The technology to-do list for business media companies is lengthy, but many have made centralized audience databases and responsive design websites a priority in 2013. The goal behind these complex initiatives? To get a simplified view of customers and to reach them wherever they may be, whether at the office or on the go.
Faced with a multitude of technology options that promise to make their companies more profitable or efficient, business media executives must choose their priorities. This year, publishers with different sizes, business models and vertical markets are focusing their efforts on two technology-driven projects in particular: building out centralized audience databases and creating websites using responsive design.
Other technology initiatives remain on the to-do list, of course, including those that will unlock the potential of publishers’ content assets, help companies use powerful analytics or make magazines more exciting for readers and more targeted for advertisers.
But single customer-portrait databases and responsive design hold particular appeal for media companies because of their potential to help address some thorny issues.
Brent Pearson, CTO at UBM Tech, explained that his company has a private cloud solution that combines both a physical data warehouse and applications that can bring together data from different databases. Pearson has spent years consolidating and merging a succession of databases, he said, starting with the division formerly known as UBM Electronics, then adding the electronics business acquired from Canon Communications and now incorporating data from the formerly separate TechWeb division. “The end goal, to have all of UBM Tech in a single-user database, is still months away,” he said.