ONEcount CDP Adds Consulting/Training Services to Empower Customers
Norwalk—May 3, 2017—ONEcount, the original Customer Data Platform, today announced three strategic partnerships that will empower its customers to maximize the value of their investments in the service.
With these alliances, customers will be able to deploy more targeted audience marketing campaigns, streamline controlled circulation efforts, and increase advertising revenue by training their sales teams to effectively use data that the platform provides.
"We provide media companies and brands a wealth of capabilities never before seen in a single, integrated platform," said ONEcount President Joanne Persico. "But not every company has the resources in-house to identify opportunities, build opportunistic programs, and effectively train their sales teams. These new partnerships will immediately address those problems." The partnerships announced today are: the Academy of Digital Media (a Laredo Group company), Marketing Scientist Pamela Dunaway, and Sylvia Sierra Consulting Services.
Digital Sales Enablement Training
Data and analytics are becoming key ingredients to defining, building and targeting audiences within a media companies' ecosystem. Many struggle to train their sales teams in how to effectively use data assets to close more deals and develop premium campaigns.
The Academy of Digital Media, the leading digital media sales and buying training company, is launching its latest course, Using Data to Empower Sales: The New Currency that Drives Media Transactions this month. The program offers in-person classes, on-demand webinars, and private training courses focused on helping sales teams maximize revenue using the types of data insights that ONEcount provides.
Customers who would like a custom training program focusing on their specific market and their specific implementation can benefit from a customized program, either on-site or delivered via webinar.
Leslie Laredo, the founder of Academy of Digital Media has been an innovator in interactive media since 1983. She has been instrumental in dramatically improving the skills of over 110,000 sales media professionals as the industry transitions from print to today's mixed-media marketplace.
"Media itself has changed from a static group of well-understood products to a rapidly changing array of increasingly complex products, said Laredo. "Media sales professionals need to understand and embrace these new sellable data-driven assets to build true people-based targeting packages that better serves the needs of the advertiser. Academy training is the fastest way to learn how to do that most effectively."
Companies deploying the ONEcount platform can use its Big Data technologies to generate new revenue from advertising and audience marketing. Whether you're trying to maximize the life-time value of a subscriber or trying to find the most profitable segment for your advertisers, ONEcount enables companies to maximize the value of their audiences through the field of Marketing Science.
Pamela Dunaway, a pioneer in the field of Marketing Science, is partnering with ONEcount to specifically help companies understand the data and develop marketing and revenue strategies that maximize the value of each individual subscriber.
Working with ONEcount, Dunaway and her team will focus on implementation planning, opportunity analysis, training and management guidance. The focus on the audience engagement uses the unique strengths of the brand to maximize the revenue from each customer experience that the platform provides.
Dunaway was previously Chief Marketing Officer at the Weider History Group of consumer publications, where she was responsible for 85 percent of corporate revenue generation. She improved subscription profitability by 102 percent by using a behavioral scoring algorithm to target prospects with the right message and offer at the right time.
"Behavioral targeting based on customer interactions is a win for consumer marketing, advertising sales and the customer/prospect by improving ROI while simultaneously improving customer experience with your brand,” said Dunaway. "The shotgun approach of the past is a relic, and customers expect a better, more targeted experience. Customers respond and are loyal to brands they feel hear and address their specific needs and desires."
Since ONEcount is the only CDP with a specific focus on media companies, there's often a need among customers to marry the digital data collected for ad sales and marketing science to the traditional needs of the audience and circulation departments.
ONEcount's integration with nearly a half dozen circulation fulfillment companies, and dynamic data mapping tools that allow data exchange with any fulfillment company, facilitate that close relationship between audience identity and audience behavior.
To maximize that integration, Sylvia Sierra, former Senior Vice President of Audience Acquisition and Retention at Access Intelligence, will focus on helping ONEcount customers integrate the new systems and technologies with their traditional circulation and fulfillment needs.
"It is imperative to have a single view of a customer in order to understand their needs and turn those insights into product and offers," Sierra said. "Data is often available for all interactions of a customer but not accessible or organized for enterprise success, as data silos are an impediment in understanding and reconciling identity and behavior of our clients."
Sierra has led a decades-long career working in database management, audience development, customer acquisition and retention, and lead generation. Her expertise allows her to evaluate a publisher's existing tech stack and implement strategies that connect diverse solos across a publishing enterprise to ONEcount's highly-integrated platform.
"It is imperative to have a single view of a customer in order to understand their needs and turn those insights into product and offers," said Sierra. "Data is often available for all interactions of a customer but not accessible or organized for enterprise success, as data silos are an impediment in understanding and reconciling identity and behavior of our clients. Developing a customer-centric view of a client that incorporates all customer touch points enables developing a better relationship with our clients."
ONEcount's platform combines Data Management Platform (DMP) capabilities like segmentation and Audience Extension with a suite of user identification, tracking and reporting tools that have come to be known as a CDP. Designed for media companies, by publishing executives, it includes capabilities not found in advertiser-focused systems.
Specifically, it's real-time dashboards, secure advertisers data feeds, IVT mitigation tools, integration with leading e-mail service providers, banner platforms, integrated social sign-on, and a host of other tools are designed to streamline the tech stack into a simple-to-manage ecosystem.
For information on ONEcount and the new marketing science and consulting services, please contact Joanne Persico, President at firstname.lastname@example.org or call 203.665.6211 x204.