Advice for Making Data Integration Work from AIM, CFE Media & Bobit
First-party data has become an important differentiator for publishers, fueling lucrative lead generation campaigns and revealing new product opportunities. But to identify and act on audience insights, publishers must unify disparate data points into a single data platform. An integrated audience database creates a holistic view of the reader, enabling publishers to infer reader interests and intents based on their behavior.
Data integration is no simple task. The ability to track, understand, and monetize audience activity across brands and platforms requires a new way of working and significant cultural, organizational, and process shifts for most multi-product media companies.
Some of the common hurdles to becoming a data-centric business are explored in a new Publishing Executive report 7 Tips for Maximizing the Value of Audience Data Integration. In the report, publishers such as Active Interest Media, Bobit Business Media, and CFE Media share some of the lessons they’ve learned from integrating -- and acting on -- audience data. One of the key takeaways from the report is that even if you’re well on your way to having a unified audience database, you’ll most likely still have to contend with internal friction, multiple vendor coordination, and the integration of non-uniform data.
Following are some of the highlights from 7 Tips for Maximizing the Value of Audience Data Integration:
“From Day 1 we had this vision of a sophisticated unified database and we started building a system around one with the individual as the center of the universe and all products and actions connected.” - Steve Rourke, CEO at CFE Media
“We do our best to only transfer the most important data into the unified database which keeps most of our file structures as streamlined as possible, though it’s an ongoing battle against project creep.” - Tony Napoleon, director of audience development at Bobit
“AIM’s data director Mike Alexander notes there are lots of different ways to solve problems and that chances are you’re not going to get everything right from the start so move forward ‘in small achievable steps and don’t try to do everything at once.’”
This report builds on Publishing Executive’s earlier report on data strategy, The Starting Point for Harnessing Magazine Audience Data, which outlined critical steps for developing a unified database around key business objectives.