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Audience Revenue Tools
 

Audience Revenue Tools

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Given by Ian Eckert at Media Briefing’s Audience Revenue Tools for Online Publishers (June 20th 2012)

Given by Ian Eckert at Media Briefing’s Audience Revenue Tools for Online Publishers (June 20th 2012)

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  • from.
  • On this slide you can see some of the reporting availalble within ADvance but on the right you can see what’s possible in a tool like tableau.But the crucial point is this – these views can be updated in realtime from the Audience development database. Which means you can see exactly how your products, services and offers are performing any time you like and that in turn allows you to use your data to drive the product development process.

Audience Revenue Tools Audience Revenue Tools Presentation Transcript

  • Changing the way we develop productsPresented by Ian Eckert
  • So what is Big Data?
  • Unlocking the value in Big Data• Makes information transparent and instantly available• Gives a more accurate and detailed picture of the market• Allows narrower segmentation of customers• Improves decision making• Becomes a critical component of the product development process
  • Our clients
  • Profile and attendance data from conferences(C) toprankonlinemarketing http://www.flickr.com/photos/toprankblog
  • Purchase and usage datafrom installed apps App – downloading to mobile device
  • Analytics from the web Web browsing Data collection from web use
  • Attendance and networkingdata from exhibitions
  • Preference data from market research Market research(C) Eric__I_E http://www.flickr.com/photos/deadling
  • Profile data from Controlled circulationcontrolled circulation registrationregistration
  • Purchasing data fromonline subscriptions subscriptions Purchase of
  • So where’s the catch?
  • 86% of publishersbelieve they areunderutilising theirdata assets * *Source AOP Census 2011
  • Collection of dataEvents App data Conference attendanceMarket Website Web statisticsresearch registrationSubscription Audiencepurchase data collection
  • Data-driven product development Audience data collection
  • Marketer Senior manager renewal rates
  • Analysis All manager data Subs Web Mobile
  • Detail Mobile manager data Up 40% Up 20% News Market Analysis
  • Development Create product News + analysis = Senior Mgr mobile product
  • Communicate Market new product
  • Result Increased Senior manager renewals
  • The ADvance model
  • – UK B2B market leader
  • publishing proposition• Media sites are design and content driven, infinitely variable with rapidly evolving business models• So control and flexibility is required by publishers, editors, webmasters and marketeers• Webvision gives complete control of a site’s information architecture: • Add sections and sub-sections • Slice and dice content • Maximise your legacy content • Increase your advertising inventory
  • Latest rollout – Webvision v3.5• Total control over site grids• Design interesting and varied content pages• Create new and bold advertising opportunities• 1000s of new possibilities and combinations• Closely integrated with gatekeeping functionality• Allows rapid new product development and prototyping
  • Functional overlaps
  • The solution: An integrated AD platform
  • Alliance and Abacus e-Media
  • Integration Intelligence Unifying customer data Powerful analysis and across multiple delivery reporting tools –platforms – print, face to delivering actionable face, web and mobile business intelligence MARKET SMARTER SELL MORE ADvance Innovation Cloud-based and modular platform − offering either self-service or experienced bureau management REDUCE COSTS
  • ADvance functions Integration Intelligence• End-to-end print fulfilment system (subcription and controlled circulation) ADvance • E-commerce Innovation • Customer self-service • Renewal cycle• Marketing and BI database including complete multiplatform customer view• Online and offline products set-up, management and real-time reporting• Multilayer gatekeeping – by product, demographic and data all with optional metering• Integrated analytics and reporting for print and online – finance, marketing, logistics and ad hoc business intelligence
  • ADvance• Cloud-based audience development platform
  • Reporting and BI
  • BI Architecture
  • BI: Data selection
  • BI Data output
  • BI 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
  • BI 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
  • Actionable intelligence
  • Data-driven product development ANALYSIS Content drilldown » Finance section
  • Data-driven product development DETAIL Devices » CEOs 53% 31% 16%
  • Data-driven product development CREATION CEO-specific tablet app
  • Corporate subscriptions: The data Kubota Yoshi Jeff Johnson Tokyo New York Comments on your Subscribes to your website magazine Sabine Hoffmann Berlin Attends your events
  • Corporate subscriptions: The data
  • The data – ABC InternationalABC International2000 registered users400 event visitors200 print subscribers
  • Corporate subscriptions: The offer
  • Thank you for listeningAbacus e-Media14 –16 Regent Street, London, SW1Y 4PHTel: +44 (0)20 7766 9810info@abacusemedia.com