Newspapers Turn To Analytics to Increase Revenue and
Subscribership
Marketers at daily
newspapers use analytical tools to segment successful target
audiences, maximize customer loyalty and retention
CHICAGO – April 7, 2009 – Alterian (LSE:ALN), the leading
integrated
marketing platform provider, announced today several success
stories from newspapers organizations using G2 Discovery powered by
Alterian. Available through partner Marketing G2, key organizations within
the newspaper industry are leveraging G2 Discovery to create
multi-channel campaigns and generate new revenue.
As newspapers and publishing companies
continue to announce cutbacks, media are digging into the trenches
and taking an about-face approach with marketing campaigns. With
marketing departments experiencing the first hit with staff
reductions, those left are tasked to increase marketing with less
money and manpower. A handful of newspapers such as the St.
Petersburg Times, San Jose Mercury News and The Colorado Springs
Gazette have turned to analytics to fine-tune marketing campaigns
and have found success in their multi-channel campaigns.
Marketers at these papers have turned to G2
Discovery to analyze customer data and to segment and target
demographics with select multi-channel marketing campaigns to
increase subscription and renewal. Through the use of analytics,
these marketers have been able to create and implement successful
campaigns and have been able to limit excess spending on each
campaign.
“As we analyze the data of target segments
and compare it to our actual subscribers, we are able to invest our
money into targeted marketing campaigns that we know will be
successful,” said Steve Garza, Direct Response/Database Manager at
San Jose Mercury News. “Through our analysis we are able to create
better target segments which yield huge cost savings. From our
experience as we have analyzed target segments and made appropriate
changes we have saved more than $233,000 annually.”
To save time and money, marketers at these
and other newspapers have focused even more attention on
consolidating data in Marketing G2’s Open Intelligence marketing
database and using Alterian’s analytical and campaign management
tools. They use the analyzed data to run email, direct mail and
telemarketing campaigns. Through analytics, marketers have the
opportunity to cross and up-sell to current and potential
subscribers. By starting with email campaigns marketers have been
able to save time and money by reducing the number of overlapping
direct mail and telemarketing campaigns.
“By automating our campaigns with G2
Discovery, marketers can focus on strategic manoeuvres as opposed
to spending time crunching the data, involving IT and doing data
related administrative tasks,” said Stephen Groth, Database
Marketing, St. Petersburg Times. “With the added flexibility of the
integrated system we are also able to test campaigns before
implementation, something we were unable to do before, allowing us
to move forward with campaigns that will net the most return on
investment.”
Analytics has proven to be a valuable tool
for newspaper marketers by not only supplying accurate data, but by
also freeing up more time to focus on creating complete strategic
campaigns instead of one-off ventures. At The Gazette in Colorado
Springs, Colo., G2 Discovery has empowered the Circulation
department with the ability to analyze data, purge lists and send
reports to business executives in the matter of hours – a process
that once took weeks. These reports allow top newspaper executives
at The Gazette to make informed business decisions to help the
paper net new revenue.
“As marketers within the newspaper industry find tremendous
success with analytics, we are reminded of the important value of
analytical tools such as G2 Discovery,” said David Eldridge, CEO,
Alterian. “The return on investment for smart marketing campaigns
in time, money and resources saved underlines the benefits
delivered by Alterian’s Integrated Marketing solution.”
About Alterian
Alterian (LSE: ALN) empowers marketers with an integrated marketing
software platform combining database, online and operational
marketing applications on a shared data infrastructure. The
Alterian Integrated Marketing Platform makes it practical and cost
effective for marketers to use actionable insight to execute an
integrated marketing strategy across online and offline
channels.
It is the unique integration of analytics, content and execution
through Alterian’s industry leading tools, such as the Alterian
Messenger email platform, and the award winning Alterian Content
Management web solutions, which enables marketers to drive a
seamless, multi-channel customer experience.
Alterian’s analytically-led software is delivered to
approximately 1,000 marketing departments, across 26 countries, and
an international network of more than 100 business partners,
including marketing services providers, agencies and systems
integrators. Its partners, such as Accenture, Acxiom, Allant Group,
Cap Gemini, Carlson Marketing, Experian, Epsilon, InfoUSA,
LogicaCMG, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver
Alterian software alongside their own domain and services expertise
to help market leaders such as Princess Cruises, General Motors,
Zurich, Astra Zeneca, HSBC, Limited Too, AEGON, Avis, Worldwide
Wrestling Entertainment, Dell, Amnesty International and Vodafone
integrate marketing processes and drive competitive
advantage. For more information about Alterian, products
within the Alterian Integrated Marketing Platform or our Partner
Network, please visit www.alterian.com.
About Marketing G2
MG2 is a privately held company that combines
prospect and customer data to build effective marketing solutions
across multiple channels. Their offering is a comprehensive
combination of database development know-how and marketing
automation. Their marquee solutions include Open Intelligence, a
hosted marketing database and G2 Discovery an analytical and
campaign management tool powered by Alterian’s software platform.
Clients include the largest newspaper companies in the United
States.
For more information, contact:
Adrienne McGarr
Ruder Finn
312-329-3907
mcgarra@ruderfinn.com
Malti Shukla
Alterian
312-884-5226
malti.shukla@alterian.com