Jeff Kaplan

Challenge: Increase subscription and retention rates for daily newspaper Solution: Use predictive modeling to develop a comprehensive segmentation strategy Result: The Seattle Times Co. now is able to vary its prospecting and retention messages to different segments When The Seattle Times Co. (STC) set out to increase the subscriber base for its daily newspaper and get a clear picture of its retention rates, the multimedia publisher knew that good, solid data would be the backbone of such an initiative, so it got busy gathering a robust set of survey-based attitudinal data on both customers and nonsubscribers. But once it had that data, the challenge

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