New York Times Case Study

The New York Times wanted to expand hard copy distribution from few major markets to across the nation. It needed a customer driven framework to prioritize the markets to expand into.

We were a part of a small strategic planning team at The New York Times, that crafted a loyal look-alike framework, to determine markets with high penetration of readers psychographically similar to current loyal leaders. This framework was implemented via a large national segmentation study, which was analyzed using a variety of multi-variate statistical methods.

The resulting analysis created a market prioritization for a successful national expansion, and also provided an analytical framework to optimize marketing to increase customer retention.