Sue Boehlke, President, Infrastruture Intelligence, Informa
MediaGrowth:
The promise of turning audience demographic and behavioral data into significant profit is motivating B2B media leaders to embrace new technologies and morphing traditional media companies into data businesses. But choosing the right information to collect and the right technology to parse it is a challenge that few claim to have mastered.
Sue Boehlke will bring her experiences and up-to-the-moment thinking on this subject to MediaGrowth Summit 20/20, in Chicago, April 21st – 23rd. MediaGrowth asked Sue for a preview and her response will take these next two emails to cover.
Sue Boehlke:
I think it takes a whole new mindset for traditional B2B media companies to win in the data business environment. Creating new opportunities to monetize data often starts with the technology. But I think that is a little bit backwards. There is a tendency toward picking a technology and then focusing on implementing it without thinking enough about what the problem to be solved is, whether the right people are in place to solve it, and how it will be supported
internally. So, I would suggest a few steps and make a few recommendations to get the best results.
1. Start with people – preferably in your organization -- who understand your market and your customers as well as being insightful and metrics-oriented. People who can drive audience acquisition and content so that technology doesn’t drive the process. People who can decide what should be known about readers and how to tie that to trends that are happening. Then add needed technical talent who will fit into the industry.
