Observer-Reporter embraces data-driven marketing optimization

The Observer-Reporter, serving Washington and Greene counties in western Pennsylvania, becomes the newest addition to the rapidly growing coalition of media companies pursuing audience and revenue growth through LEAP Media Solution's proven curriculum of intelligence-driven marketing automation.

The foundation of this partnership will be the development, management and deployment of a comprehensive customer intelligence and campaign management platform, integrating The Observer-Reporter's extensive print and digital data assets with relevant third-party data, including individual demographics and lifestyle behaviors. This system will drive the development of LEAP's proprietary Targeted Growth Model – designed to optimize the return on sales investments by calculating the profitability of both customers and prospective customers.

LEAP offers the ability to operationalize analytics, leveraging TGM in the design, execution and automation of targeted multichannel communications including email, direct mail and telemarketing. The Observer-Reporter will also have access to the LEAP client portal for on-demand reporting of campaign metrics and retention analytics.

Matt Miller, vice president and chief revenue officer for The Observer-Reporter, shares his expectations for the LEAP partnership:

"As a company, we have done a much better job of collecting and warehousing our data.  Where we have fallen short is in finding a way to make that data actionable. LEAP will merge all our data to provide a 360 degree profile of each person in our market – subscribers and non-subscribers. They'll then use this data to manage and optimize our retention and new start marketing efforts, while also helping to reduce stops through increased reader engagement."

LEAP Chief Executive Daniel Williams echoes Matt's enthusiasm:

"The Observer-Reporter is a perfect partner for LEAP. They have a strong, competent leadership team in place that recognizes the inherent value of their data – and the role of technology in realizing it. We are fortunate to add such a visionary organization to the LEAP community."

The Observer-Reporter joins a coalition of more than 40 newsmedia firms pursuing audience growth through LEAP's intelligence-driven marketing automation curriculum. The coalition's shared investment in marketing technology, professional services, data acquisition, email/direct mail executions and more makes the economics of intelligent marketing particularly appealing. LEAP leverages these resources on behalf of its coalition partners to enable the optimal implementation of multichannel campaign initiatives based on industry best practices.

LEAP Media Solutions is a partnership of Leap Media Partners, LLC – owners of the Aurora (Colo.) Media Group – and The Day Publishing Company (New London, Conn).