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QlikView Customer Snapshot – Agora Publishing
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Predictive Replenishment
The Challenge
Agora Publishing Services, a holding company of various international publishers, was facing a challenge of performance visibility and improved guidance into their seven autonomous businesses. It was critical for the executive team and business managers that the new system not encroach on their current business practices. The company had shifted its business from 95% direct mail acquisition to 60% from email and web, and needed a solution that could effectively manage and analyze this transition.
About The Customer
Agora Publishing Services is a holding company for various international publishers of financial, health, travel, and special interest books and newsletters. The company publishes more than 300 books and 40 newsletters, reaching 1 million readers from around the world. The business has shifted from 95% direct mail acquisition to 60% from email and web. The company is supported by 200 employees within its Baltimore offices and is headquartered in Baltimore, Maryland. The company operates in the media industry.
The Solution
Agora Publishing Services deployed QlikView to approximately 100 users across 2 functions to all of management across 6 countries and 3 continents. The solution provided an executive analysis view of marketing performance across businesses, channels, promotions, source and list codes via dashboards. Marketing Analysis users extended from marketing program assistants through to the CEO measuring campaign performance across all channels including e-marketing measuring metrics of return on advertising, $ / name, and $ / program. The solution also helped assess and understand customer and subscriber behavior, measure current / projected customer lifetime value and current / forecast line of business value and product portfolio value. Product managers could look at sales across products to assess where they had gaps and possible ideas for new products. QlikView was selected after 15 other solutions were considered (including traditional BI and marketing analytics niche solutions). The company implemented QlikView Server and Publisher in 16 weeks (20% of forecast), 60% under budget.
Operational Impact
Quantitative Benefit
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