At a glance
- Forecast model reliably predicts campaign success at every campaign level
- Relevant key figures can be controlled in a targeted manner
- Circulation figures and sales are sustainably increased
The business situation of our client
The digital transformation is not always a danger for publishers – it also opens up many opportunities. Because well-maintained databases can be converted into completely new values for the business with modern analysis platforms. For example, we have set up a data-driven forecasts for a large publishing house that reliably determines industry-relevant key figures – such as shelf life, conversion rates or circulation – for each stage of a sales campaign. Normally, this is only done retrospectively at defined points in time. Thus, the results of campaigns are often only available after several months. So there is hardly any possibility to specifically influence the success of ongoing campaigns.
The solution for our client
Our forecasting model combines existing order, customer and campaign data in each campaign phase in different ways and enriches them with additional information. Already in the planning stage of a campaign, initial statements can be made about response rates, conversion behaviour and resulting print runs on the basis of offers, advertising media, premium information and seasonal factors. These findings are refined with each subsequent campaign stage. For example, general information about the customers, such as geographic data or special interests, is added during address selection. Finally, with the start of the campaign, specific customer behaviour can be included, such as digital usage behaviour, payment information or interaction with customer service. The model thus continuously adapts its predictions to current developments.
How data turns into new values
With the data-driven forecasts, our client can reliably predict the success of its campaigns at any time based on significant key figures. This opens up the possibility of intervening if necessary and readjusting the measures – with corresponding positive effects on the relevant key figures or the specific conditions. Furthermore, short- and medium-term revenue forecasts, cash flow expectations and forecasts on terminations are possible. And what is decisive: for the first time, long-term goals, such as the improvement of conversion rates, shelf-life curves and payment rates, can be controlled in a targeted manner.
turn your data into value.