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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

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Paywall Strategies: Technical Issues by Ian Eckert

  1. 1. Paywall Strategies: Technical Issues<br />Presented by Ian Eckert<br />
  2. 2. Abacus e-Media <br />System integration in online since 1983<br />Web development since 1995<br />Media 70%, government and recruitment 25%, ecommerce<br />Software products, design, development and hosting<br />54 UK staff, 12 offshore<br />Locations in London and Portsmouth<br />Subsidiary of Bond International Software PLC <br />
  3. 3. – UK B2B Market leader <br />
  4. 4. The areas of audience development<br />Editorial content:<br /><ul><li> Digital only content
  5. 5. News and Features
  6. 6. Premium content
  7. 7. Multi-platform access (print, online, Mobile)</li></ul>Events:<br /><ul><li> Exhibitions
  8. 8. Conferences
  9. 9. Webinars / Web-events
  10. 10. Awards
  11. 11. Digital value added services
  12. 12. Match making</li></ul>Information services:<br /><ul><li> Newsletters
  13. 13. Data series
  14. 14. Research
  15. 15. White papers
  16. 16. Real time prices
  17. 17. Deals
  18. 18. Analytical data tools
  19. 19. Best practices</li></ul>Recruitment / HR:<br /><ul><li> Search and select
  20. 20. Tools
  21. 21. Market data
  22. 22. Training / coaching
  23. 23. Job advertising
  24. 24. Value added services
  25. 25. Temps
  26. 26. Micro sites</li></ul>Community site:<br /><ul><li> Online commerce
  27. 27. Exclusive clubs
  28. 28. UGC
  29. 29. Meet-ups
  30. 30. Targeted advertising
  31. 31. Social networks
  32. 32. Community networks
  33. 33. Best practice</li></ul>Lead generation:<br /><ul><li> Affiliate fees
  34. 34. Pay-per-click
  35. 35. Vertical search
  36. 36. Online commerce
  37. 37. B2B marketing
  38. 38. Marketplace models
  39. 39. Directory</li></li></ul><li>Audience transactions<br /><ul><li>As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:</li></li></ul><li>Functional overlaps<br />
  40. 40. Functional overlaps<br />
  41. 41. Anatomy of a content access system<br />Access control<br />Highly flexible and agile to deal with rapidly evolving business model<br />Allow instant definition new products and qualifying users<br />Provide context-sensitive messaging and prompts<br />
  42. 42. Anatomy of a content access system<br />
  43. 43. Anatomy of a content access system<br />
  44. 44. Anatomy of a content access system<br />Access control<br />Highly flexible and agile to deal with rapidly evolving business model<br />Allow instant definition new products and qualifying users<br />Provide context-sensitive messaging and prompts<br />Transaction platform<br />Interface directly the access control system to create inventory of available products<br />Process payment and provide data to back-office (eg SOP, fulfilment)<br />Audience management and intelligence<br />Supply pan-system reporting on activity and behaviour to identify new product opportunities<br />Produce data feeds for offline marketing activity<br />Back office support<br />Audit and accounting<br />
  45. 45. Challenges for implementing paywalls<br />Combination of CMS and CAM systems can allow rapid development and deployment of new products but significant barriers remain<br />Inability to identify and market to key targets – inefficient data management<br />Integration with third-party fulfilment houses<br />Delivery of transactional data to and from back office systems<br />Control of ‘master’ customer data<br />The links between e-commerce and fulfilment are often fundamentally flawed or broken<br />Products are often purchased in real-time but delivery is delayed by batch processing issues or offline validation<br />Data obtained during the purchase process is entirely isolated from other systems<br />
  46. 46. The solution: An integrated AD approach<br />
  47. 47. Technical Platform<br /><ul><li>Resilient twin data centres with proven SAAS Cloud Platform Architecture
  48. 48. One codebase, but each client has own secure database
  49. 49. .Net development environment
  50. 50. Utilise 3rd party components
  51. 51. Acumen/De-normalisation approach for Marketing reports</li></li></ul><li>Approach to Audience Development<br />Acceptance that a single unified data source is unworkable<br />Multiple generators of data<br />Instead put data integration at the core of the approach not as a peripheral activity<br />Develop ‘master’ data concept by defining core elements<br />People<br />Organisations<br />Locations<br />Brands<br />Apply statistical data profiling to understand the data to guarantee quality regardless of source <br />Data matching replaces data mapping<br />
  52. 52.
  53. 53. Audience development tools: Acumen<br /><ul><li>Web analytics are necessarybut not sufficient</li></ul>Important for volume metrics<br />Provide a common currency<br /><ul><li>However, even market leaders struggle to answer ‘real world’ questions
  54. 54. Acumen utilises the AD architecture to provide behavioural tracking across a wide range of variables
  55. 55. Tracker reports create actionable intelligence</li></li></ul><li>A data-driven product development cycle<br />