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Using 3 rd party data as part of your subscription marketing activity Andy McDermott, Managing Director Abacus UK 9 th November 2006 Abacus Alliance Abacus pioneered the concept of data sharing in 1990 Number of catalogue members in the Abacus Alliance = 570

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using 3 rd party data as part of your subscription marketing activity

Using 3rd party data as part of your subscription marketing activity

Andy McDermott, Managing Director

Abacus UK

9th November 2006

abacus alliance
Abacus Alliance
  • Abacus pioneered the concept of data sharing in 1990
  • Number of catalogue members in the Abacus Alliance = 570
  • Number of magazine titles in the Abacus Alliance = 350
  • 26 million individuals with mail order and magazine subscription history
  • Combined spend > £15 billion
  • Number of transactions > 500 million
  • Dynamic transactional database. Millions of transactions loaded every weekend
abacus alliance3
Abacus Alliance
  • Full transactional data is essential
  • Only use multi buyers
  • Only contributing members have access to the alliance
  • But why co-operate?
slide4

Single Customer View

MEMBER RFM

DATA

ABACUS TRANSACTIONAL/ DEMOGRAPHIC / LIFESTYLE INFORMATION

using 3 rd party data to grow your subscriber base
Using 3rd party data to grow your subscriber base
  • The issue is finding lists that allow you to acquire subscribers at an acceptable cost
  • Past purchase / subscription behaviour is the best predictor of future subscribing
  • Analyse your existing subscribers and target more like them
    • Define the subscribers to profile
    • Define the prospect universe
    • Understand the key predictive variables
    • Define the success criteria
3 rd party data to cross sell subscriptions
3rd party data to cross sell subscriptions
  • Can be valuable when little obvious affinity exists between titles.
  • Good prospects exist within every subscription file

Automotive

Magazine

Gardening

Magazine

2%

28%

Purchases with

Gardening

catalogues

44%

Lifestyle data:

Interest in

gardening

The best prospects for cross-selling Gardening subscription to Automotive subscribers

using 3 rd party data to reactivate lapsed subscribers
Using 3rd party data to reactivate lapsed subscribers

Marketing to lapsed subscribers can be uneconomic but some good prospects

will exist within every lapsed subscriber file

  • 13-24 months – your reactivation program
  • 24 months+ - reactivation program using external data

Magazine A

41,000 lapsed subscribers

5,500

Active elsewhere

0-12 months

Result: Selectively mailing lapsed subscribers achieved a response rate

of 50% above average for cold recruitment campaigns.

using 3 rd party data to convert subscribers to direct debit
Using 3rd party data to convert subscribers to Direct Debit

Some subscribers will have a higher propensity to subscribe by direct debit than

others. Can you target these individuals with different offers?

Home Magazine

non- DD subscribers

14%

subscribe by

DD elsewhere

using 3 rd party data to increase profit from joint commercial ventures
Using 3rd party data to increase profit from joint commercial ventures
  • Targeting the right audience for a joint promotion will reduce wastage, increase profit and open up more opportunities.
  • Ensure you jointly own these customers

33% purchase in mail order

within last 12 months

Publisher

180,000 subscribers

54% purchase in mail order

within last 36 months

slide10

Merchandise Category Analysis

Analysis – Magazine X (Household Spending by Merchandise Category

sourcing 3 rd party data
Sourcing 3rd party data
  • What do you want to achieve?
  • What type of data gives you the best ROI?
    • geo-demographic
    • lifestyle
    • transactional
  • Test before you buy
    • back test on historical campaign
    • small live test
  • Use supplier to undertake back test if resource constrained
  • Negotiate!