Database Reference
In-Depth Information
Thus, the results describe two (identiiable) main characteristics of people likely
to pay for online news content: higher educated ones with a subscription to a printed
newspaper. A pivot toward these types of folks in the CharlestonGlobe.com 's market-
ing endeavors will probably yield better results than what they're getting right now.
The results also indicate that CharlestonGlobe.com should ill its gated online
news site with highly credible in-depth analysis of business stories to increase likeli-
hood of people buying a subscription to the site. Adding in-depth national news will
likely not help to increase paying customers. Adding unique local content will not
hurt, and may well help (although we are not so sure of its help, as we are regarding
highly credible in-depth analysis of business stories).
Now you believe you have a compelling story to tell—and one that will help increase
online subscribers to CharlestonGlobe.com. It's time to present the results to the team.
11.6.1 THE RESULTS ARE IN: SHOWTIME AT
CHARLESTONGLOBE.COM
You build your PowerPoint presentation carefully; you start with goals, methodol-
ogy (including samples size and data collection), and move quickly to a high-level
summary. Then you move into the analysis. Trying to not sound too professorial, you
describe the basics of logistic regression and stepwise regression. Since your output
is awash in numbers, your screens include large red ovals that show the critical num-
bers. Your recommendations are to the point, but not overly pedantic. Even though
they carry the weight of a solid sample size and equally solid statistical analysis, your
recommendations are suggestions, not mandates.
You're inally ready, so you send out the meeting invite to everyone on the team.
Most team members accept immediately, but Denise Dangle accepts the meeting
request only an hour before the actual presentation. This is yet another example of
Dangle's standard passive-aggressive techniques.
Everyone is silent during the irst couple of slides, which outline goals and meth-
odology. But, the room comes to life during the high-level indings.
“The data suggest that people who are likely to pay for online news content are
higher educated and have a subscription to a printed newspaper. A pivot toward these
types of folks in the CharlestonGlobe.com 's marketing endeavors will probably
yield better results than what we're getting right now.”
“A printed newspaper?” Dangle gasps.
“Yes,” you say, calmly bracing for a ight. “As a matter of fact, print subscribers
are about 2.6 times more likely than a non-print subscriber to buy online news when
we assume that the other four variables are at their averages.”
“But why in the world would you want an online version when you've already got
a printed newspaper?” Dangle implores with a caustic laugh. She looks around the
room for support. But meeting attendees ignore her, staring at your slides.
“Remember, we weren't asking about an online version of the Globe . We were
asking about an online news experience . We kept the dependent variable vague, but
used the independent variables to ascertain what that experience should be.”
 
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