Lodestar and Alliance Partner Advanced Insight to Study Audience Analytics and Account-Based Marketing Best Practices for Connective (formerly American Business Media)
Princeton, NJ, April 12, 2017 – Lodestar announced today that it has been engaged, along with alliance partner Advanced Insight, to conduct a study of audience analytics and account-based marketing best practices across Connectiv’s member organizations. Connectiv is the global business information association that accelerates innovation for leading and emerging content, data, and technology companies. Its members include many of the largest B2B media organizations worldwide such as Crain Communication, Sourcemedia, and Access intelligence.
Lodestar CEO Dr. Tom Nelson commented, “Media companies are increasingly making significant investments in audience development, research, and analytics, Account-Based Marketing (ABM), content management platforms, and a variety of related endeavors. Yet, in a variety of forums (webcasts, blogs, discussion forums), media company audience data executives and their teams are reporting a variety of obstacles and challenges in advancing their analytics agendas. The purpose of the study is to size and scope these issues.”
Specific topics to be explored in a series of 20 in-depth interviews with senior-level audience executives include:
- Satisfaction with current practices and progress in audience analytics and related matters – what’s working, what’s not, areas for improvement, areas where help is needed?
- Obstacles, barriers, pitfalls, and other challenges these executives face in their day-to-day work.
- Tools, technology, and resources – satisfaction levels, learning/utilization curves, what’s missing, what could be better, etc.?
- Lessons learned, keys to success, best practices, advice to other audience analytics practitioners.
- What do the next 3-5 years look like – what will be the largest challenges and opportunities?
- What CEO’s can do to help make their audience analytics teams more effective and accelerate the overall organizational data and analytics agenda?
Results of the research will be presented at the 2017 Business Information & Media Summit (BIMS) in Fort Lauderdale, FL on November 16, 2017.
Lodestar is an advisory services firm that helps clients create, manage, and utilize information and intelligence of all kinds to solve complex business problems. Our work has two goals: improve business performance and drive growth.
The firm is built around six major practice areas – marketing research and decision sciences, information management, innovation, marketing effectiveness, organizational performance, and customer experience management. We also offer specialized services in areas such as competitive intelligence, technology scouting, intellectual property assessment, future forecasting, performance measurement, marketing effectiveness, ROI assessment, strategic planning, sales force effectiveness, and go-to-market strategy.
Lodestar works with Fortune 1000 and SMB clients across a variety of industries, including financial services, healthcare and life sciences, media, publishing, technology, professional services, manufacturing, and the public sector.
About Advanced Insight
Advanced Insight, a SaaS-based business intelligence technology platform, which helps companies achieve greater profitability and revenue by unlocking hidden insight within data and information assets. The Insight technology leverages typically hard-to-combine data including log files, customer files, billing databases and CRM data to deliver unique multi-dimensional analysis and visualization for its customers. The company offers five real-time solutions: Enterprise Insight360, Sales Rep Insight, Prospecting Insight, Search Insight and Audience Insight360.
For more information visit http://adv-insight.com/.
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