ROUNDTABLE 2015: Agustin Meizoso
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Transcript of ROUNDTABLE 2015: Agustin Meizoso
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Roundtable 2015
A data Intelligence and Monetization Project
About GFR Media
SERVICES REAL ESTATE
U.S. Real Estate
Columbus, Ohio
Indianapolis, Indiana
Atlanta, Georgia
FRC LLC - Chile
Ambulatory Health Clinics
Moneda midcap fund
MEDIA
Grupo Ferré Rangel is a family company that owns the largest media company in Puerto Rico. Additionally GFR owns and operates commercial printing, marketing, distribution and commercial real estate operations.
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About The Project (bief)
• In 2012 we decided launch a project that would develop our
data knowledge internally and externally.
– Main objectives:• GFR Media data must be integrated
• Facilitate the process of obtaining data and generate reports
• Know our customers and clients better
• Understand the behavior of our users and subscribers
• Monetize the data
Data Information Knowledge Strategy Monetization
5 stage process to acheive goals:
Data Quality
GFR MEDIACORPORATE DATABASE
Transfo
rmatio
ns &
Bu
siness
Ru
les
360 degree view of audiences
GFR MEDIA – CORPORATE DATABASE
+30 DATA SOURCES
1 year projectGFR Media data must be integrated
MEDIA INTELLIGENCE IMAGEN
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Information: Available for all the company/areasNo intermediaries.More time invested in analysis, less time in generate information.Strategic and Tactical information levels.Everything from one place: GFR MEDIA CORPORATE DATABASE.
MEDIA INTELLIGENCE IMAGEN
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• Board of directors using dashboard. LIVE DATA, LIVE INSIGHTS
Facilitate the process of obtaining data and generate reports
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REDUCE CHURN PROJECT
– DESIGN A SEGMENTATION MODEL FOR EL NUEVO DIA SUBSCRIBERS.
– BUILD A PREDICTIVE MODEL TO IDENTIFY SUBCRIBERS MORE LIKELY
TO CANCEL SUBSCRIPTION.
– USE MODEL OUTPUT TO DESIGN & IMPLEMENT A RETENTION
CAMPAIGN BY SEGMENT
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SEGMENTATION METRIC
Subscribers
Segmentation
$$$$ 20%
Aging 5%
Tenure 25%
Frequency 20%
% Discount 10%
Products 5%
Payment
Method15%
Weight
VIP
Frequent
Occasional++
Occasional
20% of subscribers
28% of subscribers
8% of subscribers
44% of subscribers
EL NUEVO DIASUBSCRIBERS SEGMENTATION MODEL
Predictive Model
Subscribersmore likely to defect
Likelihood % Subscribers
0 - 0.35 48% 60,989
0.35 - 0.5 21% 27,194
0.5 - 0.75 18% 22,854
0.75 - 0.8 5% 6,326
0.8 - 0.9 3% 4,377
0.9 - 1 4% 5,302
Total 100% 127,042
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Data Information Knowledge Strategy Monetization
5 stage process to acheive goals:
• Gathered over 30 databases• Readily available information• Know our custumers and
clients better.
Knowledge, “knowledge value is in the ability to
generate an action on our audiences”
Audience Information
o Gendero Age o Socioeconomic
Audience Knowledge
o Habitso Hobbieso Lifestyles
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Anonymous users
NavigationTracking
NavigationProcess Starts
Anonymous ID
DateTime PlatformWebSite CategorySection Article
Store data in registration DB
In a daily basis, data go to Corp.
DBMass advertising servedand trackingADS
Serving
Anonymous IDDatetimeWebSite
ADS ReferenceADS Category
PlatformClient
Respond ? (Y/N) Store data in registration
DB
Analytics process starts
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Audience MapSegmented Data
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Cruise Ship
Outdoor Jogging
Basketball
E
Salud y Belleza
Anonymous
Travel & Leisure
Sports
Content Widget(Trending)
Content Widget
(Behavioral)
Fixed Position(Editorial Team)
Fixed Position
(Editorial)
Content Widget
(Behavioral)
Content
Advertisement
Widget
Fixed Position
Segmented Ad
NON- Segmented Ad
Segmented Ad
NON Segmented Ad FPO
Fixed Position(Editorial
Team)
Test
Basic segments are part of the standard offerings as it has large
volume/reach. Segments are typically based on Demographics
(age, gender), Geographic, Technology, Behavior etc.
Basic segments
Signature segments
Custom
segments
Signature segments are part of standard offering to premium clients.
Segments are typically based on a combination of Basic segments
but also includes user interests & intent.
Custom segments are build on requests for premium clients. Highly
targeted segments build on exact requirement list from clients.
Typically low reach but very high CPM.
Female student, mothers, Business traveler
Food enthusiast, Looking for new car,
Traveler in San Juan
Diabetics or families of
diabetics
By focusing on three core segment types, you should be
able to offer scalable products to mass and niche products
of premium clients
Revenue
Scenarios
Using
GFR Media
Audiences
DBMarketing
(List Renting)
Lead Generation
+
Online Surveys
Targeted
Advertising
Targeted
Content
Transactional
+
E-Commerce
Digital
Subscription
Subscriptions
Data
Cleansing
Analytics
Data Management
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Other Initiatives
• Digital Agency
• Law 20 & 22 in Puerto Rico
An opportunity to ceate business in Puerto Rico mostly export
services with huge tax advantages.
http://businessinpuertorico.com/
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Thank you!
Find your audience at
http://www.audienceprofile.pr
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