3. 4
Now You Know Media Program Process Steps:
1. Come up with a new idea
2. Test the idea in a survey
3. Analyze the survey results page 6
Correlation
Factor analysis; Cross & Up selling p. 7
Satisfaction between Age Groups p. 9
Men versus women p. 13
4. Create a program
Find the presenter p. 16
Record in studio
5. Find the publication
National / International
Magazine, e-mail, radio, TV
6. Create an advertisement
Create offer & code
7. Publication release
8. Orders
Take via mail, phone, online
Daily order processing
9. Analyze orders/ reports p. 17
Ad numbers p. 18
Direct response curve
E-mail statistics p. 20
4. 5
Open and click rates p. 21
E-mail performance for all domains p. 22
Spam complaints over time
Subscriber engagement
E-mail performance by domain
OTHER WORK PROJECTS
iTunes labeling p. 24
First class mail versus Media mail p. 26
Test mail data p. 27
Test week data p. 28
Cost Savings p. 30
5. 6
Step 3. Analyze the survey
Marketing is very important to organizations, and one part of it includes making
surveys. The idea of surveys is to find out what people like about the company and its
operations. Surveys helps also companies find out who are their customers and essential
information about them, for example, age, sex, background, buying habits and much more.
When a company is familiar with its customers and knows what kind of products or services
they are looking for, the company is able to create wanted products and satisfy its customers.
I put all the information together from the survey, both ranked and open end
questions, and then took a deeper look at the data. How women differ from men, what
products are correlated and belong to the same category. This is one good tool for using in up
and cross-selling or in catalogs, which products may put in the same page.
Results:
After analyzing the data using the SPSS I was able to find which programs customers are most
interested in and which programs could be put to same category and be used for cross selling.
There are programs that both sexes would be interested in, but also programs that neither
sex would purchase. Some of the programs were more liked in one sex.
Females tended to be more satisfied than males in every area of what was asked in survey.
6. 7
Factor Analysis: Possible Cross & Up Selling
Rotated Component
Matrix(a)
Component
1 2 3
Preparing for Catholic Marriage 0.853 0.14 0.022
The 7 Practices of Highly Effective Parishes 0.777 0.03 0.044
5 Secrets of Successful Marriage 0.762 0.236 0.01
The History and Theology of the Priesthood 0.604 0.083 0.214
Christian Stewardship 0.567 0.265 0.205
History of the Mass 0.565 0.263 0.096
Understanding the Catechism 0.519 0.411 0.256
History of Christian Initiation 0.463 0.279 0.145
Pope John Paul II 0.384 0.377 0.309
Heroes and Heroines of the Old Testament 0.15 0.815 0.085
Heroes and Heroines of the New Testament 0.106 0.803 0.135
Understanding the Old Testament Prophets 0.116 0.777 0.004
The Acts of the Apostles 0.291 0.583 0.064
St. Paul as Pastor 0.32 0.555 0.128
Sin, Grace, and Redemption 0.305 0.487 0.167
Understanding the Lords Prayer 0.466 0.471 0.311
Cistercian Spirituality 0.183 0.014 0.802
The Franciscan Intellectual Tradition -0.048 0.212 0.794
Carmelite Spirituality 0.138 0.065 0.793
Benedictine Spirituality 0.184 0.005 0.774
Franciscan Prayer 0.054 0.239 0.766
The Jesuit Intellectual Tradition 0.121 0.045 0.532
John Calvin 0.083 0.044 0.086
Martin Luther -0.033 0.268 0.062
John Henry Cardinal Newman 0.175 0.067 0.1
Heretics and Heresies 0.186 0.255 0.118
Understanding Religion and Philosophy 0.001 0.3 0.139
Christian Virtue 0.398 0.301 0.28
Spirituality, Psychology, and Virtue: A Catholics Guide to a
Flourishing Life 0.405 0.283 0.301
The History of U.S. Women Religious 0.129 0.144 0.04
The Catholic Musical Tradition 0.258 0.08 0.304
Religion and American Public Life 0.203 0.138 0.113
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.
11. 12
Satisfaction between Age Groups
So What?
56-65 years customers are most satisfied when looking overall satisfaction with the company.
This same age group is also NYKM’s biggest customer groups by the Winter Survey. The most
unsatisfied group was the customers under 46 years. This group is NYKM’s smallest customer
group. It is important to be able to satisfy the target market, the largest customer group. We
are living technology’s extreme developing time and people, especially younger adults use
more internet and make orders via internet instead of calling. That’s maybe one reason why
younger customers are more unsatisfied with website and than older people. NYKM may
needs to format website that younger adults would be more satisfied also. NYKM’s oldest
customers were most unsatisfied with customer service representative. First, they had more
experience than younger customers and that is maybe because many older people do not own
computers or do not know how to use the internet as well. Many will choose to call in orders
and have other more questions, while younger customers may just call and ask a question but
do not make orders when the phone call is fast and easy.
