Using data to drive successful product development
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Transcript of Using data to drive successful product development
Using data to drive successful product developmentPresented by Ian Eckert
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Abacus e-Media • System integration in online since 1983
• Web development since 1995
• Media 70%, government and recruitment 25%, ecommerce
• Software products, design, development and hosting
• 54 UK staff, 12 offshore
• Locations in London and Portsmouth
• Subsidiary of Bond International Software PLC
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
– UK B2B Market leader
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Events:
• Exhibitions
• Conferences
• Webinars / Web-
events
• Awards
• Match making
Recruitment / HR:
• Job advertising
• Search and selection
• Application
management
• Market data
• Training / coaching
• Value added services
• Temps
• Micro sites
Lead generation:
• Affiliate fees
• Pay-per-click
• Vertical search
• Online commerce
• B2B marketing
• Directories
Community site:
• Best practice data
• UGC
• Meet-ups
• Targeted advertising
• Social networks
• Community networks
• Best practice
• Membership
schemes
The areas of audience development
Editorial content:
• Digital only content
• News and Features
• Premium content
• Multi-platform access
(print, online, mobile)
Information services:
• Data services
• Research
• Newsletters
• White papers
• Real time prices
• Deals
• Analytical tools
• Best practice
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience transactions• As delivery platforms and products multiply, individual audience
transactions increase exponentially. These include:
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Functional overlaps
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Anatomy of a content access system• Access control
• Highly flexible and agile to deal with rapidly evolving business model• Allow instant definition new products and qualifying users• Provide context-sensitive messaging and prompts
• Transaction platform
• Interface directly the access control system to create inventory of available products
• Process payment and provide data to back-office (eg SOP, fulfilment)
• Audience management and intelligence
• Supply pan-system reporting on activity and behaviour to identify new product opportunities
• Produce data feeds for offline marketing activity
• Back office support
• Audit and accounting
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Abacus CAMS• Rules-based
products• Function• Content type• Age
• User-based products• Qualification
• Demographics• Location
• Usage
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Challenge for publishers• Combination of CMS and CAM systems can allow rapid development
and deployment of new products but significant barriers remain
• Inability to identify and market to key targets – inefficient data management
• Integration with third-party fulfilment houses
• Delivery of transactional data to and from back office systems
• Control of ‘master’ customer data
• The links between e-commerce and fulfilment are often fundamentally flawed or broken
• Products are often purchased in real-time but delivery is delayed by batch processing issues or offline validation
• Data obtained during the purchase process is entirely isolated from other systems
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
The solution: An integrated AD approach
14 –16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. [email protected]
Approach to Audience Development• Acceptance that a single unified data source is unworkable
• Multiple generators of data
• Instead put data integration at the core of the approach not as a peripheral activity
• Develop ‘master’ data concept by defining core elements
• People• Organisations• Locations• Brands
• Apply statistical data profiling to understand the data to guarantee quality regardless of source
• Data matching replaces data mapping
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Indexed Data Catalogs
(Dynamic Subject Model ELT)
Master Data Catalog
Data Profiling
Data Matching
Application Transactional Data
(Near Real-time Replication Mirror)
Business & TechnicalMetadata Catalog
Data Cleansing
Master Data
(Near Real-time Database Replication Mirror)
Application Transactional Data
3rd Party Operational and External Data
(Includes Flat Files & Business Application Databases)
Application Indexed Views
(Application UI Master Data Presentation)
Synchronized
Data Delta Loader
Data Import and Integration UI
Data
Quality
, Analy
sis & S
tatistics U
IA
pplica
tion U
I
System Wide Configuration & Maintenance UI
BI
/ R
eport
ing a
nd E
xport
U
I
Integrated BI Data Presentation
(Conformed Muliti-Dimensional Star Schema)
OLAP
Correlated Data Query
Database Replicated
Query
Data Update
Extracted Updates
Abacus e-Media AD Platform
SaaS and Client Systems
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
Audience development tools: Acumen
• Web analytics are necessarybut not sufficient
• Important for volume metrics
• Provide a common currency
• However, even market leaders struggle to answer ‘real world’ questions
• Acumen utilises the AD architecture to provide behavioural tracking across a wide range of variables
• Tracker reports create actionable intelligence
84-86 Regent Street, London, W1B 5RR Email: [email protected] Tel: +44 (0)20 7297 5200
A data-driven product development cycle
Thank you for listeningAbacus e-Media
14 –16 Regent Street, London, SW1Y 4PH
Tel: +44 (0)20 7766 9810