2007 associated northcliff_digital
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Associated Northcliffe Digital 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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Transcript of 2007 associated northcliff_digital
Associated Northcliffe Digital
Using Customer Insight
to Change Behavior
Belinda Lush
Digital Customer Relationship Manager
Associated Northcliffe Digital
MAAX User Group
Vegas, March 2007
Associated Northcliffe Digital
Today’s Agenda
About Associated Northcliffe Digital
Building Consumer Insight
AND’s approach
Associated Northcliffe Digital’s Insight’s Tools
Research
Behavioural Data
Campaign Case Study
Summary
Associated Northcliffe Digital
About Associated Northcliffe Digital
Associated Northcliffe Digital
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
Associated Northcliffe Digital
Associated Northcliffe Digital
Building Consumer Insight
Associated Northcliffe Digital
Centralised Insight Team
AND central
AN Digital
Insight
Editorial
Commercial
Technical
Digital
Classified
Digital
Publishing
ANL & Group
Strategic
Insight
Finance
Trade Bodies
Integrated
sites
Associated Northcliffe Digital
Completing the consumer picture
Consumers are interacting with AND’s 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
• Actual behaviour = clearest window into a consumer’s desires and interests
Associated Northcliffe Digital
Delivering insight via both predictive
& real behavior
Syndicated Research Competitive Knowledge
Market Trends
Actual Behaviour Web Analytics
Registration
Campaign Results
AND Insight
Product
Development
Commercial
Proposals Consumer
Relationships
Primary Research &
Measurement Consumer Needs & Attitudes
Consumer Profiles
Associated Northcliffe Digital
AND Insight’s Tools
Consumer Research
Associated Northcliffe Digital
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.
Associated Northcliffe Digital
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.
Associated Northcliffe Digital
AND Insight’s Tools
Consumer Behaviour
Associated Northcliffe Digital
Display or
Classified
New visitor
Register or
Login
Editorial
Content Commercia
l Partner
Bounce
Consumer
Profile
Repeat visitor
Site
Entry
Marketing
Tracking the Consumer Journey:
AND’s Single Customer View
Web
Analytics Registration
Response Ad Server
stats
Consumer
Profiling
The right proposition, to the right customer, at the right time
Associated Northcliffe Digital
The Consumer Experience
Associated Northcliffe Digital
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
Associated Northcliffe Digital
Example: Reporting on Key Metrics
Associated Northcliffe Digital
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
Associated Northcliffe Digital
Consumer Segmentation & Profiling
Mosaic
Acorn
Associated Northcliffe Digital
What do we know about our customers
Registration profile
Miss Jo Thornton
Aged 21
Lives in Brighton
Aspiring Single
Actions are the clearest window into your customer’s interest and desires
Visit behaviour tells us that Jo’s…
Looking to consolidate her debts
She enjoys going to the Theatre
And she’s looking for a flight to New York
Associated Northcliffe Digital
Ad Server Stats
Accipiter
Associated Northcliffe Digital
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
Associated Northcliffe Digital
Email Response
Preliminary reporting (‘Old Metrics’)
Delivered, Opens, Click thru, unsubscribes
Associated Northcliffe Digital
Email Response
Full journey (‘New Metrics’)
Post-click traffic
Conversion rates
Associated Northcliffe Digital
Campaign Case Study
This is Money
Associated Northcliffe Digital
Campaign Management
Commercial & editorial objectives
Target Audience
Communication
Analysis of results
Communication Planning
Associated Northcliffe Digital
Campaign Targeting - MAAX
Example:
Site list
Associated Northcliffe Digital
Campaign Targeting - MAAX
Who haven’t opened an enewsletter in the past month.
Associated Northcliffe Digital
Campaign Targeting - MAAX
Overlay site visit behaviour – section visits
Associated Northcliffe Digital
Campaign Targeting – Email Reaction
Develop targeted communication to meet their interests
Associated Northcliffe Digital
The Consumer Experience
Campaign Planning process
• Commercial Needs
• Customer Behaviour
Post Campaign Analysis
• Commercial Result
• Customer Behaviour
Associated Northcliffe Digital
In Summary
Associated Northcliffe Digital
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.
Associated Northcliffe Digital
Name: Belinda Lush
Position: Digital Customer Relationship Manager
Contact: +44 207 752 8484
Email: [email protected]
