Implementation of MAAX

Before MAAX Software

Primary Software used in project work

• MS Access

• Campaign (Unica)

• Pinpoint

• MapInfo

Before MAAX Projects

Circulation:

• Paid Plus (weekly)

• Period-by-Period Reporting – Penetration by geography

– Start and Stop volume

– Churn volume

• Acquisition programs (monthly) – Direct Mail market flood

Advertising:

• Profile client files (age, income, etc…)

• Map advertiser geography

• Profiles of geographic areas (Census)

• Develop mailing lists for advertiser clients

Post MAAX

Primary Software used to complete projects

• MAAX

• MS Access

• MapInfo

Pre MAAX Post MAAX

Circulation:

• Paid Plus

• Period-by-Period Reporting – Penetration by geography

– Start and Stop volume

– Churn volume

• Acquisition programs – Direct Mail flooding the market

– Analysis on Start Sources

– Retention Unknown

– Lack of measurable metrics

Benefits: • Major time savings

• Tasks within seconds that used to

take hours

• No more Access queries/macros

• Start, Stop, and Period bandings

show info on the fly

• More targeted

• Understand touch points

per household

• Actionable data views

• Detailed market breakdown

of penetration and retention

• Relocate Kiosks and Door Crews

• More measurable metrics

MAAX – Acquisition - Starts by Period

Starts by source

by period

• Review data live

in front of group

• Analysis on the fly

• Drives conversation

With MAAX – Export Starts into Excel

Game Plan

• Identify sources where starts are up/down over previous year

• Focus on sources do control

Examples used

On next page

Review 2004 - 2005 data for benchmarks

Focus on action in 2006

MAAX & R-Logic – Using data to drive results

Door to Door Targets

Events - Kiosk

Game Plan –

Two major start sources we can

impact and control

• Identify starts – Geography

– Vendor

• Review retention by zip – Vendor starts

– Overall retention

• Balance start volume and

retention on best zip codes

• Balance – Volume

– Quality

Focus on Perm Stops

• Retention Efforts

• Learning About the Audience

MaaX – Learn About Erosion Identify length of subscription before Perm Stop was placed

By period: analyze length of subscription

Example:

Perm Stops 2004 P11

• 12,740 Perm Stops

• 12,354 Subs created

Perm Stops

• Drop 12,354 Subs on

start records from

previous period

• Export into Excel

MaaX – Investigating Erosion

In excel, sort to delete duplicates

and find period of most recent

start transaction

Perm Stops

P11 2004

When Subscription Started

Goal:

Develop a Per-by-Per view of

how many Period Stops had been

a subscriber for more than 18

months before stopping.

Revealing customer status within the billing cycle allows us to make

decisions on where and when to focus limited resources

Expire In Next

18 Days

Expired 19 to 36

days ago

Expired Past

18 Days

Time

1,192 = 37%

16,229

CS RiskValue Total CS RiskValue Total

Gold High Value Low Risk 1,967 Gold High Value Low Risk 4,461

High Value High Risk 1,797 High Value High Risk 3,974

Low Value High Risk 244 Low Value High Risk 500

Low Value Low Risk 723 Low Value Low Risk 1,638

(blank) 362 (blank) 953

Gold Total 5,093 Gold Total 11,526

Green High Value Low Risk 494 Green High Value Low Risk 507

High Value High Risk 676 High Value High Risk 591

Low Value High Risk 48 Low Value High Risk 50

Low Value Low Risk 387 Low Value Low Risk 253

(blank) 181 (blank) 203

Green Total 1,786 Green Total 1,604

Yellow High Value Low Risk 754 Yellow High Value Low Risk 1,169

High Value High Risk 737 High Value High Risk 1,055

Low Value High Risk 90 Low Value High Risk 176

Low Value Low Risk 296 Low Value Low Risk 466

(blank) 122 (blank) 205

Yellow Total 1,999 Yellow Total 3,071

Red High Value Low Risk 7 Red High Value Low Risk 5

High Value High Risk High Value High Risk 14

Low Value High Risk 18 Low Value High Risk 1

Low Value Low Risk 9 Low Value Low Risk 4

(blank) 5 (blank) 4

4- Red Total 39 4- Red Total 28

Medium Total 8,917 Cold Total 16,229

COOL

Will Expire Next 18 Days

WARM

Sept 19 - Oct 6Sept 1 - Sept 18

Expired Within Past 18 Days

Expired 37 to 59

days ago % Near

End of Grace

3,219

1,080 = 34%

877 = 27%

70 = 2%

En

d o

f O

ffe

r

CS RiskValue Total CS RiskValue Total

Gold High Value Low Risk 438 Gold High Value Low Risk 860

High Value High Risk 428 High Value High Risk 845

Low Value High Risk 59 Low Value High Risk 103

Low Value Low Risk 198 Low Value Low Risk 391

(blank) 69 (blank) 116

Gold Total 1,192 Gold Total 2,315

Green High Value Low Risk 258 Green High Value Low Risk 321

High Value High Risk 479 High Value High Risk 440

Low Value High Risk 31 Low Value High Risk 40

Low Value Low Risk 245 Low Value Low Risk 244

(blank) 67 (blank) 90

Green Total 1,080 Green Total 1,135

Yellow High Value Low Risk 318 Yellow High Value Low Risk 432

High Value High Risk 316 High Value High Risk 451

Low Value High Risk 30 Low Value High Risk 60

Low Value Low Risk 164 Low Value Low Risk 210

(blank) 49 (blank) 69

Yellow Total 877 Yellow Total 1,222

Red High Value Low Risk 15 Red High Value Low Risk 7

High Value High Risk 31 High Value High Risk 16

Low Value High Risk 2 Low Value High Risk 1

Low Value Low Risk 18 Low Value Low Risk 14

(blank) 4 (blank) 2

4- Red Total 70 4- Red Total 40

Hot Total 3,219 Hot Total 4,712

CH

AT

TER

BO

X A

UT

OM

AT

ED

CA

LL

CRISPY HOT

Expired 19 to 36 Days Ago

July 27 - Aug 13

Expired 37 to 59 Days Ago

Aug 14 - Aug 31

Retention Segmentation Model

1) Output select subscriber counts to file

2) Import file to dialer for retention reps

3) Retention calls subscriber to attempt save

4) Call file updated each night

5) End of day results output and reviewed

Learn and adjust to improve

Retention Calls

Daily Feed of Target Subscribers

R-Logic 13-week retention by major start source by period

Where slopes occur we look for reasons

With MAAX – Banding by Telesales Firm

Next …

Engage in Communication

Daily Fri - Mon Sun Only

Younger Years - Midlife Success 92 138 115

Younger Years - Mainstream Singles 94 122 136

Younger Years - Striving Singles 93 115 175

Family Life - Accumulated Wealth 93 142 92

Family Life - Young Accumulators 92 137 128

Family Life - Mainstream Families 89 144 150

Family Life - Sustaining Families 95 112 142

Mature Years - Affluent Empty Nesters 108 68 53

Mature Years - Conservative Classics 107 68 75

Mature Years - Cautious Couples 106 65 102

Mature Years - Sustaining Seniors 102 73 142

Connect With Consumers, Or Else …

Action …

• More Research on Audience

• Stop STOPs

• Focus on Market Segments

• New Products