Campaign Management Analysis Business Justification

Current Challenges Planning and Set Up – Promo Briefs  Highly labour intensive “manual” 1 man day per week  Error prone due to use of spread sheets and manual input  Increased complexity due to unbundling  Lack of consistent pricing processes i.e. rate card Execution  Multiple systems need updating – QSS, promo brief, Subs Booster  Lack of synchronisation between disparate systems and suppliers  Redundant information and need for pre-processing Measurement & Tracking  Multiple data sources and locations  Lack of global campaign metrics  Varying frequency of feeds and varying formats of data  Highly labour intensive “manual” process 2-3 man days per week  Use of large number of spread sheets  Person dependent activity  No end-to-end process Closure  No closure process  Person dependent activity 2

Impacts Cost to business and revenue loss due to:  Inefficient use of resources – central, regional and suppliers  Delayed campaign set up and execution i.e. reactive not proactive  Unacceptable cycle time from initiation to execution – low speed to market  Erroneous campaigns being made live  Pre-processing of data at supplier end  Lack of informed marketing decisions – CPA / LTV calculation is a guess  Campaigns running for longer than planned  Additional customer service activity associated with order rejections Process does not meet “end-to-end” business need 3

Who is impacted?  Circulation Marketing teams – central and regional  Finance – central and regional  Senior Management  Suppliers – QSS, Amstelnet, Agents, Marketing Agencies  Business Intelligence team 4

Real Examples Erroneous prom code populated for Asia Facebook campaign Agents used incorrect prom code / term post unbundling Incorrect codes used by QSS and offline inserts resulting in order rejections & re-processing 5

Approach Initiate project to review campaign management end-to-end  Define goals and objectives for campaign management  Review AS-IS processes  Design TO-BE processes and investigate automation options  Investigate interim and long term solutions proposed by QSS  Investigate use of Salesforce.com  Confirm business requirements 6

Project Stakeholders Alpesh Kandoi - Circulation and Marketing Manager, India Anna Rawling - VP, Digital Marketing David Cox - Chief Finance Officer, Americas David Rompf - Director, Customer Loyalty and Engagement Grace Hahn - Circulation & Group Marketing Director, AP Lydia Kaldas - VP, Circulation, Innovation and Intelligence Mark Beard - Circulation & Marketing Director, EMEA Michael Brunt - Senior VP, Head of Circulation, Americas & Global Head of Marketing, Economist Digital Sharon Wong - Regional Finance Director, AP Stefan Beurier - Finance Director, EMEA Toby Burton - Head of Finance, Economist Digital 7

Analysis Phase Scope In Scope  Acquisition and Renewal Campaign Management Campaign Planning and Set Up Campaign Execution Campaign Measurement and Tracking Campaign Closure Out of Scope  Definition of supplier processes – QSS, Amstelnet  Estimation and budgeting for supplier effort 8

Resource & Budget 9  Resources  Business Stakeholders – 2 months  Business Analyst – 3 months  Supplier Resources – 1 month  Technical Resource for POC – 2 months  Solution Architect – 3 months  Estimated Cost - £75K

Next Steps Confirm project sponsor Seek budget approval Form project team Kick-off project 10