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Audience Development - how to make the most of your data by Ian Eckert
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Audience Development - how to make the most of your data by Ian Eckert

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  • 1. Audience Development – how to make the most of your data Presented by Ian Eckert [email_address]
  • 2. 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. – UK B2B Market leader
  • 4. 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
  • 5. Audience transactions
    • As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:
  • 6. Functional overlaps
  • 7. 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
  • 8. Anatomy of a access control system
  • 9. 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
  • 10. 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
  • 11. The solution: An integrated AD approach
  • 12. 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 3 rd party components
    • Acumen/De-normalisation approach for Marketing reports
  • 13. 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.  
  • 15. 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
  • 16. A data-driven product development cycle
  • 17.