Transcript Abacus and Audience Development

Audience Development – how to
make the most of your data
Presented by Ian Eckert
[email protected]
Abacus e-Media
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System integration in online since 1983
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Web development since 1995
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Media 70%, government and recruitment 25%, ecommerce
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Software products, design, development and hosting
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54 UK staff, 12 offshore
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Locations in London and Portsmouth
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Subsidiary of Bond International Software PLC
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
– UK B2B Market leader
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
The areas of audience development
Editorial
Events:
Information
Recruitment
Community
Lead
generation:
content:
site:
services:
/ HR:
• Affiliate
Digital commerce
Exhibitions
Newsletters
Search
Online
only
and
feescontent
select
• Pay-per-click
News series
Conferences
Data
Tools
Exclusive
and clubs
Features
• Vertical
Premium
Webinars
Research
Market
UGC
data
search
content
/ Web-events
• Online
Multi-platform
Awards
White
Training
Meet-ups
papers
commerce
/ coaching
access
•(print,
Digital
Real
Job
Targeted
B2B
advertising
marketing
time
online,
value
advertising
prices
Mobile)
added
•services
Deals added
Value
Social
Marketplace
networks
models
services
• Directory
Match making
Analytical
Temps
Community
data
networks
tools
• Best
Micropractice
practices
sites
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience transactions
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As delivery platforms and products multiply, individual audience
transactions increase exponentially. These include:
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Functional overlaps
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Anatomy of an access control system
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Access control
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Highly flexible and agile to deal with rapidly evolving business model
Allow instant definition new products and qualifying users
Provide context-sensitive messaging and prompts
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Anatomy of a access control system
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Anatomy of a content access system
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Access control
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Transaction platform
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Interface directly the access control system to create inventory of
available products
Process payment and provide data to back-office (eg SOP, fulfilment)
Audience management and intelligence
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Highly flexible and agile to deal with rapidly evolving business model
Allow instant definition new products and qualifying users
Provide context-sensitive messaging and prompts
Supply pan-system reporting on activity and behaviour to identify new
product opportunities
Produce data feeds for offline marketing activity
Back office support
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Audit and accounting
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Challenges for implementing paywalls
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Combination of CMS and ACS systems can allow rapid development
and deployment of new products but significant barriers remain
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Inability to identify and market to key targets – inefficient data
management
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Integration with third-party fulfilment houses
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Delivery of transactional data to and from back office systems
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Control of ‘master’ customer data
The links between e-commerce and fulfilment are often
fundamentally flawed or broken
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Products are often purchased in real-time but delivery is delayed by batch
processing issues or offline validation
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Data obtained during the purchase process is entirely isolated from other
systems
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
The solution: An integrated AD approach
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Technical Platform
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Resilient twin data centres with proven SAAS Cloud Platform
Architecture
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One codebase, but each client has own secure database
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.Net development environment
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Utilise 3rd party components
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Acumen/De-normalisation approach for Marketing reports
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Approach to Audience Development
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Acceptance that a single unified data source is unworkable
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Multiple generators of data
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Instead put data integration at the core of the approach not as a
peripheral activity
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Develop ‘master’ data concept by defining core elements
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People
Organisations
Locations
Brands
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Apply statistical data profiling to understand the data to guarantee
quality regardless of source
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Data matching replaces data mapping
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience development tools: Acumen
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Web analytics are necessary
but not sufficient
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Important for volume
metrics
Provide a common currency
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However, even market
leaders struggle to answer
‘real world’ questions
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Acumen utilises the AD
architecture to provide
behavioural tracking across
a wide range of variables
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Tracker reports create
actionable intelligence
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
A data-driven product development cycle
14 –16 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Thank you for listening
Abacus e-Media
14 –16 Regent Street, London, SW1Y 4PH
Tel: +44 (0)20 7766 9810
[email protected]