1. Audience Development – how to make the most of your data Presented by Ian Eckert ian.eckert@abacusemedia.com

2. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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

3. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com – UK B2B Market leader

4. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 The areas of audience development Editorial content: Digital only content News and Features Premium content Multi-platform access (print, online, Mobile) Editorial content: Digital only content News and Features Premium content Multi-platform access (print, online, Mobile) Events: Exhibitions Conferences Webinars / Web-events Awards Digital value added services Match making Events: Exhibitions Conferences Webinars / Web-events Awards Digital value added services Match making Information services: Newsletters Data series Research White papers Real time prices Deals Analytical data tools Best practices Information services: Newsletters Data series Research White papers Real time prices Deals Analytical data tools Best practices Recruitment / HR: Search and select Tools Market data Training / coaching Job advertising Value added services Temps Micro sites Recruitment / HR: Search and select Tools Market data Training / coaching Job advertising Value added services Temps Micro sites Community site: Online commerce Exclusive clubs UGC Meet-ups Targeted advertising Social networks Community networks Best practice Community site: Online commerce Exclusive clubs UGC Meet-ups Targeted advertising Social networks Community networks Best practice Lead generation: Affiliate fees Pay-per-click Vertical search Online commerce B2B marketing Marketplace models Directory Lead generation: Affiliate fees Pay-per-click Vertical search Online commerce B2B marketing Marketplace models Directory

5. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Audience transactions As delivery platforms and products multiply, individual audience transactions increase exponentially. These include:

6. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Functional overlaps

7. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com Anatomy of an access control 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

8. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Anatomy of a access control system

9. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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

10. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com Challenges for implementing paywalls Combination of CMS and ACS 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

11. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 The solution: An integrated AD approach

12. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 Technical Platform Resilient twin data centres with proven SAAS Cloud Platform Architecture One codebase, but each client has own secure database.Net development environment Utilise 3 rd party components Acumen/De-normalisation approach for Marketing reports

13. 14 – 16 Regent Street, London, SW1Y 4PH. Tel: +44 (0)20 7766 9810. info@abacusemedia.com 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

14. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200

15. Audience development tools: Acumen Web analytics are necessary but 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

16. 14 – 16 Regent Street, London, W1B 5RR Email: info@abacusemedia.com Tel: +44 (0)20 7297 5200 A data-driven product development cycle

17. Thank you for listening Abacus e-Media 14 – 16 Regent Street, London, SW1Y 4PH Tel: +44 (0)20 7766 9810 ian.eckert@abacusemedia.com