EZ data for EZ Pay promotion

This Close-up shows that analysis does not have to be rocket science, and that the data you need is often right at your fingertips.

The Goal

The Green Bay Press-Gazette in Green Bay Wis. (56,000; 82,000) wanted to increase EZ Pay subscribers and decrease churn.

The Story

“Pulling data from current subscriber files, we assembled a list of subscribers who had used a credit card over the telephone to pay for their subscription at least one time in the past six months,” said Consumer Marketing Manager Kimberly Clevenger, Green Bay Press-Gazette.

The Press-Gazette faced several obstacles. “Duplicate records took our initial estimate of 3,000 callable records to 1,700. Also, because credit card payments made through the mail to our lockbox facility are recorded the same as check payment, those records were not accessible,” said Clevenger.

The list contained 1,700 callable records and resulted in 101 EZ Pay conversions in 64 telemarketing calling hours. The result was a 1.6 percent increase in the EZ Pay number, during a short period of time.

The Moral of the Story

EZ Pay conversions can be done quickly and without extraordinary cost, if you use readily available data wisely.