Note P - Segment Reporting

12 Months Ended

Dec. 31, 2020

Notes to Financial Statements

Segment Reporting Disclosure [Text Block]

Note P — Segment Reporting

Harte Hanks is a leading global customer experience company. We have organized our operations into

three

 business segments based on the types of products and services we provide: Marketing Services, Customer Care, Fulfillment & Logistics Services.

Our Marketing Services segment leverages data, insight, and experience to support clients as they engage customers through digital, traditional, and emerging channels. We provide omni-channel marketing solutions across the entire customer journey.  We partner with clients to develop strategies and tactics to identify and prioritize customer audiences in

B2C

and

B2B

transactions.  Our key service offerings include strategic business, brand, marketing and communications planning, data strategy, audience identification and prioritization, predictive modeling, creative development and execution across traditional and digital channels, website and app development, platform architecture, database build and management, marketing automation, and performance measurement, reporting and optimization.

Our Customer Care segment offers intelligently responsive contact center solutions, which use real-time data to effectively interact with each customer.  Each year we handle over

5

million customer contacts including phone, e-mail, social media, text messaging, chat and digital self-service support. We provide these services utilizing our advanced technology infrastructure, human resource management skills and industry experience.

Our Fulfillment & Logistics Services segment consists of mail and product fulfillment and logistics services.  We offer a variety of product fulfillment solutions, including printing on demand, managing product recalls, and distributing literature and promotional products to support

B2B

trade, drive marketing campaigns, and improve customer experience.  We are also a provider of

third

-party logistics and freight optimization in the United States.  Prior to the sale of our direct mail equipment in

2020,

this segment also included our direct mail operations.  Outsourced direct mail is now included in Marketing Services segment.

There are

three

 principal financial measures reported to our CEO (the chief operating decision maker) for use in assessing segment performance and allocating resources

. Those measures are revenue, operating income (loss) and Earnings Before Interest, Taxes, Depreciation and Amortization (“EBITDA”). Operating income (loss) for segment reporting, disclosed below, is revenues less operating costs and allocated corporate expenses. Segment operating expenses include allocations of certain centrally incurred costs such as employee benefits, occupancy, information systems, accounting services, internal legal staff, and human resources administration. These costs are allocated based on actual usage or other appropriat

e methods.  Unallocated corporate expenses are corporate overhead expenses

not

attributable to the operating groups. Interest income and expense are

not

allocated to the segments.  The Company does

not

allocate assets to our reportable segments for internal reporting purposes, nor does our CEO evaluate operating segments using discrete asset information.  The accounting policies of the segments are consistent with those described in the Note A, 

Overview and Significant Accounting Policies.

The following table presents financial information by segment:

Years ended December 31, 2020	Marketing Services		Customer Care		Fulfillment & Logistics Services			Restructuring			Unallocated Corporate			Total
					(In thousands)
Revenues	$	57,093	$	58,668	$	61,139		$	—		$	—		$	176,900
Segment operating expense	$	46,492	$	48,298	$	58,679		$	—		$	21,018		$	174,487
Restructuring	$	—	$	—	$	—		$	9,374		$	—		$	9,374
Contribution margin	$	10,601	$	10,370	$	2,460		$	(9,374	)	$	(21,018	)	$	(6,961	)
Overhead Allocation	$	5,043	$	3,483	$	3,848		$	—		$	(12,374	)	$	—
EBITDA	$	5,558	$	6,887	$	(1,388	)	$	(9,374	)	$	(8,644	)	$	(6,961	)
Depreciation	$	603	$	1,097	$	1,300		$	—		$	615		$	3,615
Operating income (loss)	$	4,955	$	5,790	$	(2,688	)	$	(9,374	)	$	(9,259	)	$	(10,576	)

Years ended December 31, 2019	Marketing Services		Customer Care			Fulfillment & Logistics Services			Restructuring			Unallocated Corporate			Total
						(In thousands)
Revenues	$	66,158	$	48,439		$	102,980		$	—		$	—		$	217,577
Segment operating expense	$	54,152	$	47,510		$	95,608		$	—		$	24,775		$	222,045
Restructuring	$	—	$	—		$	—		$	11,799		$	—		$	11,799
Contribution margin	$	12,006	$	929		$	7,372		$	(11,799	)	$	(24,775	)	$	(16,267	)
Overhead Allocation	$	6,609	$	4,773		$	5,943		$	—		$	(17,325	)	$	—
EBITDA	$	5,397	$	(3,844	)	$	1,429		$	(11,799	)	$	(7,450	)	$	(16,267	)
Depreciation	$	726	$	941		$	2,538		$	—		$	1,134		$	5,339
Operating income (loss)	$	4,671	$	(4,785	)	$	(1,109	)	$	(11,799	)	$	(8,584	)	$	(21,606	)