Download - Roundtable 2006 bright_2
Proposal
Establish a company standard for
measurement of Business Penetration
Current Status
• Inconsistent use of sources of both business’
advertising and businesses in the market.
• Inconsistent factors used to define an
“advertiser”.
• No standard for what businesses are included,
or how they are excluded from the calculations
• No consistency from year to year in process
Needs
• Single approach to the calculations
• Consistent approach to the calculations
• Repeatable approach to the calculations
• Year-over-year trending capabilities
• Ability to “drill” into segments
New approach
• Agreement between key departments on
definitions and rules: – Determining advertisers
– Determining what advertisements “count”
– Determining segments (cleanup effort)
– Determining businesses
– Filtering businesses
– Revisiting “rules” annually
The New Approach
• Determining advertisers:
– Single source: The Data Warehouse
– SAOE or Mactive account numbers define unique advertisers.
– The SIC code on the account record defines segment.
– The ZIP Code of the advertiser determines Zone.
– Advertisers placing Transient ads are NOT included in the analysis.
The New Approach
• Determining Businesses
– Single source: Dun and Bradstreet File
– Businesses are limited to Maricopa and Pinal
County.
– A unique “Global Ultimate Duns Number”
determines unique businesses.
– The SIC1 code determines segment.
– The Physical ZIP Code determines Zone.
The New Approach
• Refining business count:
– Within each SIC code grouping, each “Line of
Business” is reviewed for advertising
potential.
– Lines of Business where there is no
expectation of ever seeing advertising are
removed from the count of businesses.
• This process removes businesses like “Aircraft
engines and engine parts” and “Anthracite mining”
from the business counts.
The New Approach
• Refining business count continued…
– With specific Lines of Businesses removed, a realistic list of businesses remain.
– However, within that list, there are small businesses and other groups of businesses that will never advertise.
– A unique “Potential Advertiser Adjustment Factor” is applied to each segment to put a segment level filter to arrive at a final business potential count.
The New Approach
• Rules:
– The Lines of Business excluded will be reviewed
annually. Adjustments to the list will be carefully
weighed and agreed upon before implementation.
– The final “Potential Advertiser Adjustment Factor” will
be reviewed annually. Adjustments to the list will be
carefully weighed and agreed upon before
implementation.
– ONLY ONE VERSION OF THESE ADJUSTMENT
FACTORS WILL BE USED AT ANY GIVEN TIME.
Putting it together
Putting it together
RAW Number from Dun And
Bradstreet Business License file
Putting it together Before
After
Putting it together
Dun And Bradstreet Business License
file number AFTER removal of
“Children” account numbers
Putting it Together
Lines of
Business
REMOVED
from count
of
Businesses
Putting it together
% of Businesses remaining after removal
of SIC Code/Lines of business that are
realistically “never” going to advertise.
Number of Businesses remaining
Putting it Together
Sample segment: Casino
Of the 21 remaining
businesses, only about
45% look (by name) to
have any potential of ever
advertising.
This is the “factor” that
will be toughest to refine.
Putting it together
The Percentage and number of realistic
advertisers remaining. From here the
penetration can be calculated.
Putting it together
Total of all advertisers running ads so far
this year running in each category.
Putting it together
Total of advertisers with Metro ZIP Codes
running ads so far this year running in
each category.
Putting it together
How our advertising is split across the
segments.
Putting it together
How businesses are split across the
segments.
Putting it together
Advertising penetration when calculated
against ALL advertisers.
Putting it together
Advertising penetration when calculated
against advertisers with Metro ZIP Codes
(that is local vs. Nevada or otherwise
located.
Additional Features
Additional Features