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DSI’s new Business Analytics (BA) system is an advanced reporting and analysis platform that enables newspaper circulation and marketing executives to make quicker, smarter and more profitable circulation decisions. Business Analytics extracts raw data from your circulation system and organizes it into multidimensional models that cover home delivery, draw, subscriber/carrier transactions, single-copy sales, retention, subscriber profiles, market development, and financial analyses. The multidimensional data models permit easy point-and-click access to critical circulation information without IT staffers having to write custom reports. The data models are updated nightly from your circulation system and available to you each morning via an executive dashboard on your computer.

The BA system comes with 60 pre-defined reports and analyses that address issues such as:

•What carrier routes are up or down this month compared to last month or the same month last year?

•What sales sources, offers, carrier routes, subscriber segments or geographic areas (ZIP Codes and Census tracts) have the worst retention?

•What ZIP Codes, Census tracts, or subscriber segments are most likely to subscribe and stay loyal?

•How well are the top 75 single-copy sales outlets performing (sales, returns, and sell-outs) year-to-date compared to year-to-date a year ago, broken out by day of week? What are the 25 worst-performing single-copy outlets?

•What are the primary reasons for permanent stops, and what are trends for each stop reason over the past 12 months?

DSI’s BA system helps you make faster and smarter decisions about subscriber acquisition and retention, single-copy sales, and operations that can have a tremendous effect on the quality and profitability of circulation. Newspapers can benefit from business intelligence in many ways:

•Target acquisition efforts on subscribers with the highest propensity to subscribe and stay loyal – and who have significant value to advertisers.

•Focus efforts on single-copy outlets that have the best opportunity for sales growth.

•Reduce expensive single-copy returns by reducing draws for individual outlets with consistently high returns; or increase draw for outlets with consistently high sell-outs.

•Increase subscriber retention – and cash flow – by targeting the most loyal subscriber segments and reducing the use of sales sources, offers, and promotions that have the worst retention.

•Increase the ROI of promotions by testing and tracking the performance of campaigns, media, and sales channels.

•Set goals to improve performance in key operations and marketing processes, and then track progress against these goals using key performance indicators (KPIs).

•Increase cash flow from longer-retained subscribers.

•Reduce bad debt from non-paying customers.

•Increase single-copy sales.

•Cut expensive single-copy returns.

•Reduce use of discounts.

•Use advertising and promotion more efficiently and effectively.

•Increase advertising revenue by demonstrating the reach and quality of the subscriber base.