Our Analytics Tool Shed

InfoUSA: SalesGenie Pro

• Business listings database and monthly "new business" reporting service
• We've licensed their tool (30 seats) for all markets to conduct research on businesses by geography, type, size, revenue, size, etc. We have unlimited usage for getting counts and reports/crosstabs. Sites only pay when they download a bulk list of actual bsuiness leads (contact info, etc).
• Individual markets have also contracted for a monthly report on newly openeed businesses in their market. Analuytics will get a copy of each market's report as well, as a backup, and we should post that on the intranet when it's ready

What can I find on SalesGenie Pro:

• How many shoe stores are in my market?
• What percentage of local grocery stores have more than 10 employees?
• Of all the retailers within a 50 mile radius, which ones generate the most revenue?
• We're thinking about a new "gardening" section. How many potential advertisers are out there?

Nielsen NetRatings/NetView

• Provides audience measurement (unique visitors) for ANY website that achieves more than 500k unique visitors per month
  SacBee.com, StarTribune.com, MiamiHerald.com, NewsObserver.com, Charlotte.com, Star-Telegram Audience
• Profile Report: Key demographics for a site (income, education, occupation etc.)
  Similar to ComScores’s Media Metrix however, MM provides analysis for all McClatchy sites.
• Nielsen is the only provider of a rolled-up Real Cities Network unique visitor number. We pay Nielsen to produce this custom roll-up on our behalf, i.e. the Salesplanner.

What can I find in NetView:

• Total Unique Visitors for Real Cities
• Total Unique Visitors for McClatchy Newspaper Network
• Understand the reach, demographics and engagement of Internet audiences.
• Perform competitive analysis across site audiences.
• Identify the relationships between sites – what is the overlap between site and/or Web application audiences? What are the top referring and destination sites?

Nielsen @Plan

• Useful to provide demographic comparisons against competitors in support of ad sales. i.e. If we can show more affluent demographics we can provide an audience with more expendable income.
• Profiles ad-supported Web sites.
• @Plan offers basic and niche demographics to in-depth lifestyle and preference data via more than 3,000 profile points.

What can I do with @Plan

• Access and compare the demographic, lifestyle and product preference profile information for other major advertiser-supported Web sites.
• Drive sales revenue by using third-party data to demonstrate the value of your site’s audience to advertisers or partners.
• Target sales efforts more effectively by identifying the best brand and category prospects for advertising and sponsorship revenue.

Nielsen AdRelevance

• Useful to track advertisers – find out who they are advertising with; what type of campaign they are running; when they ran it. Good for sales lead generation.
• Advertising intelligence-gathering tool - captures advertising activity across all major industries, channels, formats (including rich media), and platforms on the Web.

What can I find on AdRelevance:

• Where are companies spending their dollars online?
• Where and when are competitors advertising, and how much are they spending?
• What is the volume of paid search in your sector?
• What keywords are your competitors purchasing?
• Which advertisers have adopted rich media?
• Which ad formats are most prominent?
• Who are the media buying decision-makers?

ComScore Media Metrix

• Provides audience measurement (uniques) for all McClatchy sites and their competition.
• Media Metrix provides audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences. Using proprietary, patent-pending data collection technology and industry-endorsed Random Digit Dial (RDD) methodology.

What can I find on ComScore

• Comprehensive metrics detailing online media usage for home, work and university audiences
• Complete online visitor demographic analysis
• Online buying power metrics to segment audiences based on actual consumer purchases
• Detailed measurement of 101 U.S. local markets
• Qualitative consumer information, seamlessly integrated with passively captured online usage data
• Meaningful measurement of key ethnic segments such as the fast-growing Hispanic population
• Global audience measurement in dozens of countries
• The most advanced content classification system and reporting structure available for online media.

qSearch

• Will be useful to track our SEO efforts as well as target them effectively.
• qSearch helps understand consumer search behavior on the Internet, offering significant depth and breadth of insight into the search industry. Share Tracking reports provide clients with weekly and monthly views of consumer search activity by search engine.
• Methodology: Leveraging a 2 million+ member worldwide panel and the unique ability to passively observe all of their Internet activity via proxy-server technology, ComScore reports on consumer search query activity across the U.S. Home, Work, University and non-U.S. audience segments. To distinguish a search event, ComScore investigates each site to identify keywords within the URL string indicative of a search event. For example, a search on “books” at Yahoo brings back a URL with “search?” within the string: http://search.yahoo.com/bin/search?p=books

What can I find on qSearch:

• How large is the search market and how is it changing over time?
• Which search engines have the greatest reach among all searchers?
• What is the share of search and search intensity by portal?

