1. Daniel L. Williams | Audience Development Manager New York Times Regional Media Group International Newsmedia Marketing Association Summit on Audience Development November 18th, 2008 C-Change: Strategic Transformation in Circulation Data-Driven Marketing and CM/CRM Leveraging customer insights to drive loyalty, sales effectiveness, and cost savings.
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4. Strategic Transformational Change: Triad Management Principle: Circulation While home delivery and single copy sales remain a local management responsibility, subscriber acquisition, retention and overall strategic planning is either centralized or outsourced. Costs are reduced, but more importantly, the organization gains momentum for moving toward total audience management. Clerical and administrative tasks that are now automated provide resource to hire new talent required going forward. Shared Resources Strategic Partnerships Local Management Open Technology Home Delivery, Single Copy Sales Distribution & Fulfillment Call Center, E-Mail, Direct Mail, Telemarketing, Technology, Data Management Strategic Planning, Analytics, Campaign Management, Brand Management, CRM Strategy C-Change: Strategic Transformation in Circulation
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6. NYTRMG Centralized Data Warehouse - MaaX: Supports Circulation, Advertising and Strategic Initiatives ADDRESS MASTER LEVEL Ad Hoc SUBSCRIBER/OCCUPANT LEVEL Daily DEMOGRAPHY Ad Hoc VOTER REGISTRATION Ad Hoc TRANSACTION LEVEL Daily CDS Ad Hoc BILLING/RENEWAL LEVEL Daily DNC/DNM SUPPRESSIONS Weekly NEW MOVER/NEW HOMEOWNER Bi-weekly CAMPAIGN Daily PRIZM NE Ad Hoc 3 rd Party Lists/Compiled Data ABC DRAW Weekly BUDGET Annually Supports daily, weekly and monthly reporting and planning using Reporting Tool
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