audience management for b2b - magnet · a circulation auditor with ccab. he later joined the...
TRANSCRIPT
Audience Management for B2B
Brian Gillett President Target Audience Management Inc. Vesna Moore Director of Circulation and CASL Compliance Officer Annex Business Media Moderator: Paul Williams President, POWCOM Consulting
PRESENTED BY
Vesna Moore Director of Circulation and CASL Compliance Officer Annex Business Media Vesna Moore is Director of Circulation and CASL Compliance Officer for Annex Business Media. She manages a readership database with more than 600,000 active subscribers and over 1 million enewsletter recipients across 100+ products encompassing numerous industries and hundreds of business sectors all leveraged with the use of proprietary market research, profiling/segmentation as well as leading edge technology. She has worked for large and small magazine publishing companies within both the consumer and B2B sectors for the past 26 years.
@Vesna114
Brian Gillett President Target Audience Management Inc. With a degree in Administration & Economics, Brian was introduced to the audience industry in 1987 as a circulation auditor with CCAB. He later joined the Healthcare & Financial Publications division of Maclean Hunter, and in 2003, created TAMi (Target Audience Management Inc.). Brian was the Administrator at the CMC for ten years, has addressed associations and students on audience management strategies and is often called on as a member of the industry’s related advisory committees. As a third-party fulfillment house with a compliment of ten staff members, Brian leads TAMi in implementing traditional and custom audience solutions. He provides consulting, data management and program initiatives across the publishing spectrum, from new launches and entrepreneurs to large and established multi-product organizations.
Paul Williams President POWCOM Consulting Paul Williams currently advises financial services and media companies on their communication challenges. During a varied media career Williams held a variety of positions, including reporter, editor, publisher, executive and consultant. He is particularly proud of his work leading advisor.ca, one of Canada’s most successful online media launches. In addition to advisor.ca, Williams worked on a number of online and magazine launches. His work has received numerous awards in both Canada and the United States.
Management Audience
For B2B
Moderator: Paul Williams ~ Speakers: Brian Gillett & Vesna Moore
YOUR Audience Database
A Considerable Asset?
A General Pain in The Butt?
A Bigger Pain Due To Todays New Technologies?
D – All Of The Above!
Your Database is Highly Valuable With almost everything being driven by data today, there are many more tools available to help you unlock the power of your data. Good data can bring premium results both organizationally and fiscally.
Managing the Data Can Be Tough Either get the in-house expertise needed or find an experienced, highly skilled 3rd party to partner with.
Managing Even More Data is Tougher Requires data gathering and consolidation from multiple sources.
20 Years Ago Typical Dataset
…
Name Address
Phone Fax
Issues Demos
SeenToday Typical Dataset
…
BI Dashboard Example
Baby Steps - 1 Thing At a Time
Understand What You’re Trying To Do
Take the Time to Plan the Strategy
Examples of My Wins
Corporate Data Standardization Aiding in eBlast & List Sale - $1Million+ Revenue
Integrated Marketing Cheapest Efforts First – Minimal Strain on Staff and Vendors
Digital Editions 2015 – Savings of over $800K/yr
1:1 Marketing 73k Subs in First Year Decreased Budgets
CASL Management Minimized Risk – CASL Certification
Examples of My Wins
Some Simple Steps
Manage Your Requal Efforts
Find Your Low Hanging Fruit • Are you doing the basics efficiently? • Can you save money by changing marketing strategies? • Are there subsidies you may be eligible for, or can you grow your
subsidy amounts? • Are there existing third party applications that may be suitable for
areas of your business?
Where to Start?
Databases? Huh? Me…what?
Start At The Beginning You’ll need two things:
1. A Subject Matter Expert - Your Audience Management Professional
2. A Good Programmer - May Be On Contract or Through a Software Development Company
Here We Find The Good
The Bad
And The Ugly
There are many options for outsourcing. Determine what you need: • Full Outsourcing Solution Including Audience Mgmt, Data Entry, etc • Fulfillment only • System Only
The Risk of Doing Nothing
If I Do Nothing? You can't do today's job with yesterday's technology and be in business tomorrow.
Some innovation will be inevitable and necessary to survive.
Understand the difference between the must haves vs. the nice to haves.
Ensure you manage your products to customer satisfaction. Adhere to all compliance requirements for both
PIPEDA and CASL.
PIPEDA
CASL
July 1, 2014 CASL in Effect Jan. 15, 2015 CASL Computer Program Provisions in Effect July 1, 2017 CASL Private Rights of Action Takes Effect
Take Aways
YOUR Questions?
Thank You!