UBM Canon's data a work in progress

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Sandra Martin's first job in magazine publishing was as ad coordinator at Argus Publishers. Now she's the group director-strategic community and audience development at UBM Canon, overseeing 14 titles. Media Business: What challenges are at the top of your list ? Sandra Martin: Managing email protocols within our integrated database and reporting audience engagement metrics in a way that is meaningful to our sales and editorial teams. MB: What are you doing to address those issues? Martin: Regarding the email protocols, we are implementing a new automated program within our email deployment system and also preparing to educate both internal staff and advertisers about smart email marketing. Regarding the audience engagement metrics, we are currently working on more comprehensive reporting which will show the engagement and behavioral metrics across all media channels. MB: What's happened in the last six months that you are most proud of? Martin: Our companywide integrated database continues to be a work in progress, but we have made great strides over the past 12 months adding all channels, including behavior metrics.
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