Amandeep Sandhu, director of audience engagement and analytics at UBM Electronics, has consolidated multiple audience databases into one that offers a 360-degree view of each individual across every brand and product that person touches online, in print or in a live or virtual event.
“We are not just targeting "names' but building a quality engagement where the people in our database are real decision-makers,” he said. “Our goal is to personalize our offerings in terms of content, marketing efforts and event experiences for every single user.” He was able to grow UBM Electronics' database by more than 40% to 2.26 million unique users from January 2011 to January 2012 by “placing the individual reader at the center of all of our strategy,” he said.
Sandhu is currently building a data warehouse that will integrate the company's audience database with customer data in its CRM system and financial system. The data warehouse, scheduled to be finished late this year or early in 2013, “will offer real-time insights into our users, the performance of our products and sentiments/affinity for our advertisers,” he said. The database, coupled with analytics tools, will give UBM Electronics the ability to predict the behavior of various users and personas, he added.
Sandhu was named to his current position in December 2010, just 14 months after joining UBM Electronics as manager of audience acquisition and engagement. He came to UBM Electronics after five years at Semiconductor Insights, a technology advisory firm that UBM bought in July 2007