Using data to drive successful product development

1,243 views

Published on

By Ian Eckert, Project Director, Abacus e-Media
(Presented at the AOP Forum 2010)

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,243
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Using data to drive successful product development

  1. 1. Using data to drive successful product development Presented by Ian Eckert
  2. 2. 14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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
  3. 3. 14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com – UK B2B Market leader
  4. 4. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Events: • Exhibitions • Conferences • Webinars / Web-events • Awards • Match making Recruitment / HR: • Job advertising • Search and selection • Application management • Market data • Training / coaching • Value added services • Temps • Micro sites Lead generation: • Affiliate fees • Pay-per-click • Vertical search • Online commerce • B2B marketing • Directories Community site: • Best practice data • UGC • Meet-ups • Targeted advertising • Social networks • Community networks • Best practice • Membership schemes The areas of audience development Editorial content: • Digital only content • News and Features • Premium content • Multi-platform access (print, online, mobile) Information services: • Data services • Research • Newsletters • White papers • Real time prices • Deals • Analytical tools • Best practice
  5. 5. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Audience transactions • As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:
  6. 6. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Functional overlaps
  7. 7. 14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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
  8. 8. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Abacus CAMS • Rules-based products • Function • Content type • Age • User-based products • Qualification • Demographics • Location • Usage
  9. 9. 14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com Challenge for publishers • Combination of CMS and CAM 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
  10. 10. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 The solution: An integrated AD approach
  11. 11. 14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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
  12. 12. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Indexed Data Catalogs (Dynamic Subject Model ELT) Master Data Catalog Data Profiling Data Matching Application Transactional Data (Near Real-time Replication Mirror) Business & Technical Metadata Catalog Data Cleansing Master Data (Near Real-time Database Replication Mirror) Application Transactional Data 3rd Party Operational and External Data (Includes Flat Files & Business Application Databases) Application Indexed Views (Application UI Master Data Presentation) Synchronized Data Delta Loader Data Import and Integration UI DataQuality,Analysis&StatisticsUIApplicationUI System Wide Configuration & Maintenance UI BI/ReportingandExportUI Integrated BI Data Presentation (Conformed Muliti-Dimensional Star Schema) OLAP Correlated Data Query Database Replicated Query Data Update Extracted Updates Abacus e-Media AD Platform SaaS and Client Systems
  13. 13. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com 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. 14. 84-86 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 A data-driven product development cycle
  15. 15. Thank you for listening Abacus e-Media 14 –16 Regent Street, London, SW1Y 4PH Tel: +44 (0)20 7766 9810 info@abacusemedia.com

×