How Integrated Are We?

Data as the key to driving integrationand delivering experience.

HOW INTEGRATED ARE WE?11:00 AM - 11:45 AM

The ExpertsModerator: Sam Lippman, President, Lippman Connects

EdwinGonzalezIT Director

HanleyWood

RhondaWunderlinVP,Lead Services

Penton

JohnFrenchCEO

CygnusBusiness Media

What is it? How do I integrate? Now that I have it… Lessons learned Q&A

The Agenda

What is it?

• CEO• Purchasing

Authority• CA, USA• $1 mil Sales

Volume• Interested

in…

AttendedWebcasts

Active onSocial Media

Commentson Content

Attended a Tradeshow

Clicked oncertain ads

Views SpecificContent

Centralized DatabaseDemographics,Engagement& Behavior

JaneDoe

Attended Other Events

Registration& FormSubmissions

How does it help?

Getting to one view ofthe customerby combiningdemographicdata with past and present behavior

Leveragingthat data to drive timely, relevant (targeted)engagement that drives participation

Providing a more personalized show experienceas well as targeted post show engagement

How do I integrate?

Basic Integration

Excel /MS Access

Set small, measurable goals

Fully Integrated

Master database– all in one solution

All applications write to a single data source

AbstractedLayer

Web services– not changing myapplications– building a layer in between them

Integrate data silos while underlying systems in tact

Saas

Softwareas aService

Registration

Led Gen

Circulation

Newsletters

How do I integrate?Master DatabaseBasic – Excel

IntegratedDatabase

How do I integrate?RegistrationCirculation Newsletter

sLed Gen

Mobile

GSC

Housing

Vendors

SOAService OrientedArchitecture

Data Cleansing/Standardization

Data Repository

Now that I have it…How we use the data

Content and

Ad Targeting

Data Products

Marketing

High-LevelUser Data

GranularUser Data

Now that I have it…What can I do today that I couldn’t yesterday?

CaseStudy 1

EventMarketing

CaseStudy 2

ContentMarketing

CaseStudy 3

Lead Generation& Research

Now that I have it…

Case Study 1 – Event Marketing

Detailed marketing programs to drive attendance at a regional show –

identified highly targeted categories of attendees needed for a show.

We queried our integrated database to identify individual in each of the categories

We then used a variety of marketing tools (both online and print) to encourage their attendance at the show

We hit our attendance goals using only a fraction of the initial marketing budget


Case Study 2 - Content Marketing

Using the data in the integrated database, we provide content marketing opportunities to our advertisers.

In addition to providing advertising around what content is being consumed, we also present advertising opportunities based on how people engage with our content and their general interest levels.

Online contextual advertising – what is being read at the moment

Online behavioral advertising – based on what we know the person is doing

Direct mail – customized print products using variable data printing techniques


Case Study 3 – Lead Generation & Research

Enhance existing lead data with our deeper understanding of our readers

We have built a number of new lead generation programs that leverage our underlying data on readers

Quality vs. Quantity: We leverage this data to bring higher quality leads to our clients

Research: Using customized research, we are building a deeper understanding of our customers’ behaviors and buying patterns

Lessons Learned

Thank YouSam Lippman, President, Lippman Connects

[email protected]

Edwin Gonzalez, IT Director, Hanley [email protected]

Rhonda Wunderlin, VP, Lead Services [email protected]

John French, CEO, Cygnus Business [email protected]