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Audience Development

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 these integrations, both Sylvia Sierra, former Senior Vice President of Audience Acquisition and Retention at Access Intelligence, and Darcy Beach, formerly Senior Audience Development Manager at HealthLeaders/HCPro, Inc. will focus on helping ONEcount customers integrate the new systems and technologies with their traditional circulation and fulfillment needs.

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.

Sylvia Sierra

"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."

Beach has led a decades-long career working in both B2B and consumer titles such as HealthLeaders, Network World, Cook's Illustrated, Natural Health and Offshore Magazine. Her areas of expertise include database management, audience development, customer acquisition and retention, SEM, social media, direct marketing and telemarketing.
Darcy Beach

"Having spent the last 25 years in the capacity of circulation/audience development manager, truly understanding the challenges of acquiring a complete and credible ‘snapshot’ of customer engagement, due to data being stored/managed in multiple silos is crucial,” said Beach. "For publishers and media clients, being able to drill-down by both identity and behavior in a consolidated platform fuels real-time insights and data-driven activation."

About Sylvia Sierra Consulting Services
Sylvia Sierra's career spans over three decades in the publishing industry. Most recently, she led several key roles at Access Intelligence which included audience development, customer acquisition and retention. She has worked for leading B2B and B2C brands in the publishing industry including Chief Marketer,Event Marketer, Folio: min's, National Journal, and Government Executive.

Her positions of service to the industry include: American Business Media’s Audience Development Committee, Chairperson; BPA Worldwide Audience Development Advisory Committee, Member; SIIA Audience Development Council, Member and Data Policy Council Member. Sylvia has been recognized by the industry and received the 2008 Media Business Innovator award for Top Audience Development Executive awarded by Business Media Magazine to honor innovation in the media markets as well as Media & Content Marketing Association (formerly NTCFI) ARV Award: Award for outstanding contributions to business press circulation, awarded by leading industry association.

About Darcy Beach Consulting Services
Darcy Beach consultancy firm specializes in helping clients plan and execute strategic audience development campaigns, including online subscription acquisition and retention actions across digital channels. Other consulting services include circulation budgeting, B2B telemarketing campaign management, management of in-house subscription database, direct mail campaign management, newstand management and BPA channel reports/audits.
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