The Data Challenge
The custom system was built using two levels. At a strategic level, Integras developed six custom segments from which the Union-Tribune could develop special messaging and positioning strategies. At a tactical level, the six custom segments map to 66 sub-segments that the Union-Tribune can use for targeting campaigns.
The Initial Results
The Union-Tribune has an internal database marketing and circulation sales team that holds ongoing meetings to develop direct response strategies and tactics. The foundation for these plans are the custom segments. Now that the custom segments are in-house, its first step will be to run test direct response programs to validate the six segments. The Union-Tribune plans to focus on an intensive direct response campaign for circulation acquisition, upgrades and reactivation.
Moving forward, the Union-Tribune plans to use these segments to:
• pull direct response mail lists that look like best customers;
• determine the right product offer and price;
• develop appealing copy and creative executions;
• assess how to best approach different consumers—i.e., telephone solicitation, door-to-door, direct mail; and
• develop appropriate retention tools.
Armed with better marketing insight, the Union-Tribune expects to greatly improve the effectiveness and profitability of its acquisition efforts.
Ramona Cyr is the group research manager at The San Diego Union-Tribune. Cyr can be reached at firstname.lastname@example.org. Jim Laiderman is vice president of customer targeting and segmentation at Integras, a division of Claritas Inc. Laiderman can be reached at email@example.com