Claritas IMark Online/desktop

Provides demographic data, consumer information, lifestyle information and business data for the general population – not relative to site traffic. Demographic information is provided by Census data; consumer and lifestyle information is provided by credible national studies and business data is obtained from a variety of sources. Good for in-depth general market analysis.

This geography-based tool helps you define and compare market areas by distances from a given point, zip code, city, DMA, County, State, etc. The iMARK mapping software enables you to gather data, create thematic maps and generate reports to:

• Scan markets for concentrations of potential product users
• Identify and evaluate potential site locations
• Quantify demand
• Segment customers by lifestyle
• Identify the media preferences of your best customers and prospects
• Support marketing and merchandising decisions

What can I find on iMark:

• Demographics
• Retail activity
• Business employment
• Shopping center data
• Consumer expenditure
• Lifestyle data
• Traffic counts

Claritas ConsumerPoint

Like iMark, this Claritas product provides demographic data, consumer information, lifestyle information and business data for the both the general population and customer data you can import. Demographic information is provided by Census data; consumer and lifestyle information is provided by credible national studies and business data is obtained from a variety of sources.

• Comprehensive target marketing planning software system, combines market demographics, consumer segmentation and behavioral survey data.
• ConsumerPoint connects customer information to the market to make successful marketing research and strategy decisions.
• Compare internal data against contextual information – such as competitive, market and industry benchmarks – to uncover valuable and exploitable gaps in your markets.

What can I do with ConsumerPoint

• Compare customer behavior against market norms and competitor performance
• Determine the most effective channel and market strategies for your products
• Identify high opportunity segments for market dominance and lower opportunity segments for realignment
• Uncover new markets of opportunity for existing products and launching of new products
• Identify low performing and critical market segments for market dominance

DataLever

• This high-end desktop tool provides database import/export and sophisticated query tools. It requires training and general DB skills
• It's primarily used for analyzing, manipulating and comparing very large datasets. Think Access on steroids, or FoxPro 2010, if you're familiar with either of those.
• Currently in use by trained staff at MI, SacBee, StarTribune, Fresno and N&O. Miami and Ft. Worth are looking into adding it to their toolsets, since we've negotiated an excellent price for this very expensive category of tools.
• CASS certification, or postal address cleaning, is done with this tool. We get quarterly updates of USPS data that allows us to clean and code any number of physical addresses and rate their quality.
• Geocoder, or adding a latitude and longitude to any physical address, is also done here. We get quarterly updates of geographic data that allows us to generate a geocode for any address, failing up to zip+4 or zip code if the address is unrecognizable.

What can we do with it:

• General data cleaning processes, such as removing errant characters or normalizing zip codes and phone numbers
• Clean and certify circulation or registration address data in preparation for mapping or doing a mailing
• Merge/purge circulation and registration data to determine crossover and penetration
• Summarize any dataset
• Append Prizm segments or other data to any address record. It's how we use the Claritas-licensed Zip4 Prizm files.
• Compare a client's customer file to the registration or circulation database to see how many of their customers are also our customers

Omniture SiteCatalyst

Provides the most accurate account of web traffic on a McClatchy site. Tracks unique users by cookies set on the site, but some user activity is captured regardless of cookies. Statistics can only be pulled for McClatchy sites – not for competitors. Good for in-depth analysis of site usage.

• Provides real-time statistics for online strategies and marketing initiatives.
• Helps quickly identify and understand the most profitable paths on a site, where visitors are dropping off, what’s driving critical success events, and how different segments of visitors interact with the site.
• Visualize and understand the flow traffic through a site - previous and next page flow, most popular pages, entry and exit Pages, or fall out.
• Reporting can be conducted on predefined visitor segments.

What can I find on Omniture:

• Accurate counts for page views, visits and uniques
• Home page traffic, section traffic and story traffic
• Page flow

HitBox

Similar to Omniture, this tool measures traffic on the former KR sites and all Catalyst-delivered classified pages. As sites move to the McClatchy publishing platform, their traffic analysis is moving from HitBox into Omniture.

MapInfoPro