Tear down those old, traditional database silos of print and digital. Think instead about an integrated audience database. An integrated database is far more useful to you when you connect the dots between website, events, podcasts, webinars, enewsletters, print, mobile, video and ALL your magazine’s other content platforms.
The key is to combine and standardize your current disparate data and see each of your customer “engagements” as a single view.
Then you can easily access data across products and improve business tactics through improved intelligence. With the benefits of a truly integrated database, you can:
- Select more targeted records for marketing efforts
- Increase content relevance.
- Identify new product opportunities
- Improve cross-selling
- Find cost-savings though better efficiencies
- Enhance audience intelligence through the capture of behavioral data, in a more holistic way.
Finally, keep in mind that improving your current databases into an integrated one is not going to be cheap. it will take some investment of financial and human capital. Your teams will need training. Everyone, including top management, must support and buy into the monetization opportunities that an integrated database will provide.
Your whole team has to get on board to drive your new database direction. You’ll be on the road to greater success in no time.
Editor’s note: This updated article is based on a Niche conference presentation by Eric Rutter, (Group Marketing Director at UBM).
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About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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