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In-house databases are cost-effective

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Abraham Langer, VP-audience marketing and Web operations at 1105 Media, spent part of last year getting as much of his data into one place as possible. This year, he expects to see the fruits of his labors.

MB: What are you up to?

Langer: What we're doing right now is building some business intelligence that will actually start to help us drill down into our aggregated data and utilize it for business decision making. We're looking at every detail: how people use search, what happens over the lifetime of someone's subscription, and year-over-year performance. Then we tie that back into how they respond to e-mail, tie that back into creative, tie that back into list fatigue or potential list fatigue and how often we're hitting people and trying to just get a better sense of how people respond to our marketing efforts and how we can increase that response.

MB: Any concerns?

Langer: Keeping everyone up to speed on the best ways to utilize all of this information. It's one thing to have the system. It's another thing to utilize the system. We're strategizing now. The data is there; the question is how to package that data and how do we market that data?

MB: What made you want to build the system in-house?

Langer: There are people out there who do pieces of what we want to do. We were definitely looking for a consolidated solution that was very customized to the way we do things. I know it sounds surprising, but it's actually more cost-effective to build it internally.

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