Media

Conglomerate (print, web)

Database marketing for all entities

• relational data warehouse
• circulation, advertising, finance transaction-level data
• integrated Postalsoft for address hygiene and validation
• list matching to enable integration of outside geo- and demographic data
• co-project management with PricewaterhouseCoopers
• business process reengineering
• strategic partner management

• Thomson: largest newspaper group in North America (has since divested this line of business)
• in divestiture announcement CEO pointed to implementation of database marketing as contributing significantly to the $2.5B in value that was placed on the business
• local markets obtained data from various providers (real estate companies, MapInfo, Claritas, R L Polk, etc) to integrate
• properties could add data collected directly from customers
• postal standardization of total household database in markets reduced distribution expenses significantly