In a presentation at the Business Media Summit in Toronto in January of 2018, Robert Keenan of Keenan Media explored the opportunities for developing a unified database for BtoB media brands and the realities of developing a 360-degree view of your audience,.
2. Is a 360o
View a Reality #BizSummit2018
Our Journey Today
• Unified databases and 360o
views are still a hot topic in the
media space.
• Today, we’ll look at the need for a 360o
view and the
challenges to get there
• Our goals today will be:
To understand the changing engagement model.
To discuss ways we can build a better bridge to our audience.
To understand whether a unified database that provides a 360o
view
is a reality?
To layout some keys for success.
3. Is a 360o
View a Reality #BizSummit2018
Background Check
• BtoB Exec with 20+ years experience with 10
years in digital and audience development
management.
• President of Keenan Media, a consultancy
focused on improving digital, editorial, and
audience performance at BtoB media
companies.
• For VP of Media at Edgell Communications
Guided Edgell’s digital and audience operations
Ran a lead-generation operation that generated 80%+
of digital revenue
Oversaw the revitalization of the company’s event
audience marketing efforts
4. Is a 360o
View a Reality #BizSummit2018
The Changing
Engagement Model
5. Is a 360o
View a Reality #BizSummit2018
Current Audience Engagement• To look at where we need to go, we have to start by
looking at where we are now.
• Let’s start by understanding what our audiences want from
us.
They want access to great content.
They want to learn how to improve their jobs.
They want to connect with like professionals.
They want to keep pace with the latest news and trends shaping
their market.
6. Is a 360o
View a Reality #BizSummit2018
Connections (cont.)
• So, our audience wants us to be great content provider
and be a connector.
• How do we respond:
We bombard them with emails.
We send them off to vendors through our lead-gen programs when
they may not want that solution.
We send them content that may have nothing to do with their jobs.
We pound them with offers to attend our events.
We cover our sites with ads that may or may not apply to the
audience member.
7. Is a 360o
View a Reality #BizSummit2018
Bridging the Audience Gap
8. Is a 360o
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Bridging the Disconnect
• So why is there such a disconnect?
• The reason is because we don’t have the tools in place to
fully understand the audience members and their true
behaviors.
Most media companies have audience databases that have info
on a user in one moment in time.
Short-form registrations make audits easier, but limit what we
capture.
Web, event, print and other databases remain disconnected.
We are not tracking behavior on our digital properties and tying it
to the user record.
9. Is a 360o
View a Reality #BizSummit2018
Disconnect (cont.)
• We have snapshots of our audience, but we don’t have the
tools in place to get a full view of the user
• And, without this view, we cannot build the right marketing
and content programs to meet the specific user needs.
Simply Stated:
We have a Big Data Problem
and it’s causing Audience Connection issues
10. Is a 360o
View a Reality #BizSummit2018
Cause of the Problem
• What’s causing these problems?
• Here are 4 key reasons:
First, despite making strides, we have not done a good enough
job connecting our disparate databases.
Second, we have not leveraged content tagging to get a better
handle of the needs of our audience.
Third, we have only now started to implement marketing and
content automation tools to better connect with our audience.
Finally, even with these tools in place, we’re not leveraging the
tools we have to their best ability.
11. Is a 360o
View a Reality #BizSummit2018
What We Need
• We need better audience intelligence.
• We need to understand who they are.
• We need to understand what they are doing today.
• We need better tools.
• Ultimately, we need to create a data architecture that
allows us to have a single, 360o
view of our audience.
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View a Reality #BizSummit2018
Changing Our
Engagement Approach
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View a Reality #BizSummit2018
So how do we get there?
• It starts with a total relook at how we structure and
connect our database architectures.
14. Is a 360o
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How Many Media Companies
Look Today We have built
connections here,
but this is far from
delivering better
audience
intelligence
Print
Database
Web/CMS
Database
Email
Database
Webinar
Database
Event
Database
Research
Database
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View a Reality #BizSummit2018
Biz
Intelligence
/Marketing
Automation
Tools
Print Event
Web/CMS Research
Email Webinar
What We Want
When we talk about a 360o
view, this is what many media
companies have in mind.
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View a Reality #BizSummit2018
Is the 360o
View Really
Achievable?
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But, is it Achievable?
• This is big question we have to struggle with.
• Can we truly develop a single database that provides a
360o
view of the user?
• At Edgell, we spent a year looking at this topic
We considered CRM solutions like SalesForce.
We explored building our own database.
We looked at digital management platforms (DMPs).
We evaluated new audience management systems.
We checked out all of the marketing automation tools.
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What Did We Learn
• We learned that there wasn’t a magic pill that could help
us solve our problem.
There wasn’t a single off-the-shelf database solution that could
do it all.
Some were too email specific.
Others were too website specific.
Others just required too much customization.
19. Is a 360o
View a Reality #BizSummit2018
Reality Check
• The reality is that we’re going to continue to have multiple
databases.
Trying to find a single database is a nice goal. But, using best-in-
class solutions to bring data together is a better option.
• But, the key lies in doing a few things.
First, you have to make sure you’re tagging your content well.
o This will help unlock the behaviors your looking to capture.
On the email front, implementing a marketing automation tool can
help better engage users and reduce overall email sends.
o Developing journeys and drip marketing campaigns can help with lead-
gen, content marketing, registration, and event marketing efforts.
On the website front, customer data platforms have started to emerge
as a new tool for launching on-site promotions.
o Lytics and Blueconic have been talked about by a lot of media execs.
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Biz
Intelligence
/Marketing
Automation
Tools
Print Event
Web/CMS Research
Email Webinar
So, We Want This
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View a Reality #BizSummit2018
But, We May Have to Settle
for This (at least for now)
Print/Online
Database
Email
Database
Webinar
Database
Events
Database
Research
Database
Biz
Intelligence/
Marketing
Automation
Tool(s)
Digital
Management
Platform
Webinar
Database
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Tips to Succeed With
Your Audience Change
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Potential Pitfalls
• It’s great to talk about adding marketing automation tools
or CDPs, but the real key is using them once they are in
your organization.
• I’ve seen too many media companies invest in a tool like a
CDP or marketing automation platform and fail to leverage
the tool’s full capabilities.
• I’ve also seen media companies try to shift with out setting
up an owner or training a team to use these products.
• Picking a tool is the easy part. Rolling out and using the
tool is where the challenge lies for media brands
24. Is a 360o
View a Reality #BizSummit2018
Keys to Success
• Make sure you define your needs.
Before you make any purchases, make sure you define your
most important needs first and focus on those.
• Start small and then expand.
Don’t try and implement everything at once. Pick a solution and
run with it. Then, once you have success, expand to other
offerings.
Marketing automation and events is a great place to start.
• Name a project owner.
Find a person on your team that will own the implementation.
If this is left to a committee, you run the risk of purchasing a tool
that sits on the shelf for months.
25. Is a 360o
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Success (cont.)
• Train, train, and train again.
Make sure training doesn’t happen once.
To win, you have to build a system that supports continual training.
And, make sure your vendor includes enough training in the
contract.
• Evaluate and share results.
The best way to get adoption rolling is to show success.
When rolling out a CDP or marketing automation tool, find an early
win and then share it with the company.
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Thank You!
Robert Keenan
973-219-9508
rkeenan@keenandigitalconsult.com
Twitter: @robkeenan11
LinkedIn: https://www.linkedin.com/in/robertkeenan/