(Presented by Joseph Gordon, Senior Director, Digital Analytics, tronc, and Peter Fernando, VP Strategy, Ensighten) Traditional newspapers have undergone a radical transformation from just 10 years ago when success was still measured in circulation numbers. Armed with sophisticated customer data solutions, today’s global media companies are taking advantage of unique and unparalleled insights to drive monetization strategies. Learn how tronc (formerly Tribune Publishing) is using Ensighten’s customer data platform to create and act on a multi-platform, information-based audience strategy tied to a single user to enhance ARPU.

1. Joseph Gordon, Sr. Director, Digital Analytics, tronc
Peter Fernando, VP Strategy, Ensighten
How Omni-Channel Customer Intelligence is
Transforming the Modern Media Company

2. > The Tronc backbone using
Ensighten CDP
> Our journey: How we are
collecting and starting to act
on information
> Use cases
AGENDA

3. 3
> Unified view of customer across browsers & devices
> Data driven decision making and real time optimization
> Monetize Audiences & Increase ARPU
> Increase engagement
> Increase content views
> Increase digital subscriptions
GOALS FOR TRONC

4. 4
DATA
> We don’t OWN our data
> Data is SILOED
> Data is not STITCHED
> Data is not ACTIONABLE
GAPS
CUSTOMER
> We don’t KNOW our customer
and can’t see their journey
> Customer base appears to be
TRANSIENT due to lack of
unified profiles
> Digital REVENUE not on par
with reach

5. 5
We need to know who our users are and
their behavior and habits on and off our sites
TRANSFORMATION
Dean Gregory
Dean@Dean.com
619-XXX-XXXX
Age 40
SO Subscriber
2-Year history
Visits 3x TPUB Sites
Predominately Sports
Interacts with Furniture Ads
Visited gardening.com
Visited KBB.com
Toyota users forum
Facebook Chargers Target
Subscribes to
Essential CA Newsletter
Real Estate Insider
Signed up for
Daily Deals
GG Car Contest
Attended Festival of Books

6. 6
HONEYPOT STRATEGY
Leverages our content
creation ability
• Build a network of niche sites
designed specifically to lure in
and capture data on content
audience.
IDEA: CAPTURE THE RIGHT AUDIENCE
GLEANED PIXEL STRATEGY
Leverages our role as an
advertising reseller
• Place a pulse stitching pixel on all
ads we sell on third-party
networks.
• Reporting back to us valuable
information about the users that
see those ads and which other
sites they visit.

7. 7
CLOSING A MAJOR GAP

8. 8
UNIFIED PROFILE: 1ST PARTY COLLECTION
Persistent
Profile in ONE
Tronc Sites
Onsite site
usage
3rd Party Sites
Offsite reach
extension
A
d
A
d
A
dAd
Social Referral
Post click
attribution / $’s
for paid ads
Email/Newsletter
Post click
attribution
Widgets
Post click
attribution /
Rev per click
Legacy CRM
Subscriber
attribution / $
value, LTV
Monetization
Assets
Ad $’s

9. 9
Combining
multiple touches
and devices to
enhance the
customer profile
UNIFIED PROFILE: STITCHING
Individual Profile
Visited
RealEstate.com
Signup
RE Newsletter
Online User
Registrant/Subscriber
Print
Subscriber
Name/Address
Phone / Email
Real Estate
Interest
Pixel <●>
Real Estate Interest
Name / Email
Pixel <●>
Name/Address
Phone / Email
Pixel <●>
Contact
Subscription
TPUB Site
3rd Party Site
Ad Interaction
Content Behavior
Demographics

10. 10
Creating holistic profiles using customer
intelligence not possible prior to Pulse for
onsite and offsite revenue optimization
1ST PARTY ADVERTISING SEGMENTS
OFFSITE REACH EXTENSIONTRONC SITES
Unified
Individual
Profile
OFFSITE ADAPTIVE
CONTENT
Email / Newsletter / Promo

11. 11
Objective
• Show more content to more consumers
• Improve user experience
Approach
• Pulse on all Ads on 3rd parties
• Work with alternative vendors to create
different experiences
Result
• Drive incremental revenue with display
advertising alternatives
USE CASE: AD BLOCKING

