
• Target Audience
• Communication
• Analysis of results

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Campaign Targeting - MAAX

• Example
• Site list

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Campaign Targeting - MAAX

• Who havent opened an enewsletter in the past
  month.

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Campaign Targeting - MAAX

• Overlay site visit behaviour section visits

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Campaign Targeting Email Reaction

• Develop targeted communication to meet their
  interests

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The Consumer Experience
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In Summary
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Summary

• Customer insight combines research and customer
  behavior.
• To capture a complete picture of our consumers
• Web site interaction
• Ad response
• Demographics
• Geodemographics
• Email response
• The MAAX / Email Reaction combination facilitates
  the complete campaign management process.

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Name Belinda Lush Position Digital Customer
Relationship Manager
Contact 44 207 752 8484 Email
belinda.lush_at_and.co.uk