AAM Data Integration Helps NSA Media Maintain One of the Industry’s Most Sophisticated Newspaper Databases

April 2, 2015

AAM staff works directly with members to assess specific needs and design personalized solutions. For NSA Media, that solution is a customized data file with ZIP code level circulation information for any AAM newspaper that released an audit in the previous month.

Kammi Altig, Communications Manager
 

Situation

NSA Media

Approximately 25 percent of all preprinted newspaper advertising inserts delivered to U.S. homes each week is planned and placed by NSA Media. These self-proclaimed “data geeks” manage a massive proprietary database that allows them to target homes down to the ZIP code level and beyond, ensuring their clients’ messages are reaching the right target audiences.

 

Issue

With a team of eight people managing a database that houses circulation, distribution, and zoning data, and then marrying that data with demographics, psychographics, sales figures, and transactional data—all down to the ZIP code or even sub ZIP code level—NSA Media needed a way to get the most current audited newspaper circulation data into their database automatically, with little to no manipulation.

 

Solution

AAM data is a far-reaching foundation for planning and analysis across the media ecosystem. Each year, AAM data is viewed by more than 5 million contacts through AAM’s Media Intelligence Center database, other industry databases and proprietary data feeds to ad agencies and marketers.

AAM staff works directly with members to assess specific needs and design personalized solutions. For NSA Media, that solution is a customized data file with ZIP code level circulation information for any AAM newspaper that released an audit in the previous month.

With the move to more frequent filing and cross-media metrics, NSA Media will begin incorporating that data into their database. This data is automatically sent from AAM each month and imported into NSA Media’s proprietary database that feeds into other systems in the company, such as analysis and placement tools. NSA Media is one of several AAM clients that use direct data feeds or downloads to populate their proprietary database systems.

 

Results

For a fast-paced organization like NSA Media that plans and places more than $1 billion in media annually, current, accurate data is the foundation of their success. As NSA Media’s Manager of Analysis and Database, Dana O’Donoghue explains just how important data is at her company.

“Everything we do for our clients is data driven,” she said. “We get all of the circulation data we need from AAM via the data feed. We take that information and append that to the zoning capabilities of the newspaper and any special minimum requirements or quantities that the newspaper has on their side. Then we have an analytics system that takes that information and marries it with the client-side data. We’re marrying all of that data up at the ZIP code level for the best recommendation and combination of newspapers, alternate delivery and direct mail to create the media buy.”

 

 

The streamlined data feed process saves time and effort for O’Donoghue’s team. It arrives on schedule and the file is fed directly into the NSA Media database. The team still accesses AAM’s Media Intelligence Center for some data not included in the file but the bulk is shipped to them directly, eliminating the need to query and search the Media Intelligence Center each month for newly audited newspapers.

With U.S. newspapers now reporting cross-media metrics and data more frequently, O’Donoghue is optimistic that the process will be streamlined even further. Currently, O’Donoghue and her team contact each of their newspaper vendors to get up-to-date information, a time-consuming and arduous process. The more frequent data will now arrive straight from AAM.

The ease of receiving the data directly through an AAM feed is a huge benefit to O’Donoghue and NSA Media, but there’s more to their relationship with AAM.

“We support the audit,” emphasized O’Donoghue.

To learn more about customized data feeds or other ways AAM can help meet your data needs, please contact an AAM representative.

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