This document summarizes a panel discussion on integrating customer data to drive experiences. The panel discussed how integrating data from various sources like registrations, circulation, newsletters, and mobile apps allows getting a single view of customers by combining demographic and behavioral data. Integrating customer data helps with targeted content and ad targeting, new data products, and more personalized marketing. The panel provided examples of how integrated data helped with event marketing, content marketing, and lead generation programs. Lessons learned focused on leveraging integrated data to enhance customer understanding and bring higher quality leads and insights.

1. Data as the key to driving integration
and delivering experience.
HOW INTEGRATED
ARE WE?
11:00 AM - 11:45 AM

2. The Experts
Moderator: Sam Lippman, President, Lippman Connects
Edwin
Gonzalez
IT Director
Hanley
Wood
Rhonda
Wunderlin
VP,
Lead Services
Penton
John
French
CEO
Cygnus
Business Media

3.  What is it?
 How do I integrate?
 Now that I have it…
 Lessons learned
 Q&A
The Agenda

4. What is it?
• CEO
• Purchasing
Authority
• CA, USA
• $1 mil Sales
Volume
• Interested in…
Attended
Webcasts
Active on
Social Media
Comments
on Content
Attended
a Tradeshow
Clicked on
certain ads
Views
Specific
Content
Centralized
Database
Demographics,
Engagement
& Behavior
Jane
Doe
Attended
Other Events
Registration
& Form
Submissions

5. How does it help?
Getting to
one view of
the customer
by combining
demographic
data with past
and present
behavior
Leveraging
that data to drive
timely, relevant
(targeted)
engagement
that drives
participation
Providing a more
personalized
show
experience
as well as
targeted post
show engagement

6. How do I integrate?
Basic
Integration
Excel /MS Access
Set small,
measurable
goals
Fully
Integrated
Master database
– all in one
solution
All applications
write to a single
data source
Abstracted
Layer
Web services
– not changing
my
applications–
building a layer
in between them
Integrate data
silos while
underlying
systems in tact
Saas
Software
as a
Service

7. Registration
Led Gen
Circulation
Newsletters
How do I integrate?
Master DatabaseBasic – Excel
Integrated
Database

8. How do I integrate?
RegistrationCirculation NewslettersLed Gen
Mobile
GSC
Housing
Vendors
SOA
Service Oriented
Architecture
Data Cleansing/
Standardization
Data
Repository

9. Now that I have it…
How we use the data
Content and
Ad Targeting
Data Products
Marketing
High-Level
User Data
Granular
User Data

10. Now that I have it…
What can I do today that I couldn’t yesterday?
Case
Study 1
Event
Marketing
Case
Study 2
Content
Marketing
Case
Study 3
Lead Generation
& Research

11. Now that I have it…
Case Study 1 – Event Marketing
Detailed marketing programs to drive attendance at a regional show –
identified highly targeted categories of attendees needed for a show.
 We queried our integrated database to identify individual
in each of the categories
 We then used a variety of marketing tools (both online
and print) to encourage their attendance at the show
 We hit our attendance goals using only a fraction of
the initial marketing budget

12. Now that I have it…
Case Study 2 - Content Marketing
Using the data in the integrated database, we provide content marketing
opportunities to our advertisers.
In addition to providing advertising around what content is being consumed,
we also present advertising opportunities based on how people engage with
our content and their general interest levels.
 Online contextual advertising – what is being read at the moment
 Online behavioral advertising – based on what we know the person
is doing
 Direct mail – customized print products using variable data
printing techniques

13. Now that I have it…
Case Study 3 – Lead Generation & Research
Enhance existing lead data with our deeper understanding of our readers
 We have built a number of new lead generation programs
that leverage our underlying data on readers
 Quality vs. Quantity: We leverage this data to bring higher quality
leads to our clients
 Research: Using customized research, we are building
a deeper understanding of our customers’ behaviors and buying
patterns

14. Lessons Learned

15. Thank You
Sam Lippman, President, Lippman Connects
sam@lippmanconnects.com
Edwin Gonzalez, IT Director, Hanley Wood
egonzalez@hanleywood.com
Rhonda Wunderlin, VP, Lead Services Penton
Rhonda.Wunderlin@penton.com
John French, CEO, Cygnus Business Media
John.French@cygnus.com