12. 12
Objective
• Control our advertising destiny
• Create profiles of previous transient/unknown users
• Create segments of knows users for direct sold advertising and 3rd parties
• Increase average revenue per user consistently would help increase CPMs
Approach
• We worked with Ensighten to tag all onsite pages/activity and offsite inbound
channel activity (email, newsletter, etc.,); Manage + Pulse
• Used existing site referral data for sites not tagged with Pulse
• Tagged all ad impressions and clicks with Pulse
• Extracted average revenue per campaign from DFP
• Stitched visitor IDs across channels using Pulse
• Created content and behavior specific segments
Result
• Increase ARPU to influence CPMs
• Create reusable and persistent segments of users for future campaigns
USE CASE: INCREASE ARPU

13. 13
ARPU CUSTOMER JOURNEY: MANAGE, PULSE & ONE
Email Newsletter Bleacher Report ESPNFacebook
Fox SportsSDUTLA Times
Views 3X
Chargers
Articles
Views 2X
Padres
Articles
Email Referral
• Generated 3X Page Views
• Referral worth $0.12
Facebook Visitor
• Generated 2X Page Views
• Referral worth $0.08
Offsite Visits (Gleaned)
• Bleacherreport.com
• Foxsports.com
• ESPN.com
Individual Profile
• Sports Enthusiast
• Multi-device; mobile primary
• Multi-tronc site visitor
• ARPU: $0.20
• Referral only, No direct
OffsiteOnsite
OffsiteOffsiteOffsiteOffsite
Onsite

14. 14
USE CASE: ADAPTIVE CONTENT DESIGN
ACTION
• Articles Not Seen Before
displayed first
• Previously viewed articles
are given less prominence
New
Sports User
Repeat
Sports User
CRITERIA
• Entered on sports article
• Always reads sports
• Set preference: Sports
• Glean Sports preference
Sports Site Sports Site

15. 15
USE CASE: CONTENT OPTIMIZATION INFLUENCED BY ARPU
Revenue & Impact AI Flags ActionContent

16. 16
Objective
• What is the best channel to increase digital subscriptions
• What is the real cost of marketing to a consumer
• When to stop marketing and make the most compelling offer
• Increase subscriptions
Approach
• We worked with Ensighten to tag all offsite promotional placements (ad
views, ad clicks, creative, etc.,), using Pulse
• Tagged all onsite promo spots, internal ad views, ad clicks, email,
newsletters and pages, using Manage + Pulse
• Use ONE to compile persistent user segments
• Use Pricing models to determine optimal price and created tables aligned
to segments
• Segments fed into DSPs and DMPs for targeting and re-targeting users
Result
• Stitching offsite and onsite behavior to a converted subscriber guides
attribution of marketing spend
• Frequency capping based on take rate & behavior enables pricing offers
USE CASE: INCREASE SUBSCRIPTIONS, ATTRIBUTE CHANNEL PERFORMANCE

17. 17
USE CASE: INCREASE SUBSCRIPTIONS & ATTRIBUTE CHANNEL
Promo Ad
Offsite
New User Subscribed User
Promo Button
Promo
Landing Page
Price Offer Buy
ATTRIBUTION FUNNEL CONVERSION PURCHASE
Text Link
Onsite

18. 18
ANALYTICS AND INSIGHTS

19. 19
 Tronc OWNS all data since it is 1st
party; no reliance on 3rd party
services
 Data tied directly to Individuals
across multiple devices, sites and
platforms
 Monetize and enrich the majority
of our users who are non-loyal
transient
IN CLOSING…
 Increase O&O ad sell-through and
the value of remnant ad
impressions
 A unique targeting advantage over
our competitors
 Phase out multiple high-cost
vendors with in-house solutions
built off our data backbone
 Increase content traffic by
accommodating to users

20. THANK YOU
JOSEPH GORDON
Sr. Director, Digital Analytics, tronc
@UTSDJG
PETER FERNANDO
VP Strategy, Ensighten