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Leveraging data to drive revenue

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LEAP Media Solutions has garnered a reputation for leveraging customer intelligence and technology into meaningful audience growth. Although it is often less discussed, the same marketing data and technology resources that support that growth can be further deployed to support target marketing solutions that drive new revenue within the local merchant community.

Success is realized both in the growth of traditional (e.g. display, preprint) and non-traditional (e.g. digital, email, direct mail) revenue streams. The development of intelligent marketing capabilities enables newsmedia companies to enhance the relevance, targeting, personalization and, most importantly, the integration of consumer marketing initiatives of the merchant community. Channel integration allows firms to improve the performance and ROI of advertiser investments – attracting a larger share of total advertiser spend.

To enable a data-driven approach to consumer marketing – whether it be to support their own customer growth or their advertisers' – publishers need a database. The database enables them to develop detailed customer knowledge including product usage, demographics, behaviors, channel preferences, etc. The ability to integrate an advertiser's customer data with this intelligence allows them to provide comprehensive insight into the advertiser's opportunity. Understanding the diverse ways that the publisher touches the consumer – as well as detailed knowledge of the consumer's characteristics and preferences – leads to the development and implementation of relevant, highly effective marketing initiatives that deliver customers to the advertiser and revenue to the publisher.

Tom Ratkovich is the managing partner of Leap Media Partners – owners of the Aurora Media Group. He also serves as managing partner of Leap Media Solutions – a venture with The Day Publishing Company of New London, Conn., to deliver end-to-end, data-driven audience management systems to newsmedia firms based on industry best practices and shared costs.  Previously, in his 20 years as the founder and president of ASTECH InterMedia, Ratkovich worked with more than 200 publishers worldwide to leverage database and digital technology to support their transformational initiatives.

Connect with LEAP Media Solutions at www.leapmediasolutions.com.  Contact Tom Ratkovich at (303) 886-0202 or tom.ratkovich@leapmediasolutions.com.

Mega-Conference, Leap Media Solutions, Ratkovich
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