Media giant Forbes provides its advertisers with information about its readership so they can make better investment decisions. To analyze its store of demographic and psychographic data and deliver reports on the variables of greatest interest to advertisers, Forbes adopted the SAP® BusinessObjects™ portfolio. Forbes found many valuable internal uses for the solutions as well.As a result:- Advertisers can target audiences more effectively, heightening the appeal of Forbes publications for their ad investments- Forbes understands its readership more clearly, helping to boost circulation and campaign success- Forbes has visibility into many cash-saving instances of redundant equipment in its plants- Forbes’ IT staff spends far less time generating reports
There was a clear need to:- Give advertisers new levels of insight into reader demographics and psychographics- Tap into Forbes’ extensive warehouse of customer data to provide the information visibility needed to deliver these insights
How did Forbes extract these insights and make reader demographics transparent to advertisers? By deploying SAP® BusinessObjects™ solutions and using them to analyze the data warehouse and deliver highly specific reports.
The third-party demographic information that Forbes previously relied on fell short in the level of detail and specificity that advertisers wanted to justify and target their ad investments. Therefore Forbes used SAP BusinessObjects solutions to analyze customer data and extract the specific variables that were key to these business partners – delivering a clear understanding of the types of individuals who interact with the Forbes brand.
Forbes is also benefiting from SAP BusinessObjects solutions in many internal ways. Marketing leverages the firm’s clearer understanding of customer specifics to improve circulation and campaign profitability. Infrastructure detects instances of redundant equipment to cut costs in areas such as telecommunications. IT takes advantage of the solutions’ powerful tool set and user self-service to drastically cut report preparation time and cost.
Now advertisers have a far clearer picture of the benefits of choosing Forbes publications for their advertising dollars, and Forbes can more effectively showcase the excellence of its audience demographics. Besides strengthening its advertiser base, Forbes is saving costs in many ways.