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Audience Development – how to make the most of your dataPresented by Ian [email protected]
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Abacus e-Media • System integration in online since 1983• Web development since 1995• Media 70%, government and recruitment 25%, ecommerce• Software products, design, development and hosting• 54 UK staff, 12 offshore• Locations in London and Portsmouth• Subsidiary of Bond International Software PLC
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
– UK B2B Market leader
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
The areas of audience development
Editorial content:• Digital only content• News and Features• Premium content• Multi-platform access (print, online, Mobile)
Events:• Exhibitions • Conferences• Webinars / Web-events• Awards• Digital value added services• Match making
Information services:• Newsletters• Data series• Research• White papers • Real time prices• Deals• Analytical data tools• Best practices
Recruitment / HR:• Search and select• Tools• Market data• Training / coaching• Job advertising • Value added services• Temps • Micro sites
Community site:• Online commerce • Exclusive clubs• UGC• Meet-ups• Targeted advertising• Social networks• Community networks• Best practice
Lead generation:• Affiliate fees• Pay-per-click• Vertical search• Online commerce• B2B marketing• Marketplace models• Directory
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience transactions• As delivery platforms and products multiply, individual audience
transactions increase exponentially. These include:
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Functional overlaps
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Anatomy of an access control system• Access control
• Highly flexible and agile to deal with rapidly evolving business model• Allow instant definition new products and qualifying users• Provide context-sensitive messaging and prompts
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Anatomy of a access control system
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Anatomy of a content access system• Access control
• Highly flexible and agile to deal with rapidly evolving business model• Allow instant definition new products and qualifying users• Provide context-sensitive messaging and prompts
• Transaction platform• Interface directly the access control system to create inventory of available
products• Process payment and provide data to back-office (eg SOP, fulfilment)
• Audience management and intelligence• Supply pan-system reporting on activity and behaviour to identify new
product opportunities• Produce data feeds for offline marketing activity
• Back office support• Audit and accounting
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Challenges for implementing paywalls• Combination of CMS and ACS systems can allow rapid development
and deployment of new products but significant barriers remain• Inability to identify and market to key targets – inefficient data
management• Integration with third-party fulfilment houses• Delivery of transactional data to and from back office systems• Control of ‘master’ customer data
• The links between e-commerce and fulfilment are often fundamentally flawed or broken
• Products are often purchased in real-time but delivery is delayed by batch processing issues or offline validation
• Data obtained during the purchase process is entirely isolated from other systems
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
The solution: An integrated AD approach
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Technical Platform• Resilient twin data centres with proven SAAS Cloud Platform
Architecture• One codebase, but each client has own secure database• .Net development environment• Utilise 3rd party components• Acumen/De-normalisation approach for Marketing reports
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Approach to Audience Development• Acceptance that a single unified data source is unworkable
• Multiple generators of data• Instead put data integration at the core of the approach not as a
peripheral activity• Develop ‘master’ data concept by defining core elements
• People• Organisations• Locations• Brands
• Apply statistical data profiling to understand the data to guarantee quality regardless of source
• Data matching replaces data mapping
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience development tools: Acumen• Web analytics are necessary
but not sufficient• Important for volume
metrics• Provide a common currency
• However, even market leaders struggle to answer ‘real world’ questions
• Acumen utilises the AD architecture to provide behavioural tracking across a wide range of variables
• Tracker reports create actionable intelligence
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
A data-driven product development cycle
Thank you for listeningAbacus e-Media14 –16 Regent Street, London, SW1Y 4PHTel: +44 (0)20 7766 [email protected]
