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Albany Times Union

Albany Times Union measures ad performance with QlikView

Bedrijfsprofiel

Regio: United States
Omzet: <$100M
Bedrijfstak: Media
Functie: Sales, Finance

Leveraging QlikView through Mactive Analytix to analyze financials and advertising revenue – all focused on driving ad revenue growth.

Background

  • Leading daily newspaper covering New York's Capital Region.
  • Additional product and services include Capital Region TU, SourceLine, a telephone information service, timesunion.com and knick.net Internet services, DirectTU direct marketing services and hosts several major trade shows and events
  • Subsidiary of the Hearst Corporation
  • Daily circulation of more than 100,000
  • Headquartered in Albany, New York

Challenges

  • Gain visibility into performance of advertising sales teams
  • Identify opportunities for revenue growth in advertising among mix of customers, ad type, product, placements etc.

Solution

  • Deployed QlikView to 35 users across sales and advertising from the publisher down to sales in US:
  • Sales Rep Performance Analysis: Assess sales rep performance for all charges on an ad and any credits/debits directed down to the insertion level
  • Ad Order Details Analysis: Analyze order details in revenue and inches per insertion grouped by ad number, position, placement, product, customer type and by rep
  • Ad Rate Analysis: Monitor average ad rate grouped by placement, ad type, product, sales team and sales rep
  • Leveraged Mactive Analytix (QlikView Server) to aggregate modest data volumes from Mactive solutions namely AdBase

Benefits

  • Improved ad revenue growth by 6%
  • Gained insights into contract customers driving the change in relationship structure
  • Gained ability to drill down into the data to effectively manage the business and make informed and timely decisions
  • Faster in performance and more flexible solution in adding KPIs to analysis than previous solution of Crystal Reports

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