This month at #SIPADC2015, I participated in a round table on building a marketing/audience database. There, we discussed the importance of unifying information into one system and collecting meaningful data. Having an integrated database:

  • Makes it easier to select records for marketing efforts.
  • Increases content relevance.
  • Allows you to identify new product opportunities.
  • Improves cross-selling.
  • Creates cost-savings through efficiencies.
  • Enhances audience intelligence by capturing behavioral data.

You can create an effective marketing/audience database by using your current provider, outsourcing a new one or employing a separate system (if this is the case, be sure updates are made real-time via API’s or by nightly batch imports).

There are a number of data points your system should collect. Whether you’re reviewing your current database or selecting a new one, ask yourself if the platform offers these features:

  • Unified database containing the entire audience, including:
    • Free e-news subscribers.
    • Magazine subscribers.
    • Webinar registrants.
    • Event attendees.
    • Product buyers.
    • List purchasers.
    • Website visitors (downloads, videos viewed and articles read).
    • Site license users and purchasers.
    • Email marketing.
    • Third party lists (if unlimited use).
  • Meaningful demographics. These should include:
    • Source.
    • Title.
    • Category/taxonomy of editorial content being read.
    • Any survey data.
  • Meaningful activities, like:
    • Number of purchases.
    • Frequency of purchases.
    • Date of most recent purchases.
    • Types of articles being read/downloaded/viewed.
    • Number of articles being read, along with dates of first and last reads.
    • Emails being delivered, opened and clicked.
    • Lifetime value.

Discover how Multipub handles audience management and marketing data.