Presentation on theme: "NCS Analytics Tips and Tricks `. Agenda Highlight how other newspapers are using Analytics to save time and money Share your ideas, successes, and failures."— Presentation transcript:
Agenda Highlight how other newspapers are using Analytics to save time and money Share your ideas, successes, and failures
Advanced Renewal Program Market Problem: We spend entirely too much money on sending renewal notices to subscribers. If I could get my subscribers to renew early, I could save a lot of money on renewal postage.
A typical renewal program 30 days from expiration. Send 1 st renewal notice to subscriber 14 days from expiration. Send 2 nd renewal notice to subscriber 7 days from expiration. Print a renewal notice and give to carrier for delivery to subscriber. 1 day from expiration. Call subscriber. How much time and money does this cost you?
With Circulation Analytics you can: Get a file of all subscribers for whom we have emails That are expiring in the next 45-55 days –Prior to us sending them the first renewal notice Let’s export that to excel Run it through a bulk emailing program (MailList Controller, GroupMail, Bigg Mass Mailer, etc) –Let’s include a link to the iServices portal (if you have that). How much would you save even if only 10-20% of those people renewed early? Total Cost to you……$0. Total development time….30 minutes.
Long Time Temp Stop Market Problem: I know we have subscribers who have gone on a vacation temp stop with “Will call” to re-start (i.e. they don’t have a restart date). I’m not sure how many we have who have been stopped for longer than xx days, but I have a feeling it’s a lot. Some of them even have a balance remaining. If I could quickly and easily know who they are and report on them regularly, I probably could get some of them back. Or worse case, have them start back up to use their remaining balance.
With Circulation Analytics you can: Quickly and easily run a “predefined” report that allows you to set the parameters for those who have been on temp stop for a long time (xx days) and stopped for a certain reason –i.e. Vacation Temp Stop “Will Call” Use this as a call to action for CSR’s to reach out and attempt to get them back. Or at least use up their balance or donate their balance to NIE.
Chargebacks and “Book of Business” Market Problem: We can get Kiosk chargeback data and reports now, but it takes us forever and I simply don’t have the time to gather and assimilate all this data. I would be much happier if I could run one report and see all of the information in one place with just the click of a button. I wish I could implore my kioskers to gather quality subscribers and have some ownership in creating a book of business. I will reward them, but I need to know they are doing a good job.
With Circulation Analytics, you can: Quickly and easily see: –Subscribers who stopped in the last xx days. –That started with a source of “Kiosk” (or similar) –That were retained for less than 30 days (or similar) What if: –You could continue to monitor that kioskers starts and reward them every time one of those subscribers renewed? Made a payment? Stayed for another 30 days? Another 60? Moved to a higher quality rate? –Would they be more likely to go after the quality subscriptions if they had the ability to grow and extend their commission? –Total physical cost: $0 –Total development cost: 2 hours
Single Copy Sellouts Market Problem: We have a sellout report available in NCS Circulation. However, it’s not really that flexible. I have my thumb on the pulse of the BIG locations, but I can’t easily see sellout activity for the mid to smaller locations. I know I could manage my single copy draw better if I had visibility into how ALL of the locations are performing and could reduce my sellout percentages without impacting our current SC draw. I could just use the existing draw more efficiently.
With Circulation Analytics, you can: Run Sell out reports for a span of time (not just one day) –Is the sellout a “one off” or is it an epidemic? –Choose the size of the location (average draw)…do they get 10? 20? 50? –Choose a period of time to analyze….last 30 days…60 days….year? –See how often they get draw. Daily? Sunday Only? Something Else? –See how often they sellout. –Make draw adjustments based on historical facts. Not guesswork
Which offers work the best? Market Problem: I’ve got a good idea of what offers are working the best, but we spend a ton of money on marketing activities and I want to have my thumb on the pulse of which ones truly garner the “stickiest” subscribers.
With Circulation Analytics, you can: Run summarized retention reports by Offer (or source) Choose a period of time in history to analyze See which ones enjoy the best retention percentage See how long we keep subscribers on average for each one.
Payment Declines Workflow Market Problem: “Subscriber credit cards are declined for various reasons. I want to create a workflow where I send a letter to the subscriber on the first decline and then make a call on the second decline. Right now, collecting and figuring out who had a first decline or a second decline in the last 30 days takes too much time for our Retention team“ –Lance Cope, Circulation Director, Acadiana. Baton Rouge, LA
Payment Declines Market Solution: Baton Rouge is successfully using a single report that was created with InSight to solve this very problem. To date, this is working fantastically and they have reported a significant decline in effort to accomplish this one relatively simple task. Recently, Lance has informed me that this indeed saves the team 8 hours per week with just this one report.