1. Data Driven Digital Growth Strategy
August 17, 2019

2. Our Industry’s Challenge
Platforms
Mobile platforms – creating content and monetizing
Multiple vendors – no common standard
Social media relationship
Digital Subscriptions & Revenue
Monetizing the digital audience
Balancing audience initiatives with advertising revenue
Acquiring new digital subscriptions
Low CPM’s
Improve CPM’s with 1st and 3rd party data
Engagement Metrics
Defining metrics
Relevant KPI’s - beyond page views
Sharing and applying data results, internally

3. Dispatch Media Group – Situation Analysis
Challenge
Siloed data
Incomplete customer data
Generating and acquiring subscriptions
Paywall settings
Goal
Increase digital subscription revenue
Grow new starts via the paywall
Targeted marketing to prospects

4. Setting The Vision

5. Identifying The Right Tools To Achieve Your Vision

6. Identifying Unique Entities To Facilitate 1:1 Interactions
More than 6M records went through an entity resolution process
1.7M entities tagged as “golden customer records.”
Average 80% match rate (across all data sources)
Overview slide
Digital-only subscribers are extremely engaged with our content on the websites (compared to a print-and-digital subscriber)
70% more page views on average and
30% more visits

7. Some Recent Successes & Specific Applications To Share
Audience Segmentation
Audience Engagement
Aggressive Digital Growth
First Party Data – Advertiser Case Study

8. AUDIENCE SEGMENTATION

9. Everyone Talks About Engagement but There is No Universal Standard Metric

10. Sample Audience Tranches: Known vs. Anonymous
Semi-regular
visitor; may not
always log in;
some click- through
Highly loyal user;
multiple devices;
heavy click-
through;
commenter
Known
Flybys
Highly loyal user;
proactively
anonymous;
may use ad
blockers
Semi-regular
visitor; aware of
products but not
yet convinced
Anonymous
Flybys
Low
Medium
High
Engagement Level

11. Average Audience Share (benchmark as percentage of total)
Known
<1% of users
<1% of page views
<1% of users
<1% of page views
<1% of users
5% of page views
74% of users
34% of page views
23% of users
39% of page views
1% of users
22% of page views
Anonymous
Low
Medium
High
Engagement Level

12. Sample Audience Tactics: Take Action per Tranche
Publish content
for these users;
Enroll in elite
membership program;
First party ad targeting;
Targeted s;
Retain/engage
Targeted s
based on preference;
Subscription offers;
segments for ad
targeting
Heavy
marketing to engage; Minimal subscription
offers;
Heavy ad targeting
Known
Register and convert
to grow known
Audience;
Forced monetization – remove ad blocker or pay for content
Engage and
grow through
social media,
commenting
Newsletter signup;
Registration;
Segments for ad
targeting
Anonymous
Low
Medium
High
Engagement Level

13. Audience Segmentation Introduction
Two methods and two audience types:
Known vs. anonymous
Engagement buckets vs. statistical clustering
Engagement buckets use multiple engagement metrics per user and index them to identify engagement levels
Statistical clustering is still in development though is expected to yield more precise user segments based on behavior rather than indexing

14. Engagement Buckets: All Users
All metrics are for the last 30 days per user
Key metrics used to index engagement are:
Page views, article page views, time per visit, breadth, unique days

15. Getting Closer to Single Customer View
Contact information
- Joe Smith -
Hightower Trail, Miami Beach FL, 33140
Subscription(s)
$.99 / 1mo trial started in Nov 2014, converted to $6.95/mo then to $9.95/mo.
Cancelled due to declined/expired credit card
No previous print relationship
Web Usage
97% of traffic from mobile device (Android )
645 page views (30 days), 30 unique days on site
1 hour spent on site each day
Checks in frequently (6-7am, 11am-1pm, 4pm then 7pm)
Top content – Latest News – Miami-Dade
Top author David Neal
Demographics
07 – Money & Brains – Urban Living, hh income $88,813, Shop at Nordstrom, drive Porsche Carrera, college graduate, eat at Ruth’s Chris Steak House, read New York Magazine
Other Data
Home value - $278,140 (condo), 1,070sqft, 2 beds 2 baths, built 1998.
Likes movies, actors, television according to Facebook
Advertising Value
Ad revenue value is very high
Generated $20 in ad revenue in 30 days ($240 annualized)
Recommendation
Great ad revenue potential, local customer, high demo’s.
Allow more page views before presenting paywall,
digital offer $2.99/mo or $29.95/year.

