THE ONEcount ADVANTAGE
ONEcount's team of industry professionals establish best practices and strategies to amplify the power of the platform.
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.
"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."
About Pamela Dunaway
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.
She has worked for leading B2B and B2C brands in the publishing industry including Advertising Age, Electronic Media, Creativity, Crain's Cleveland Business, Tire Business, SPIN, and Live! (Ticketmaster). She also has advised several start-ups in the technology sector, including the successful launch of a streaming video-on-demand service brand line extension for a legacy magazine publisher. She also was most recently VP Consumer Insights for SocialFlow, the largest repository of social media behavior.
Pamela received her MBA from Cornell University (Johnson School of Management) and two separate Bachelor's degrees in Psychology and Advertising from Michigan State University. She is currently studying the programming language R at John’s Hopkins University. Pamela spent 4 years as Lead Experimenter on The Jury Project, a study of the media's impact on juror decision-making behavior funded by the National Science Foundation.
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, 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.
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.
"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." said Beach.
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, newsstand management and BPA channel reports/audits.
Digital Media Sales Enablement
Data and analytics are becoming key ingredients to defining, building and targeting audiences within a publisher's ecosystem. Yet many media companies struggle to 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 next month. The program offers in-person classes, on-demand webinars, and private training courses focused on helping sales teams maximize revenue using the data insights that ONEcount reports.
In addition, ONEcount customers who would like a tailored training program focusing on their specific needs and their specific platform implementation can benefit from a customized program.
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 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."
About Academy of Digital Media
Leslie Laredo has been a pioneer and innovator in the digital and interactive media industry since 1983. She has been instrumental in dramatically improving the knowledge and skills of media professionals on how to sell and buy audiences and content across the digital media ecosystem, as well as enable corporate and brand marketers to incorporate digital platforms into their plans.
In the last 20 years, Leslie has trained well over 110,000 professionals in multi-brand media and ad tech companies, ad agencies and brand marketing as well as consulted with junior to C-suite level professionals at a wide range of organizations, worldwide, from start-ups to Fortune 500 companies.
Her training and consulting services have been used and valued by C-level executives, vice presidents, sales and account managers, media buyers and planners and corporate, brand and product marketers. She has worked with media representing local, niche, national, B2B and international audiences; with accounts spanning many industries including technology, automotive, travel, financial, pharmaceutical and healthcare and more.
Digital Business & Product Strategy
Companies deploying the ONEcount platform can maximize the value of audiences and create high revenue producing levels of engagement by using Big Data technologies. The ability to gain audience insight firsthand into how products, content and services are performing through consistent collection and analysis of data are key drivers.
Kevin Novak, CEO and Chief Digital Strategy Consultant at 2040 Digital is partnering with ONEcount to lead media companies and associations to the next level with customized business, content and revenue strategies that maximize data insights.
Working with ONEcount, Novak and his team will focus on strategic planning, business analysis, content and marketing guidance. His expertise allows him to evaluate a publisher's existing tech stack and implement strategies that connect diverse silos across a publishing enterprise to ONEcount's highly-integrated platform.
"Content is still king but the definition of content is evolving to include data," said Novak. "Digital and data are not only impacting your operations and positioning, they are also fundamentally altering consumer behaviors and decision making regardless of your focus (B2B, B2C or B2P). In that regard, transitioning from a media to a data and technology company is a significant shift that must accommodate a change in business model, changes in operational processes and most often changes in company culture and expertise of staff."
About 2040 Digital
2040 Digital Founder and CEO Kevin Novak has spent nearly two decades helping organizations find their place in the digital world.
Novak leads the CMO and CEO focused Marketing and Data Science Executive Council of Collaborative Gain, a community of smart, passionate leaders who help each other build better, more customer (and employee) centric companies. Members include companies like Apple, Airbnb, Nike, Google, USAA, TripAdvisor, Walmart, Wells Fargo, and more.
Previously, as Vice President Digital Strategy and New Business Development at the American Institute of Architects, Kevin was responsible for developing an integrated, forward-looking digital strategy, launching revenue-producing virtual/hybrid educational events and delivering digital-based subscription products resulting in revenue of over 20 million.
Novak served as chief digital officer and director education outreach at the Library of Congress. He built a centralized digital division to bring the Library’s many disparate websites into a cohesive experience and serve more than 22 million digitized items from its collections. He built the Library’s partnerships with Google, Flickr, Microsoft, Stanford University, and One Laptop Per Child.
He serves on the Executive Committee and Board of Directors for the Business Information Association (BIA-Connectiv), the Software Information Industry Association (SIIA) and the Specialty Information Publishers Association (SIPA), and has chaired working groups for the W3C Electronic Government work group, the U.S. National Research Council/National Academies, and the MOBI Foundation.