Tribune's Sullivan-Stoesser promotes segmentation analysis in IMD Keynote

Share this article:

Tribune Media Direct Delivery+ sales manager Kristin Sullivan-Stoesser spoke to the benefits of segmentation analysis in the opening keynote address at the 5th Annual DMA Insert Media Day, held April 1 in New York.

Highlighting examples from Tribune Company newspapers, Sullivan-Stoesser spoke to the benefits of the technique, which links an advertiser's database with a newspaper's subscriber database. When used as an alternative to postage-based direct mail distribution, segmentation analysis offers a guaranteed in-home delivery date and zero USPS mechanical requirements.

Kicking off the final keynote, Fleishman Hillard SVP and FH Boom Co-chair Carol Orsborn, shed some light on arguably the most profitable untapped demographic: boomer women. With women now influencing 80% of household purchases, it stands to reason that boomer women, who tend also to have a good chunk of disposable income, should top marketers' go-to lists. Orsborn offered a range of tips for targeting boomer women, including appropriate terminology and creative elements.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.

Acxiom Mobilizes and Socializes SMBs

Acxiom Mobilizes and Socializes SMBs

MyAcxiomPartner.com enables simple campaigns for social and mobile channels.