MaaX Users Group, 2009

Daniel L. Williams | Audience Development Manager

New York Times Regional Media Group

1C-Change: Strategic Transformation in Circulation

MaaX smartREPORTER Applications throughout the

organization

New York Times Regional Media

Group

Key Features of the NYTRMG Marketing Database

• More than a leads address database.

• Strengthens marketing intelligence and customer insight.

• Manage all campaign management + reporting/analytics centrally.

• Achieve process efficiencies through standardization.

• smartREPORTER add-on functions as on-demand report builder.

smartREPORTER Suite

Key Performance Metrics

• Month End Performance Report

• Weekly Top-line Metrics Report

• New Starts by Source Report

• Perm Stops by Reason Report

• Loyalty Segmentation Report

• Net Starts vs. Stops Report

• Subscribers by Term Report

• Subscribers by Frequency Report

• Expire Inventory Report

• Invoicing/Renewal Volume Report

• Auto-Renew Enrollment Report

• Retention Report

• Campaign ROI Report

Campaign Response Tracking

• Direct Mail Campaign Response

• Telemarketing Campaign Response

• Email Campaign Response

• Renewal Series Campaign Response

• TGM Campaign Response Budget and Modeling

• Volume Forecaster

• Revenue Forecaster

• Prospect value scoring

Operational Metrics

• Complaints/Thousand

• Repeat Complaints

• Stop Save by Agent

• Stop Reasons by Agent

Process Mapping - PBS Extract through MaaX Hygiene & Build

Carolinas

Astech Server

California

Alabama

Sarasota

Florida

FTPFirst Logic Validation Process

NYTRMG SSC

ADDRESS MASTER LEVELAd Hoc

SUBSCRIBER/OCCUPANT LEVELDaily

DEMOGRAPHYAd Hoc

VOTER REGISTRATIONAd Hoc

TRANSACTION LEVELDaily

CDSAd Hoc

BILLING/RENEWAL LEVELDaily

DNC/DNM SUPPRESSIONSWeekly

NEW MOVER/NEW HOMEOWNERBi-weekly

CAMPAIGNDaily

PRIZM NEAd Hoc

3rd Party Lists/Compiled Data

ABC DRAWWeekly

BUDGETAnnually

Supports daily, weekly and monthly reporting and

planning using Reporting Tool

NYTRMG Centralized Data Warehouse - MaaX:Supports Circulation, Advertising and Product Initiatives

Bandings

NYTRMG Centralized Data Warehouse - MaaX:Bandings provide categorization of disparate product data

NYTRMG Centralized Data Warehouse - MaaX:Bandings provide categorization of disparate transactional data

NYTRMG Centralized Data Warehouse - MaaX:Bandings provide categorization of disparate source data

NYTRMG Centralized Data Warehouse - MaaX:Sample of bandings

Building smartREPORTs

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

Simple Query for “New Starts by Source” Report Book

PRIZM NE > NYTRMG Lifestage “Super Segments”

PRIZM NE – Market Segmentation Analysis

Identifying Best Prospects via MaaX smartREPORTER: Indexing to Create a Segment Value Score

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Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

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Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

30

Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

31

Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

32

Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

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Identifying Best Prospects via MaaX smartREPORTER : Indexing to Create a Segment Value Score

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Retention & Analytics

Retention Tracking in smartREPORTERCustomization across all MaaX variables

Retention Reporting in smartREPORTERCustomization across all MaaX variables

Retention Reporting in smartREPORTERCustomization across all MaaX variables

Retention Reporting in smartREPORTERCustomization across all MaaX variables

Retention Reporting in smartREPORTERCustomization across all MaaX variables

104 Week Retention by PRIZM Super Segment

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Y1 - Midlife Success Headliners Y2 - Hip Green eReaders Y3 -Younger Print Averse and UninvolvedF1 - Family Success Quick Readers F2 - Family - Too Busy for Traditional Print M1 - Mature Wealthy Citizen ReadersM2 - Mature Traditionalists

Retention Reporting in smartREPORTERCustomization across all MaaX variables

smartREPORT Suite

Weekly Stops by Source ReportDashboard for benchmarking/tracking stop reasons

Weekly Net/Net ReportIndividual Market Tabs to Monitor Volume Trend

Weekly Subscribers by Frequency ReportDisplays Subscribers by Status and Frequency of Delivery

Weekly Subscribers by Loyalty Segment ReportDisplays Core, Prospect, and New Subscribers by Market

Weekly Invoicing and Renewal Traffic ReportThree-year rolling trend by billing series

Weekly Payment Method Benchmarking ReportExecutive Dashboard Tracking Auto-Renew and Market Rankings

Weekly Top Line Metrics ReportExecutive Dashboard Tracking KPIs and Market Rankings

Volume/Revenue Forecasting

Transaction-based Volume Forecast Model

Automation and File Transfer through FTP

Thank You

Daniel L. WilliamsAudience Development Manager

New York Times Regional Media Group(p) 863.802.7251

(e) [email protected]