2007 Top Innovators: Leann Sandifar, Audience development director, Ascend Media

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Division: Circulation/Small
Title: Audience development director
Company: Ascend Media
Comment: Sandifar and her team take the mass of data the digital world creates and break it down to help Ascend's execs become more effective.

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In June 2006, Leann Sandifar was promoted from circulation director to audience development director at Ascend Media. In this hybrid position, she works closely with the e-media team and its initiatives, in addition to working with the circulation staff.

"It is difficult [to balance Web and print]," she said. "We are facing the same challenges as most other media companies. It's a completely different mindset for circulation, editors, sales, etc., and a learning curve for all of us."

Since being promoted, Sandifar has successfully implemented an online tracking system, Omniture. The goal was to have one platform for all Web sites with a user-friendly interface.

Sandifar compiles and distributes monthly data to executive teams to enhance sales efforts and provide information on online products.

"It is really important as a company to know exactly what you want to track and how you want to view the data in reports," Sandifar said. "It is very important to create standards documentation to ensure everyone working on your sites is doing the same thing."

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