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

    • Audience Development – how to make the most of your data Presented by Ian Eckert [email_address]
    • 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
    • – UK B2B Market leader
    • 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
    • Audience transactions
      • As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:
    • Functional overlaps
    • 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
    • Anatomy of a access control system
    • 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
    • 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
    • The solution: An integrated AD approach
    • 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
    • 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
    •  
    • 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
    • A data-driven product development cycle
    •