‘Unify Your Publishing Database to Turbocharge Your ROI’ – HubSpot
Don Seckler says, “Publishers have faced several challenges with the explosion of digital media over the past ten years. Perhaps largest on that list are the many audience data silos that have popped up here and there and everywhere.
Many companies have their print magazine subscriber data files in an in-house fulfillment management system or an outside fulfillment house. Digital magazine subscriber data is usually housed with multiple outside vendors. Email newsletter lists are often in an outside email service provider. Event attendees are likely on a spreadsheet in the marketing department. And, any lists generated by editorial might be on word documents on the editor’s computer.
Yikes.
These disparate databases are daunting not only because of the tedious manual tasks they create, but because they’re also a barrier to the monetization of your digital audience. Despite the challenge this presents, the opportunity here is HUGE if you can wrangle together a system that combines these silos into one unified database“.
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