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Journal Sentinel uses DM1 for Analysis to Tailor Campaigns

  • October 01 2002, 1:00am EDT
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CATEGORY: Query & Reporting and OLAP

REVIEWER: Tom Martin, database manager for Milwaukee Journal Sentinel/Journal Sentinel Direct.

BACKGROUND: The Milwaukee Journal Sentinel is a subsidiary of Journal Communications, a diversified media and communications company with more than 7,000 employees working at one of seven operating companies in 24 states and in Europe. The Journal Sentinel is also one of the nation's largest daily newspapers, with more than 250,000 daily subscribers and 430,000 receiving the Sunday paper. As an indicator of its success, among the nation's 50 largest dailies, it has the highest market penetration for its Sunday edition.


PROBLEM SOLVED: We had no previous technology that enabled us to increase our knowledge about subscribers and nonsubscribers. Such intelligence is of tremendous strategic importance in increasing circulation through more targeted marketing efforts and by offering value-added database marketing services for business advertisers. We were unable to target our subscription offers since our front-end circulation system was unable to query non-subscribers. We had to rely on outside lists, a process that was both expensive and very time consuming. With the DM1 system, we now have an easy-to-use enterprise marketing automation solution designed for marketers. DM1 provides data hygiene and enhancement capabilities and helps us analyze both subscribers and nonsubscribers through ad hoc query and OLAP tools, a data visualization application, predictive modeling and campaign management.

PRODUCT FUNCTIONALITY: We are very pleased with DM1. With the solution, we can learn more about our existing subscribers and target nonsubscribers more efficiently. DM1 is incredibly easy to use ­ it does not take a technical wizard to operate the product. In addition to using DM1 to help drive circulation, we currently use the system to help advertisers do more targeted direct mail prospecting by profiling existing customers and then finding look-alikes. This is all accomplished through the functionality of DM1. In the coming months, we will focus increased attention on direct mail marketing. We also hope to use more of DM1's data mining capabilities.

STRENGTHS: DM1 has given us the ability to create tailored campaigns to nonsubscribers around any demographic or lifestyle variable. With the technology, we can do many different things with generic lists and third-party data, and target our offers on a very granular level. DM1 has been of great value, in particular, to our telemarketing operations. The technology gives us the ability to telemarket to nonsubscribers with targeted scripts based on demographic profiles. In fact, DM1 executes queries so quickly that the telemarketing team can use a script in the evening based on events that happened earlier that day. The success we've seen to date from our telemarketing operations is essentially unheard of in our industry. When we did random dialing for new subscribers, our closing rates were approximately two to three percent. Since implementing DM1, those rates have jumped to nine to 12 percent on certain campaigns.

WEAKNESSES: Because we are on a customized system, we do not receive any enhancements to the product. However, if we migrate to a vertical solution module, which DM1 offers, we will receive all product enhancements.

SELECTION CRITERIA: The primary reasons we selected DM1 are its user- friendly nature and open architecture. DM1 can also handle multiple data formats, including circulation, advertising and external data. Additionally, because DM1 seamlessly incorporates Group 1's proven data hygiene tools, the data does not require a great deal of "scrubbing" prior to being imported into the database.

DELIVERABLES: DM1 offers a variety of deliverables, including telemarketing files and internal and external mailing lists.

VENDOR SUPPORT: Group 1 was awesome to work with from pre- implementation to post-implementation. We had a great project manager and were able to implement the system on time and within budget. We had a few glitches, but they were all fixed in a relatively quick manner.

DOCUMENTATION: The documentation could stand some improvement. Because we are on a completely customized system, running DM1 on documentation alone might be challenging.

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