The Small Stuff Winning in Inches and Seconds

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The Small Stuff Winning in Inches and Seconds
MAAX Users GroupMarch 26-27, 2006
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Houston Chronicle / Hearst DirectDistribution
Support

• Program in existence for over 10 years.
• Supports Millions in Insert, Shared Mail and Solo
  mail revenue
• Instrumental in building Foundation for DM
  success
• Uses Claritas, Experian Demographic Household
  Data, Client files, Subscriber Data

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Houston Chronicle / Hearst DirectDistribution
Support

• Over 36,000,000 weekly inserts.
• 300 plus subscriber versions
• 1000 mail versions of target packages
• 550,000 targeted solo mail piece weekly
• 42 solo mail jobs processed at Kempwood facility
  weekly

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Database Marketing Creed

• By Acting As Consultants, We Become A Necessary
  And Integral Part Of The Clients Business
  Function.
• World Class Database Direct Marketing Service
  Demands World Class Partnerships And Support.

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Summary of Direct Marketing Benefits with the
Chronicle
Products Services
Market Analysis

List Selection
Data Processing
Creative
Printing
Lettershop
Delivery
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The TeamHouston Chronicle Database Marketing
Debbi Armel Mapping Outsource 713-362-6226 Thu
y Cong-Tang Database Analyst 713-362-2938 Sue
Hafemeister Database Advertising
Coordinator 713-363-6225 Sue McDonald Database
Analyst 713-362-7186 James Rice Database
Analyst 713-362-6085 Diane Taylor Traffic
Coordinator 713-362-7614 Annisea Wong Email
Database Coordinator 713-362-7097
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A Solid Foundation
Data Sources

• SAM (Houston Chronicle Street File)
• Experian Database Install
• PRlZM NE
• Claritas Consumer Buying Power
• Postal Carrier Routes
• Info USA
• StreetPro
• OConnor Associates (Apartment Database)
• Real-Comp (Property Database)

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Areas of opportunity

• Circulation Database
• More robust circulation database with details
  transaction and retention data
• 3rd Party Client Data in Advertising Database
• Room for improvement in processing 3rd party
  customer analysis.

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Circulation Database Structure

• Subs (file most commonly used)
• Promotion file
• Starts-Stops
• Dollar
• Complaint
• Billing
• Memo
• Address File

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Circulation Database Structure

• Subs (file most commonly used) - FLAT
• Promotion file - FLAT
• Starts-Stops - TRANSACTION
• Dollar - TRANSACTION
• Complaint - TRANSACTION
• Billing - TRANSACTION
• Memo - TRANSACTION
• Address File FLAT

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Most circulation systems are built with
operational functions in mind

• DSI (Oracle)
• PBS (Progress)
• DISCUS (Oracle)
• Home Grown ( Main Frame)

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Using ETL automation to normalize information

• Extract
• Transform
• Load
• Using Sagent/Group 1 Design Studio to automate
  and normalize extract routines
• Automation of weekly and daily extracts

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Point in time reference often mixes transactional
and flat file references with in the circulation
system

• Example

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Common elements where errors are made in
transaction level detail

• Weeks billed
• Original promotion
• Source code
• Sub source
• Promotion code
• Discount Code
• Credit Card 1st Time Pay
• Original Start Date
• Address and household demographic information

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Improving process on advertising sales efforts

• Every request is an urgent request
• What is the opportunity cost of delays in
  processing customer profiles?
• How to move a customer profile request to be the
  same as turning in an ROP ad?
• Simple is better

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Improved processing of 3rd party data in a
deadline driven environment
MAAX DATAWAREHOUSE
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Moved to a process mode for customer profiling
reports

• Profiles are a key aspect and competitive
  advantage for selling solo mail
• Goal is to increase the amount of customer
  profiles preformed and decrease the amount of
  effort and resources it takes to do them
• Building a weekly 3rd party client record type
  into MAAX database to quickly take profiles to
  market using reporting templates

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Wrap-Up

• Better looking reports usually equals increased
  sales of mail projects
• Faster turn around times allow realization of ad
  revenues sooner than later, and usually more of
  them
• Rich transactional circulation databases will
  allow marketers to ask the right questions and
  take actions based on them

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Thank You! Questions? Kyle Reynolds kyle.reynolds_at_
chron.com 713-362-7162 Evan Mecak emecak_at_emecak.c
om 415-609-7963