The document discusses strategies for generating revenue through digital means. It suggests focusing efforts on digital subscriptions rather than digital advertising, as subscriptions provide monthly recurring revenue directly tied to journalism and have higher margins. One strategy discussed is for a media company to shift its entire focus to driving digital subscribers, as the New York Times has done. The document also discusses using marketing services and analytics to improve digital advertising campaign performance for clients, such as by reducing cost per lead and conversions. It provides an example of improving a client's campaign by increasing leads 136% and decreasing costs per lead by 38%.

5. Slip the Eclipse
The Roundtable Conference, Vail Colorado, 2017

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8. All revenues tied to the print
edition are in an irreversible
decline.

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20. Where would you rather invest your greatest efforts?
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Digital Advertising
Declining or attenuating CPMs
Visibility issues
Bot fraud
Programmatic and extensions
not tied to journalism
Lower margins
Unwanted Environments
Digital Subscriptions
Loyal customers
Monthly recurring revenue
Directly tied to your
journalism
Higher Margins

21. Generating Revenue
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5 million PV’s per month
3 ads on every page
$6 CPM average
100% sellout
= $1,000,000
(approx.)
7,000 digital subscribers
$12.95/month
12 months
= $1,000,000
(approx.)

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Extensions
Programmatic
Events
Marketing Services
Content Marketing
Margins
Digital Subscriptions

23. “The New York Times, where
advertising once drove the lion’s
share of revenue, has now openly
stated that it will shift it’s focus
entirely to driving [digital]
subscribers.”
The Dallas Morning News

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27. Moving Down the Funnel

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• Ability to ingest client data and perform lookalike modeling to generate suggested target segments
• Integration with all search, PPC, social, programmatic, and email offerings within marketing services
product suite
• Integration with Google Analytics and other attribution modeling technologies
• Ability for client services to view consolidated campaign performance in real time
• Ability to optimize campaign in real time based on performance
• Granular performance feedback by marketing tactic, time of day, geography, and more
Focusing on marketing solutions with attributable ROI:

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• Client represents multiple facilities providing orthopedic care
• Running advertising across the following channels leading to sign-up landing page
– Paid search/Organic Search (20%)
– Paid Social/Organic Social (30%)
– Targeted E-mail Acquisition Marketing (10%)
– Programmatic Display/Site Retargeting (30%)
– SEO/Referral Marketing (10%)
• Picked up existing strategies “as is” to determine what is working during month 1
Sample Client:

30. Insights – Conversions Across All Channels
• Baseline CPA at
$106.02
• 1.07%
conversion rate
with a 2%
target.
• Low $1.14 CPC.

31. Insights -- Call Tracking
• Generated over
250 phone calls
• Heaviest call
volume
consistently
landed on
Tuesdays
• Ability to listen
to each call and
rate lead
quality

32. Insights – Session Heat Maps

33. Output – Channel Effectiveness
• Sessions by
channel relatively
aligned with
budget spend
• More work needs
to be done to
improve organic
search: Look at
most active pages
to determine
what content is
most popular

34. Output – CPA Measurement
• Lowest
conversions on
Sundays

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Analyzing data insights allowed us to drive campaign improvements in the following areas:
• 136% increase in leads
• 64% decrease in impressions using our data-driven targeting strategy
• 38% decrease in cost per lead
• Determined most conversions came from people looking for knee pain relief
Campaign Results

36. Marketing Services Growth
Total Revenue
2016 vs 2015 +86.6%
Jan. – June 2017 vs 2016 +57.9%
Total Sold
Marketing Services
TDMN Customers 2015 389
TDMN Customers 2016 880

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• Using a data-driven approach to matching target profiles with existing customer successes enables
high reach while driving down CPA’s
• Ability to bring together marketing data from all channels allows for quicker and more effective
management of client spend
• Conversion and phone call data connects marketers with true insight into ROI, allows for strategic
repositioning of conversion tactics
• Retain advertisers by providing actionable, tangible feedback for month over month success
Conclusions

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• Ability to Develop New/Enhanced Products, Services, Content and Experiences that drive more
audience engagement and deliver a better ROI to business customers.
• Faster, Better Decision Making - Richer, enhanced data assets that can be analyzed quickly to drive
more informed decision making across all aspects of the organization
• Improved Efficiencies & Cost Reduction - consolidate data systems/efforts, reduce response times,
streamline reporting, and deploy resources more effectively.
Key Benefits:

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