1 Digital Circulation Marketing Marketing ROI Project Discovery Phase Update 14 th July 2011

2 Contents Background & Purpose AS-IS Analysis Tracking challenges Tracking requirements Possible approaches RAG status

3 Background & Purpose Background  Analysis conducted to understand the current tracking capabilities for the “Digital” and “Print” subscription marketing promotions  Analysis involved understanding: Subscription Types Order Routes Marketing Promotion Types Customer and Data Journeys What can be tracked Purpose  Highlight the findings from this analysis

4 AS-IS Analysis – Tracking Matrix Summary of the relationship between the various subscription types, order routes, promotion types and tracking availability Subscription typeOrder routePromotion TypeTracking available DigitalEconomist.comOfflineN DigitalEconomist.comOnlineN DigitalIn App N PrintEconomist.comOfflineY PrintEconomist.comOnlineY PrintTelemarketingOfflineY PrintTelemarketingOnlineY

5 AS-IS Analysis – What can be tracked Print subscription promotions  Promotion code  No. of impressions/Click through  No. of free copies  No. of subscriptions Due to availability of this data, CPA can be calculated accurately for all print subscription promotions Digital subscription promotions  No. of impressions/Click through  Downloads (only for Android, not on iOS) There is no promotion code associated with any of these promotions except for some promotions on the Android platform. Hence, CPA cannot be calculated.

6 Tracking Challenges Only allows conversion tracking i.e. click through to app download No mechanism to trace through from app download to subscription as control transfers from the Economist domain to Android or Apple domains No mechanism to trace through from an app downloaded by the user on a PC and then synchronised with their Android or Apple device No mechanism to pass a promotion code from Economist.com or 3rd party online CTAs to QSS web pages for digital subscription Due to lack of accurate tracking data, it is not possible to calculate CPA for any digital subscription promotions

7 Tracking Requirements Requirement IDRequirement DescriptionPriority TR001The tracking solution shall allow a user’s journey from clicking an in app promotion to subscription to be tracked Must TR002For each in app promotion, the tracking solution shall capture the following events:  User accesses promotion  User downloads app  User opens app for the first time  User registers through app  User clicks on the “Subscribe” CTA in app - Intention to subscribe  User successfully subscribes Must TR003For each online promotion, the tracking solution shall capture the following events:  User accesses promotion  User successfully subscribes using QSS web pages Must TR004The tracking solution shall allow the following multi-device user journey to be tracked:  Click an online promotion --> download the app via their PC  synchronise the app with their smart phone device  subscribe using the in app “Subscribe” CTA Must

8 Possible approaches Option 1 - Resource internally to identify tracking solution for Android, iOS and Economist.com platforms only Pros  Low cost option  Build knowledge base internally within The Economist Cons  Right resource might not be available  Right solution might not be identified

9 Possible approaches Option 2 - Use an external supplier to solve short term challenges for Android, iOS and online tracking Pros  Re-use a tried and tested solution  Solution guaranteed to meet Android and iOS tracking requirements for in app marketing promotions  Low time to market Cons  Solution only works for in app mobile advertising

10 Possible approaches Option 3 - Design a strategic solution that will cater for tracking on both print and digital platforms Pros  Strategic solution Cons  Might take much longer  Will not meet short term need for Android, iOS and online tracking

11 RAG status No.DescriptionPhaseTarget dateActual dateRAG Status 1.Model customer journeys along with data flows for promotions directing customers to the Android app Discovery01/07 Completed 2Model customer journeys along with data flows for promotions directing customers to the iOS apps Discovery08/07 Completed 3.Model Digital Marketing journeys along with data for Economist online Discovery15/0706/07Completed 4.Model customer journeys along with data flows for print marketing (assumption is that these are already well understood and will not require the same amount of effort as other journeys) Discovery22/0706/07Completed 5.Identify the best fit tracking solutionsDiscovery22/08In progress 6.Implementation, training and reportingImplementationTimeline TBD following Discovery

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