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Dallas Morning News Doubles Online Channel In 4 Months

Dallas Morning News Doubles Online Channel In 4 Months

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Published by Dan Mooney

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Published by: Dan Mooney on Sep 03, 2008
Copyright:Attribution Non-commercial


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 Growing the Internet asanacquisition channel iscritical to our business.Increasing subscriptions rom our online channel b nearl 5 times generated alot o excitement.Working with partners and technologies that gave usreal-time answers to our marketing challengesgave us a more robustsubscription tool to usealone and in combinationwith our oine eorts.”
Earl in 2007, The Dallas Morning News embarked on an aggressive mission:double newspaper subscriptions rom their online channel in onl 4 months withlimited discounts while adhering to a specifc cost per order. “Doubling Internetsubscriptions was a stretch goal, and our plans were particularl ambitious givenour timeline as well as the potential number o technologies and groups involved,”said Laura Gordon, Senior Vice President o Marketing or The Dallas MorningNews. The Dallas Morning News worked with Camelot Communications to developa sstematic approach to marketing and optimiation that included subscription unnel testing, paid search strateg, and displa ad optimiation. Treating their subscription site as a conversion engine, The Dallas Morning News initiall ocusedon tests o the subscription unnel and then turned to search and displa ads,which drive trafc to the optimied unnel and are the conversion engine’s uel.Camelot and their partner Oermatica initiated the unnel optimiation with A/B testing, comparing the existing subscription ow design to a new design that eatured simpler descriptions, an inormation collection page that would appear earlier in the sign-up process, and a cleaner presentation o subscription andbilling options. The new unnel treatment resulted in a lit in conversion o 26.13%.Then, shortening the length o the subscription unnel rom 4 pages to 3 resultedin a 64.29% lit. A multivariate test o the subscription and billing page added anadditional 34.24% more in conversion lit. Finall, testing a one-page version o thesubscription unnel resulted in another 11.83% lit.With a highl optimied conversion unnel ater onl 2 months o testing, TheDallas Morning News and Camelot then ocused on paid search testing usingOermatica or monitoring and attribution. The ke learning rom these tests was to onl bu branded terms such as “Dallas news” and “Dallas morning news.”Despite an efcient unnel, expensive non-branded terms generall did not ieldROI-positive results based on the cost-per-order limits o the project.The fnal optimiation phase involved displa ads delivered and optimied b Oermatica, which then reinorced the same ad creative throughout The DallasMorning News subscription unnel. The result was increased relevance and higher lit compared to an onsite experience that didn’t reinorce displa ad creative.Oermatica’s attribution and live reports, which accounted or post-impressionsearch engine queries as well as view conversions, gave The Dallas Morning Newsand Camelot real-time insight into which ads were the most eective. Oermaticaoptimied each placement b driving more trafc to ads that resulted in the mostconversions. Both the cost-per-click and click-per-impression campaigns droveincremental subscribers; nonetheless, the cost-per-acquisition generall exceeded the project’s fnancial objectives.
The Dallas Morning News Doubled Online Channel in 4 Months withOmniture Oermatica
OmNitURe OffeRmAticA cAsestUDy 

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