In today’s media landscape, publishers’ databases are increasingly becoming both critically important and harder to manage. Data comes in from an endless stream of outlets—social media, newsletters, event management data and website data, to name a few.
With more than 25 years in this sector, Vesna Moore has seen the industry change in dramatic ways. Moore is Director of Circulation and CASL Compliance Officer at Annex Business Media. She manages a readership database with more than 600k active subscribers and enewsletter recipients across 100+ products.
Her insights into how to leverage that data for a healthier bottom line will be front and centre when she presents her session at MagNet 2017, Managing B2B Data in a Digital World.
“At the end of the day, everything that we do with our database that helps keep our database clean is helping to bring revenue into the company,” says Moore in the latest episode of AudioMag. “Good data can be monetized both directly and indirectly.”
The challenge for publishers has been the silo effect—data that is stand-alone and unique to its source. None of the data-sets are in sync with one another.
“So as publishers we’re saddled with bringing all of this data together now, in such a way that it’s going to be cost effective, and in such a way that it’s going to have an impact on our business to be able to do some analysis and trending,” says Moore.
CASL compliance has also prompted publishers to take a closer look at their data and points of contact with consumers to ensure they are compliant with the new law.
Moore’s session will include her insights created through her solid understanding of CASL compliance rules that will better help your organization understand data governance, standardization and how a good database can help you achieve cost savings, stronger audience engagement and greater revenue across all departments.
All of this data management has meant more options for publishers as third-party data management software enters the marketplace, and there’s a lot to consider before signing on the dotted line.
“Usually they’re costly, and the amount of work that we have to go through…it’s still a lot of time on the publisher’s side to try to get that implemented,” says Moore. “And there are some tools that can make it a little bit easier, but you need some technical expertise in order to do this so depending on the degree of expertise in-house it can range from very basic approaches to extremely robust applications depending on what the needs are and the scope.”
Listen to the entire conversation with Vesna Moore.
AudioMag is produced by Tina Pittaway, an award-winning independent writer and broadcaster. Tina has been a contributor to CBC Radio and Television for more than 20 years. Her radio documentaries have been honoured with a 2007 Gabriel Award, 2008 Amnesty International Media Award, 2009 Gold Medal at the New York Festivals and a Science in Society Award from the Canadian Science Writers’ Association. Visit Tina online to learn more about her work.
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