16. AUDIENCE ENGAGEMENT

17. Lead Nurturing Campaign
USER LOGS IN
LISTENER CAPTURES DATA 1
E-NEWS PROMO 2*
SUBSCRIBE
* 2 is only sent is 1 is opened

18. Lead Nurturing Results - To Date
Topic
Subject Line
Open Rate
Click Thru Rate
Art Newsletter
Stay connected to local happenings.
37.00%
3.50%
CBJ Newsletter
Sign up for the BlueJacketsXtra.com newsletter.
39.51%
8.49%
General News
Nobody delivers news like we do.
38.63%
5.99%
Ohio State Newsletter
Have the latest OSU headlines delivered to your inbox.
36.74%
15.43%
Politics Newsletter
Get the latest political news from Ohio and around the country.
27.62%
6.08%
Sports Other Newsletter
No one covers your favorite teams like our team.
31.08%
2.34%
Lead Nurture Newsletter Averages
35.10%
6.97%
Initial response rates for 1 indicates the more specific the topic, the higher the click thru rate and engagement is. The more relevant the content/communication, the more likely to engage.

19. Email #2 – Lead Nurturing Campaign Results
Topic
Subject Line
Open Rate
Art Subscription Offer
Limited-Time offer — Just $3.69/week!
80.00%
CBJ Subscription Offer
Score unlimited access to BlueJacketsXtra.com.
23.08%
General News Subscription Offer
Nobody delivers news like we do.
61.76%
Ohio State Subscription Offer
Experience the best Buckeye coverage in town.
39.13%
Politics Subscription Offer
Get the latest political news from Ohio and around the country.
70.18%
Sports Subscription offer
Get the best OSU and CBJ coverage in town.
67.45%
Lead Nurture Newsletter Averages
56.93%
2015 “All Other” Acquisition Averages
15.00%
The first offer s went out early October. Open rates are trending significantly higher than the average acquisition at 56% vs. 15%. While it is too early to share significant results, The click thru rates indicate either the user is saving the to come back to later or there is room to improve on the offer. We do not have conversion data available yet.
Arts Newsletter: 57
Arts Offer: 5
CBJ Newsletter 108
Offer: 13
News Newsletter: 781
Offer: 319
Buckeye Newsletter: 233
Offer 23
Politics newsletter 173
Offer: 57
Sports newsletter: 1247
Offer: 426

20. Listener Engagement Data To Drive Customer/Subscriber Journey’s
New Subscriber Welcome Journey

21. Winning Back Former Subscribers

22. Data Capture, Paywall, Digital Subscriptions
Listener™
Print Subscriber
Non -Subscriber
Registered User
Unknown Visitor
Newsletter Opt-In, Google Surveys
&
Promotion offer for data collection
App download, E-edition trials
Ad Optimization
Incentivize All-Access model
Paywall messaging
RON messaging through DFP

23. AGGRESSIVE DIGITAL GROWTH TACTICS

24. Accelerate Digital Subscription Growth Through Email Marketing
1 - Sent Friday (Ends Wednesday)
2 -  Sent Tuesday (Ends tomorrow)
3 -  Sent Wednesday (last chance)
4 - Sent Thursday (sale extended)
Through 6 Iterations  220+ subscriptions
Repeat every
3 weeks

25. Aggressive Metering Around Key Passion Topics – OSU Football
October Metrics
Almost 700 new digital only subscriptions
Over 6,200 sign-ups
Almost 2,000 subscribers authenticated

26. Sample Messages

27. Digital Subscriptions Growth & Impact on Digital Users

28. The Numbers Start Adding Up
10,000 digital-only subscriber by Dec 31 (100% growth since Jan 2017)
Almost 30,000 new s collected for marketing purposes
Almost 10,000 authenticated subscribers

29. Columbus Blue Jackets - Advertiser Case Study

30. Objectives
Identify overlapping audiences between Columbus Dispatch and Columbus Blue Jackets
Build profiles of audiences based on demographics, digital engagement, product choice, ticket choice
Find “lookalikes” in Columbus Dispatch database and online to grow potential overlapped audience
Take action on current and prospective audiences across multiple channels

