1 Digital Circulation Marketing Marketing ROI Project Discovery Phase Update 14 th July 2011.

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Digital Circulation MarketingMarketing ROI Project

Discovery Phase Update 14th July 2011

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Contents

• Background & Purpose

• AS-IS Analysis

• Tracking challenges

• Tracking requirements

• Possible approaches

• RAG status

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Background & Purpose

• Background Analysis conducted to understand the current tracking capabilities for the

“Digital” and “Print” subscription marketing promotions Analysis involved understanding:

Subscription Types Order Routes Marketing Promotion Types Customer and Data Journeys What can be tracked

• Purpose Highlight the findings from this analysis

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AS-IS Analysis – Tracking Matrix

Summary of the relationship between the various subscription types, order routes, promotion types and tracking availability

Subscription type Order route Promotion Type Tracking available

Digital Economist.com Offline N

Digital Economist.com Online N

Digital In App In App N

Print Economist.com Offline Y

Print Economist.com Online Y

Print Telemarketing Offline Y

Print Telemarketing Online Y

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AS-IS Analysis – What can be tracked

• Print subscription promotions Promotion code No. of impressions/Click through No. of free copies No. of subscriptionsDue to availability of this data, CPA can be calculated accurately for all print subscription promotions

• Digital subscription promotions No. of impressions/Click through Downloads (only for Android, not on iOS)There is no promotion code associated with any of these promotions except for some promotions on the Android platform. Hence, CPA cannot be calculated.

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Tracking Challenges

• Only allows conversion tracking i.e. click through to app download

• No mechanism to trace through from app download to subscription as control transfers from the Economist domain to Android or Apple domains

• No mechanism to trace through from an app downloaded by the user on a PC and then synchronised with their Android or Apple device

• No mechanism to pass a promotion code from Economist.com or 3rd party online CTAs to QSS web pages for digital subscription

• Due to lack of accurate tracking data, it is not possible to calculate CPA for any digital subscription promotions

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Tracking Requirements

Requirement ID Requirement Description Priority

TR001 The tracking solution shall allow a user’s journey from clicking an in app promotion to subscription to be tracked

Must

TR002 For each in app promotion, the tracking solution shall capture the following events:User accesses promotionUser downloads appUser opens app for the first timeUser registers through appUser clicks on the “Subscribe” CTA in app - Intention to subscribeUser successfully subscribes

Must

TR003 For each online promotion, the tracking solution shall capture the following events:User accesses promotionUser successfully subscribes using QSS web pages

Must

TR004 The tracking solution shall allow the following multi-device user journey to be tracked: Click an online promotion --> download the app via their PC synchronise the app with their smart phone device subscribe using the in app “Subscribe” CTA

Must

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Possible approaches

Option 1 - Resource internally to identify tracking solution for

Android, iOS and Economist.com platforms only• Pros

Low cost option Build knowledge base internally within The Economist

• Cons Right resource might not be available Right solution might not be identified

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Possible approaches

Option 2 - Use an external supplier to solve short term

challenges for Android, iOS and online tracking• Pros

Re-use a tried and tested solution Solution guaranteed to meet Android and iOS tracking

requirements for in app marketing promotions Low time to market

• Cons Solution only works for in app mobile advertising

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Possible approaches

Option 3 - Design a strategic solution that will cater for tracking

on both print and digital platforms• Pros

Strategic solution• Cons

Might take much longer Will not meet short term need for Android, iOS and online

tracking

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RAG status

No. Description Phase Target date Actual date RAG Status

1. Model customer journeys along with data flows for promotions directing customers to the Android app

Discovery 01/07 01/07 Completed

2 Model customer journeys along with data flows for promotions directing customers to the iOS apps


3. Model Digital Marketing journeys along with data for Economist online


4. Model customer journeys along with data flows for print marketing (assumption is that these are already well understood and will not require the same amount of effort as other journeys)


5. Identify the best fit tracking solutions Discovery 22/08 In progress

6. Implementation, training and reporting Implementation Timeline TBD following Discovery

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END SLIDE

1 Digital Circulation Marketing Marketing ROI Project Discovery Phase Update 14 th July 2011.

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