Media

The proliferation of free information, the general dematerialization of supports, the explosion of recruitment costs, and the spread of internet are just some of the challenges facing this sector.

The answers to such an environment are also a challenge:
How do we increase profitability through innovation or through cost reduction, while the ability to invest remains relatively strict?
Our clients are generally press agencies, journals, radios, television stations, and publishers who wish to identify their customers and understand their expectations, so as to approach customers and develop their value.
We help our media clients to increase performance by enhancing their use of available information:

• Develop customer loyalty:
  Increase the duration of the customer lifetime so as to perpetuate revenues earned from core consumers,
• Limit the loss of subscribers:
  Develop sales and re-subscription offers using optimized award-tariff-duration techniques.
• Optimize tariffs and award couplings:
  Implement optimization techniques and trade-off studies so as to define pertinent and expectation-adapted sales offers.
• Optimize customer costs:
  Implement individually allocated marketing and sales budgets so as not to over-spend on lost or low potential customers. Budgets based upon per customer lifetime value.
• Differentiate:
  Segment readers (or watcher) and payers, and predict eclectic and opportunistic behaviour so as to put in place differentiated relationship marketing strategies.
• Develop customer service efficiency:
  Increase customer service centre quality and improve customer service, while reducing the number of staff necessary to insure quality.
• Organize re-subscription processes:
  Define management rules that will maximize returns on investment, while insuring targeted diffusion volumes.
• Optimize long distance customer relationships:
  Internet and call centres have taken on an ever more important role in market conquest and customer development strategies. Insuring high customer contact quality and efficiency when handling customer demands is a key factor to customer satisfaction.

Selected Examples

• 118 218:
  Assisted in the launch of telephone information services: developed rapidity and efficiency.
• Bayard Presse:
  Created customer knowledge database and customer segmentation.
• Atlas Editions:
  Implemented complete customer relationship package (design, data analysis, realization, IT architecture, launch) for the optimization of differentiated marketing processes.
• Milan Press:
  Data segmentation and marketing campaign assistance.
• Prisma Presse:
  Used customer data to optimize the re-subscription process for a major magazine. The system used a life-time value calculation.
• An important French, political-economics journal:
  Normalized and deduplicated international subscriber addresses.
• A major French television channel:
  Set-up of commercial and sales IT system.

Main References

118 218, Bayard Presse, Bertelsmann, Canal+, Edition Atlas, EMI Music, Eurosport, France 2,  Hachette Livre, L’Alsace, Lagardère Active Publicité, Larousse, Le Monde, Le Républicain Lorrain, Médiamétrie, Milan Presse, Prisma Presse, RTL, TF1, VNU.