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Paywall Strategies: Technical Issues by Ian Eckert

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Ian Eckert from Abacus e-Media talking at Paywall Strategies 2011

Ian Eckert from Abacus e-Media talking at Paywall Strategies 2011

Published in: Education, Technology, Business

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  • 1. Paywall Strategies: Technical Issues
    Presented by Ian Eckert
  • 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
    • 5. News and Features
    • 6. Premium content
    • 7. Multi-platform access (print, online, Mobile)
    Events:
    Information services:
    Recruitment / HR:
    Community site:
    Lead generation:
  • Audience transactions
    • As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:
  • Functional overlaps
  • 40. Functional overlaps
  • 41. 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
  • 42. Anatomy of a content access system
  • 43. Anatomy of a content access system
  • 44. 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
  • 45. Challenges for implementing paywalls
    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
  • 46. The solution: An integrated AD approach
  • 47. Technical Platform
    • Resilient twin data centres with proven SAAS Cloud Platform Architecture
    • 48. One codebase, but each client has own secure database
    • 49. .Net development environment
    • 50. Utilise 3rd party components
    • 51. 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
  • 52.
  • 53. Audience development tools: Acumen
    • Web analytics are necessarybut not sufficient
    Important for volume metrics
    Provide a common currency
    • However, even market leaders struggle to answer ‘real world’ questions
    • 54. Acumen utilises the AD architecture to provide behavioural tracking across a wide range of variables
    • 55. Tracker reports create actionable intelligence
  • A data-driven product development cycle