Data Warehouse

Mobile

Digital Subs

Self-Serve

Social Media

Events Cal.

Coupons

ESP

Photos

Print Subs

Content

Contests

E-Comm

Data Warehouse

DMP

National Sales

Regional Sales Local Sales

Telesales

Ingestion Points

• Education

• Age

• Gender

• Income

• Occupation

• Marital Status

Audience Sales

• Launched email database January 2015

• Goal 1st year: 250,000 (Gender, Age, ZIP, email)

• Goal 2nd year: 400,000 (currently at 340,000+)

Audience Sales Leveraging data to target consumers in our North of Boston group

for greater success:

• Nearly 10,000 current and previous subscribers received personalized

email with targeted, specific message

• Focus on incenting consumer to re-subscribe and/or move to

EZPay (auto-draft)

• Open rate 43.69% vs industry average 19.1%

• Click through rate 4.71% vs industry average 2.9%

Audience Sales Leveraging data to target consumers in our North of Boston group

for greater success:

• Traditional mail cost: $5,000+

• Actual cost: $7.44

• 34 starts or re-starts at $20 per month

• $8,160 revenue (year subscription)

Consumer Sales Launched Obituary platform January 2016

Key product feature: Self-serve process

• Funeral home directors

• People who’ve suffered a loss of loved one

Consumer Sales Data analysis of self-serve

• Greater number will opt for self-serve vs. visiting/calling/emailing paper

• ARPO is substantially higher self-serve vs. paper representative

Consumer Sales July obituary data

• 4,724 placed by the newspaper

• 349 placed by private party

• 1,132 placed by funeral home contracts

• 24% of all July orders were self-serve (and continues to increase monthly)

Consumer Sales Average revenue per order

• Through paper rep: $147

• Private party: $183

• Funeral homes: $191

What’s Now?

A dancing data mining Ph.D?

Predictive Analytics

• Essential to capture all data possible

• More data sets results in:

o Improved user experience

o Improved average revenue per order

o Improved profit margin

Predictive Analytics• Multi-entry and exit points imperative for exhaustive

data collection

• Pushing evolutionary change through a centralized

approach

• End to end technology platform to accelerate evolution

Q & A