2006 sacramento bee
DESCRIPTION
TRANSCRIPT
Implementation of MAAX
Before MAAX Software
Primary Software used in project work
• MS Access
• Campaign (Unica)
• Pinpoint
• MapInfo
Before MAAX Projects
Circulation:
• Paid Plus (weekly)
• Period-by-Period Reporting – Penetration by geography
– Start and Stop volume
– Churn volume
• Acquisition programs (monthly) – Direct Mail market flood
Advertising:
• Profile client files (age, income, etc…)
• Map advertiser geography
• Profiles of geographic areas (Census)
• Develop mailing lists for advertiser clients
Post MAAX
Primary Software used to complete projects
• MAAX
• MS Access
• MapInfo
Pre MAAX Post MAAX
Circulation:
• Paid Plus
• Period-by-Period Reporting – Penetration by geography
– Start and Stop volume
– Churn volume
• Acquisition programs – Direct Mail flooding the market
– Analysis on Start Sources
– Retention Unknown
– Lack of measurable metrics
Benefits: • Major time savings
• Tasks within seconds that used to
take hours
• No more Access queries/macros
• Start, Stop, and Period bandings
show info on the fly
• More targeted
• Understand touch points
per household
• Actionable data views
• Detailed market breakdown
of penetration and retention
• Relocate Kiosks and Door Crews
• More measurable metrics
MAAX – Acquisition - Starts by Period
Starts by source
by period
• Review data live
in front of group
• Analysis on the fly
• Drives conversation
With MAAX – Export Starts into Excel
Game Plan
• Identify sources where starts are up/down over previous year
• Focus on sources do control
Examples used
On next page
Review 2004 - 2005 data for benchmarks
Focus on action in 2006
MAAX & R-Logic – Using data to drive results
Door to Door Targets
Events - Kiosk
Game Plan –
Two major start sources we can
impact and control
• Identify starts – Geography
– Vendor
• Review retention by zip – Vendor starts
– Overall retention
• Balance start volume and
retention on best zip codes
• Balance – Volume
– Quality
Focus on Perm Stops
• Retention Efforts
• Learning About the Audience
MaaX – Learn About Erosion Identify length of subscription before Perm Stop was placed
By period: analyze length of subscription
Example:
Perm Stops 2004 P11
• 12,740 Perm Stops
• 12,354 Subs created
Perm Stops
• Drop 12,354 Subs on
start records from
previous period
• Export into Excel
MaaX – Investigating Erosion
In excel, sort to delete duplicates
and find period of most recent
start transaction
Perm Stops
P11 2004
When Subscription Started
Goal:
Develop a Per-by-Per view of
how many Period Stops had been
a subscriber for more than 18
months before stopping.
Revealing customer status within the billing cycle allows us to make
decisions on where and when to focus limited resources
Expire In Next
18 Days
Expired 19 to 36
days ago
Expired Past
18 Days
Time
1,192 = 37%
16,229
CS RiskValue Total CS RiskValue Total
Gold High Value Low Risk 1,967 Gold High Value Low Risk 4,461
High Value High Risk 1,797 High Value High Risk 3,974
Low Value High Risk 244 Low Value High Risk 500
Low Value Low Risk 723 Low Value Low Risk 1,638
(blank) 362 (blank) 953
Gold Total 5,093 Gold Total 11,526
Green High Value Low Risk 494 Green High Value Low Risk 507
High Value High Risk 676 High Value High Risk 591
Low Value High Risk 48 Low Value High Risk 50
Low Value Low Risk 387 Low Value Low Risk 253
(blank) 181 (blank) 203
Green Total 1,786 Green Total 1,604
Yellow High Value Low Risk 754 Yellow High Value Low Risk 1,169
High Value High Risk 737 High Value High Risk 1,055
Low Value High Risk 90 Low Value High Risk 176
Low Value Low Risk 296 Low Value Low Risk 466
(blank) 122 (blank) 205
Yellow Total 1,999 Yellow Total 3,071
Red High Value Low Risk 7 Red High Value Low Risk 5
High Value High Risk High Value High Risk 14
Low Value High Risk 18 Low Value High Risk 1
Low Value Low Risk 9 Low Value Low Risk 4
(blank) 5 (blank) 4
4- Red Total 39 4- Red Total 28
Medium Total 8,917 Cold Total 16,229
COOL
Will Expire Next 18 Days
WARM
Sept 19 - Oct 6Sept 1 - Sept 18
Expired Within Past 18 Days
Expired 37 to 59
days ago % Near
End of Grace
3,219
1,080 = 34%
877 = 27%
70 = 2%
En
d o
f O
ffe
r
CS RiskValue Total CS RiskValue Total
Gold High Value Low Risk 438 Gold High Value Low Risk 860
High Value High Risk 428 High Value High Risk 845
Low Value High Risk 59 Low Value High Risk 103
Low Value Low Risk 198 Low Value Low Risk 391
(blank) 69 (blank) 116
Gold Total 1,192 Gold Total 2,315
Green High Value Low Risk 258 Green High Value Low Risk 321
High Value High Risk 479 High Value High Risk 440
Low Value High Risk 31 Low Value High Risk 40
Low Value Low Risk 245 Low Value Low Risk 244
(blank) 67 (blank) 90
Green Total 1,080 Green Total 1,135
Yellow High Value Low Risk 318 Yellow High Value Low Risk 432
High Value High Risk 316 High Value High Risk 451
Low Value High Risk 30 Low Value High Risk 60
Low Value Low Risk 164 Low Value Low Risk 210
(blank) 49 (blank) 69
Yellow Total 877 Yellow Total 1,222
Red High Value Low Risk 15 Red High Value Low Risk 7
High Value High Risk 31 High Value High Risk 16
Low Value High Risk 2 Low Value High Risk 1
Low Value Low Risk 18 Low Value Low Risk 14
(blank) 4 (blank) 2
4- Red Total 70 4- Red Total 40
Hot Total 3,219 Hot Total 4,712
CH
AT
TER
BO
X A
UT
OM
AT
ED
CA
LL
CRISPY HOT
Expired 19 to 36 Days Ago
July 27 - Aug 13
Expired 37 to 59 Days Ago
Aug 14 - Aug 31
Retention Segmentation Model
1) Output select subscriber counts to file
2) Import file to dialer for retention reps
3) Retention calls subscriber to attempt save
4) Call file updated each night
5) End of day results output and reviewed
Learn and adjust to improve
Retention Calls
Daily Feed of Target Subscribers
R-Logic 13-week retention by major start source by period
Where slopes occur we look for reasons
With MAAX – Banding by Telesales Firm
Next …
Engage in Communication
Daily Fri - Mon Sun Only
Younger Years - Midlife Success 92 138 115
Younger Years - Mainstream Singles 94 122 136
Younger Years - Striving Singles 93 115 175
Family Life - Accumulated Wealth 93 142 92
Family Life - Young Accumulators 92 137 128
Family Life - Mainstream Families 89 144 150
Family Life - Sustaining Families 95 112 142
Mature Years - Affluent Empty Nesters 108 68 53
Mature Years - Conservative Classics 107 68 75
Mature Years - Cautious Couples 106 65 102
Mature Years - Sustaining Seniors 102 73 142
Connect With Consumers, Or Else …
Action …
• More Research on Audience
• Stop STOPs
• Focus on Market Segments
• New Products