how integrated are we?
DESCRIPTION
Presented at SISO 2013.TRANSCRIPT
Data as the key to driving integrationand delivering experience.
HOW INTEGRATED ARE WE?11:00 AM - 11:45 AM
The ExpertsModerator: Sam Lippman, President, Lippman Connects
EdwinGonzalezIT Director
HanleyWood
RhondaWunderlinVP,Lead Services
Penton
JohnFrenchCEO
CygnusBusiness Media
What is it? How do I integrate? Now that I have it… Lessons learned Q&A
The Agenda
What is it?
• CEO• Purchasing
Authority• CA, USA• $1 mil Sales
Volume• Interested
in…
AttendedWebcasts
Active onSocial Media
Commentson Content
Attended a Tradeshow
Clicked oncertain ads
Views SpecificContent
Centralized DatabaseDemographics,Engagement& Behavior
JaneDoe
Attended Other Events
Registration& FormSubmissions
How does it help?
Getting to one view ofthe customerby combiningdemographicdata with past and present behavior
Leveragingthat data to drive timely, relevant (targeted)engagement that drives participation
Providing a more personalized show experienceas well as targeted post show engagement
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
AbstractedLayer
Web services– not changing myapplications– building a layer in between them
Integrate data silos while underlying systems in tact
Saas
Softwareas aService
Registration
Led Gen
Circulation
Newsletters
How do I integrate?Master DatabaseBasic – Excel
IntegratedDatabase
How do I integrate?RegistrationCirculation Newsletter
sLed Gen
Mobile
GSC
Housing
Vendors
SOAService OrientedArchitecture
Data Cleansing/Standardization
Data Repository
Now that I have it…How we use the data
Content and
Ad Targeting
Data Products
Marketing
High-LevelUser Data
GranularUser Data
Now that I have it…What can I do today that I couldn’t yesterday?
CaseStudy 1
EventMarketing
CaseStudy 2
ContentMarketing
CaseStudy 3
Lead Generation& Research
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
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
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
Lessons Learned
Thank YouSam Lippman, President, Lippman Connects
Edwin Gonzalez, IT Director, Hanley [email protected]
Rhonda Wunderlin, VP, Lead Services [email protected]
John French, CEO, Cygnus Business [email protected]