Unfolding daily savings

Europe's biggest newspaper unfolds daily sales forecasts to control costs

Bild, Europe's largest daily newspaper, boasts a circulation of 3.5 million, while its Sunday edition, Bild am Sonntag, sells 6 million copies. To manage numbers that big, German publisher Axel Springer AG builds demand forecasts with SAS that show precisely how many copies each kiosk will sell from one day to the next. That way, vendors avoid selling out too early while the publisher avoids costly excess.

In addition to Bild, Axel Springer owns 230 publications, including Computer Bild, the best-selling computer magazine in Europe, and Sport Bild, Europe's biggest sports magazine. With 12 million readers each day, Axel Springer relies on predictive analytics to control costs and manage sales risk.

"For us, there is no real alternative to SAS on the market."

Walter Baum
Head of Analytical Information Systems at Axel Springer AG

Smarter insights, smarter decisions

The publisher relies on easy access to accurate demand forecasts to make smarter decisions about supplies and inventory. Forecasts for each sales location help Axel Springer set targets for returns and sell-outs. By analyzing sales data in a time series, the publisher can adjust those targets and clarify factors that influence sales.

"Holidays are an important influence factor," says Walter Baum, the publisher's Head of Analytical Information Systems. "Sales figures skyrocket in vacation regions during the summer months – whether on the Baltic Sea or on Majorca – sometimes dramatically. And during the IAA in Frankfurt, even the occasional customer reaches for the automotive issue Auto Bild. The more precisely we can foresee these types of fluctuations, the more profitable business will be."

Finding the connections

In addition to forecasting sales trends, data mining reveals hidden connections among data from different sources. For example, the demographic characteristics of a neighborhood play as important a role as convenient access to kiosks and the range of products they sell.

"We get answers to questions we had not even asked ourselves yet," says Baum. "This puts us in a position to continuously improve our processes."

The ability to combine different approaches, technologies and functions in a single source is unique to SAS, says Baum. "For us," he says, "there is no real alternative to SAS on the market."

Challenge

Stock each vendor with just enough copies of Europe's best-selling daily newspaper to meet demand yet avoid costly excess.

Solution

SAS® Business Analytics

Benefits

Reliable newspaper deliveries promote customer loyalty, while fewer returns increase profitability.

Bu makalede gösterilen sonuçlar, burada açıklanan belirli durumlara, iş modellerine, veri girdilerine ve hesaplama ortamlarına özeldir. Ticari ve teknik değişkenlere bağlı olarak, her bir SAS müşterisinin deneyimi kendine özgüdür ve hiçbir açıklama tipik olarak düşünülmemelidir. Gerçekleşen tasarruflar, sonuçlar ve performans özellikleri, bireysel müşteri konfigürasyonlarına ve koşullara göre değişiklik gösterecektir. SAS, her müşterinin benzer sonuçlara ulaşacağını garanti etmemekte veya bu konuda bir taahhütte bulunmamaktadır. SAS ürün ve hizmetlerine yönelik tek garanti, söz konusu ürün ve hizmetlere dair yazılı anlaşmada belirtilen açık garanti beyanlarında ifade edilen garantilerdir. Bu belgedeki hiçbir ifade, ek bir garanti teşkil ettiği yönünde yorumlanmayacaktır. Müşteriler, üzerinde anlaşılmış bir sözleşmeden doğan bir alış verişin bir parçası olarak ya da SAS yazılımının başarılı bir şekilde uygulanmasının ardından sunulan proje başarı özetinde, başarılarını SAS ile paylaşmışlardır. Marka ve ürün adları, söz konusu şirketlerin ticari markalarıdır.

Back to Top