PowerPoint Presentation
Joseph Gordon, Sr. Director, Digital Analytics, troncPeter
Fernando, VP Strategy, Ensighten
How Omni-Channel Customer Intelligence is Transforming the
Modern Media Company
The Tronc backbone using Ensighten CDP Our journey: How we are
collecting and starting to act on information
Use cases
AGENDA
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Unified view of customer across browsers & devicesData
driven decision making and real time optimizationMonetize Audiences
& Increase ARPUIncrease engagement Increase content
viewsIncrease digital subscriptionsGOALS FOR TRONC
#
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DATAWe dont OWN our dataData is SILOEDData is not STITCHEDData
is not ACTIONABLE
GAPSCUSTOMERWe dont KNOW our customer and cant see their
journeyCustomer base appears to be TRANSIENT due to lack of unified
profilesDigital REVENUE not on par with reach
#This shows the gaps on both the data side and the customer side
that need to be closed before transformation can begin4
We need to know who our users are and their behavior and habits
on and off our sites TRANSFORMATION
Dean [email protected] 40SO Subscriber2-Year
historyVisits 3x TPUB SitesPredominately SportsInteracts with
Furniture AdsVisited gardening.comVisited KBB.comToyota users
forumFacebook Chargers TargetSubscribes toEssential CA
NewsletterReal Estate Insider
Signed up forDaily DealsGG Car ContestAttended Festival of
Books
#Tells the story that once we stitch info and know more about
our users, over time, the value of those users go up. The words in
blue show what a unified view might look like5
HONEYPOT STRATEGYLeverages our contentcreation ability
Build a network of niche sites designed specifically to lure in
and capture data on content audience. IDEA: CAPTURE THE RIGHT
AUDIENCEGLEANED PIXEL STRATEGYLeverages our role as an advertising
reseller
Place a pulse stitching pixel on all ads we sell on third-party
networks.
Reporting back to us valuable information about the users that
see those ads and which other sites they visit.
#Creating honeypot sites and content6
CLOSING A MAJOR GAP
#Gaps in data connectivity and user access/actionability7
UNIFIED PROFILE: 1ST PARTY COLLECTIONPersistent Profile in
ONETronc SitesOnsite site usage3rd Party SitesOffsite reach
extension
Ad
Ad
Ad
Ad
Social ReferralPost click attribution / $s for paid
adsEmail/NewsletterPost click attributionWidgetsPost click
attribution / Rev per clickLegacy CRMSubscriber attribution / $
value, LTVMonetization AssetsAd $s
#Collecting 1st party pulse pixels (offsite and onsite) +
OFFLINE existing CRM data (subscriber), storing a persistent
segment in ONE and housing all that information in the cloud allows
for a unified view of a customer. Any visualization tool can be
used on top of the cloud (e.g. shown is Tableau)Crawl/Walk/Run
phasesThis slide sets the stage on collection and HOW it is
done8
Combining multiple touches and devices to enhance the customer
profile
UNIFIED PROFILE: STITCHING
Individual Profile
VisitedRealEstate.comSignupRE NewsletterOnline
UserRegistrant/SubscriberPrintSubscriberName/AddressPhone /
EmailReal EstateInterestPixel Real Estate InterestName /
EmailPixel
Name/AddressPhone / EmailPixel
Contact Subscription TPUB Site 3rd Party Site Ad
InteractionContent BehaviorDemographics
#This slide is HOW data is stitchedlogged in subscriber key or
emailSocial comment vendor: Gigya
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Creating holistic profiles using customer intelligence not
possible prior to Pulse for onsite and offsite revenue
optimization1ST PARTY ADVERTISING SEGMENTS
OFFSITE REACH EXTENSIONTRONC SITESUnified Individual
ProfileOFFSITE ADAPTIVECONTENTEmail / Newsletter / Promo
#Once you collect and stitch, you will use that unified profile
info to ACT.1st party pixel, cross channel, cross device enables
ownership of data which is used to create segments in ONE that can
be stored in the cloud and acted on across any touch pointQuestion:
are you creating segments already that persists to be used on
email, onsite?Question: are you sending segments to DSPs like KRUX
already to target audiences ? If so, do you have any pre/post
results we can share of how KRUX performed on a segment of their
own vs AFTER using the 1st party segment? We can normalize the data
before we show it10
ObjectiveShow more content to more consumersImprove user
experienceApproachPulse on all Ads on 3rd partiesWork with
alternative vendors to create different experiencesResultDrive
incremental revenue with display advertising alternativesUSE CASE:
AD BLOCKING
#Connecting the dots between DFP using Pulse to track ads on 3rd
party sites and TMS using Manage to track content onsite11
ObjectiveControl our advertising destinyCreate profiles of
