Marketing codes or demographics help businesses classify and organize data, so they can identify emerging trends, better serve subscribers and effectively grow their business. Our platform supports publishers by allowing them to collect a virtually unlimited number of demographics. In Multipub, each demographic field may have some unique attributes, so determining how and when to use them is critical. In this post, we’ll walk you through our marketing code categories and outline how we work with clients to establish the right mix for their business.

Marketing Code and Demographic Set-Up

During implementation planning, our team will work with you to make sure we are storing the right demographics in the right fields. You can specify if a demographic should be available for entry (yes/no) and whether or not the field is required (yes/no). In some cases, you may even designate how to validate the data, including creating separate validation lists for each product. (eg: different source codes or business codes are used for different products or business units.)

Marketing Code and Demographic Categories

Subscriber Demographics

Many demographic fields are available at the subscriber (contact) level. Fields like Title Code, SIC Code, Status, Original Source Code and Sales Territory. There are also four user-defined fields that can be used to collect any data you would like. You may designate the label that displays on the screen and store any data you choose, up to 10 alphanumeric characters.

There are also some demographics with special attributes. For example, the Area of Interest, Customer Type and Customer SubType fields can be entered on the subscriber record and then, designated to copy to the order records. If a customer’s Area of Interest or Customer Type/SubType changes, future orders will reflect the new values, but the older orders will still retain the previously entered data. The Customer SubType field is also dependent on the value of the Customer Type data. For instance, if the Customer Type is “Education,” then the SubType possible values might be type of institution, # of students, etc. Whereas, if the Customer Type is “Healthcare,” then the SubType possible values might be type of provider, # locations, etc.

As well as these options, Multipub also allows you to create additional demographic fields to be collected for each subscriber. Once these fields are defined, they are automatically added to the subscriber entry and inquiry screens. The setup enables you to create fields to store many different types of data – validated or unvalidated fields, dates, numbers, hyperlinks, etc. They can even be multi-response answers. The possibilities are endless!

Order Demographics

There are many different demographic fields that can be designated at the order level. These demographics may be used to capture data pertinent to a specific product or order. There are numerous fields available, such as source codes, promo / keycodes, category codes, digital/print/both indicators, etc. There are also all the necessary circulation audit fields, like business code, function code, qualification source and date. We also support four user-defined fields at the order level, which are similar to the subscriber demographic fields. They allow users to specify the label for the screens and populate the fields with up to 20 characters.

Fields can be designated as available or required, which list of values to use for validation, and whether or not the values should carry over to the renewal order.

In addition to these fields, you may create Demo Cards for collecting an unlimited number of demographic fields. You may create fields, specify the number and types of responses, how they are validated, etc. Then, simply indicate the “Card Name” at data entry to be able to enter the values for each of these fields.

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