Styria Media Predictive Data Analytics Driving Subscriber Retention

APPLYING BIG DATA @ STYRIA

HOW WE USE BIG DATA IN STYRIA FOR END-CONSUMER MARKETING

CHRISTIAN LÄMMERER FRANZ WEISSENBÖCK MANAGING DIRECTOR STYRIA MARKETING SERVICES DATA SCIENTIST STYRIA MARKETING SERVICES WHO IS STYRIA MEDIA GROUP

- FOUNDED IN 1869 - 3 CORE MARKETS à AUSTRIA, SLOVENIA, CROATIA - 2.700 EMPLOYEES - CORE AREAS: • DAILY AND WEEKLY NEWSPAPERS • MAGAZINES • BOOKS • RADIO • CLASSIFIEDS & BEST BUY INDIVIDUAL CUSTOMER CONTACT YOUR KEY FOR LASTING SUCCESS

Styria Marketing Services, your partner for personal customer contact!

1. DATA SCIENCE

UNDERSTANDINGCUSTOME YOUR R AUDIENCE 2. CUSTOMER ACQUISITION 3. CUSTOMER LOYALITY

GUIDELINES FORTHINK OUR AUDIENCE BIG DATANOT TEAM MEDIA

REDUCE COMPLEXITY MAKE DATA SMART OF TOO MUCH DATA

MAKE DATA CREATE CUSTOMER INSIGHT CONCRETE & USABLE

USE CUSTOMER DATA- DISCOVER SECRETS KNOWLEDGE ONLY WE HAVE OUR APPROACH TO DATA DRIVEN MARKETING

OUR FOUNDATION IS A END-CUSTOMER-DATABASE FOR ALL STYRIA-BRANDS IN AUSTRIA Step #1 Step #2 Step #3 USE DATA SCIENCE USE MACHINE PROVIDE SELF TO REVEAL LEARNING SERVICE TOOLS FOR CUSTOMER INSIGHTS ALGORITHMS USERS BASED ON & & ARTIFICIAL SMART DATA BRAND SECRETS INTELLIGENCE EMPOWERMENT THROUGH SELF SERVICE

PLENTY OF DIFFERENT SOLUTION: WE DEVELOPED SMART DATA SETS ARE DATA SOURCES GENERATE ALGORITHMS TO SIMPLIFY PROVIDED IN CRM MILLIONS OF DATASETS AND REFINE OUR DATA FOR ENABLING KEY USERS TO KEY USERS USE DATA THROUGH SELF SERVICE

SEEING THE BIG PICTURE WE CALL THIS REFINEMENT ACCESS DATA WITH „EASY- & USING ALL DATA FOR „SMART DATA“ BECAUSE TO-USE & REALTIME- CUSTOMIZED MARKETING DATA GETS CONCRETE TOOLS“ WITHOUT HELP CAMPAIGNS IS ALMOST OF IT IMPOSSIBLE EXAMPLES OF DATA WE GENERATE

subscription status interests through active since

MUCH DATA participation online-offline link

delivery days offer-exploits

contact intensity cool off

academic quality of delivery age group LITTLE LITTLE DATA

SIMPLE COMPLEX DISCOVER SECRETS WITH DATA SCIENCE

WORKING THE CHURN RATE IS IMPORTANT FOR OUR NEWSPAPER BRANDS. DATA SCIENCE IS A KEY TOOL TO IDENTIFY CUSTOMERS WHICH ARE MOST LIKELY TO CHURN AND HENCE TO RE-ALLOCATE MARKETING RESSOURCES ACCORDINGLY.

WE CONNECT AS MANY BASED ON DATA WE WE THEN CAN USE ONE DATA AS POSSIBLE AND DEVELOP A SCORING MODEL ATTRIBUTE TO SELECT ANALYSE ITS INPUT TO PREDICT POSSIBLE THE RIGHT CUSTOMERS REGARDING CHURN RATE CANCELATIONS FOR LOYALTY PROGRAMS SCORING FOR HIGH CANCELLATION POTENTIALS

CONNECT DATA IDENTIFY RELEVANT PUT VARIABLES IN APPLY SCORECARD VAR I AB L E S RELATION & DEVELOP TO ALL CUSTOMERS SCORECARD

CLUSTER CUSTOMERS INTO START LOYALTY SEGMENTS PROGRAMS

IMPROVE CUSTOMER EXPERIENCE WITH ARTIFICIAL INTELLIGENCE

MACHINE-LEARNING- DIFFERENT USER ALGORITHMS CREATE AI „READS“ AND PROFILES ARE INPUT PERSONAL CATEGORIZES VARIABLES FOR RECOMMENDATION CONTENT RECOMMENDATION FOR EACH CUSTOMER

MAKE IT PERSONAL: INTELLIGENT & CONTENT BASED INFORMATION FOR OUR USERS CONTACT DETAILS FOR A SMART INTERACTION

CHRISTIAN LÄMMERER FRANZ WEISSENBÖCK

Managing Director Data Scientist T. +43 1 51414 292 T. +43 1 51414 426 [email protected] [email protected]