previous transient/unknown users Create segments of knows users for
direct sold advertising and 3rd partiesIncrease average revenue per
user consistently would help increase CPMsApproachWe worked with
Ensighten to tag all onsite pages/activity and offsite inbound
channel activity (email, newsletter, etc.,); Manage + PulseUsed
existing site referral data for sites not tagged with PulseTagged
all ad impressions and clicks with PulseExtracted average revenue
per campaign from DFPStitched visitor IDs across channels using
Pulse Created content and behavior specific segments ResultIncrease
ARPU to influence CPMsCreate reusable and persistent segments of
users for future campaignsUSE CASE: INCREASE ARPU
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ARPU CUSTOMER JOURNEY: MANAGE, PULSE & ONEEmail
NewsletterBleacher ReportESPNFacebookFox SportsSDUTLA TimesViews
3XChargers ArticlesViews 2XPadres Articles
Email ReferralGenerated 3X Page ViewsReferral worth $0.12
Facebook VisitorGenerated 2X Page ViewsReferral worth $0.08
Offsite Visits
(Gleaned)Bleacherreport.comFoxsports.comESPN.com
Individual ProfileSports EnthusiastMulti-device; mobile
primaryMulti-tronc site visitorARPU: $0.20Referral only, No
direct
OffsiteOnsiteOffsiteOffsiteOffsiteOffsiteOnsite
#Chargers: a baseball team, reported on LA Times.comPadres: a
baseball team, reported on San Diego Union Tribune (SDUT) .com$
value: extracted by taking a page, its page view count, its ad
impressions through that page for all campaigns, the $ value of all
campaigns through that page. Divide revenue by page view count to
get $ value per page (directional)13
USE CASE: ADAPTIVE CONTENT DESIGNACTIONArticles Not Seen Before
displayed firstPreviously viewed articles are given less
prominence
NewSports UserRepeatSports User
CRITERIAEntered on sports articleAlways reads sportsSet
preference: SportsGlean Sports preference
Sports SiteSports Site
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USE CASE: CONTENT OPTIMIZATION INFLUENCED BY ARPU
Revenue & ImpactAI FlagsActionContent
#
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ObjectiveWhat is the best channel to increase digital
subscriptionsWhat is the real cost of marketing to a consumerWhen
to stop marketing and make the most compelling offerIncrease
subscriptionsApproachWe worked with Ensighten to tag all offsite
promotional placements (ad views, ad clicks, creative, etc.,),
using PulseTagged all onsite promo spots, internal ad views, ad
clicks, email, newsletters and pages, using Manage + PulseUse ONE
to compile persistent user segmentsUse Pricing models to determine
optimal price and created tables aligned to segmentsSegments fed
into DSPs and DMPs for targeting and re-targeting
usersResultStitching offsite and onsite behavior to a converted
subscriber guides attribution of marketing spendFrequency capping
based on take rate & behavior enables pricing offersUSE CASE:
INCREASE SUBSCRIPTIONS, ATTRIBUTE CHANNEL PERFORMANCE
#1st party data via Pulse can be used for attribution, targeting
and re-targeting real time. 1st party data can be tracked through a
funnel to purchase. Targeting and re-targeting can be done through
the buying cycle, real time using Pulse. Once a user goes through
the funnel and buys, we can store that information in ONE for
future marketing campaigns.
Joseph: this might be a good use as it highlights the power of
Pulse but also how Tronc is using the results + AI to market the
best and most relevant content
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USE CASE: INCREASE SUBSCRIPTIONS & ATTRIBUTE CHANNELPromo
AdOffsiteNew User
Subscribed User
Promo Button
Promo Landing Page
Price OfferBuyATTRIBUTIONFUNNEL CONVERSIONPURCHASE
Text Link
Onsite
#1st party data via Pulse can be used for attribution, targeting
and re-targeting real time. 1st party data can be tracked through a
funnel to purchase. Targeting and re-targeting can be done through
the buying cycle, real time using Pulse. Once a user goes through
the funnel and buys, we can store that information in ONE for
future marketing campaigns.17
ANALYTICS AND INSIGHTS
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Tronc OWNS all data since it is 1st party; no reliance on 3rd
party servicesData tied directly to Individuals across multiple
devices, sites and platformsMonetize and enrich the majority of our
users who are non-loyal transient
IN CLOSING
Increase O&O ad sell-through and the value of remnant ad
impressionsA unique targeting advantage over our competitorsPhase
out multiple high-cost vendors with in-house solutions built off
our data backboneIncrease content traffic by accommodating to
users
#This ties back to the goals we started with19
THANK YOUJOSEPH GORDONSr. Director, Digital Analytics, tronc
@UTSDJG
PETER FERNANDOVP Strategy, Ensighten