12. 13
Male versus Female Satisfaction
Overall satisfaction with the program(s) you
purchased
Points Male Female Total
Poor 1 5 3 8
2.90% 3.50% 3.10%
2 2 2 4
1.10% 2.40% 1.50%
3 4 0 4
2.30% 0.00% 1.50%
4 5 2 7
2.90% 2.40% 2.70%
5 11 4 15
6.30% 4.70% 5.80%
6 36 6 42
20.60% 7.10% 16.20%
Excellent 7 112 68 180
64.00% 80.00% 69.20%
Total 175 85 260
100.00% 100.00% 100.00%
Satisfaction with the content of the program
Points Male Female Total
Poor 1 2 2 4
1.10% 2.40% 1.60%
2 3 2 5
1.70% 2.40% 1.90%
3 5 1 6
2.90% 1.20% 2.30%
4 6 2 8
3.40% 2.40% 3.10%
5 8 3 11
4.60% 3.60% 4.30%
6 34 8 42
19.50% 9.60% 16.30%
Excellent 7 116 65 181
66.70% 78.30% 70.40%
Total 174 83 257
100.00% 100.00% 100.00%
15. 16
Step 4. Finding presenters
Finding a good presenter is hard because most of the people are not qualified and
recruiting new presenters are not easy job. Sometimes people recommend person who they
think would be qualified and then Now You Know Media will interview and evaluate if this
person is right for them. I searched 150 Catholic colleges and universities and listed the
professors who teach religion or theology. This is one possible way to recruit new presenters.
16. 17
Step 9. (The Process of advertising)
1. Find publication
National or International magazine, catalog or newspaper
2. Create offer and correlating coupon code for tracking purposes
3. Create the ad
4. Magazine publishes advertisement
5. Report the success of the advertising campaign
Yahoo store
6. Create the Ad-data* worksheet from that week’s advertisements
7. Create the Direct Response Curve**, mailer list, worksheet
*From Ad-data worksheet it is easy to see how well advertisements did during the
previous week and how long a certain coupon is making profit. Also, from Ad
broadsheet can see percentage of customers who used coupon code.
** Direct Response Curve is important because it is where you can see if the rented list of
names to mail to was profitable or not and if it should be used again in the future and
to forecast revenue from direct mailing
18. 19
Ad Data:
Coupon code usage:
Date
# of
orders
Orders with
coupon
April 7-13 141 85.11%
March 25 - April
6 69 81.16%
March 24-30 118 84.75%
March 17-23 174 86.78%
March 10-16 196 82.65%
March 3-9 102 86.27%
Feb 23 - March 2 146 88.00%
Feb 15-22 158 79.00%
Feb 9-16 114 78.95%
Avg. 135 83.63%
19. 20
E-mail Statistics
Every time Now You Know Media releases a new program and a new advertisement, it
is crucial to follow and report how much revenue the advertisement produces and how the
programs are doing. Now You Know Media releases a new program on Thursdays and sends
e-mail to its customers to tell them about the new programs. Sometimes Now You Know
Media may send a special offer e-mails and I created a report demonstrating how customers
responded to this certain e-mail. It is important to find out what is the best time to send e-
mail, should the same e-mail be sent different times because the time zones.
I made also a report how different e-mail domains behave, is there is uneven open
rates, click, rates and delivery rates between different domains. After creating the report and
analyzing the results, I hypothesized why these differences occurred. It is important to know
if some e-mail domain displays the e-mail differently. For example some do not show pictures
or links or may send the email straight to the trash folder. We want to know the way the e-
mail will appear in inboxes, and avoid e-mails to going to trash folder.
Results:
I used Now You Know Media’s email tracking tools to create the following reports.
After analyzing the data I made the following findings:
1) AOL, which is the largest domain, has the lowest open ratio and also lowest click
ratio. AOL has also highest Spam percentage. Bounce rate not remarkable. Maybe there are
some issues when sending e-mails to AOL (go to the trash folder?)
2) G-mail has low open ratio but people who open the e-mail are most likely also click
to the website.
3) Over 50% of the people opened the e-mail within 10 hours it was sent.
25. 26
First Class Mail versus Media Mail
The purpose of testing two different mail classes was to find out if there any
significant difference in delivery time when sending in The First Class Mail or The Media Mail.
If there is not significant difference company could decide to send packages in Media Mail
which is much cheaper and this way company is able to save money. I sent totally 100
packages. I sent two packages, one in each class, to 50 peoples in 50 states, whose address we
got from 3rd party. People notified the 3rd party when they received the packages and then I
reported the results.
