Ian eckert

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Ian eckert

  1. 1. #paywalls12
  2. 2. Changing the way we develop productsPresented by Ian Eckert
  3. 3. So what is Big Data?
  4. 4. 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
  5. 5. Our clients
  6. 6. Profile and attendance data from conferences(C) toprankonlinemarketing http://www.flickr.com/photos/toprankblog
  7. 7. Data collection frominstalled apps App – downloading to mobile device
  8. 8. Analytics from the web Web browsing Data collection from web use
  9. 9. Data collection from exhibitionvisitors
  10. 10. Preference data from market research Market research(C) Eric__I_E http://www.flickr.com/photos/deadling
  11. 11. Profile data from Controlled circulationcontrolled circulation registrationregistration
  12. 12. Purchasing data fromonline subscriptions subscriptions Purchase of
  13. 13. So where’s the catch?
  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. The development cycle
  17. 17. Marketer Senior manager renewal rates
  18. 18. Analysis All manager data Subs Web Mobile
  19. 19. Detail Mobile manager data Up 40% Up 20% News Market Analysis
  20. 20. Development Create product News + analysis = Senior Mgr mobile product
  21. 21. Communicate Market new product
  22. 22. Result Increased Senior manager renewals
  23. 23. The ADvance model
  24. 24. ADvance• Cloud-based audience development platform• One codebase, but each client has own secure database• .Net development environment• Utilise 3rd party components• Acumen/De-normalisation approach for Marketing reports
  25. 25. Paywall strategies
  26. 26. Paywall strategies,One size fits all?
  27. 27. Different access for different users
  28. 28. A case study
  29. 29. Full access to 5 pages• The new user has free access to 5 stories per month• After this a registration is required
  30. 30. Gate 1: Tell us about yourself• Register to gain access to a further 10 stories
  31. 31. Access to 10 more pages• The user has free access to 10 more stories• After this more demographic data is requested
  32. 32. Gate 2: Refine your data• To gain access to further stories please answer this targeted questionnaire
  33. 33. Full access• More gates can be added...
  34. 34. Thank you for listeningAbacus e-Media14 –16 Regent Street, London, SW1Y 4PHTel: +44 (0)20 7766 9810info@abacusemedia.com

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