Audience Revenue Tools

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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

    1. 1. Changing the way we develop productsPresented by Ian Eckert
    2. 2. So what is Big Data?
    3. 3. 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
    4. 4. Our clients
    5. 5. Profile and attendance data from conferences(C) toprankonlinemarketing http://www.flickr.com/photos/toprankblog
    6. 6. Purchase and usage datafrom installed apps App – downloading to mobile device
    7. 7. Analytics from the web Web browsing Data collection from web use
    8. 8. Attendance and networkingdata from exhibitions
    9. 9. Preference data from market research Market research(C) Eric__I_E http://www.flickr.com/photos/deadling
    10. 10. Profile data from Controlled circulationcontrolled circulation registrationregistration
    11. 11. Purchasing data fromonline subscriptions subscriptions Purchase of
    12. 12. So where’s the catch?
    13. 13. 86% of publishersbelieve they areunderutilising theirdata assets * *Source AOP Census 2011
    14. 14. Collection of dataEvents App data Conference attendanceMarket Website Web statisticsresearch registrationSubscription Audiencepurchase data collection
    15. 15. Data-driven product development Audience data collection
    16. 16. Marketer Senior manager renewal rates
    17. 17. Analysis All manager data Subs Web Mobile
    18. 18. Detail Mobile manager data Up 40% Up 20% News Market Analysis
    19. 19. Development Create product News + analysis = Senior Mgr mobile product
    20. 20. Communicate Market new product
    21. 21. Result Increased Senior manager renewals
    22. 22. The ADvance model
    23. 23. – UK B2B market leader
    24. 24. 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
    25. 25. 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
    26. 26. Functional overlaps
    27. 27. The solution: An integrated AD platform
    28. 28. Alliance and Abacus e-Media
    29. 29. 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
    30. 30. 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
    31. 31. ADvance• Cloud-based audience development platform
    32. 32. Reporting and BI
    33. 33. BI Architecture
    34. 34. BI: Data selection
    35. 35. BI Data output
    36. 36. 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
    37. 37. 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
    38. 38. Actionable intelligence
    39. 39. Data-driven product development ANALYSIS Content drilldown » Finance section
    40. 40. Data-driven product development DETAIL Devices » CEOs 53% 31% 16%
    41. 41. Data-driven product development CREATION CEO-specific tablet app
    42. 42. 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
    43. 43. Corporate subscriptions: The data
    44. 44. The data – ABC InternationalABC International2000 registered users400 event visitors200 print subscribers
    45. 45. Corporate subscriptions: The offer
    46. 46. Thank you for listeningAbacus e-Media14 –16 Regent Street, London, SW1Y 4PHTel: +44 (0)20 7766 9810info@abacusemedia.com

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