31. The Columbus Dispatch and Columbus Blue Jackets
9% of entities matched from current and former Dispatch subscribers 16% of entities matched from all Blue Jackets ticket buyers
99% of entities have a home address
About 75% of entities have a phone number or address
Nearly all matched entities have all three points of contact
Matched
21,416
The Columbus Dispatch 221,247
Columbus Blue Jackets
116,402
137,818
242,663

32. Contacts Match Overview
Most entities have phone number, , and home address though 100K entities have one or two methods of contact
103 0%
2,350 1%
19,066 5%

33. 269,501 entities are within the Columbus DMA
(74%) – 156 zip codes

34. Most matched entities fall within the DMA
(97% of matches within the DMA)

35. Zip Code Analysis
The top 25 zip codes within the DMA account for 3/4th of audience overlap
The top 25 zip codes in the DMA account for over 55% of total entities
Almost 75% of all matches within the DMA are from the top 25 zip codes
On average, the top 25 zip codes average over 10% of matched entities
78,505 ticket holders (57%) show an address outside of the DMA and account for only 550 matches

36. Product and Tenure Analysis
62% of matches are currently active subscribers, mostly on the FD, SD, and WD product codes
55% of matched former subscribers stopped service within the last 12 months

37. Mosaic Groups
Power Elite, Flourishing Families, Promising Families, and Young City Solos show a high match index
4,570
3,202
1,028
720
50%

38. A A01 A02 A03 A04 A05 A06
Power Elite
The wealthiest households in the US, living in the most exclusive neighborhoods, and enjoying all that life has to offer
Richard & Mary 5.34% 7.24% A
Who We Are
Property type
Age
51-65
Single family
86.7% 108
36.7%
126
Household income
Household size
$250,000+
30.5% 1280
Home ownership
5+ persons
18.3% 229
Age of children
Key Features
Technology Adoption
Wealthy
Highly educated Politically conservative Well invested Supporters of the arts Active and fit
Homeowner
85.7% 132
13-18
26.3%
213
Apprentices
Mosaic USA
© 2015 Experian Ltd

39. Ticket Holder Analysis
Within the ticket files, the presence of a ticket holder in the ETW Master List shows a low match index but accounts for the largest volume
Non-renewed plan holders, playoff ticket holders, and ticket forwards, and all-star game buyers show a high match index

40. Per User 30-day Average (Matched) Per User 30-day Average (Overall)
Engagement
2,453 matches (11%) are actively engaged in dispatch.com though only 106 users reveal Blue Jackets content to be within their top 3 areas of interest
288 matches reveal any type of sports content to be within their top 3 areas of interest
Though 2,453 users are engaged online, only 827 matches are engaged enough to determine a preferred content type
Metric
Per User 30-day Average (Matched)
Per User 30-day Average (Overall)
Difference
Page Views
16.4
2.5
+13.9
Article Page Views
8.7
1.6
+7.1
Visits
8.3
1.4
+6.9

41. Subscriber Ticket Purchase Probability
Statistical analysis completed on subscribers in the local DMA
210,238 subscriber entities given a ticket score
Excludes those outside of the local DMA
Excludes ticket buyers
Columbus Dispatch current & previous subscribers ranked from 0 to 100 on probability of buying Blue Jackets tickets

42. Web Visitor Ticket Purchase Probability
Statistical analysis completed on users in the local DMA
625,986 entities given a ticket score
Excludes those outside of the local DMA
Excludes ticket buyers
Columbus Dispatch anonymous web visitors ranked from 0 to 100 on probability of buying Blue Jackets tickets
Page Views
 2M
 569K
 37K

43. Future Considerations

44. Future Considerations
Deploying Piano authentication & user segmentation layer with Mather Listener segments
Using digital marketing triggers (SEM, retargeting, geo-fencing, etc.)
Content partnerships/membership programs around passion topics (e.g. CBJ, Crew SC , etc.)
Content licensing agreements with large institutions (e.g. OSU)
Dynamic pricing of digital only subscribers (based on engagement)
Focus on stop-save efforts with call center reps and Mather pricing
Continue to promote and place our content in front of audiences in central Ohio reinforcing the value we bring to the table

45. QUESTIONS
Nikhil Hunshikatti
VP, Marketing
Dispatch Media Group
@nikhilbh