How To Succeed in the Relationship Economy

MATT LINDSAY is president of one of the fastest-growing private companies in the United States, Mather Economics, which provides economic-consulting services to over five hundred news organisations in twelve countries, with the head office located in Atlanta, Georgia. Matt has over twenty years of experience in helping businesses improve performance and drive revenue through economic modeling. XAVIER VAN LEEUWE has over ten years of experience as a marketing executive at NRC, Telegraaf Media Groep, and de Persgroep. At the Amsterdam-based news organisation NRC, Xavier lead the transformation of his team by building a customer-centric and data-rich culture at a news organisation with 189 years of heritage. Prior to being a media executive, he worked for several years as a financial and political journalist in the Netherlands. Xavier started his career as a researcher for the United Nations in Geneva. He has been a speaker at several conferences in Europe, Asia, the United States, and South America. Xavier is an active marketing tech blogger for INMA.org and publishes a weekly free newsletter you can subscribe to at Changemediaforgood.com. Xavier holds a cum laude master’s in Business Administration and a degree in Journalism from Erasmus University Rotterdam. NRC Media is a Dutch news organisation that was founded in 1828. There are 7.5 million households in the Netherlands and 2.4 million newspaper copies distributed daily. NRC has over 265,000 active subscribers. Its news web site, NRC.nl, generates over 20 million monthly page views. The company has 360 employees, and its revenue ratio is 81 percent subscriber income and 19 percent advertising. MATTHIJS VAN DE PEPPEL leads the data-intelligence and CRM team at NRC Media, a quality Dutch news organisation. He is responsible for bringing analytics into decision making and amplifying the voice of the customer. During his ten years in b-to-c marketing, he honed in on his skills to turn data into insights, marketing and value for companies and customers.

PREFACE The Relationship Economy Is Here MAKE DATA WORK FOR YOU (AND NOT AGAINST YOU) 1. Let Business People Lead the Data Teams 2. Rethink KPIs 3. Punch through the Big Data Hype 4. Start with the Basics BUILD VALUABLE RELATIONSHIPS 5. Don’t Break Up over Money 6. Find the Right Price to Attract New Customers 7. Stop Dating, Get Engaged 8. Understand Employees and Their Impact on Relationships SUSTAIN RELATIONSHIPS BY IMPROVING CUSTOMER EXPERIENCE 9. Sit Down at the Kitchen Table 10. Keep Investing in Relationships ANALYTICAL TOOLS TO INCREASE THE VALUE OF RELATIONSHIPS 11. Customer Lifetime Value (CLV) 13. Revenue and Audience-Volume Forecast Model 14. Comprehensive Data Gathering with Listener 15. Yield Management for Recurring Revenue 16. Acquisition Pricing CUSTOMER-EXPERIENCE TOOLS 17. D.school Methodology 18. Service Design 19. Active Listening 20. Needs Matrix CONCLUSION ABOUT THE AUTHORS ACKNOWLEDGMENTS SOURCES INDEX