Audience Development – how to make the most of your data Presented by Ian Eckert

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) Abacus e-Media System integration in online since 1983 Web development since 1995 Media 70%, government and recruitment 25%, ecommerce Software products, design, development and hosting 54 UK staff, 12 offshore Locations in London and Portsmouth Subsidiary of Bond International Software PLC

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) – UK B2B Market leader

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) The areas of audience development Editorial content: Digital only content News and Features Premium content Multi-platform access (print, online, Mobile) Editorial content: Digital only content News and Features Premium content Multi-platform access (print, online, Mobile) Events: Exhibitions Conferences Webinars / Web-events Awards Digital value added services Match making Events: Exhibitions Conferences Webinars / Web-events Awards Digital value added services Match making Information services: Newsletters Data series Research White papers Real time prices Deals Analytical data tools Best practices Information services: Newsletters Data series Research White papers Real time prices Deals Analytical data tools Best practices Recruitment / HR: Search and select Tools Market data Training / coaching Job advertising Value added services Temps Micro sites Recruitment / HR: Search and select Tools Market data Training / coaching Job advertising Value added services Temps Micro sites Community site: Online commerce Exclusive clubs UGC Meet-ups Targeted advertising Social networks Community networks Best practice Community site: Online commerce Exclusive clubs UGC Meet-ups Targeted advertising Social networks Community networks Best practice Lead generation: Affiliate fees Pay-per-click Vertical search Online commerce B2B marketing Marketplace models Directory Lead generation: Affiliate fees Pay-per-click Vertical search Online commerce B2B marketing Marketplace models Directory

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) Audience transactions As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) Functional overlaps

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) Anatomy of an access control system Access control 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, W1B 5RR Tel: +44 (0) Anatomy of a access control system

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) Anatomy of a content access system Access control 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 Transaction platform 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 Supply pan-system reporting on activity and behaviour to identify new product opportunities Produce data feeds for offline marketing activity Back office support Audit and accounting

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) Challenges for implementing paywalls Combination of CMS and ACS systems can allow rapid development and deployment of new products but significant barriers remain Inability to identify and market to key targets – inefficient data management Integration with third-party fulfilment houses Delivery of transactional data to and from back office systems Control of ‘master’ customer data The links between e-commerce and fulfilment are often fundamentally flawed or broken Products are often purchased in real-time but delivery is delayed by batch processing issues or offline validation Data obtained during the purchase process is entirely isolated from other systems

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) The solution: An integrated AD approach

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) Technical Platform Resilient twin data centres with proven SAAS Cloud Platform Architecture One codebase, but each client has own secure database.Net development environment Utilise 3 rd party components Acumen/De-normalisation approach for Marketing reports

14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0) Approach to Audience Development Acceptance that a single unified data source is unworkable Multiple generators of data Instead put data integration at the core of the approach not as a peripheral activity Develop ‘master’ data concept by defining core elements People Organisations Locations Brands Apply statistical data profiling to understand the data to guarantee quality regardless of source Data matching replaces data mapping

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0)

Audience development tools: Acumen Web analytics are necessary but not sufficient Important for volume metrics Provide a common currency However, even market leaders struggle to answer ‘real world’ questions Acumen utilises the AD architecture to provide behavioural tracking across a wide range of variables Tracker reports create actionable intelligence

14 – 16 Regent Street, London, W1B 5RR Tel: +44 (0) A data-driven product development cycle

Thank you for listening Abacus e-Media 14 – 16 Regent Street, London, SW1Y 4PH Tel: +44 (0)