Result:
There was not significant difference between these two mailing classes which made the
company to test Media Mail in two weeks. I was in charge of reporting how many days it took
for customers to receive their packages and report the results to the company. I also
calculated the saving for the company when sending packaged in The Media Mail instead of in
The First Class.
26. 27
Test Mail Data
NYMX (Envelope) Media-Mail
Sent 50
Received 45 90%
Missing 5 10%
Received
day
# of days
delivery
# of
received
% of
received
cumulative
% of
received
6-Feb 1 1 2% 2%
7-Feb 2 21 42% 44%
8-Feb 3 0 0% 44%
9-Feb 4 17 34% 78%
10-Feb 5 5 10% 88%
11-Feb 6 1 2% 90%
Total 45 90% 90%
Ave. delivery time 3.15 days
All most half received in 2 days
Most received in 5 days
Areas: Received Range Ave. delivery time
Pacific 4 of 5
Feb 9-
10 4 days
Mountain 7 of 7
Feb 7-
10 3 days
West-North Central 7 of 7 Feb 7-9 3 days
West-South Central 4 of 4
Feb 7-
11 4 days
East-North Central 5 of 5
Feb 7-
10 2 days
East-South Central 4 of 4
Feb 7-
10 4 days
South Atlantic 8 of 9
Feb 6-
10 3 days
Middle Atlantic 3 of 3
Feb 7-
10 3 days
New England 3 of 6 Feb 7-9 3 days
27. 28
Test Week Data
Media Mail Test Updated March 18,2009
February 24-
27,2009
Total packages sent 127
Package received to customer in
1 Day 9 7.09% 7.09%
2 Day 9 7.09% 14.17%
3 Day 31 24.41% 38.58%
4 Day 21 16.54% 55.12%
5 Day 10 7.87% 62.99%
6 Day 9 7.09% 70.08%
7 Day 11 8.66% 78.74%
8 Day 4 3.15% 81.89%
> 8 Days 11 8.66% 90.55%
Abroad 4 3.15%
Not deliv. 8 6.30%
Feb 24 Feb 25
Received
# of
days
# of
packs Received
# of
days
#of
pack
Feb 25 1 3 Feb 26 1 2
Feb 26 2 1 Feb 27 2 0
Feb 27 3 6 96.88% Feb 28 3 8 95.65%
Feb 28 4 8 Mar 02 4 4
Mar 02 5 5 Mar 03 5 2
Mar 03 6 1 Mar 04 6 2
Mar 04 7 2 Mar 05 7 3
Mar 05 8 2 Mar 06 8 1
Mar 06 9 1 Enroute 1 4.35%
Mar 07 10 0 Total 23
Mar 08 11 0
Mar 09 12 1
Abroad 1
Enroute 1 3.13%
Total 32
Enroute: 2/25 Philadelphia Enroute: 2/27 Warrendale
28. 29
Feb 26 Feb 27
Received
# of
days
# of
packs Received
# of
days
#of
pack
Feb 27 1 0 Feb 28 1 4
Feb 28 2 2 100.00% Mar 02 2 6 86.96%
Mar 02 3 11 Mar 03 3 6
Mar 03 4 3 Mar 04 4 6
Mar 04 5 1 Mar 05 5 2
Mar 05 6 1 Mar 06 6 5
Mar 06 7 5 Mar 07 7 1
Mar 07 8 1 Mar 08 8 0
Mar 08 9 0 Mar 09 9 5
Mar 09 10 0 Mar 10 10 3
Mar 10 11 1 Abroad 2
Abroad 1
Electronic
notification 2
Not deliv. 0.00% Enroute 4 13.04%
Total 26 Total 46
Enroute:
2/9 to
CA
3/1 to
NY
3/6 to
NM
2/28 IL
29. 30
Cost Savings
Media Mail VS Priority Mail Postage
Cost
April 20-24/2009
Costs
Media
Mail Priority
Weight Orders
Media
Mail
First
class Priority
Priority
avg
0.0-13
oz 146 $2.41 $3.39 $356.68 $502.72
14-1 lb $2.41 - -
1.1-2.0
lb 21 $2.76
$4.80 -
8.30 $6.18 $57.96 $124.35
2.1-3.0
lb 7 $2.93
$5.03 -
11.41 $7.52 $21.77 $60.78
3.1-4.0
lb 3 $3.46
$5.64 -
14.03 $12.91 $10.38 $30.96
4.1-5.0
lb 1 $3.81
$6.33 -
16.37 $12.45 $3.81 $11.56
5.1-6 lb 0 $3.98
$6.98 -
18.71 $18.71
Total 178 $450.60 $730.37
Avg. cost/order $2.53 $4.10
Saving in
First
Class $146.04
Priority $133.73
TOTAL WEEK SAVINGS $279.77
