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Ian Eckert Paywall strategies
 

Ian Eckert Paywall strategies

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    Ian Eckert Paywall strategies Ian Eckert Paywall strategies Presentation Transcript

    • Paywall Strategies: Technical Issues
      Presented by Ian Eckert
    • 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
    • Functional overlaps
    • 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
    • Anatomy of a content access system
    • Anatomy of a content access 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 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
    • 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 3rd 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 necessarybut 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