TGP Case Study: Versus.com

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Situation

Versus.com, a website that features sports coverage and commentary engaged TGP to implement business intelligence in order to expand their online audience, convert On Air audience to online viewers, and use online hits to drive on air ratings.

Challenges

To tie data from multiple channels such as web, on-air promotions, and content management systems into unified reports, allowing Versus's staff and managers to better understand the drivers of online performance and how these channels effect each other.

Editorial Level

Page views on NHL were up, and we used metrics to analyze which of their initiatives were driving traffic. Once Versus identified said trends, such as the effectiveness of Twitter and email relative to Google Paid Search, they were able to get ahead of the curve by concentrating their efforts on their most profitable metrics.

Corporate Level

When Versus was looking to analyze On Air effectiveness, TGP employed conversion metrics to their On Air promo impressions, determining whether to increase, maintain or eliminate On Air promotion of Versus.

Outcome

Versus implemented a BI system and operations decision support, along with maintenance and enhancement of the BI system. Through implementing a core BI system Q4 2009 and enhancing it over the course of 2010, Versus.com was able to improve operations in 3 areas:

1. Business Operation
2. Product Improvement
3. Understanding Consumer Behavior

Following the implementation of TGP's BI system and cross-channel breakdown, Versus was able to devise successful marketing, web and content strategies through a holistic understanding of its audience.

Versus employed a decision support system that allowed them to improve operations.

Additionally, a BI system led Versus to effective Cross-Content, Segmentation and Optimization.