Oxford Indices Approach

Custom distribution model for a national newspaper


A national newspaper sought to improve both the sales and efficiency of its national daily title, by understanding the underlying demand patterns for its title and how copy could be allocated explicitly to achieve its objectives.

Oxford Indices used a combination of non-Gaussian discrete probability distributions, conditional probability calculations and harmonic analysis, combined with significant computing power to deduce the answers.

The result was that significant missed sales opportunities were identified, in addition to some complementary efficiency improvements. These results were then used to inform the live allocation of copy to individual outlets to maximise sales.