CMP’s Al Rosato on Building a Better Database
When Al Rosato, director of database marketing for MediaLive International Inc.—now owned by CMP Media—came on board with the event marketer in October 2004, his goal was to complete the company’s database build. Changes to management and the business requirements at that time meant that much of the initial database structure had to be revamped. Nearly two years on, however, the database is firing on all cylinders. Having brought all legacy data into the system and established standardized data capture and feeds from all sources going into the database, Rosato’s goals for the database now have turned to bettering the company’s customer relationship management capabilities. Rosato’s innovative approach to database development initially caught Target Marketing’s attention earlier this year and garnered him a place in TM’s 2006 February cover story “The New Vanguard.” TM recently caught up with Rosato, who offered an update on his company’s progress, as well as his perspective on how to build a better database.
Target Marketing: What are some of the goals you’re currently working on with the database?
Al Rosato: The next step we’re working on is to improve response rates, [enhance] efficiency with our customer relationships and how we market to customers [via e-mail].
We’re now able to look more at the big picture to see how we can optimize our messaging, our targeting to our clients and our prospects. That has to do with knowing some of the nuances of where people are opting out. The database has been very helpful in showing when people opt out. Sometimes it’s closer to an event where we’re doing heavier e-mail marketing to them. So we’re starting to be able to target when a) they’re opting out and b) how to get to the right people, at the right time, with the right message.
Some people are signing up for a show, but not attending. We can break those folks out and, based on their location or their demographics, we can upsell them to a paid conference ticket or, at the very least, remind them that they registered for an exhibit pass or a free pass, and confirm that it’s happening next week.