This document discusses how companies can use big data to improve their product development process. It provides examples of how data can be collected from various sources, including apps, websites, conferences, and purchases to gain insights into customers. This detailed customer data allows companies to narrow their targeting of different customer segments. The data is then analyzed and used to develop new products tailored to specific customer needs, which can increase customer renewals. An example case study is also provided of how a media company implemented a tiered paywall strategy with different levels of access based on the data provided by users.

1. #paywalls12

2. Changing the way we develop products
Presented by Ian Eckert

3. So what is Big Data?

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. Our clients

6. Profile and attendance
data from conferences
(C) toprankonlinemarketing http://www.flickr.com/photos/toprankblog

7. Data collection from
installed apps
App – downloading to mobile device

8. Analytics from the web
Web browsing
Data collection
from web use

9. Data collection from exhibition
visitors

10. Preference data from
market research
Market research
(C) Eric__I_E http://www.flickr.com/photos/deadling

11. Profile data from
Controlled circulation
controlled circulation registration
registration

12. Purchasing data from
online subscriptions subscriptions
Purchase of

13. So where’s the catch?

14. Collection of data
Events App data Conference
attendance
Market Website
Web statistics
research registration
Subscription Audience
purchase
data collection

15. Data-driven product development
Audience data collection

16. The development cycle

17. Marketer
Senior manager renewal rates

18. Analysis
All manager data
Subs
Web Mobile

19. Detail
Mobile manager data
Up 40%
Up 20%
News Market Analysis

20. Development
Create product
News +
analysis
=
Senior Mgr
mobile
product

21. Communicate
Market new product

22. Result
Increased Senior manager renewals

23. The ADvance model

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. Paywall strategies

26. Paywall strategies,
One size fits all?

27. Different access for different users

28. A case study

29. Full access to 5 pages
• The new user has free
access to 5 stories per
month
• After this a registration is
required

30. Gate 1: Tell us about yourself
• Register to gain access to
a further 10 stories

31. Access to 10 more pages
• The user has free access
to 10 more stories
• After this more
demographic data
is requested

32. Gate 2: Refine your data
• To gain access to further
stories please answer this
targeted questionnaire

33. Full access
• More gates can be
added...

34. Thank you for listening
Abacus e-Media
14 –16 Regent Street, London, SW1Y 4PH
Tel: +44 (0)20 7766 9810
info@abacusemedia.com