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Newspaper optimizes delivery zones to increase revenue and efficiency
Technology Category
- Analytics & Modeling - Predictive Analytics
- Functional Applications - Fleet Management Systems (FMS)
- Sensors - GPS
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Fleet Management
- Predictive Maintenance
Services
- Software Design & Engineering Services
- System Integration
The Challenge
The Columbus Dispatch daily newspaper faced two challenges. First, the advertising department was requesting flexible and precise advertising zones. This would help attract smaller businesses that are focused on more narrow geographic markets, while providing larger advertisers flexible zones that many other newspapers were offering. The other challenge involved optimizing delivery routes for an independent contractor force that delivered about 1,600 routes each day. The routes needed to be contiguous and ZIP Code “pure” — with no route containing a partial ZIP Code area — to accommodate advertising zones. Plus, routes needed to be logical and efficient to help ensure fast, on-time delivery to subscribers even when new or substitute contractors were on the job.
About The Customer
The Columbus Dispatch is a daily newspaper serving the Columbus, Ohio area. It has a significant readership and a large independent contractor force responsible for delivering about 1,600 routes each day. The newspaper aims to provide high-quality service to its subscribers while also offering attractive advertising options to both small and large businesses. The Columbus Dispatch is committed to leveraging technology to improve its operations, enhance customer satisfaction, and increase revenue. By optimizing its delivery routes and advertising zones, the newspaper seeks to stay competitive in a challenging market environment.
The Solution
The Columbus Dispatch deployed NAVTEQ map data and geocoding capabilities within RouteSmart for ArcGIS™, a route optimization software from RouteSmart Technologies, Inc. Bruce Bartlett, Routing Database Manager at The Columbus Dispatch, uses RouteSmart and NAVTEQ data every day to produce delivery lists for the 1,600 routes. Plus, the delivery routes are ZIP Code pure in the metro area and limited to a single advertising cluster in more rural areas — allowing targeted advertising through the use of circular inserts. In addition, Bartlett has automated the production of the delivery address list, which is sequenced and includes turn-by-turn directions. He also produces accurate maps based on NAVTEQ data for new or substitute carriers working unfamiliar areas.
Operational Impact
Quantitative Benefit
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